I briefly touched on the way that the industry has changed in my last blog, and this post is going to focus on those elements. We, as the printers, not only need to understand the other products and services that we compete against in our own market sector, but also the products and services that we may be competing with in other sectors, such as email. Not only will this knowledge enable us to advise our clients better, but it will also provide valuable information on whether or not you, as a business, should bring these additional services in-house and be able to provide a communication vehicle for all of your clients marketing.

You will no doubt have noticed that on the London Underground the posters that you used to travel past on the escalator, as well as the 48 sheets on the platform, are gradually being replaced by digital screens. Now this should not be seen as taking business away from printers, but as an opportunity. Yes you won't be printing those posters and sheets anymore but that doesn't have to mean you need to lose the client. Bring in new skills to your company whereby you can offer the service of preparing their adverts for the screens and then liaising with the provider who places the adverts up on the screens. If you don't have the funds to bring these services in-house, form a strategic partnership with a small company who does provide these services. It should be seen as a way to grow your business, not hinder it.

'Change our way of thinking'

Too often, I feel that we as an industry see the new services being offered by online and digital screens as a major problem and one that is going to take away work, but we need to change that way of thinking. See these so called threats as opportunities and start to grow your business in other areas, whilst still maintaining current business.

Let's start being positive and really showing our clients and prospects, not only how great print is as a communication tool, but also that the experience and knowledge we all have is invaluable across all communication channels.