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
cmo-xs-promo

Latest Videos

More Videos

Who can confidently pick the best service among those listed on this site?Indoor Navigation For Airports

nearmotion

How beacons and nearables are giving marketers new customer know-how

Read more

Awesome information on marketing company..awaiting for your new article on Advisory services and also on below topics.business advisory s...

Wasim Ahmad

CMO's top 8 martech stories for the week - 2 December 2021

Read more

I couldn't understand one things why on earth people only talk aboutimpact of digital transformation on banking and finance field instead...

Rajesh Acharya

Digital take-up and experiences help drive Suncorp's solid FY21 performance

Read more

I really appreciate your article. Love your Article. By reading your article, its created an idea in my mind about loyalty strategy to ke...

Jack Reacher

Report: Marketers failing to realise the benefits of customer loyalty programs

Read more

One month’s research and we’ve handpicked this generation’s 50 most talented Women CEOs, leading the top multinational companies around t...

Vaishnavi Pillai

Women in leadership the focus on International Women’s Day

Read more

Blog Posts

The massive flaw in customer-centric marketing CMOs need to know about

Behavioural biases mean customers, most of the time, have no idea what they want, despite what they tell you.

Dan Monheit

Co-founder, Hardhat

When friction can be a brand’s best friend

I always enjoy those oft-forgotten, in-between moments in any experience. These moments are not necessarily part of any defined experience per se. They likely wouldn’t show up in an organisation’s plans or ideas to help make the customer journey or user flow as simple, easy and seamless as possible.

Rich Curtis

CEO, FutureBrand A/NZ

How much attention should we be paying to the ‘attention economy’?

There’s been a lot of buzz in the advertising industry lately about what’s coined the ‘attention economy’. And it’s fast becoming the new battleground for media channels to prove their wares and to develop and espouse new attention metrics.

Nickie Scriven

CEO, Zenith

Sign in