Validating the Future of Print-On-Demand

If you follow me on LinkedIn , you know I’m deeply invested in the Print-On-Demand (POD) ecosystem. As the future of the printing industry, POD is brimming with innovation and opportunities!

What you might not realize is that I spend at least 20% of my week connecting with industry executives around the globe who ae involved in every aspect of POD. These meetings are essential for keeping me updated on the latest trends, opportunities, and challenges within the industry. Without fail, I always walk away from these calls a little smarter.

In preparation for an exciting collaboration with Dscoop (more on that soon!), I’ve also been meeting with marketing and procurement executives to gain a better understanding of how companies feel about transitioning to POD for their printed materials. These discussions have inspired me to launch a weekly blog series called “Ask the Experts”, where I’ll share a summary of these valuable insights in a quick, 5-minute read.

To kick off the blog, let’s dive into my recent conversation with the legendary CMO and author, Doug Zarkin .

Q: How do CMOs and companies view POD in managing marketing materials?

Doug: Many CMOs are moving from traditional bulk printing to digital solutions. POD’s just-in-time printing reduces waste and prevents outdated inventory.

Q: Is sustainability a significant concern when considering POD?

Doug: Sustainability is important, but its prioritization varies. The extra costs often deter full commitment, despite the discussions around it.

Q: Does POD pose a risk to brand consistency compared to traditional methods?

Doug: Brand consistency isn’t a major issue with well-controlled POD production, but quality control, especially color consistency, remains a concern. Spot checks are essential.

Q: How important is the ability to quickly adapt marketing strategies with POD?

Doug: It’s very important. The ability to quickly adjust marketing materials and messaging is a key advantage of POD.

Q: What role does cost play in the decision to adopt POD?

Doug: Cost is a significant factor. While POD offers flexibility, high costs can be prohibitive. A modular pricing model is crucial.

Q: Are there specific types of products better suited for POD?

Doug: There aren’t many limitations. POD’s flexibility makes it valuable for any printed materials, benefiting anyone involved in printing.

Q: How do tools like Canva fit into the POD strategy for companies?

Doug: Canva is beneficial for low-stakes projects but requires strong controls to maintain brand integrity.

Q: How involved should procurement be in the decision to adopt POD?

Doug: Procurement should be involved to ensure a good, sustained pricing model, which is critical for managing costs effectively.

If you find this blog useful, I’d love to hear your thoughts in the comments. And if you’re a business leader interested in contributing to future posts, please reach out—I’d love to connect.

Lastly, make sure to check out Doug’s fantastic book, Moving Your Brand Out Of The Friend Zone, available on Amazon. It’s packed with actionable and proven strategies that challenge traditional branding tactics... perfect for marketers, business leaders, and entrepreneurs. Trust me, you'll be glad you read it!!

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