Printing's Alive

Welcome to Printing's Alive—the podcast that explores everything print and beyond! From traditional techniques to modern innovations, we dive into how print shapes industries, businesses, and our everyday lives

Navigating Print's Future: Jamie McLennan on Strategy, Innovation, and Building Relationships

S1 E67 • Apr 28, 2026 • 53 mins

In this episode of Printing's Alive, Warren Werbitt sits down with Jamie McLennan to explore his journey from commodity selling to strategic selling in the print industry. They discuss the challenges of print pricing, managing customer expectations, and the importance of building strong customer relationships. Jamie shares insights on training newcomers, embracing new technologies, and the evolution from DMR to Invoke. The conversation touches on the significance of self-marketing, the relevance of 'premium' in print, and trends in paper quality. They delve into the future of print with AI integration, industry challenges, and strategies for engaging younger generations. The episode concludes with a focus on sustainability and the ongoing relevance of print.

Key Points

Print companies should shift from commodity-based selling to strategic selling by emphasizing the tactile and engaging nature of print as a unique marketing tool.
Investing in new technology and innovative techniques, such as embellishments and AI-driven customer interactions, can help print businesses stay competitive and attract new clients.
Creating internship programs and actively engaging younger generations in the industry can help address the talent gap and bring fresh perspectives to traditional print businesses.

Speakers

Warren Werbitt

Host • 51%

Jamie McLennan

Guest • 49%

Chapters

0:00	Introduction and Jamie McLennan's background
1:06	Shifting from commodity selling to strategic selling
2:26	Building and maintaining strong customer relationships
4:42	Print pricing challenges and managing customer expectations
7:02	Assessing print quotes and vendor credibility
10:48	Training newcomers and fostering industry knowledge
11:20	Invoke's customer service philosophy
14:35	Evolution from DMR to Invoke
15:38	Embracing new technologies and innovative practices
17:22	Marketing and brand reinforcement at Invoke
20:30	Self-marketing and its importance for printers
21:26	The meaning and relevance of 'premium' in print
23:04	Trends in paper quality and specifications
25:08	Pricing strategies and effective customer negotiations
26:40	Balancing order-taking with strategic thinking
28:41	Competing with large retail print services
30:41	Direct mail marketing: advantages for printers
34:48	The future of print with AI integration
39:04	Industry challenges and advice for print businesses
41:49	Bringing younger generations into the print industry
43:20	Collaborating and sharing strategies with competitors
44:50	Leveraging social media and modern marketing
45:49	The ongoing importance of print in everyday life
47:56	Sustainability and shaping the narrative around print
49:47	Promoting print to younger generations and addressing negativity
52:24	Closing thoughts and call to action

Transcript

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