Marketing Advice
How to stay ahead in a competitive market
Success isn’t just about being the biggest player in the market – it’s about being the most adaptable. In this article, The Online Print Coach, Colin Sinclair McDermott, outlines how you can stay ahead in a competitive market.
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nderstanding your competitors, both large and small, is critical to maintaining and expanding your market share. Many garment decorators focus on well-known competitors in the industry but often overlook smaller, more agile companies vying for their customers. Here are four key reasons why understanding your competition is vital: 1) Insight into alternative solutions Your competitors may offer products or services that you haven’t considered. Are they targeting a customer segment that you have overlooked? Are they standing out through specific competitive strategies, such as free next-day delivery, dedicated account managers, or introductory discounts? Understanding these factors can highlight new opportunities for your business.
2) Understanding customer preferences By analysing what your competitors’ customers value most by looking at their reviews, you can adapt and refine your offerings. Are there unmet customer expectations in the market? If so, this could be an area where you can differentiate your business and attract new clients. 3) Identifying hidden competitors Your competition isn’t just the big names in the industry. Smaller, niche-focused print companies are steadily eroding market share. They may offer lower prices due to lower operating costs or appeal to customers through a modern,
| 20 | April 2025
streamlined online presence. As a result, print businesses need to recognise and monitor these emerging threats. 4) Staying ahead of market trends The garment decoration industry is evolving. Monitoring your competitors can help you anticipate industry shifts, whether in technology, customer expectations, or marketing strategies.
Finding and monitoring your competitors
A thorough competitive analysis begins with identifying who your real competitors are. This goes beyond a simple Google search. Instead of just checking the top-ranked companies, go deeper into search results to identify businesses that may be climbing the ranks.
Social media platforms like LinkedIn can also provide valuable insights. If you visit a competitor’s profile, LinkedIn will suggest similar companies that other users have viewed. This can reveal new or lesser- known competitors operating in your space. Another effective method is to gather direct customer feedback. If a potential client chooses another provider over you, ask why. Was it price, turnaround time, or service concerns? Understanding their decision- making process will allow you to address any weaknesses and refine your strategy.
Keeping up with industry changes The print industry, like all technology- driven sectors, is continuously evolving.
To stay ahead, businesses must: • Set up Google Alerts to track competitor updates.
• Monitor social media to analyse customer feedback and industry trends.
• Subscribe to competitor email lists to study their marketing tactics.
• Review job postings to see where competitors are investing in growth. Additionally, attending industry events is a great way to gain firsthand insights into what competitors and suppliers are promoting. Events like Sign & Digital UK and Printwear & Promotion LIVE! offer valuable networking opportunities and exposure to new trends and technologies.
Competitor analysis shouldn’t be a one-time task – it should be an ongoing process. Set aside at least one hour each month to research your competitors, review their pricing and services, and identify actionable insights. Balancing this research with sales efforts ensures that you stay informed while continuing to grow your business.
Understanding your industry
competitors – both large and small – can help you refine your business strategy, enhance your services, and ultimately win more customers. By staying adaptable, monitoring trends, and using competitor insights wisely, your garment business will be better positioned to protect and expand its market share in a rapidly changing landscape.
www.printwearandpromotion.co.uk
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