As one of the most essential industries during the pandemic, manufacturers have experienced their share of challenges since early 2020 – from worker shortages and new safety protocols to supply chain issues and rising inflation rates. While it’s unusual to see positive economic gains at the same time as historic labor and supply chain challenges like these, this happens to be the trajectory for the U.S. manufacturing industry emerging from the pandemic. The industry’s recovery gained momentum in 2021 through rising demand. Manufacturing businesses had to respond quickly to the changes in order to survive and thrive. Industrial production and capacity utilization surpassed pre-pandemic levels midyear last year, and coupled with strong increases in new orders for all major subsectors, all signs point to continuing growth.

However, optimism around revenue growth may be held in check by caution from ongoing risks. Workforce shortages and supply chain instability are reducing operational efficiency and margins. Business agility is critical for organizations seeking to operate through the turbulence from an unusually quick economic rebound and to hold the momentum into the next growth period. As manufacturing companies look not only to defend against disruption but strengthen their offense, we examine important trends for you to consider. Our deep dive into three of the industry’s major priorities uncovers the custom print opportunities that provide answers to their needs.

Read on to discover insights to assist you in being a valuable consultant to your manufacturing customers and prospects. Understanding what their priorities are and how you can provide solutions helps you increase engagement, establish solid relationships and boost your sales.

Priority #1 – Hire and retain a skilled workforce

The Great Resignation is real – and a serious concern for employers. According to a recent survey of over 2,000 employed workers, nearly three out of four full-time employees (74%) and more than half of part-time employees (51%) report that they are planning to quit their jobs in 2022. Overall, more than two-thirds of all employed workers (68%) say that they plan to leave their current job in the next 12 months.

Additionally, according to a Jobvite survey, 30% of new employees leave their jobs within the first 90 days of getting hired. A great way manufacturing companies can make a meaningful first impression with new employees is by providing “Welcome Kits” filled with branded essentials like pens, Post-it®️ Notes, coffee mugs, ID badges and t-shirts. Rewarding existing employees with company swag builds loyalty as well.

Here are some ways manufacturers can attract and retain qualified employees amid the staggering manufacturing labor shortages:

• Draw attention to job fairs and interview locations with Yard Signs, Banners and Feather Flags
• Spread the word about hiring events with full-color Posters, Flyers and Postcards
• Keep new hires organized with benefits and training materials in Presentation Folders
• Recognize employee milestones and accomplishments with acrylic, wood and metal Plaques and Awards
• Ensure compliance with state and federal labor law requirements, with a Labor Law Poster Subscription Service

All of the above help attract talent and create a workplace culture that makes employees want to stay.

Priority #2 – Workplace safety

Keeping employees safe and healthy helps manufacturers avoid the detrimental costs of lost productivity. Workplaces with successful safety and health management systems reduce injury and illness costs 20-40%. OSHA experts estimate that companies spend $170 billion each year on costs associated with workplace injuries and illnesses. These expenditures come straight out of a company’s profits and can impact sustainability.

Successful operations require clear communication whether in a warehouse, factory, loading yard or shipping area, or even in a break room. Clearly communicating where materials are located, providing warnings and offering regulatory guidance on site or instructions on machine operation is key. Keeping communications up-to-date is also important as processes may change with fresh inventory or a new machine, or there may be new critical notifications.

Here are some ways manufacturers can promote a safe and healthy work environment:

• Clearly mark walkways, restricted areas and social distancing requirements with durable full-color Floor Decals
• Provide reminders about health and safety expectations with full color Signs, Posters and Banners in break rooms and public areas
• Inform and direct employees and visitors with engraved Directional, ADA, Desk and Wall Signage
• Post safety notices on equipment with full-color Outdoor Labels, Reflective Labels, Tech Decals and Magnetic Signs
• Promote safety messages and certifications on Hard Hat Labels

Appropriate warehouse signage may be the most effectual and low-cost way to improve operational efficiency. Unfortunately, many facilities haven’t taken the time or effort to evaluate, improve or correctly implement signage for their workers or guests. This is a lost opportunity. Today, savings and a faster production time can mean the difference between profit and loss, therefore there has never been a better time to implement or update a manufacturer’s signage program.

Consider if the signs are resilient enough for the environment they are posted in. For many production environments, a paper sign just won’t last. A sign that will deliver reliable information over time is needed. This means using a durable material designed to endure even in potentially wet, dry, cold, toxic or dangerous environments.

Floor signage is another vital element. The floors in the manufacturing industry are large blank slates – however, the right signage is imperative. Take the environment into consideration with decals, stickers and signs made of slip-resistant material. If the area is wet, a sign on the floor can be a slip hazard. Readability is an important aspect. Depending on the lighting, a glossy or matte finish is needed to make the sign easy to read and not be distracting. Not all signs are created equal. We can help ensure you have a sign that lasts and works for each individual facility or area.

Priority #3 – Production and operational efficiencies

Manufacturers looking to capture growth and protect long-term profitability should embrace bringing operational efficiencies to scale and find production and cost efficiencies within all operations including the business offices. Administrative staff members are often stretched to the limit, so taking steps to make ordering, approving and re-ordering of a company’s printed materials quick, cost-effective and consistent is important. These operational efficiencies can be achieved by implementing a branded ordering site, as well as through custom forms and office supplies.

Here are some ways manufacturers can drive efficiency in business operations:

• Custom Business Forms give a branded and professional image to job applications, HR forms, invoices, order forms and requisitions
• Minimize repetitive messaging with a custom Stamp or Dater
• Identify plant visitors with fluorescent Visitor Badge Labels
• Custom Checks and Tax Forms simplify AP, payroll and tax processing
• Locate warehouse items efficiently with Rack Labels

Fortunately, the manufacturing industry is building back fast, undeterred by significant labor and supply chain challenges. To maintain this momentum, reflect on the trends and then offer solutions to help your manufacturer customers and prospects mitigate loss and risks and advance efficiency. Manufacturers who see the value in investing in their hiring/retention programs, employee safety and well-being, operational efficiency and vendor management programs will have a distinct advantage while emerging from the current environment.

 Actions you can take today

1. Subscribe to local or regional business publications. Business publications often highlight new and upcoming businesses, and announce changes such as mergers and expansions.
2. Join your local Chamber of Commerce. Volunteer for the board or help with events to connect better with manufacturers in your region.
3. Offer a complimentary audit of a business’s printed materials to evaluate consistency in branding and messaging, print quality and ordering efficiency.

How we can help

When it comes to vendors – less is more! Forming a strategic relationship with a print partner who can supply everything from Business Stationery and Forms to Signage, Labels and Packaging can lead to efficiency gains, optimized costs and stronger business outcomes. We offer a wide range of print solutions to help you consult and support your manufacturer customers so they can successfully navigate many of these operational challenges. Our sales support materials and industry research will help you start conversations and turn challenges into advantages so you too can recognize sales growth. We’ve compiled support materials like A Marketing Field Guide to Manufacturing & Packaging, product images, Manufacturing & Packaging social toolkit, and valuable Manufacturing & Packaging Dollop content that you can use to go to market today. Check it all out here.

Rarely has there been a better time to concentrate some selling efforts within the real estate market. This industry is ranked number six on Printing Impressions Top 25 Hot Markets for Printing. Homebuilders and realtors could surpass $8B in print buying in 2022, so now is prime time to start some conversations.

It’s all in the consultation

Today, successful sellers act as trusted advisors to their buyers to help them find the best solutions. By adopting a consultative selling strategy, Distributors create value in the sales process and benefit from better results, more conversions, greater customer affinity and more referrals. To make it a little easier to be that consultant to your clients in the real estate vertical market, we’ve summarized some useful data to draw from. Understanding what it is your customers and prospects are faced with will give you a leg up in your engagement with them.

Their major priorities

The top five concerns within the current real estate market are driven primarily by the evolving consumer landscape that has taken place within the last two years. Each are significant to the industry right now and altogether reflect opportunities for your consultation and problem-solving.

• Reaching new audiences is critical as the industry sees demographic shifts that are giving way to a new generation of homebuyers.
• Communicating how they are staying on top of lifestyle changes – like remote work, in-home spas and meditation spaces for example – assures audiences that they are on the cutting-edge of shifts in needs and preferences.
• Showing up strong with personalized communications to existing and prospective clients is imperative in order to keep messaging relevant and more relatable.
• Rising above the competition and a clear demonstration of going “above and beyond” strengthens relationships and makes long-lasting impressions.
• Putting in significant relationship-building efforts further enhances the client’s buying and selling experience.

Solutions that matter

Print advertising has been a mainstay in the real estate vertical market, helping to reach, relate, inform and impress. It has served as a pillar in resolving the needs of the industry and there are several reasons why it shows no signs of going away anytime soon:

• Realtors can’t afford not to spend some dough on advertising if they’re banking on long-term viability for their business.
• Print marketing keeps advertising costs affordable. Less dough, more ROI.
• Print is ideal for effectively promoting existing listings.
• Personal cards and gifts make staying in touch easy and meaningful.
• The more exposure realtors get, the better.
• Direct mail has mighty sales boosting power.
• Print helps amplify one’s niche and environmentally responsible practices.

Next level marketing

An enormous migration to electronic media has caused the email inboxes of both buyers and sellers to be bombarded with countless offerings and homes for sale. The digital noise is deafening. Luckily the top print products not only effectively cut through the noise, but also take real estate marketing to the next level. These examples are not just the most popular items, they’re the ones with a high rate of return on investment:

• Brand Identity – business cards and stationery set the tone, convey professionalism and can double as eco-friendly reminders
• Direct Mail – The #1 way to reach new buyers and sellers; postcards are economical and versatile
• Marketing Materials – folders, brochures, booklets, rack cards, door hangers and flyers are effective tools for on-site marketing
• Custom Signage – interior and exterior signage products draw attention, provide direction and boost brand awareness
• Labels – used for advertising, identifying, informing and branding
• Promotional Products – branded apparel, drinkware, writing instruments and bags make long-lasting brand impressions
• Custom Forms – branded, multi-part forms streamline processes, inform clients and meet compliance requirements

Listen and Learn

Consultative selling is about helping folks find answers. Salespeople who take the time to fully understand their buyers’ needs and challenges are in the best position to recommend the right solutions. Asking open-ended questions happens to be the best way to uncover the real motivation for buying. Not only will the consultative salesperson continue to learn more about their prospect’s challenges and obstacles, they will also be rewarded with satisfied, loyal customers. Be the hero that knows how to help them get started with printing high-quality, effective materials to really shine in the marketplace.

The takeaway

Real estate professionals know the importance of marketing their business and their client’s listings. High-quality print products are immensely important to your customers and prospects in the real estate industry, and having an inferior product will likely decrease their closure rate as a realtor or broker.

We have done our research and developed marketing assets to assist you in your sales opportunities within this top industry. We’ve compiled top print products for the Real Estate market and are offering free sales support materials including:

• Industry Sale Sheet
• Research Dollop
• Social Media Toolkit
• Product Images

Check it all out here. Don’t wait, get your free sales materials today. These resources can be used by YOU to email your customers, post on YOUR social pages, take with you to a presentation, mailed directly, presented via virtual meeting, and more.

Nearly every industry and market that you serve either participates in, hosts, or attends tradeshows and events. Events are a beneficial way to grow sales because they combine exposure to a large number of potential leads with the ability to interact personally. Events offer big benefits to businesses of any size and keep brands relevant in their industry. Driving event success in order to net positive gains is key. Understanding the predominant needs of your clients when it comes to attending or hosting events will assist you in helping them achieve the greatest success. Read on to discover the major priorities of event planners, top print products essential for events, and what topics to cover in your conversations to increase engagement and boost your sales.

What takes precedence?

When it comes to event planning, creating a meaningful experience for attendees tops the list of major priorities. Pre-event communications, like direct mail, set the stage in building anticipation and informing attendees of necessary details. Once onsite, the overall aura of the event, both visually and experientially, should feel welcoming and beneficial to the attendee. Safety must be well-communicated, covering not just pathogens and personal space, but preparedness for physical safety too. Structuring an environment that focuses on the safety of attendees is paramount. Signage plays an important role in informing, directing, and building trust. Posters, banners, floor decals, and swag bags keep the momentum going. Following-up right after and continuing the conversation long past the event not only make the event more meaningful for attendees but also serve to build loyalty and brand recognition that pays off big time down the road.

Essential print products

Emphasizing the theme of the event and encouraging engagement throughout every aspect of it helps in developing new and cultivating existing relationships. Done right, events establish brands as industry thought-leaders and educate potential customers about the industry, products, or services. All of this requires printed materials, and the top print products for events include:

• Banners – welcome attendees, capture attention, and add visual appeal to the space
• Postcards – perfect for save-the-dates, promoting registrations and sending reminders and messages of thanks
• Floor Decals – apply step-by-step directions as well as clever branding concepts
• Portable Signage – interior and exterior signage like retractable banners, A-Frames, and magnets draw attention, provide direction and boost brand awareness
• Yard Signs – bring people in, create awareness and promote enthusiasm for the event
• Labels – a top way to identify and differentiate as well as build and communicate company brands
• Apparel – events aren’t events without wearables like t-shirts and polo shirts that not only promote brands but offer residual marketing goods that people appreciate

 What you need to consider before your sales call

Both exhibiting at and hosting events are ideal strategies for building brand awareness, establishing a brand as major player in the industry, and launching new products and services. Having a solid game plan and creative ideas will help you better support your clients. Here are a few game-changers to consider:

• A strong visual presence separates a company from all the other booths at the event.
• A solid plan to engage those attending events virtually is a must. Send swag bags in advance to the virtual guests and provide their event materials in branded presentation folders.
• To attract quality leads, align marketing materials with the audience of each specific event, keeping the content relevant and personalized.
• During a trade show or event, you have approximately 10 – 15 minutes to “wow” attendees. Make their experience memorable with company branded brochures and product handouts.
• Start marketing at least sixty days prior to the event and integrate campaigns with social media to increase interest and create a buzz.

How to get started

To get rolling in the events space, there are a few things you can do right away:

1. Consult your local Chamber of Commerce, schools, and Universities to learn of upcoming events. Talk to colleagues, event planners, current customers, and industry influencers to gain additional insight on what events might be on the horizon.
2. Have a booth of your own. Participate in a show of an industry you serve. It’s a great way to gain exposure and acquire new clients.
3. Compile a list. Begin inquiring about events with your current customer base during day-to-day interactions. Screen prospects for those likely to attend or host an event.

The takeaway

A well-planned event with cohesive, branded print materials that illuminate the theme will undoubtedly leave a lasting impression and foster enthusiasm for the next engagement. To help you make some traction in the Tradeshows & Events industry and grow your sales, we’ve compiled support materials like Tradeshow & Events marketing flyers, product images, Tradeshow & Events social toolkit, and valuable Tradeshow & Event Industry Dollop content that you can use to go to market today. Check it all out here.

Positivity is taking off as the travel industry shows signs of not just recovering, but growing stronger than ever. Roger Dow, CEO of the U.S. Travel Association offered an optimistic outlook for the industry in a recent State of the Travel Industry address, stating, “We will bounce back much more quickly than economists predict, because of a robust policy agenda and a clear strategy.” That strategy, he said, includes strengthening the workforce and restoring jobs; facilitating seamless and secure travel; highlighting the future of travel mobility; prioritizing sustainability; and focusing on diversity, equity, and inclusion “to create an industry that works for everyone.”

Dow’s strategy cannot be accomplished without the utility of print to communicate, inform, promote and highlight. Consider the industry’s major priorities such as helping travelers to feel safe, and emphasizing sustainability and commitment to the environment. Each requires printed materials that highlight protocols and illuminate promises.

What the data tells us

We spent a little time diving into the research data and discovered what’s trending within the travel industry these days. MMGY Travel Intelligence reports that 71% of U.S. adults plan to take a domestic vacation in the next six months. Destination Analysts echoes the optimistic outlook revealing that more Americans than ever – since the onset of the pandemic – plan to take at least one leisure trip in the next 12 months (93.3%). Nearly half of American travelers say that travel will be a high priority in their budget over the next 3 months and the mean reported annual travel budget is $3,746. In the U.S., high-income households are saving 10-20% more now than before the pandemic and such people are eager to spend their money on travel.

Keeping it clean

Consumer demand for increased COVID-19 safety and cleanliness can be found in abundance across survey responses. Regaining the trust of travelers after global contagion means airlines and hotel companies need to demonstrate that the physical well-being of customers and employees alike is a top priority. There are numerous ways travel companies can put their customers at ease through the utility of print:

• Providing assurance that accommodations have been thoroughly cleaned and sanitized with custom Post-it® Notes
• Communicating passenger safety requirements for vehicle rentals and public transportation with Repositionable Window and Wall Decals
• Using Door Hangers for parking passes or to make no-contact housekeeping requests

Bucket-list worthy

More than ever, travelers are craving meaningful experiences. Fewer and fewer people may be settling for commonplace vacation activities in the coming years. Instead, “consumers [will] pursue authentic experiences, distancing themselves from mainstream tourism providers and venturing into pastimes that feel more meaningful.” Print helps make the experience more memorable:

• Adding a personal touch with a handwritten welcome or thank-you note on a folded Note Card
• Using variable data to personalize Direct Mail pieces with the recipient’s name and travel preferences
• Making use of QR codes on Marketing Materials to drive the user to websites or social media pages for current promotions, weather conditions or online booking

But is it eco-friendly?

Travelers are also getting serious about sustainability. 83% of global travelers think sustainable travel is vital, with 61% saying the pandemic has made them want to travel more sustainably in the future. According to Booking.com, 81% of travelers say they want to stay in a sustainable accommodation in the upcoming year. Once again, print is an informer and a problem-solver:

• Highlighting eco-friendly practices in marketing materials such as full-color Trifold Brochures or Presentation Folders with Stepped Inserts
• Choosing recycled or recyclable stocks for custom printed products whenever possible – and stating so on the product
• Using Full Color or Engraved Signage to direct guests to recycling receptacles – and to encourage other eco-friendly behaviors during their visit

The takeaway

The travel industry is ripe for growth. The strategy is set. The travelers are ready, and they have an agenda. This is where your consultative sales skills enter the scene. Understanding your travel industry customer’s priorities and their market challenges allows you to respond with a slam dunk. To aid in your process, we’ve created The Marketing Field Guide to Travel & Leisure, which focuses on three top segments of the travel industry – Accommodations, Experiences, and Transportation. This booklet is full of customer insights, useful data, product suggestions and marketing ideas. You can find the Travel & Leisure booklet on our Travel & Leisure page along with a Travel & Leisure Industry Dollop, a Travel & Leisure Social Toolkit, and Marketing Images to help you promote your solutions and engage with your customers in the travel industry.

We’re here for you

Ready to jump-start selling into specific industries? Our monthly content calendar offers sales and marketing materials you can use to email your customers, post on your social pages, take with you to a presentation, mail directly, present via virtual meeting and more. Included are links to support materials such as marketing flyers, product images, and valuable content that you can use as-is or create your own custom messaging.

A large part of how we support our distributor partners involves taking into account predicted trends for the upcoming year within a variety of vertical markets. As we look forward to a new year, it is apparent the competition will be fierce and those with solid sales strategies will excel. We’re taking a close look at what big changes this new year brings for healthcare organizations and what that means for our distributors.

Healthcare marketing budgets are up

Out of the main types of healthcare companies in the U.S., including categories like pharmaceutical manufacturers and medical device firms, biotech companies had the highest marketing budgets. Nevertheless, all have increased their marketing spend in the last couple of years. On average, the marketing budgets of healthcare companies in the country grew by almost two million dollars. Great news for our industry is the added fact that in general, the healthcare sector tends to focus more on advertising by way of traditional media rather than digital, at least on a local level. This means more print sales for you.

Healthcare continues to consolidate and run as a business

Many industries have been seriously affected in the last couple of years, while vertical markets like healthcare continue to forge ahead impacted in a very different way. Increased demand, as well as mergers and expansions, have brought marketing opportunities for rebranding, open house events, and other communications and promotions. Loyalty programs, direct mail, and promotional products will be increasingly needed. Print marketing has been deemed the most effective marketing strategy for products and services in the healthcare sector. This is due in large part to how hard it is to convince consumers to trust a brand’s product or service just by reading an online ad. However, studies show that most consumers trust printed material far above digital, especially in the healthcare market. The power of print marketing cannot be overemphasized in this industry.

People are seeking integrated healthcare systems

The alternative healthcare sector provides a variety of health services such as acupuncture, naturopathy and homeopathy, meditation, yoga, massage, and much more. The practitioners in this industry had typically operated private or group practices in their own offices, however, due to the pandemic, industry revenue fell significantly when practitioners were unable to offer in-person services. As restrictions lessen, industry revenue has surged as patients quell their pent-up demand for alternative services. The industry has returned to robust growth and at the same time, more insurance companies and employers have recognized the benefit of covering alternative healthcare.

The forecast

As this expansion continues, more practices are landing in the facilities of others, such as hospitals and medical centers because today’s healthcare consumers are seeking out integrated systems and they want convenience. They want easier access to the services they are looking for, when and where they need them. Demand for alternative healthcare is expected to continue over the next five years as a result of increasingly favorable attitudes toward industry services and favorable demographic trends. In particular, the aging population, facing the mounting incidence of disability that accompanies old age, is expected to bolster demand for alternative services. More importantly, the growing acceptance and expanding coverage of these services will drive industry growth. As consumers look more to integrated healthcare systems — where they also have access to retail, urgent care, primary care, and hospitals — traditional hospital systems and large group practices will feel the pressure to expand their services.

What does this expansion mean for our distributors?

Marketing and advertising is expected to take up a significant chunk of budgets as enterprises must promote their businesses rather than just rely on word of mouth. Having a clear understanding of the most important keys for success for this industry – like creating a stellar reputation, developing a symbiotic relationship with other healthcare providers, educating the wider community and generating a loyal customer base – will help you speak directly to their needs. It is also a great exercise in observing the opportunities for print within each key and aligning products and services to meet your client’s objectives.

The Research Dollop

To further expand your familiarity and expertise within the healthcare industry, we’ve created a research dollop for your use. By exploring the predominant needs of the industry and considering the practical sales tactics offered, this educational asset will assist you in either breaking into or further penetrating this worthwhile industry. Taking into account the industry’s major priorities, the most-ordered print products, and reviewing tips on what to say, the healthcare dollop gives you valuable insights and tangible conversation starters. It aligns healthcare marketing objectives with products and services for you to sell to support expanding alternative healthcare, as well as branding opportunities in other growth areas such as non-emergency procedures, and urgent care centers. Additionally, you’ll find questions to ask and the top action steps you can take right away to increase engagement and boost your sales.

The takeaway

Print marketing has had a long-standing alliance with healthcare and it proves to be the best way to stand out in a crowded media landscape. Physical ads and printed pieces have more impact and emotional weight than digital marketing and end up being decisive factors for consumers contemplating healthcare providers. With print marketing, prospective customers can get more details and develop an emotional and subconscious affiliation with the brand. Utilizing various print marketing tactics with all they have to offer is a perfect way for your customers in the healthcare sector to generate new leads and increase brand awareness.

Our newly updated healthcare flyer for the healthcare industry is now available and our healthcare industry dollop has up-to-date information regarding selling to healthcare, designed to help you position yourself as a thought leader and problem solver in this market. For social posts or your website, we have a healthcare social toolkit that you can use to copy, paste and post.

Staying on top of market trends and industry conditions gives us the means to help you make the most of identified opportunities. Rely on us as your go-to resource for thought-leadership and innovation. We’re here to support your efforts in delivering the best customer experiences, giving your customers what they need, and addressing topics important to them.