Why Vistaprint has designs on small business

Printing business looks to reposition its brand to realise its acquisition of 99designs

When a brand is well known for doing something, it can be hard to educate people that it also does a whole lot more.

For custom printing company, Vistaprint, success in satisfying small business’ printing needs had overshadowed its investments in other digital design services, including its acquisition of the Australian-born freelance design marketplace, 99designs, in October 2020.

“We are incredibly well known for the traditional customised print products around business cards and marketing materials,” Vistaprint senior director of marketing, sales and customer experience, Caroline Swarbrick, told CMO. “But that opportunity has expanded in line with the needs of our customers.”

Armed with a new design digital capabilities and backed by extensive research into the needs of small and medium businesses, Vistaprint has embarked on a global repositioning exercise to inform small businesses of all the other ways it can help them.

This centrepiece of this initiative was the launch of Vistaprint’s US$1.5 million Save Small Business Fund, designed to support small businesses during the COVID-19 crisis, and its associated ‘99 Days of Design’ initiative, which has provided a diverse group of 99 small business owners with $15,000 grants. Vistaprint awarded six grants to Ausrtalian businesses, selected from close to 2000 nominations, with all nominees receiving a one month 30 per cent sitewide discount.

Vistaprint undertook an extensive research program through 2021, with Swarbrick highlighting one of the key insights as being that design will be important in helping small businesses to emerge from the crisis.

“We have been growing our services offering in digital and design, so we can be the marketing partner they need,” Swarbrick said.

In June this year, Vistaprint released its Small Business Recovery Report for Australia, which found more than 1.1 million Australian small business owners had made significant sacrifices in the past year to keep their businesses afloat.

The report formed the basis of Vistaprint’s ‘Ready for Anything’ marketing campaign, which showcased unusual situations small businesses could face, and how Vistaprint could help. The local implementation of the campaign was rolled out with support from the integrated communications agency History Will Be Kind (HWBK) and was carried across various digital channels and connected TV sponsorships with Lego Masters Australia and Celebrity Apprentice Australia, and also featured TV presenter, author, and small business founder Sally Obermeder.

“We identified that the audience of Lego Masters Australia, as well as lots of different sporting events, particularly resonated with our small business community in Australia, which also then led to this campaign being run around the Olympics as well,” Swarbrick said.

Swarbrick said the success of the campaign is reflected in the volume of nominations for the grants, and the overall brand buzz created.

“This was a new direction for us, to be talking to small businesses about design rather than just about marketing materials,” she said. “We learned so much from this campaign. Working in this brand space is so new for Vistaprint. We are pretty good at lower funnel, but we haven’t done a lot of talking to Australian communities and business communities about who we are and what stand for.”

With the initial positioning work done, Swarbrick said Vistaprint will continue telling the story of how important design is for small business.

“It is about how can we make it easier for small businesses to do what’s important to them and what they love, because we know a lot of the marketing and design support can also be the peripheral for some people around their business,” Swarbrick said. “Being able to help small businesses to look and feel legitimate and to feel like big brands, but at the appropriate level of support and price point for them, is something that runs through the heart of all of our marketing.”

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page

 

 

 

 

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Invest and earn with Coinbloc .us. Guaranteed Weekly ROI, early signals, fast withdrawals among others. I recommend Coinbloc .us as on...

Hans Jensen

Explainer: What marketers need to know about cryptocurrency

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Gartner: Digital isn't enough of a superpower for CMOs anymore

Read more

I normally don’t feel comfortable investing online but because the company I worked for downsized due to the pandemic and I was one of th...

Dave Sigurd

CMO's top 8 martech stories for the week - 9 June 2022

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Creating a marketplace for wellness

Read more

A solution for an retail industry data extraction. https://e-scraper.com/usefu...

"e-Scraper" Data Extracting

​Catchoftheday launches fee-based online shopping club

Read more

Blog Posts

2 hidden ingredients for leadership success CMOs need to know

Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.

Gerard Penna

Leadership advisor, coach

How shifting economic trends are impacting digital media

Between further interest rate rises, inflation​, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.

Kieran Reed

Senior digital manager, Alpha Digital

5 ways to turn imposter syndrome into confidence and conviction

Imposter syndrome. That feeling others will discover you are actually not as good as they expect, and at any point you will be exposed and ridiculed as a fraud. If you can relate to this, then you are not alone.

Rowena Millward

Author, consultant

Sign in