Here are the steps on your potential journey of discovery – and change - from commoditised print provider to marketing services provider.

1. High value
marketing
services…or
commoditised
print?
Here are the steps on your potential
journey of discovery – and change.
Assess your situation
Target your new audience
Marketeers know print can do
things digital cannot.
Reach these decision makers:
make yourself an indispensable
ally. Talk to marketing decision makers
not just print buyers. Offer broad, long
term strategic solutions, not simply
one-off print jobs.
Reasons to be cheerful
Here’s some good news: print is alive and
well. In fact it is making a comeback – at the
heart of brand marketing.
According to the DMA,
30 TIMES
direct mail is now up to
more effective
30 TIMES more effective
than email – even among
Source: Direct Marketing
the young.
Printing services are ultra competitive. Prices have
been driven down. So you have a choice. Fight in
the commoditised low profit zone. Or change from
Print Services Provider (PSP) to Marketing Services
Provider (MSP).
Develop/package new solutions
You can’t become an MSP overnight.
Start small. Grow fast.
Focus on niche areas where you can add value.
Move step by step, service by service, towards your destination:
acting as a Marketing Services Provider at the heart of your client’s
brand planning.
COMMODITY
PSP
Matt Guest
Senior Manager
Deloitte Strategy Consulting practice
PROFIT
DRIVEN
OPPORTUNITY
MSP
BUSINESS TRANSFORMATION
Association Survey, June 2012.
“ The print industry has a
phenomenal opportunity at
the moment to position itself
right at the start of a
customer's journey and make
itself invaluable…
print is about to launch a
comeback and position
itself at the heart of
brand marketing.“
Your path to the future
PRINTER
PRINT SERVICES
PROVIDER
COMMUNICATIONS
SERVICES
PROVIDER
UNSUSTAINABLE
MARKETING
SERVICES
PROVIDER
ASPIRATIONAL
Demonstrate your expanding offer
Your print skills can make you a valued consultant,
advising on (for example):
• combining print, online and digital
• personalisation and variable data
• colour management
• web to print
• digital print
• campaign design
For more insights from Ricoh:
Ricoh-europe.com/printandbeyond
Follow us at Twitter@RicohEU Bdriver