Margie's Buyer Insights

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.

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.

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.

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