Small Businesses Need Print More than They Think

As small, direct-to-consumer businesses carve out market space from the giant conglomerates, they need to increase their marketing efforts, reported Jodi Sawyer, marketing development manager for FLEXcon (Booth 8024), in her session “Micro-Branding Case Study.”

Sawyer took the stage on Thursday to talk about what print companies can do for these “micro-brands,” including how forming a lasting partnership can create a lucrative relationship for both parties.

Think about businesses like craft breweries, or industry disrupters like Warby Parker or Glossier. These companies rarely have a physical presence, and rely on online ordering.

Because of their hyper-specific product offerings, they may not understand the printing industry, much less the full extent of what printers can offer them. Sawyer said the first step for a printer working with these small companies is to educate them. Her experience with smaller businesses showed her they often feel intimidated by print, and don’t even know what they should be buying.