Graphic communications company owners continually complain that profit margins are rapidly deteriorating in the U.S. market, in part because offerings are perceived as commodities. To dispel this belief and restore the graphic communications industry to sustainable growth, firms are emphasizing specific niche opportunities and catering to more focused customer needs. Successful providers are taking a targeted market approach to decommoditize their products and service offerings.

This report provides print providers with the knowledge to identify target markets, provide differentiated value proposition, get more attention within your market space, be viewed as and become and expert within the segment, and deliver more effect marketing to a targeted client and prospect base.

• Introduction

• Criteria for Segment Selection
  Are they Identifiable and Measurable?
  Is the Segment Substantial? Is it a Growth Market, or is there Opportunity
  to Gain Share Based on Your Technology?
  Is there Easy Access to the Segment?
  Does the Market Have Unique Needs that Let Your Organization Provide
  Differentiated Value-Add to the Customer?
  Is the Market Durable? Is it Stable so the Cost of Changes is Minimal?

• Segmentation Strategies
  B2B
  Market Expansion: Targeting Existing Customers
  B2C
  The Internet Changes Everything!
  Segmenting the B2C Market
  The Value of Customer Service
  The Value in Vertical and Horizontal Market Niches
  Identifying a Vertical Market Niche
  The Horizontal Niche Market Opportunity

• Building your Niche: Vertical or Horizontal, B2B or B2C

• Case Studies
  Inter-State Studio: Vertical Market Success Can Lead to Diversification
  and New Opportunities
  Inter-State Studio and Publishing: Memories for School Children
  Business Growth in a Tough Market
  Visionaries Look at the Market Differently
  The Ingredients for Success
  Associates Graphic Services: Target Marketing at Work
  Market Focus
  Market Positioning
  Higher Education Success
  Effective Targeting
  VistaPrint: Building on a B2C Vision
  A Well-Identified Target Market and a Solid Value Proposition
  Vision and a Manufacturing Model to Match
  The Value Proposition
  Products and Services Designed with the Customer in Mind
  Mastering the Art of Promotion
  Then There’s Loyalty!

• Appendix: Critical Trends in Vertical Markets
  Accommodations
  Principal Market Segments and Size
  Key Trends
  Educational Services
  Principal Market Segments and Size
  Key Trends
  Financial Services
  Principal Market Segments and Size
  Key Trends
  Food Manufacturing
  Principal Market Segments and Size
  Key Trends
  Hospitals
  Principal Market Segments and Size
  Key Trends
  Insurance Carriers and Related Activities
  Principal Market Segments and Size
  Key Trends
  Retail Trade
  Principal Market Segments and Size
  Key Trends
  Telecommunications
  Principal Market Segments and Size
  Key Trends
  Transportation Equipment Manufacturers
  Principal Market Segments and Size
  Key Trends