Selling Print to a New Generation


By Vanécia Carr, Director of Marketing, Domtar


Editor’s note: This article was originally published in Domtar’s Blueline Magazine (Volume V, 2017).


If there’s one thing millen- nials can’t stand, it’s the media’s constant mischar- acterization of them as lazy, entitled, and spoiled. I’m a millennial, myself—and I


The Magazine 10 5.2017


think it’s time to dispel the stigma and recognize the buying power and strength of my generation.


How Can You Reach Millennials? As the largest group of people in the labor force, mil- lennials have incredible spending power—and they’re an untapped market for many printers. Gain an under- standing of what appeals to millennials and adjust or promote your services in a way that connects with them via the platforms they employ.


There is an opportunity to transform the way you market yourself to tap into this generation and sell them print. The techniques that follow can help printers focus their selling tactics to reach them.


Embrace Millennials’ Connection to Digital Showcase ways you can support existing marketing efforts through print combined with digital techniques. Use print to drive their audience to websites and online content.


Understand Their Buying Habits and Turn Them into Selling Features Offers, coupons, and augmented reality are unique features that may appeal to millennials. Understand their goals and give them options to meet those goals through the products and services you provide.


Check Your Online Presence Millennials know everything about you (at least every- thing the Internet says about you) before they ever meet you. They’ll form opinions about your business based on what they find online, including sites like LinkedIn, Facebook, Twitter, Instagram, your own website, and online reviews. Monitor your social presence regularly, stay active online, and follow up on any negative reviews.


Domtar’s Blueline is a quarterly publication exploring relationships between printers and creatives. Subscribe at http://domtarblueline.com/mag.


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