Marketing Your Printing Business

Published: 25th June 2008
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The first printing press was unveiled almost 600 years ago. Shortly thereafter, the first commercial printing business was most probably born. Maybe to fill a large order for pamphlets claiming the end to the Dark Ages. That first commercial printing business most also probably puzzled over how to increase business. Just like you are today. Traditionally, purveyors of color printing services have relied upon bulking up the sales force as the only solution to lagging revenues. However, there are many other creative paths that can be taken.

Use the Mail to Announce That Sale

One would assume those in the commercial printing business would be well aware of the power of direct marketing. However, many don't learn by watching their customers. Clients have catalogs, brochures and booklets printed for direct mailings for good reason. The same benefits which accrue to them in their business can help your color printing sales as well.

If you are running a special or have a new service offering, then it is often a good idea to engage in a direct mail campaign targeting applicable current and potential customers. It can be assumed you know the ins and outs of getting the printing done. Leverage your expertise in your core business to supplement your marketing efforts.

That Profitable Niche Is Within Your Reach

Are you trying to sell to everyone and converting no one? Color printing customers come from a plethora of different businesses. They range from the local bar and grill to a downtown white shoes law firm. Each has different needs and concerns. When you attempt to craft a message which would appeal to all of them, then you end up connecting with none.

Identification of a niche facilitates both traditional and direct marketing efforts. Your business can provide value added service to your clients once you've developed the expertise that develops after working in a given niche for a period of time. You very well may become even more attuned to the given industry standards and innovations than your clients themselves.

Sales Grow With a Burst When the Customer Comes First

Every business owner swears that in their shop the customer always comes first. Many proudly use their machines to print a sign saying as such to post prominently. However, few actually practice what they preach. When you go the extra mile to satisfy a customer it essentially creates a new unpaid sales position for your firm. Word of mouth marketing is both the most economical and effective. That extra time invested in catering to a picky or difficult customer has a great ROI when they tell several friends how happy they are with your services.

Your staff should be similarly trained and a strong customer service ethic needs to be instilled throughout the entire organization. One small business card color printing job could turn into that huge order if your employee gives superior service. Let your company be its own best marketing tool.

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