Location, Location, Location.
Those three words don’t just apply to real estate anymore. Let’s look at three ways to help open the door to customer communications.
Location 1: Your Business
To keep the sign on your Print Shop door reading, “Open for Business” it’s time to bring cross media solutions to the forefront of your capabilities. You are losing out on other opportunities when your clients don’t want to include print in their promotions and campaigns. This isn’t about convincing anyone that “print is still a viable part of the communications channel.” This is about BEING THERE when your customers and prospects need help, and providing the services they require.
The world is going mobile. The world is going personal. The world is going geo-locational. It is just inefficient for me, as a buyer, to get my print one place, and my cross media elements from one or several other businesses, especially if they are going to be used together. Regardless of how it’s being done—hiring in-house people, or partnering with other companies—it IS being done and you can do it too!
Location 2: Your Customers
There are significant amounts of people out there who need your help! They are being challenged by their employers to help grow business and prove why they are still valuable by bringing new ideas to the table. Let them know of educational opportunities and webinars. Invite them to go with you. Figure out together how to incorporate new techs and channels into their current materials. Be by their side and create a new level of partnership.
Location 3: Your Customers’ Customers
There is no greater bond than helping your customers achieve their goals. Do a little research and find where their customers hang out (Facebook, Twitter, G+, Pinterest, YouTube, LinkedIn etc). Follow their blogs, subscribe to their channels, and follow their conversations. Let your customers know when you see something interesting and maybe help spark an idea for a project. It’s one thing to call and ask if something is coming up, and completely another to work together and create that opportunity.
I realize some of this is a bit out of the box, but these days standing out from the hungry pack of PSP/MSP wolves takes some doing. At the end of the day, you want to be the place they call home.