Five Marketing Mistakes to Avoid
By: T.J. Tedesco
For: High Volume Printing
Published: December, 2005

We all hear about companies in the printing and finishing industries that are having banner years or that just won a major contract with a big-name client. But we rarely hear colleagues mutter the question everyone should be asking: “How’d they do that?”

Marketing likely played a hand in those success stories. In this and every other industry, carefully-crafted marketing will produce results. Sales, partnerships and vendor relationships result from networking, public relations, advertising, direct mail, sales calls, or a combination of them all. Marketing is the common denominator.

Regardless of what form it takes, the No. 1 rule of marketing is “Do No Harm”. To that end, here are five marketing mistakes your company would be wise to avoid:

1. Failing to use a marketing mix. Your marketing plan should include a mix of media, timing and approaches. Rather than concentrate all efforts and resources in advertising or direct mail, vary your strategy to include multiple touch points with prospects and customers. For example, you might advertise in trade publications, network at association events and send out free tips via email to boost your profile in the industry.

If your budget is tight, use inexpensive marketing tactics. Write letters to prospects instead of creating four-color brochures. But combine it with something else, such as a calendar that puts your brand in front of the client year-round.

1. Failing to follow up, Marketing communications designed to support your company’s sales effort are much more effective when they’re followed by a phone call. If your marketing piece includes a promise to follow-up, don’t blow it by not keeping the promise! Rather than getting the prospect to give your company a shot at winning their business, you could send the message that you are unreliable.

1. Targeting the wrong person. If you use email or direct mail to promote your services and products, make sure your marketing messages are going to the right people. Bob the Dock Forman might like reading your postcards, but it’s probably Bob’s boss who makes the outsourcing decisions. Also, all email campaigns should be opt-in only. Spam is a dirty four-letter word in marketing that you don’t want associated with your company.

1. Differentiating solely on price. A discounted price might get you a few one-time jobs, but it’s a poor long-term strategy. Instead, move the paradigm away from price by focusing on the unique selling proposition you offer customers. Does your company listen exceptionally well, or have a fanatic attention to detail? Build your marketing message around those differences, and you’ll have far fewer conversations regarding price.

1. Overlooking customer service. Your job isn’t done just because the client’s project has been delivered. Follow-up with clients via phone or email. Ask them, “How’d we do?” and mean it. You might get more business from existing customers by being more attentive to their needs.

Show customers that you appreciate their business. This is a great opportunity to be original and stand out from the competition. I know a company that thanked each new client by sending a box of donuts to the client’s office with a note. Every employee wanted to know who sent the donuts. For a nominal cost, this jester paid huge dividends in customer loyalty—and referrals.

Whether you are a printer or bindery, find the right marketing mix for your target audience. Try different marketing tactics throughout the year to figure out what works best. Consider offering a free email newsletter or sending out mailings. Remember that doing some marketing is better than not marketing your products and services at all. And if you heed my advice on avoiding marketing mistakes, your company could be the business that’s having a banner year.

T.J. Tedesco is president of Grow Sales, Inc., a full-service marketing firm that has been serving the graphic arts industry since 1996. Grow Sales services include marketing, public relations, website design and sales support. T.J. has authored or co-authored three books, including “Win Top-of-Mind Positioning.”