Great service, low pricing, and high quality are no longer differentiators—they are baseline expectations by print buyers. However, modern print buyers are shifting their focus toward tangible business outcomes. In this SPECIAL FEATURE ARTICLE, Digital Marketing Strategist John Bracamontes explores how printers can move past traditional sales pitches. Adapted from pryntbase.com, this analysis breaks down the shift in buyer mindset and outlines how aligning your services and capabilities with your customer’s final business goals is the ultimate key to success.
The Question should not only be— What Do Print Buyers Want? But Also, Who Are the Print Buyers of Today and What Do They Want Specifically?
This question, “What do Print Buyers Want?” to some, may feel like it has a simple and obvious answer, while others could see it as more complex. But the reality is that print buyers want outcomes. Yes, they want great service, yes, they want great pricing, and yes, they want great quality, but all of those things are in support of accomplishing something. And that is what Print Buyers actually want. So the answer to the question is that “Print Buyers Want to Achieve Their Goals” (Goals and Outcomes). This leads us to two more very important questions…
- Who are the Print Buyers Today?
- What are the goals and outcomes of the Print Buyer?
In this article, we go deeper into the details on what those are and show how you can better serve and market yourself as a print solution/ service provider (PSP) to these buyers.
WHO ARE THE PRINT BUYERS?
This is an important question to answer, because without knowing who the print buyers are, it’s literally impossible to know what they want. Obviously, right? The truth is that the changing landscape of print and the print industry over the last few decades has changed the roles within the industry, which applies to the people who are buying print and those who work in print as well.
Today, when you hear someone talk about a print buyer, it’s typically in reference to a specific company or group of companies that purchase print, but other people who have been in the print industry for a long time might remember the days when you would commonly find someone in most organizations who was dedicated to buying print as a function of marketing, sales, and customer communication. Many of those people used to literally have the job title of “Print Buyer”.
There were tens of thousands of people with a print buyer job title 30 years ago, but if we look at the numbers, they have consistently dropped. In 2004, there were just under 20,000 people with a print buyer job title, and in 2024, there are an estimated 9,720 people with the print buyer role. Currently on LinkedIn, you can find only 371 people within the United States who have an official Print Buyer title. So the reality is that the print buyer of today isn’t necessarily defined by title alone. The responsibility of buying print has been delegated and relegated across a number of different roles, but luckily you will still find them in a number of identifiable categories.
Primary Print Buyer Roles of Today
Listed here are the job titles that are typically in charge of buying print for organizations.
-
- Print Buyer – We’ll still list this one since there are still a decent number of them
- CEO / President – Typically smaller companies
- Marketing Director – Typically smaller companies or small marketing teams
- Marketing Manager – Large, medium & small companies
- PR or Communications Manager – Large & medium-sized companies
- Event Director, Event Manager or Event Planner – Large, medium & small companies
- Brand Manager – Large, medium & small companies
- Graphic Designer – Typically small companies or independent designers
- Art Director – Medium-sized agencies & some large in-house marketing teams
- Production Director or Manager – Large & medium companies and agencies
- Sales Manager – Medium & small-sized companies
- Operations Manager – Medium & small companies
- Office Manager – Typically smaller companies
- Administrative Assistant – Large, medium & small companies
- Safety Manager – Large & medium-sized companies
- Non-Commercial Buyers – Individuals purchasing invitations, stickers, etc.
Not all of these job titles buy print at the same volume or frequency either. Things such as size of company, industry, and each company’s target market are all factors as to how much they will buy from you and how often.
What Do They Want?
Of course, everyone who buys print wants… Print. But what is it that they really want? Print is a tool to accomplish something. And that something is what the buyer wants and needs. Within the print industry, we often hear other industry advocates talk about how print service providers (PSP’s) need to be offering solutions and to be seen as marketing partners. And while this is great, it still doesn’t change the fact that the buyer needs their printed solution to accomplish something. So rather than sell yourself, you should be selling what the print buyer needs the print to accomplish. Focusing on those Goals and Outcomes is the key to giving print buyers what they want.
GOALS & OUTCOMES
Ultimately, print buyers want to achieve a goal or an outcome with the print they are having you create. Agencies, for example, need to satisfy the needs of their clients, while businesses who buy direct from print companies need to satisfy the needs of their customers. Again, we don’t want to come off as too rudimentary here, but if we focus broadly on what they are… Goals are the desired outcomes or results that a person, customer, or organization wants to achieve. Goals provide direction, motivation, and clear focus. Here is what Goals actually do and provide…
Clarity of Purpose
Goals help clarify what you want to achieve, giving you a specific target to work towards. Print buyers have individually different goals based on their industry, role, project, and who they are as a person.
Motivation
Having clear goals keeps you motivated and gives you a reason to keep going. For example, some print buyers are on a mission, while others are just trying to keep their job.
Measurement
Goals provide a benchmark for success, allowing you to measure progress over time. Technology has made it easier for Print Buyers to expect some level of measurability.
Focus
They help you concentrate your efforts and resources on important tasks, avoiding distractions.
Accountability
Setting goals creates a sense of responsibility and encourages commitment to achieving them. So why is this important? Because your customer may not actually want something printed; they actually want to get something that they believe the print will provide them. Help achieve a goal or outcome.
Let’s look a little more at the goals and outcomes customers would want print to provide. Below we have listed a number of the most common Goals & Outcomes that print buyers want to achieve when buying print.
Print as a Goal
Now we do still have to admit that every company that wants print from you does, in fact, want print. But you’ll also find many Agencies or Graphic Designers wanting a certain level of quality in their print, which is still more print-focused because they care A LOT about colour and quality. Even though the Agencies and Designers’ customers care more about their Goals and Outcomes, the Agency and Designer will focus more on Quality in your relationship. There is so much nuance to this; it’s hard to make blanket absolute statements, but this one is pretty spot on.
Revenue as a Goal
We’re also a firm believer that most businesses and organizations have an end goal of revenue. If you need money to operate, then ultimately money is a goal, and achieving revenue targets allows you to do that. You can sustain or grow with revenue, and in many cases, revenue is a direct goal. So your messaging can center around how direct mail or other printed marketing can help increase revenue for a business or organization. Much of the goals listed below ultimately result in more revenue, but the goal at hand for a company can be a few levels above the revenue mindset, and that’s what we are sharing below.
Customers as a Goal & Outcome
Getting more customers is critical for a business or organization to sustain itself and to grow, so of course they would want to bring in new customers or replace customers who leave. Again, including messaging about acquiring new customers can generate more of a focus on that goal instead of the print itself, and sharing how print can do that will put you ahead of the competition.
Members as a Goal & Outcome
Similar to getting more customers is getting more Members. This is a little bit different because some organizations have members who pay directly, while others get funding elsewhere, but in many cases funding is dependent on the member count. Startups, Churches, Non-Profits, Schools, Government-Funded Organizations and other types of companies just need to increase their membership, which requires a different approach to acquire them. You can speak to how you do that using print marketing solutions.
Attendees as a Goal & Outcome
Many companies and organizations hold events, and they need people to show up. This may require attendees to pay, but in many cases there is no payment required; they just want people to come to the event. A different approach and message is required to get people to show up, and in some cases, depending on the type of event, you may need to create extremely innovative strategic approaches to lure in the most apprehensive targets.
Awareness as a Goal & Outcome
A big goal for marketing is awareness, especially for younger companies and those who’ve never relied heavily on branded identity but are now ready to take their brand to the next level. Obtaining more awareness leads to more of everything. If customers don’t know you exist, they’ll never do business with you, so it’s critical to drive up awareness. Ensuring that your print customers know you can help you with that is very important.
Education as a Goal & Outcome
And many organizations need to ensure they share more detail about what they do, how they do it, and where they differentiate. While some institutions, such as hospitals, need to give explicit direction to patients. But all of this is focused on educating a customer. And that is a very specific goal, very different from increasing revenue or acquiring new customers & members. Making sure your print buyer knows that you can create printed solutions that educate their customer base will allow you to close more print business by focusing on that message with these groups.
GENERAL CONSIDERATIONS PRINT BUYERS MAKE
(c) magnific.com – a professional print buyer
As you know, the fact is that all print buyers also want specific operational aspects of the full print experience. We’ve listed a handful of the most important and most common considerations print buyers make when purchasing.
Price
Price is often one of the most significant considerations for print buyers. Buyers must balance their budgetary constraints with the quality and quantity of print materials required. Competitive pricing is crucial, especially for larger projects where cost savings can significantly impact the overall budget. However, the lowest price isn’t always the best option, as buyers often factor in additional elements like reliability and customer service. Hidden costs, such as setup fees or shipping, can also influence a buyer’s decision. Ultimately, print buyers aim for the best value, considering both cost and the total return on investment.
Quality
The quality of print materials is non-negotiable for some print buyers, as it directly reflects their brand or project. Factors like colour accuracy, paper type, resolution, and finishing options are closely scrutinized to ensure the final product aligns with expectations. High-quality printing helps communicate professionalism and can make a significant impression on end-users or clients. Buyers often request samples or proofs to evaluate the quality before committing to large-scale orders. Any inconsistency or defect can result in reorders or delays, making quality assurance a top priority for print buyers.
Availability
Availability of the needed print types and services is a critical consideration for print buyers. Limited options in paper stock, finishes, or printing capabilities can restrict creative vision and may lead buyers to explore alternative vendors. Buyers need to know that their chosen printer can handle the specifications of their project, whether it’s a custom-sized brochure or a specialty finish like embossing or foil stamping. Inconsistent availability or supply chain disruptions can hinder project timelines and erode trust. Print providers who maintain a robust inventory and versatile service offerings are more likely to win and retain business.
Timing
Most print projects are tied to specific deadlines, such as product launches, events, or seasonal campaigns. Print buyers prioritize vendors who can offer fast turnaround times without compromising quality. Delays in production or delivery can have a domino effect, potentially impacting marketing campaigns or customer satisfaction. Buyers often inquire about rush options and whether expedited services come with additional costs. Print providers with a proven track record of meeting deadlines and transparent communication about timelines tend to be more appealing to buyers.
Experience
Overall, experience is a massively important factor for many print buyers as they have personal preferences when it comes to how they want to buy or be treated during the buying process. Outlined are 3 experiential scenarios that print buyers expect and want.
White Glove Experience
For high-value or complex projects, some buyers seek a premium, white-glove service. This involves hands-on support, personalized consultations, and end-to-end management of the print process, ensuring precision and high-quality results.
Low Touch Experience
Conversely, buyers handling routine orders may prefer a low-touch approach, where the process is streamlined and automated. A simple online ordering system with clear instructions and minimal back-and-forth can be ideal for these clients.
Ecommerce Experience
As digital solutions become increasingly popular, print buyers often value ecommerce platforms that simplify purchasing. Features like instant quotes, easy reordering, and live tracking of shipments enhance convenience and efficiency.
We could go on for even longer about this, but you get the point. There are different goals and outcomes that your print buyer and print customers need to achieve, and when you speak directly to those goals and objectives, it will get you more business and generate more substantial customer relationships.
About John BRACAMONTES
John Bracamontes is a Digital Marketing Executive and Strategist who transforms eCommerce and digital performance for companies through the strategic integration of talent and technology. A visionary entrepreneur and people-focused leader, John has successfully built and scaled digital campaigns across both agencies and corporate brands, driving measurable conversion and efficiency.
As the Chief Marketing Officer at Pryntbase (an artificial intelligence marketing software platform built specifically for commercial print shops and print service providers), John runs the marketing operations from St. Louis, Missouri, USA. He has spent over a decade developing the strategies that now power the platform — the same playbook he used in his agency days, encoded into software so every print shop in America can run it themselves.
