And the Award Goes to. . .—Sherburne
Sadly, there were still entries that were capabilities brochures heavily focused on equipment lists, with too many pictures of buildings and presses. The judges were in agreement that, while the quality of the printing was exceptional, the content was off the mark in today’s very different print buying environment.
Whether you produce digital printing, offset printing, or both, there are many ways to creatively promote your business that leverage the hard work you have done (I hope) on developing a cohesive marketing strategy. Turn your team loose in a brainstorming session like Bob Bass did and see what you come up with. As they say in the advertising world, whatever you generate needs to “break through the clutter” and be relevant and meaningful to the target audience.
It should also demonstrate your capabilities in a way that resonates with the recipient. To be honest, most of today’s print buyers—marketing professionals and others—could care less about what your building looks like or how many presses of which type you have.
They are interested in how you can help them achieve a return on their marketing investment. They want to know how you can help them achieve results and justify their marketing budgets. They want someone who understands their business and demonstrates a proactive approach to helping them address the issues that keep them awake at night. (For more of what chief marketing officers are looking for, refer to my column in the August 2006 issue of PRINTING IMPRESSIONS, and let that guide your self-promotion strategy.)
While customer conversations may turn to your equipment configuration at some point, it is not the hook that will engage them with you from the get-go. That is, unless you are dealing with a traditional print buyer who is primarily concerned with finding the low-cost provider. Otherwise, turn the creativity of your team loose and see what can be developed. PI