In its simplest terms, vertical marketing means tailoring an organization’s sales, products, and marketing efforts to a specific industry. This specialization allows you to focus your marketing efforts and production resources so that they can have the greatest impact. Targeting vertical markets is an important strategy for driving sales and efficiently using resources. In fact, as highlighted in the Keypoint Intelligence - InfoTrends’ study, Winning in an Evolving Print Market, 63% of Print Service Providers (PSPs) demonstrating high growth have a vertical market focus.
Enhancing sales productivity, differentiation, and maximizing individual markets are ultimate goals for today’s print businesses. Understanding a specific market’s dynamics by vertical or company size can provide lucrative opportunities for the shop, but can be challenging. Gaining a greater insight into specific markets and the key verticals within their local markets can help print providers make decisions regarding what services to offer to their customers.
You can’t watch the news, or even go to the drugstore, without hearing about the massive changes in the U.S. healthcare system. Many of the changes are a result of the Patient Protection and Affordable Care Act passed in 2010, however many of these changes are simply a result of changing demographics and rising healthcare costs. Whatever the source, changes are affecting all aspects of the healthcare community including:
The Property and Casualty (P&C) insurance market is ripe for opportunities for printers. Insurance is a document-centric business where the only tangible evidence of what the consumer paid for is a policy document. P&C insurance has the added benefit of being something that everyone needs and, in most states, is required to have in some form or another. The competition for consumer’s business is fierce generating big-bucks marketing campaigns from major players like Allstate, GIECO, Farmers Insurance, Progressive, State Farm and others.