Where's the Money: Self Promotion

Sales expert Patricia Fripp may have said it best: "It is not your customer's job to remember you. It is your obligation and responsibility to make sure they don't have the chance to forget you."

In a dog eat dog world, the only way to ensure success is through self-promotion. Self-promotion can involve any number of things from community involvement to advertising campaigns. Regardless of the method one chooses, it is imperative to the business if one wishes to succeed. This mind-set may never be as important as it is during the current global recession. Printing is one of the first things companies cut when budgets are strained. It is up to printers to show those customers how and why those cuts can be a huge mistake and how they can use printed media in different ways. Printers need to push harder than ever to sell products and services and perhaps more importantly, maintain those relationships.

It cannot be stressed enough that maintaining strong customer relations is just as important as finding new clients—perhaps even more so. If one is dealing with the general public, then it is likely that the potential customers may not have any idea what a print shop can do. Long gone are the days of simply printing fliers and mailing postcards.

The Art of Persuasion

There are many printing and graphics companies that do a skillful job at promoting businesses, particularly when it comes to self-promotion. One outstanding example of a highly successful business that uses a great deal of self-promotion is Classic Graphics of Charlotte, N.C. Classic Graphics and its counterpart, Opus Direct, have been dubbed Best of the Best by the International Association of Printing House Craftsmen in the area of Self-Promotion. In 2006, Classic Graphics took first place in the Uncoated Uncovered category.

Ever since the company's inception in 1983, Classic Graphics has provided the printing industry with high-quality products and services with a twist. Founded by former co-workers Bill Gardner and Dave Pitts, Classic has grown from a shop with one Hamada to a company that specializes in wide-format digital printing. In 2003, Classic developed Opus Direct, a spin-off company devoted to mailing and fulfillment. Opus is located in Morrisville, N.C., just outside the capital city of Raleigh.

One of the keys to self-promotion for Classic Graphics and Opus Direct is the publication of a series of books, Yes (1996), Know (2000 and 2004), and Know the Way (2008), that effectively promotes the company by introducing its products and services to potential clients. The books are a collaborative effort between Classic Graphics, Rick Hovis Photography, and hixson design. The project helps Classic validate the company's brand by laying out its areas of expertise. As the company puts it, "The book transports the reader through the philosophy and capabilities of the company. We think that recipients will be captivated by the story, images, and wow factor. We also think that they will find a wealth of practical and useful information. It's a keeper!"

While word of mouth tends to be the longest running and most effective type of self-promotion, Classic Graphics believes that promotion plus perseverance is the key to a successful campaign. "I think they go hand in hand for us," said Teresa Jaynes, vice president of sales and marketing. "What we find is that the marketing really drives sales."

"The promotions get us there," she added, referring to the importance of introducing the company to potential clients. "We do marketing promotions that are meaningful. There's something about putting something in someone's hands that validates the company."