Mix Old with New To Market Today

In this highly competitive market where credit is tight and cash is seemingly moving on to the Endangered Species List it’s vital for printers to promote their many capabilities including but not limited to one’s technologically advanced services, personnel, combined staff experience, pricing and location on a local and national basis.

However, in order to take this discussion to that elusive next level, this month’s space is devoted to communications from a variety of marketing-communications experts, each of whom made their comments with the needs of printers in mind.

“Repeat business is a significant lead to success,” opines Lisa Hamaker of Kaliday Consulting in Bolton, Mass. “Not only is your company receiving the revenue from that customer, in addition, loyal customers are much more likely to refer you to their colleagues and friends.”

There are three keys to great customer loyalty, according to Hamaker, and in today’s world of information flow, sometimes the basics are overlooked. Two basic principles that are the foundation of any quality customer relationship are accuracy and accessibility. In other words, the job must be right the first time, and the customer must be able to obtain knowledgeable assistance at their convenience.

Many of us are learning however, that it often takes more than in-depth product knowledge to make a sale. How you market your products is key in today’s competitive marketplace. Innovative marketers, however, leverage traditional methods and often combine them with new ideas and technologies in ways many of their competitors probably never imagined.

In Tough Times, Throw a Party

“Host a business-community mixer at your print shop,” advised Dr. Debra Condren, business adviser and author of Ambition Is Not A Dirty Word. “Invite all of your clients, cross-promote and possibly share the expense with your local chamber of commerce and/or other business organizations, including local banks.”

While “event marketing’ has become very popular, it can still take time to get on buyers’ calendars. “Making a sudden splash” to generate attention may be worth the effort. Condren urged partying printers to go first class and have the event catered. “The cost needn’t be over-the-top,” she said. “But do it right so folks will enjoy themselves, benefit from the networking, and may think of you for their upcoming printing needs.”

Taking Condren’s suggestion a step further, printers should rely on promoting such events through new social media sites such as Twitter and Facebook. When invitees learn an event is being promoted via one of these sites their prone to investigate and excitement builds. Similarly, after the party, post photos on these sites, directing visitors to your site as you do so.

Ineffective, inconsistent or inappropriate communication can be the kiss of death for your company.

The goal today is to create a long-term “buzz” to steadily draw attention to your company while establishing it as a forward-thinking, innovative source for great and dynamic printing. Also seek out speaking opportunities. Start small, an offer to talk to a small-business group about printing innovations or how graphic design changes can enhance their firm’s image can lead to new opportunities.

Send out an e-mail newsletter to guests through cost-effective providers such as: VerticalResponse.com, ConstantContact.com or ExactTarget.com. Each message should offer products and printing package deals that may appeal to your prospects. Product creation and package deals can be a meaningful part of any long-term business strategy. The trick is to regularly get these offerings on your Web site and into your weekly e-mail newsletters and other communications. If you don’t have a Web site with your offerings, “Get one up now,” she said.

How About a Swap?

“Printers can utilize barter to boost sales production and get the things they need without spending cash. It’s easy, it’s smart and it works like a charm,” said Don Mardak, founder of International Monetary Systems, Ltd. (www.imsbarter.com), a leading barter organization.

Bartering can be used to fill downtime, move excess inventory, attract new customers, and generating barter dollars that can be used for advertising and other business expenses. In its simplest form, bartering involves an equal trade. One business swaps a good or service for another. With a professional barter exchange, members pay a commission or fee for goods or services traded. This makes more complex trades are possible.

A business engaged in bartering receives a trade credit based on the dollar value of the good or service offered. It can then use those trade credits to “purchase” goods or services offered by other members. As a result, that business becomes connected to a rich, varied network of other bartering businesses.

Barter exchanges bring new buyers and sellers together, potentially creating a new customer base. Bartering can enable printers to trade their services for the goods and services they need when cash is in tight supply. It can also provide you with a new vehicle for marketing your business. And barter can positively impact your bottom line. Companies that actively barter may do as much as 5 to 10 percent of their business annually through trades. Bartering however, can have tax ramifications. If you’re considering getting involved in bartering consult with a tax adviser before going ahead.

The Personal Touch

In these days of impersonal electronic communication, many including some marketing experts, are complaining that with increased use of the Internet and extreme amounts of information available for comparison shopping, that the importance of the customer relationships is decreasing. Condren disagreed. “Simple, daily outreach can be inexpensive and have a dramatic effect on customer relationships,” she argued.

Customers frequently respond to unexpected communication from company leaders she adds. Her suggestion: Make a list of the top 20 percent of your customers. Divide it among your top management team. Have each call three customers every day until the list is completed. The conversation should just be about checking in—not about sales or marketing. This will take about 15-30 minutes a day and pay huge dividends in customer response and loyalty.

While the real benefit list from your company is probably long and something in which you have pride, it frequently and regularly needs to be communicated and effectively presented before anyone will sign on the dotted line. On the flip side, ineffective, inconsistent or inappropriate communication can be the kiss of death for your company.

Joseph Finora is the author of Recession Marketing. He can be reached at jfinora@optonline.net.