Melding Print and Online Media in a Strategic Market Plan
As 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.
Tom Marin is the president of MarketCues, a national consulting firm. Tom serves as a senior advisor and change-management consultant with 35 years of experience. He has worked for some of the world’s largest corporations, as well as middle-market firms. Tom's focus is to plan and drive strategy shifts and strategic growth programs in the printing industry and a diverse range of market areas.