The data was rich, but the message was simple: If you aren’t selling print to your customers, other people are.

Lisa Cross, principal analyst for NAPCO Research and PRINTING United Alliance, broke down the numbers on the print industry, such as its $100 billion valuation, as well as the statistics on what sorts of print products are already popular and growing in popularity among professionals more aligned with the promotional products space.

At the crux of the conversation, though, was the idea that customers increasingly want a “one-stop shop” for their needs. They want to deal with one source for their orders, which often span promotional products and print. These are items like brochures, information sheets, flyers, boxes, signage and packaging. A lot of these are products that distributors have discussed with customers in an age where kitting apparel, hard goods, food and drink, and print together is all the rage.

“When you’re adding print, it might be starting off with one-offs for the customer, but the holy grail is to offer your customer a kit,” Cross said. “Or, you’re combining your print that you’re offering with promotional products and packaging.”

Part of Cross' presentation, this chart shows how the print market and its segments have overlapped as technology makes the industry more accessible.

You’ve no doubt used the phrase “solutions provider” in your conversations with peers and prospects. It’s certainly a more apt description of what distributors do, and it speaks more to the human and emotional side of the business than just the buying-and-selling transaction of it all.

When you add print, Cross said, you’re “providing a solution that your competitors are not.”

Cross brought up familiar names in the promotional products industry that have ventured into print or at least expanded their print operations, such as Counselor Top 40 distributor BAMKO (asi/131431), which made strategic hires to grow its print side in June.

“[Customers] are really looking to reduce the number of vendors they deal with,” Cross said. “It helps them better control their branding, messaging and consistency in regard to their logos and content.”

NAPCO and PRINTING United Alliance’s research found that 75% of buyers prefer full-service providers, so having the ability to take on an order from start to finish is highly valuable.

In her presentation, Cross showed how segments of the print and promo space have been adopting different print and promo categories.

So, how does one get involved in print from the promotional side? One way is through acquisitions, by purchasing and integrating a distributor already in the print space. If that’s not feasible, a simpler way would be to partner with existing print suppliers, similar to the way distributors currently partner with promo suppliers.

A study from NAPCO Research showed that 62% of commercial printers and sign and display graphic providers reported hiring sales staff as a critical or moderate challenge. That means there’s demand there for a promo distributor’s sales expertise.

“Maybe there’s a partnership where you can work with a print provider and be an arm of their sales team,” Cross said.

Cross provided insight into the prospective growth in the print industry across various categories.

What’s key to remember, Cross said, is that everyone is buying print. Almost every department of any sort of company can use print collateral in some way, meaning there are boundless contact points for potential sales and almost unlimited customer verticals.

It’s just as simple as getting started.