The Perfect Pair?
Assessing the value of a combined print and promotional product line
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Traxler said it is inaccurate to describe print as a new source of revenue. Instead, he sees it as a more complete solution for customers. “Revenues will take care of themselves, but if you look at it simply from a product standpoint (i.e., here’s one more thing I can sell), you’re missing the mark,” he mentioned. “If you see it as: ‘Hey, every piece of printed material I ever printed for my client has their brand on it—so do all of these promotional products, it must be part of their brand strategy and that could be valuable,’ then that’s the right reason to get into business.”
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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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