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Tom Marin

Building Brands

By Tom Marin

About Tom

Tom Marin is the managing partner of MarketCues.com and provides corporate and brand strategy to organizations of all sizes. He has an extensive background in the graphic arts, printing, publishing and media industries. Marin is an accredited member of the national and international chapters of the Business Marketing Assn., is a (CBC) certified business communicator and a past marketing chair of the Chicago chapter.

 

Melding Print and Online Media in a Strategic Market Plan

 
podcastAs everyone knows, newspaper and magazine advertising has been dropping for several years (no need to rehash the numbers) and it’s suffice to say there are fewer publications in your industry than there were just five years ago. This downward trend has impacted many companies that have a connection to these industries, including printers, marketing firms and magazine/newspaper publishers, to name a few.

One key to offsetting this downward trend is to effectively combine both print and online media. This strategic market planning strategy is built upon three key drivers:

1. Squeeze the cumulative impact of the overall user experience by offering a concentrated media cluster—including print, audio, video, etc.—that allows the user to see, touch, hear and evaluate your product and services to form an overall brand impression;

2. Narrow cast your brand messaging into memorable sound bites; and

3. Spread your brand messaging across your selected media cluster, including media channels such as your Website, print marketing, online media, RSS feeds and social media.

One company that is using this strategic approach is Admiral Products, which has carried a brand message of “Making their customers look good.” throughout its marketing communications. The company has selected the media cluster of Website marketing, podcasts and certifications. Its podcasts allow customers to learn more about how the firm’s printing products and services can help their businesses. The podcasts are free, typically two to three minutes long and provide customers with the information they need to make better printing decisions.

Admiral Products also became a Certified Printer of Color Logic, making it the first North American digital printer to be certified as qualified to offer the Color-Logic Process Metallic Color System. This new system allows Admiral to provide customers a wide variety of printed products, including paper, film and pressure-sensitive labels, and advertising specialties using a wide variety of metallic special effects.

By co-joining multimedia communications, Admiral Products has sharpened its marketing focus and created an interesting way to learn more about its products than the its printing company competitors that require all of this messaging be done by their sales teams. And with effective search engine optimization, it should be able to create a stead pool of new customer prospects to develop.
 
Tom Wants to Hear Your Branding Issues:
If you are a printing company, or product/services company serving the industry, and would like to be considered for a feature in this blog, please contact Tom Marin for an interview.

Follow MarketCues on Twitter for branding and social media tips, as well as the latest trends. Tom also welcomes emails, new LinkedIn connections, calls to 407.330.7708 or visit www.marketcues.com. How can he help solve your branding issues?
 

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