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I belong to a terrific gym - the JCC in Newton, MA (www.lsjcc.org). One day about six weeks ago, as I worked my way around the Nautilus circuit,* I noticed a new piece of equipment. A low stretching table had seemingly sprung up out of nowhere. This table, it was noted on a small sign, was for the express usage of members who had difficulty using the mats on the floor.

What this signified (aside from the obvious fact that no body ages without physical limitations) is that the gym is paying attention to the needs of a specific class of customers.

Tending to the needs of specific kinds of customers - what a great idea! And if ever an industry could benefit from this example, it's the printing industry.

Despite the rapid adoption of newer digital media, every business, large and small, needs some type of printed materials. While print customers as a "genre" share certain trends and behaviors, they do so within the customer category they belong to.

Here's a short list of the different categories of print customers:

• Brand new print buyers - no matter what size firm they work for, they are starting at square one.

• Experienced print buyers - they have anywhere from a few years' to 30+ years' experience.

• New graphic designers

• Experienced graphic designers

• Customers in non-communications departments who don't speak your language

• SOHO businesspeople - Small Office/Home Office folks who need print materials once in a blue moon.

• Customers who are new to your locality

• Customers who are only impressed by the latest technologies

• Prospects who have to be sold on printing anything!

The behaviors, trends, challenges and needs will vary for every type of print customer, much like the range of members at my gym. I see young mothers, middle-aged moms and dads, professionals who work full time and squeeze in their workouts early or very late. I see babies taking swim lessons and tots in the Kids' Gym. Teenagers shoot hoops, while grannies walk around the track that circles the basketball court.

There is something for everyone at this gym. We all feel welcome and nurtured there.

This can work for your printing company.

By paying better attention, you can fine-tune your web site, your promotional materials, and even your sales calls to be more sensitive to your top "buyer personas." The major ones, BTW, are new buyers, experienced buyers, and graphic designers.

• How are you letting new buyers know you will help guide them?

• How are you communicating differently with experienced buyers?

• Do you know how the needs and priorities of graphic designers differ from corporate print buyers?

It's in your best interest to segment your promotional content. This can't be done overnight, but in today's business climate, every step taken to better differentiate your firm from your competition is a giant step forward.

Pay attention to the types of customers you have or want to attract. Make sure your marketing efforts address every major type.

Introduce your own version of a low stretching table, and customers who need that extra help will respond with a grateful sigh, and a sale.

*Here I am, hard at work in a high school gym class. I'm the gal at the far right. Evidently, having cocktails during gym was de rigueur back then (it appears I'm serving drinks). Note my impeccable fashion sense.