Don’t Go It Alone

New technologies always come with new challenges. And there are always a few people — be they vendors, OEMs, distributors or other printers — who seem to be ahead of the game. They invested early, helped develop the applications, did their trial and error before anyone else got on board or just spent their time making sure they were experts in the field because they found it interesting.

Whatever the reason, that means there are people out there who are experts, even in the still-emerging field of printed electronics.

For the average attendee of SGIA Expo, this is actually good news. It means that you don’t have to jump feet first into this new market without any safety net. In fact, you are more likely to fail if you go that route, than if you take the time to network — and shows like SGIA Expo are ideal for that — and develop a set of go-to people who can partner with you in this new venture. Rather than feel like you need to become an expert at everything, focus on one component, and then find partners to fill in the gaps.

“Printers need to be ubiquitous in their printed electronics marketing approach,” notes Rebecca Fuhrman, Digital Market Development Manager, Tekra (Booth 2711). “This is not a ‘go it alone’ market pursuit. Very few printers have the current equipment or resources to offer a fully integrated solution. Work with your manufacturers, suppliers, distributors, industry experts, etc. to devise your marketing plan. Online promotion via your company website and participation at educational trade events are great grass roots ways to build your knowledge of products, participants and potential business.”

Even if you aren’t planning to start investing in new equipment or resources to produce printed electronics at the show this week, don’t miss the opportunity to talk to your fellow printers about their plans, and to talk to the vendors and speakers you encounter about their technologies and thoughts about where this market segment could go.

In other words, start building your printed electronic partnerships now, long before you will likely need them.