From Printshop to Powerhouse: How Strategic Diversification Fueled Growth at Benson Integrated Marketing Solutions
On Thursday, August 28, 2025, our CEO Brian Benson took the main stage at the inaugural Dscoop Latin America Summit to deliver a powerful keynote. His session, From Printshop to Powerhouse: The Power of Diversification, revealed how a print shop transformed into a multi-million dollar diversified marketing solutions company with over 200 employees - and why diversification is much more than just “adding more products.”
The Journey: From Risk to Reinvention
Benson’s roots may be in print, but Brian soon recognized the inherent risk of relying on a single revenue stream. That volatility sparked a pivotal question: What if we could smooth the ride - and open new growth paths - by offering more product lines?
The answer came through strategic diversification - expanding into promotional products, apparel, signage, and creative services while leveraging the company’s existing strengths in print production, speed, and brand consistency. This was not diversification for diversification’s sake; it was a deliberate growth engine that built on Benson’s core capabilities.
Why Diversification Matters
Brian’s philosophy is simple, “Diversification isn’t a side hustle. It’s a growth strategy.”
By integrating promotional products into their offerings, Benson created a more stable, year-round revenue model and positioned itself as a one-stop shop for all physically branded marketing goods. Today, over 80% of orders are turned around in 24 hours or less, powered by in-house production, automation, and even early exploration into autonomous robots.
Understanding where your company has a true competitive edge - and which channels align with your profit goals - is key to making diversification sustainable. This integrated model has helped Benson stand out in a crowded market while building much deeper, longer-term client relationships.
What You Learned at the Dscoop Latin America Summit
Brian shared practical insights with the audience, including how to:
- Focus on channels where your existing strengths give you a competitive advantage.
- Avoid low-margin traps by understanding channel economics.
- Bundle offerings to increase share of client spend while simultaneously reducing costs.
- Build operational efficiency to support fast turnarounds and drive scalable growth.
Brian’s session was followed by a panel discussion with innovative print service providers in commercial, labels, packaging, and more - offering even more perspectives on staying ahead in a rapidly evolving industry.
“It’s been an incredible journey,” Brian says. “We’re integrating multiple products seamlessly, automating operations, and exploring emerging technologies. I was excited to share how this approach has reshaped our business - and how it can help reshape yours.”
To learn more about how Benson can help your organization grow, please contact us.