Few fully recognize that commercial printers offer one or more of three segments of the bigger business model — these segments are Information (newspapers, magazines etc.,), Product Logistics (packaging, et all), and Marketing, sell, and advertising (self defined). Two out of these three segments are far from dying, and even the definition of death is open to discussion.
A new dawning in the age of printer-based self-promotion has arrived. Printers are brands, not providers, not suppliers and they must begin to act as a brand and market themselves as such! Think of awareness in the same manner as the proverbial onion. Each layer needs to be peeled back (used) to fully benefit from the wonder of this often-misunderstood vegetable. How misunderstood is your firm, the services and products you offer?
You can and should use your print-based tools integrated with online digital tools to make your marketing and communications as interactive as possible. Your selected media needs to be based on the perceived value of the selected media to your demographic
A key component of your future success involves your understanding and accepting those trends that will make you more productive, more profitable, and more attractive to your future prospects. This understanding should be in your DNA.
vertical you are targeting to develop new business.
When considering a new business program, re-branding your current business, or building leads to grow your business, you need to consider many if not all of the IX Mutant Print-for-Profit Muses: (Relevance, Interaction, Integration, Engagement, Dialogue, Content, Context, Metrics, and ROI) as part of your marketing and communication process.
Printing is a game of numbers, a game of metrics. From the very earliest stage — the bid — estimate numbers rule the process.
This month, I will discuss the importance of being relevant as it relates to your sales process and development of new business.
Content is only one part of a self-promotion. Context marketing can amplify the value of your content to your prospects and customers
I personally believe — and have seen the proof in action — that a relationship with limited, shallow, or non-existent dialogue, is a short-term relationship in which there is no winner. Dialogue needs to have a series of supporting and foundational components that include relevance, content and context.
Engagement is more than just dialogue or discussion or conversation. Engagement measures the relationship that the client or consumer has with the brand, via a simple formula. Think of the following: Engagement builds trust via the brand’s messaging, the media used, and the "product or idea" that the brand offers. When engaged to the correct demographics (critical need), you and your brand, as well as your printing facility, will benefit greatly.
There are short cuts to developing new business. You know that. There are no short cuts to becoming fully integrated. You already followed an integration process to make your business stronger — prepress, press, and postpress. You must now provide the same commitment to integrate your production and sales capabilities marketing, with your marketing/communications and business outreach.
After you have proved your relevancy, you need to consistently reinforce your relevancy, the relevancy of your product/service mix, and the relevancy of printing as an industry. Offering interactive tools, products, and services is critical. So is understanding how your target markets will need and use what you are offering to fulfill their communication priorities.
Did you answer the questions regarding relevancy I posed in my first article? How did you do? Are you — is your company — relevant?
To be relevant you need to know what is relevant to the marketplace/markets/verticals you plan to attract, support, or serve. Here are some "talking points" that connect directly to relevance. You should get to know them intimately, close up and personal.