Dove Direct Print & Marketing Blog - “2019s $53B Print Buyer Forecast”

Welcome to the Dove Direct Print and Marketing Blog. Today's post, "2019s $53B Print Buyer Forecast" presents a $53.5 billion dollar ocean for printing organizations to dip their sales targeting toes into. That old adage "big fish in a little pond" comes to mind as it relates to creating sales strategies, in that brands can opt to either focus on snagging minnows (which in most cases represent a very small market) or looking to bag the Great White, where the market waters are ginormous.

Make no mistake. The amount of time and resources required to target a minnow versus a Great White in the sales game is similar. Top commercial printers are well knowledgable of the mechanics behind targeting print buyers and should also be aware of printing budgets across an array of industries.

Any organization regardless of its size is competing for market share and to that end, capturing 100% of the market is extremely rare. On average a 1 to 3% market share is the norm, however, there are instances where an organization is able to capture the Orca's share of the marketing ocean, depending on unique circumstances, product viability and demand.

The Number One Print Buyer

The following data was provided by Print Impressions contributor, Vincent Mallardi, C. M. C.. Would you believe that the United States Postal Service (USPS) is the world's number one print buyer? Even VP of Finance and Planning for USPS failed to understand how significant the USPS is when it comes to buying print. The USPS buys some six million metric tons in annual throughput which translates into 5.6 billion pieces being printed. To be clear the USPS purchases:

• $1.5 billion in corrugated and Tyvek containers
• In-store posters and signage
• Greeting cards and gift-wrap
• Tapes and labels
• Vehicle identification decals
• Transit ads

This is by far the largest whale in a huge ocean of printing opportunities. Mr. Grossman goes on to state, "We have five categories of procurement and printing is within every one of them, but we also solicit novel ideas and reward what we call 'irresistible mail."

The Number Two Bi-Coastal Print Buyer

The Walt Disney Co. located in Burbank, CA, is said to supply or source every embodiment of digital film production print such as backgrounds to props. This list of printed collateral also includes show literature, event signage, books, games, activity products and more. The principal players are Dan Casquiho, Jenelle Henry and others on the West Coast, to Rick Wertsching in Orlando, and the New York contingency handles ABC, ESPN, Broadway, musicals, ice shows, and a really big one, Marvel Comics.

AT&T and Time Warner

According to industry insiders, the AT&T-Time Warner merger comes in as the number 3 print buying opportunity for 2019. While it is expected that some folks may be terminated as a result of the restructuring, it is unclear as to what name will be forthcoming that is inclusive of both companies. That said, whatever naming directive emerges, the incremental print demand forecast suggests that every piece of print collateral will have to be re-designed including signage, vehicle wraps, business cards, etc. This is projected to be the largest single opportunity for printers during the upcoming months.

Another $5.2 Billion On The Table

It has also been forecasted that $5.2 billion in print spending will be spread among five consumer focused brands. PepsiCo (4), Johnson & Johnson (5), Procter & Gamble (6), Apple (7), and Pfizer (8) will be the players rounding out this portion of the print opportunity. Thus far, there are no mergers or personnel changes set to take place in the near future.

Packaging Buyers

The demands for consumer packaging and out-of-office home display media are also forecasted to be in a growth mode. Again, according to Printing Impressions contributor, Vincent Mallardi, C.M.C., "The 50 largest packaging buyers are prominent in the Printing Impressions Top 100 Print Buyers forecast listings."

The packaging forecast indicates an opportunity that appears to be one of significant value especially when you take into consideration that 50 of these print buying entities are in the top 100 print buyers forecast list. This represents yet another area of opportunity that print sales teams should have on their immediate radar.

Sales Challenges

Sales efforts are challenges when sellers are looking to match their product and delivery expertise with print buyers in general. However, it is important to keep in mind that gaining a market share of 1% of the whole can be very lucrative as applied against the size of the market being targeted. 1% on its own would appear to be an infinitesimal number. However, 1% of a $53.5 billion ocean equals $535 million!

That's a ginormous ocean of sizable prospects that represent thousands of smaller fish, hundreds of medium-sized versions and of course the hundreds of whales, which culminate in a target rich environment embedded in an ocean of opportunities!

The challenge for printing organizations is to find and engage the top forecasted print buyers as well as the medium and smaller sized fish in the print buyer ocean.

The Net-Net

Sales managers and salespeople are consistently searching for low-hanging fruit in their pursuit of sales opportunities that can be more easily converted to customers. That sales strategy is unlikely to be pushed aside. However, it's critical to ensure that when searching for low-hanging fruit, or fishing for easy fish, that the size of the market (pond versus ocean) makes all the difference.

Would you rather fish in a small pond and catch minnows or fish in an ocean of opportunities? 1% of $100,000 pales in comparison of 1% of $53.5 billion. The sales process is practically similar for both pond and ocean targets, therefore, we contend that searching for Orca size opportunities should be on the radar at all times. Thanks for reading "2019's $53B Print Buyer Forecast."

Let's have a conversation about direct mail strategies, printing, print software, transactional documents, variable digital printing, brand equity and unified marketing collateral during our next Open House. We invite you to join us on Thursday, January 31st, 2019, for an hour or two, anytime between 9:30 am to 4:30 pm. Let us show you how to improve your document processes to optimize your workflow, reduce your costs, and maximize your organization's printing, letter shop and mailing capabilities. Dove Direct does have an official USPS certified bureau located within our offices that will save you time and money. And, if you bring us your files, we will create a demo file for you. For more information call Carla Eubanks at 404-629-0122 or email Carla at This email address is being protected from spambots. You need JavaScript enabled to view it..

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If you don't want to wait for the Open House, you can reach Dove Direct today by calling 404-629-0122 or use the contact form for Dove Direct.