He went on to say that in addition to commercial printing, most of the opportunities will probably involve digital printing, promotional items, one-to-one print programs incorporating online print ordering, proprietary label designs and integrated products. “But, I’d say the largest potential for growth in our industry and the association is the intellectual property area of our business—helping customers with their data, as well as with conceptual design, whether a graphic design or streamlining [a process],” O’Connell continued. “The most success we have is when we get in on the inception of a project. When we are in at the beginning meetings ... with the decision makers, we can help design the entire program. However, if we are just printing, the printing becomes a leftover commodity. So many people struggle with commercial printing because they are down in that commodity printing sector. They have to bring some talent, expertise or knowledge to the table and get in at the inception.”
- People:
- Bob O Connell