Add new marketing services as you get more and more comfortable, and where you see the best opportunities to fulfill your customer’s needs. Constantly solicit feedback.

The key today in marketing is the ability to measure the return on the dollars spent. ROI (return on investment) is what it is all about. Google zoomed to become one of the largest companies primarily due to the fact that advertisers can track their ROI and constantly optimize their marketing based on what is working and what is not.

Be prepared to have serious discussions with your clients and prospects about how you can help them grow their companies through marketing efforts that your company can fulfill. Show them the importance of using a cross media approach.

This plan may take you a year to complete. It’s a long process that may be well worth it for your business to not only survive but prosper.

Mitch Evans is president of Mitch Evans Consulting, which is specifically targeted to meet the consulting needs of the quick and small commercial printing industry. His areas of expertise are in strategic planning, valuation, mergers and acquisition, financial planning, new technology, and “1-2-1” coaching. Evans regularly speaks to printing associations and groups on these and related subjects. Contact him at 561/351-6950 or mitch@mitchevansconsulting.com. This article is available as a podcast at www.quickprinting.com/podcast and from iTunes.