Focus on adding value if you want to stay ahead
I saw that on a site about something entirely un-print related, but it is so true for so many industries that it cried out to be quoted. Printing hasn't been about "seeing what sticks" for years. I bet your industry hasn't either. I know that we have been focusing on making you better off for an awfully long time. But even so, it bears repeating.
You need marketing. Why? Because you want customers. But you don't want to waste your marketing dollars. As printers, we recognize that and have continued to adapt our product and service line to remain in line with our customers' nee ds as they evolve.
Of course, the same is true of your customers and the products and services you provide to them. Your customers don't want to spend money just for the sake of the next new thing. Make sure your value proposition makes sense to your customers, too.