Diversification
for Service activities related to printing (ISIC 1812)
Given the secular decline of print media, moving into value-added services is essential for long-term firm viability.
Why This Strategy Applies
Entering a new product or market beyond a company's current activities to reduce risk and capture new revenue streams.
GTIAS pillars this strategy draws on — and this industry's average score per pillar
These pillar scores reflect Service activities related to printing's structural characteristics. Higher scores indicate greater complexity or risk — see the full scorecard for all 81 attributes.
Strategic Overview
Diversification in the printing sector acts as a hedge against the inevitable decline of traditional print volumes (MD01). By pivoting toward high-value services such as cross-media campaign management, variable data marketing, and specialized wide-format signage, firms can insulate themselves from the commodity-price wars typical of offset print.
However, diversification introduces technical debt (IN02) and requires a significant shift in operational culture. Successfully moving into new segments requires aligning the firm's existing logistical infrastructure with new demand patterns—such as the rapid turnaround requirements of personalized marketing—while avoiding the 'innovation tax' of high R&D spending on unproven technologies.
3 strategic insights for this industry
Margin Migration to Services
Value-added services like kitting, direct mail fulfillment, and database management command significantly higher margins than ink-on-paper.
The Digital Gap
Firms failing to provide digital integrations are increasingly excluded from multi-channel marketing campaigns (MD06).
Prioritized actions for this industry
Launch a Creative/Marketing Service Unit
Captures a larger share of the customer's budget by providing the 'what' and 'why' behind the print.
Target High-Growth Niches (e.g., Sustainable Packaging)
Leverages the shift toward ESG-compliant consumer packaging (IN01).
From quick wins to long-term transformation
- Expand services to include fulfillment and shipping/logistics
- Offer basic design/file preparation services as a bundle
- Invest in variable data printing (VDP) software for direct mail personalization
- Develop cross-media expertise (QR codes, augmented reality print)
- Strategic acquisition of a digital agency to provide turn-key marketing
- Repositioning as a brand-support service provider rather than a print shop
- Underestimating the talent gap required for digital services
- Over-investing in equipment before securing pilot customers
Measuring strategic progress
| Metric | Description | Target Benchmark |
|---|---|---|
| Revenue share from value-added services | Percentage of total revenue from non-print-only services. | 30-40% |
| Customer Lifetime Value (CLV) | Increased spend due to cross-selling print+digital services. | 20% YoY increase |
Software to support this strategy
These tools are recommended across the strategic actions above. Each has been matched based on the attributes and challenges relevant to Service activities related to printing.
Similarweb
50% commission for 12 months • 1,000+ active partners
Web traffic share, market penetration data, and category benchmarks give businesses objective market concentration signals — tracking when a competitor's digital reach is growing into their territory before it becomes structural
Digital intelligence platform providing web traffic analytics, competitive benchmarking, and market share data for any website, app, or industry. Used by strategy teams, marketers, and researchers to track competitor digital performance, measure market concentration, and identify emerging trends before they appear in revenue data.
See competitor traffic before it shiftsMatched to GTIAS risk attributes — not paid placement. Affiliate link, no cost to you.
Volza
Trade data across 209+ countries • 30+ years of heritage
Trade concentration intelligence reveals who the dominant importers, exporters, and intermediaries are in any product category — giving businesses objective market structure data at the supplier and buyer level to understand where concentration risk actually lives in their supply network
Global trade intelligence platform delivering verified export/import shipment data, supplier discovery, and buyer-seller matching across 209+ countries. Backed by 30+ years of trade analytics heritage — used by thousands of businesses and top consultancies to map supply chain networks, identify sourcing alternatives, and track competitor trade flows.
Track global trade flows before your rivals doMatched to GTIAS risk attributes — not paid placement. Affiliate link, no cost to you.
Lodgify
Direct bookings without OTA commission • 7-day free trial
Short-term rental operators are structurally dependent on two or three concentrated OTA platforms (Airbnb, Booking.com, Vrbo) that control distribution and capture up to 15% commission per booking. Lodgify's direct booking engine breaks that dependency by giving operators their own branded channel — directly addressing the market concentration risk that squeezes margin in accommodation markets.
Website builder and direct booking engine for short-term rental operators. Enables property managers to take bookings direct — without OTA commission — while building first-party guest data, automating communications, and managing channel distribution from a single platform.
Stop paying OTA commission on every bookingMatched to GTIAS risk attributes — not paid placement. Affiliate link, no cost to you.
Capsule CRM
10,000+ customers worldwide • Includes Transpond marketing platform
Transpond's email marketing and audience tools support proactive brand communication that builds customer loyalty and reduces churn-driven reputational fragility
Cost-effective CRM for growing teams — manage contacts, track deals and pipeline, build customer relationships, and streamline day-to-day work. Paired with Transpond, a dedicated marketing platform for email campaigns and audience management.
Stop losing deals to missed follow-upsMatched to GTIAS risk attributes — not paid placement. Affiliate link, no cost to you.
HubSpot
Free forever plan • 288,700+ customers in 135+ countries
Deal intelligence, win/loss analytics, and pipeline data give sales teams the evidence to defend price with ROI proof rather than discounting reactively against commodity competition
All-in-one CRM and go-to-market platform used by 288,700+ businesses across 135+ countries. Connects marketing, sales, service, content, and operations in one system — free forever plan to start, paid tiers to scale.
Unify sales, marketing, and serviceMatched to GTIAS risk attributes — not paid placement. Affiliate link, no cost to you.
HighLevel
All-in-one CRM & marketing platform • 14-day free trial
Sales pipeline visibility and deal-stage analytics give teams the evidence to defend price with ROI proof rather than discounting reactively under competitive pressure
All-in-one CRM, marketing automation, and sales funnel platform built for agencies and SMBs. Replaces email, SMS, social scheduling, reputation management, pipeline, and client portals in one system — 40% recurring commission.
Automate your customer pipelineMatched to GTIAS risk attributes — not paid placement. Affiliate link, no cost to you.
Other strategy analyses for Service activities related to printing
Also see: Diversification Framework
This page applies the Diversification framework to the Service activities related to printing industry (ISIC 1812). Scores are derived from the GTIAS system — 81 attributes rated 0–5 across 11 strategic pillars — which quantifies structural conditions, risk exposure, and market dynamics at the industry level. Strategic recommendations follow directly from the attribute profile; they are not generic advice.
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Strategy for Industry. (2026). Service activities related to printing — Diversification Analysis. https://strategyforindustry.com/industry/service-activities-related-to-printing/diversification/