Margie Dana

Margie Dana

Long regarded as a print buyer expert and trade writer, Margie Dana launched her new business in 2013 as a marketing communications strategist with a specialty in printing and print buying. Now she’s on a mission to help clients build customer communities through carefully crafted content.

You may know Margie as the producer of the annual Print & Media Conference. Although she’s exited the event production business, she’s still publishing her Print Tips newsletter. She looks forward to helping companies create and style all of their content so their potential customers sit up and take notice. For details and to sign up for her Print Tips and new marketing blog, visit www.margiedana.com or e-mail Margie at margie@margiedana.com.

Nine Signs Your Website's Wicked Old

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.

Market Using A Microscope

In marketing, most tend to “think big,” but it can be the small stuff that sets a printer apart.

Print Buyers and Equipment Lists

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.

Keep That Blooper Reel Handy!

Margie Dana explains that sometimes, letting your customers know that you’ve made mistakes, but recovered well, can set you apart.

Print Reps Are Also Marketers

Building and maintaining a relationship with customers depends largely on the sales rep’s communication skills.

Don’t Overlook the Obvious on Your Website

Your customers don’t visit your site unless you have an ecommerce or file-sharing functionality they use. Your site is for prospects. Many are looking for your exact services. Your name came up in conversation, or they found you from something they read or saw online. They clicked on your site to check you out. What will they find there?

Do You Already Have Hidden Content Talent In-house?

If you take the time to "look within" and find out more about your employees, you just might find your company blogger, or video producer, or photographer, or social media maven. Your reach expands exponentially, and your employees are happier because they get to do something they really love.

How Little It Takes to Lose a Customer

Having been there, I’ll testify to the fact that print customers have left printers because they get unacceptable treatment. Too often, they’d much rather switch than fight. The reality is, customers like coddling, whether we’re guests at a hotel, diners at a restaurant, or clients of a printer.