Originally published in Issue 4 / 2017 of Specialist Printing Worldwide, Ford Bowers reports on the SGIA’s survey on branding and messaging
As many businesses do, SGIA has launched a study on branding and messaging to better serve the communities represented in our Association. We surveyed more than 1,200 member and non-member printers across different print segments including commercial, packaging, graphics and sign, garment/apparel, and industrial. The results, as they concern the Association, are still being compiled, but there were some industry insights that are worth sharing now. Overall the survey respondents had a great deal of optimism about their company prospects, with nine out of 10 answering that they expected their business to grow over the next five years. That said, they also reported a host of challenges they face in three broad areas: keeping up with the pace of change in technology and product types (such as media, inks, etc.); human resource issues (hiring qualified employees, employee retention and attracting millennials); and increased competition (lower barriers to entry with digital production, industry consolidation and online printers).