Uncovering Opportunities within your Print Operation with Greeting Cards
Written by Brian Segnit
The Xerox Photo Guy
…Chestnuts roasting on an open fire. With respect to Mel Tormé and Bob Wells, it’s just about that time of year again! As we turn the calendar over to December, the countdown to the holidays has officially begun. Every station on your radio dial had already been playing holiday music since you found your kid’s candy wrappers spread across the living room floor the day after Halloween, but it’s different now that we’ve entered December.
Putting holiday shopping, family gatherings, and colder weather aside, let’s turn our focus towards your business for a moment. What are the holiday times typically like for you? Is it manically hectic or are you experiencing a year-end lull?
In today’s marketplace, opportunities are everything – especially ones that have the potential to reap huge financial gains. With the holidays in full-swing, now is a very opportunistic time to consider expanding your business to include photo offerings, namely greeting cards – a market that recorded more than $7.5 billion in sales this past year.
According to research recently conducted by InfoTrends, the photo merchandise market is forecasted to reach $2.2 billion in revenues by 2015. On top of that, this market represents a space full of opportunity that is largely unscathed – as a survey revealed that only 32% of respondents had purchased any type of photo merchandise in the past year.
Want more proof? Paperless Post, a $12.3 million company who makes their living by specializing in eCards (sending 60 million to date), received requests from 50% of their customer base asking them to begin offering printed versions of their cards, despite a price point 10x more costly than their eCards. Talk about a lucrative business proposition!
How many greeting cards do you personally send out around the holidays? How many of your existing clients do you think would be interested in sending holiday cards to friends, family, or business prospects? Now think about your business and the potential profit that exists by offering this service to your clients. Even outside of the holidays, opportunities exist for announcement, save-the-date, and congratulatory cards. These are all perfect applications for your Xerox 770 Digital Color Press, and can be run efficiently, productively, and profitably.
If you are interested in how you can get involved in the greeting card market, along with important considerations for media types and finishing capabilities, you’ll want to be sure to check out our video at http://xrx.sm/DsE.
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