The FEI Tribe Discovers the Importance of “Shotgun” Marketing for Printing Services -T.J. Tedesco

By T.J. Tedesco

Today’s FIRE! Point
A “shotgun” marketing approach is useful for raising the market Awareness levels of products, services and companies that lack broad name recognition. Successful “shotgun” programs will get your company’s selling proposition in front of many key business influencers in a short period of time.

FIRE! in Action
American Alliance of Ethical Movers Succeeds with Strategic “Shotgun” Campaign

The AAEM used ad space in a mover’s guide to offer a free moving quote. The result was a 42 percent increase in conversions over the company’s previous search engine marketing and direct mail efforts.

Next week: A discussion of the advantages of a more targeted “arrow” approach over a “catapult” strategy.

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Business Management - Marketing/Sales

T.J. Tedesco Author's page T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or tj@tjtedesco.com.

The Tribe Discovers the Importance of ‘Shotgun’ Marketing