Marketing for a printing company needs to go far beyond word of mouth and deeply into the world of multichannel marketing.
With the dissemination of the print sourcing function into multiple corporate departments, printers have to develop strategies.
Print customer testimonials are valuable. I sure hope most print reps actively ask for them. Maybe this post will convince the naysayers. Third-party recommendations are more persuasive than anything you could say about yourself. Think about how you feel about a press release that’s issued by the featured company or individual — of course it's a glowing review. That's the name of the PR game!
Your online image is crucial, and as time passes, it will become more important. It's easy to spot a printer's site that's been neglected. A few telltale signs pop up, like the following nine examples.
In marketing, most tend to “think big,” but it can be the small stuff that sets a printer apart.
Print customers evaluate printers by something intangible and quite impossible to quantify: the perceived value you provide them.
Some print customers will respond to direct mail pieces that introduce your company to them. And some print customers will not.
Margie Dana offers five tips for hosting a customer event.
I recently moderated a 60-minute conversation with three seasoned buying professionals during an online event.
Margie Dana explains that it could be beneficial for companies to hold workshops that offer attendees something of value.
The question about print customers and a printer’s equipment list comes up often, as it did last week on the webinar I participated in. During that event, I brought this up because it’s significant. In the recent study I did with John Zarwan, in which we collected data from 315 professional print buyers, 73 percent of those surveyed said that a printer’s equipment influences their selection of print partners—at least some of the time.
Margie Dana explains that sometimes, letting your customers know that you’ve made mistakes, but recovered well, can set you apart.
Building and maintaining a relationship with customers depends largely on the sales rep’s communication skills.
Sometimes I get really badly written emails. Ones from younger reps can sometimes be particularly horrifying.
Forget all that talk about survey fatigue. Printers need to survey their customers every few years to learn important things.