Everything to Everyone
Determining the most attractive value proposition to major vertical markets
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Grippando continued, "Conversely, broadening your focus across multiple markets would be like 'hedging your bet' and while the investment might not pay off as big and in a short amount of time, it might be a safer investment in the long run."
Lori Bauer, vice president, field sales, Norwood & BIC Graphic North America, Clearwater, Fla., also acknowledged the risks associated with identifying a targeted market (or markets). "There are many distributors who do focus on one or a few vertical markets. There are risks; however, being able to offer a depth of experience helps set you apart from the rest," she commented.
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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