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P+P: What will be some of the biggest challenges the industry will face?
RS: Customer education. The biggest challenge I feel the industry faces is offering products and services that are needed, but outside of common knowledge and understanding of the market. We have invested a lot in very nice sample kits, and online content to better educate customers on what's possible, and provide many options that offer greatly enhanced profit, but can only be utilized if the market is willing to learn the products and applications to sell them.
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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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