August 2007

Prescription for Success: Three Marketing Rules

Maybe you’ve heard about companies in the printing and finishing industries that are having a banner year or just won a major contract with a big-name client. While envy might be a logical reaction, don’t ask, “Why did they get that?” Instead, the question should be, “How can we do that?”

Marketing probably played a role in those successes.

Wise marketing strategies and thorough execution will produce results in any industry or in any business climate. The graphic arts industry is no exception. Whether a company uses networking, public relations, advertising, direct mail, sales calls or a blend, these marketing vehicles all fit under the general umbrella of marketing. Choose promotional activities that generate sales opportunities and simultaneously lay the foundation for future success.

Regardless of what marketing tools your company uses, here are three rules to help you avoid common marketing pitfalls that can undermine your company’s success.

1 – Use a marketing mix: Your marketing plan should include a variety of media, approaches and timing. Instead of concentrating all efforts and resources on one method, like advertising or direct mail, use a strategy that includes multiple touch points with prospects and customers. Consider e-mail, US mail, sales collateral, public relations, web metrics … and yes, even an occasional advertising campaign.

2 – Follow up: Marketing communications are always more effective when they are properly followed up. Don’t be afraid of the phone. If your company’s marketing strategy and sales efforts include a promise to follow up, make sure you do it. It’s the easiest way to reinforce your message and show your reliability.

3 – Move away from an emphasis on price: A discounted price might bring in a few one-time jobs, but that’s only a short-term strategy. Your company should be interested in long-term success. Instead of price, focus on the unique selling proposition you offer customers. Perhaps your company has a fanatical attention to detail, a special technical capability or exceptional customer service. Build your marketing message around those differences and you won’t need to focus on price.

What Grow Sales, Inc. Can Do for You
At Grow Sales, Inc., we specialize in finding the right marketing mix for each graphic arts client, and making sure it’s executed. Since 1996, we have provided full-service outbound marketing, public relations, web and graphic design and sales support to our clients. With our help, this could be a banner year for your company.

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