If there is one word we would use to define interviewing some of the brightest #GirlsWhoPrint, that would be “awesome!” That is how we felt when we previously spoke to Sandy Hubbard and Pat McGrew about the changes we will see in the print industry and how print service providers can pivot, scale, and upgrade themselves to cater to evolving consumer demands.
In our fourth interview from the series, Team DesignNBuy had the fantastic opportunity to (virtually) meet with the “Intergalactic Ambassador” to “The Printerverse,” Deborah Corn, and talk about the techniques printers can implement to gain a competitive edge in the market.
Question: To start, could you share a bit about your background and experience in the print industry?
Deborah Corn: Hi! Thanks for having me. I am the founder of Print Media Centr, a website/printing community that offers printspiration and resources to print and marketing professionals across the globe.
I have 25+ years of experience working in advertising as a Print Producer. These days I am busy working behind the scenes with printers, suppliers, industry organizations, and events to help them create meaningful relationships with their customers and achieve success with their social media, content marketing, event marketing, and sales campaigns.
I am also the founder of Project Peacock and International Print Day. You can follow me on Twitter or connect with me on LinkedIn.
Question: In your opinion, what emerging trends should print service providers focus on to stay competitive in today's print industry market?
Deborah Corn: If a printer uses customer or consumer data in any manner, whether they collect it themselves or have it sourced by clients, there is a crackdown coming, and it is going to impact printers and mailers significantly.
Europe and Canada have been through this; the US is now following suit. Being aware of all of the laws and strategizing now to implement an opt-in or opt-out process in your marketing efforts with your customers will become very crucial.
Question: What strategies would you recommend for a local print business aiming to expand nationally or globally?
Deborah Corn: I believe focusing on local businesses is the only productive use of time for print sales for the time being. National and global brands have their suppliers covered. Local businesses need help staying open and generating income.
There is an opportunity to create a long-standing customer behind every door of local shops — if you can develop a menu of products and services they can choose from, including creating the files and providing a simple way for them to order either through you or your website.
Question: Considering the impact of the pandemic, how crucial is it for print shop owners to invest in technologies like eCommerce storefronts, automation, and web-to-print solutions?
Deborah Corn: The time to invest in all of this was before the pandemic. If printers are coming to this conclusion now, they had better hurry up and catch up before becoming obsolete. The one thing I would add is that just having an eCommerce storefront is not enough.
An investment needs to be made in optimizing websites and pumping some money into SEO so you can be found on the search engines when people search to fulfill their printing needs.
What strategies can print service providers use to recover lost sales and drive both revenue and profit growth in the future?
Deborah Corn: Sending consistent communication that educates customers on your products and services is essential. Do not assume they know or remember all you can do. If they order something, ask them about other things that could also be needed.
For example, if they are ordering invitations, perhaps, they also need a congratulations banner, or some family reunion t-shirts or baseball hats, or photo books for keepsakes.
As long as you keep your suggestions related to their order, it would not seem like an upsell. In fact, it will seem like you are helping them create an amazing experience for their guests.
What are the best practices for print business owners to enhance customer service and build lasting client relationships?
Deborah Corn: Assuming they need to improve, my experience is that printers should understand that their relationships with customers are critical to keeping them around. I would simply suggest that printers should listen to them.
And I mean, listen, not listen for your spot to try and sell something. Listen and provide strategic guidance on how to achieve success through print and print marketing.
Listen and help a business print less to reach a more targeted audience to achieve their business goals. Listen, and make sure each customer knows you are there for them and not for a commission check.
DNB: We agree! Genuinely listening to customers and acting upon their requests can make all the difference. Thank you so much for your time, Deborah.
Deborah Corn: Thanks for having me!
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*This post has been updated on Mar 2025.
