If you are a print company then you have probably heard all the usual tips for adding value to a print business, including offering design services or diversifying into multi-channel marketing solutions. Possibly you are even using some of them, but what about adding something extra to the print itself, does adding value only refer to the business as a whole or can something be done to increase the value of each individual print?
You can start from the basics of presentation, are you a photographer who sends printed proofs before clients make their final choices? How do you send those proofs, are they simply placed into an envelope? How about placing them into a reusable Pinchbook Photo Book instead? Send the book to your customers and ask them to remove the photos they do not like then send it back. When they return the book to you it will only contain the shots they love. If someone buys a single print, do you have the facility to offer an upsell on that item? JetMaster Image Display Systems provide simple display options, using minimal tools and can be created in just a few minutes, reducing the need for outsourcing on framing jobs.
Something else that can potentially add value to an individual print is embellishment. Whilst it involves more time as each print needs to be hand finished, it could be the icing on the cake to convince your customers to buy. Embellishment options range from using clear textured mediums over inkjet reproductions of original paintings, returning the texture of brush strokes to the print, to editing the print from the original by adding sections of gold leaf or flourescent colours to certain areas. These processes can be applied using a range of techniques from the humble paint brush to a spectrum of traditional print techniques including screen printing and lino cuts over canvas or paper prints. These is some debate amongst artists about how these prints should be sold – should they be marketed as originals or sold as as hand embellished giclée editions? The general consensus seems to be that it depends on what the original piece was. If it was created on a computer, then a print with embellishment could be produced as the original with a subsequent print edition being sold without any embellishment. If the print file originates from a photograph, or a photograph of a piece of artwork, then the prints would usually be listed as hand embellished giclée editions. The truth is that this is entirely down to the artist who is selling the prints. As the person who produces them it is something to be aware of but should not impact on any decision to expand the processes you offer.
What are your thoughts on adding value to prints, is this a service you currently offer, or, is it just a myth? Have you considered partnering with a company who offers different services to your own so you can both benifit from inreased revenue opportunities?
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