Better Together

When we initially decided to combine Print+Promo and Promo Marketing into a single super-mag, we knew it was the right move. For years, consumers have favored one-stop shopping models for their marketing needs, and promo seemed like a logical extension to print. The pandemic only accelerated the shift in buying habits.

Since adjusting our own approach, we’ve heard from countless distributors who took note and retooled their own strategies to stay afloat. In our November 2021 issue, Kris Bilyeu, chief operating officer at Tabco (Design, Print and Promote), shared these observations with me: “The end-users are leaning on the people they have a good relationship with, knowing they can trust them. With the ability to link several product channels together, I think that gives us an advantage.”

Fast-forward to Oct. 18, 2022. The Print+Promo Marketing team traveled to Las Vegas to see an amazing example of industry convergence firsthand. (Think convergence on steroids, if you will.) After three years of waiting and pivoting to online formats, PRINTING United Expo, produced by PPM parent company PRINTING United Alliance, opened its doors to welcome attendees and exhibitors from around the world. Registrants from 121 countries walked across 1 million square feet of exhibit hall space at the Las Vegas Convention Center, where they could check out product launches, live equipment demonstrations and keynote presentations.

There was something for everyone — from label printers, in-plants and commercial printers to promo suppliers, apparel decorators and wide-format companies. It was a meeting space for members of the print and graphic arts community, all united by their ability to put ink on products.

That’s what we should be focusing on — community — because long gone are product silos. No matter what sector your company traditionally represents, chances are you’re using multiple printed channels to tell a nuanced and compelling story for your customers. Maybe you’re an in-plant doing that through promotional hard goods. Or perhaps you’re an apparel decorator who makes an extra impact through stickers. Whatever the case, it’s all connected, bringing companies one step closer to being that one-stop shop.

The potential is exciting, and that has us feeling optimistic as we head into 2023. Print+Promo Marketing plans to fill our pages with more inspiring stories of industry convergence and creativity, success and strategy, with a few surprises thrown into the mix. So, let’s keep learning and growing together. We hope to see you next October when PRINTING United Expo takes center stage in Atlanta. Print on!