Get the Message Out

In any business, marketing is closely related to sales and these two functions must work in concert to fulfill the goals of the company. For package printers, Isaacson offers a broad perspective of how these disciplines should be viewed.

“The most important thing is to realize that what [package printers] should market and sell is not package printing,” he advises. “They are looking to sell their expertise and capabilities to brand managers. Brand managers are interested in what they can apply to their brands to enhance them. To differentiate themselves, printers should talk about the value they can provide to the brand in terms the brand manager can relate to—value such as greater convenience, brand security, greater shelf appeal, speed to market. Avoid using terms such as packaging, folding carton, etc. Packaging is a commodity.” pP