How Can I Improve Our Marketing
Marketing a Printers and Printing Services Business
At Gaebler, we've seen what great marketing can do for a small business. But if you own a printers and printing services business, exceptional marketing may well be the determining factor in your long-term survival and success.
A single characteristic divides today's best printers and printing services businesses from companies at the bottom of the food chain.
With a little luck and lot of hard work, any printers and printing services business owner can rise to the challenge and create a marketing plan that highlights the value of their business and product offerings
Price Matching
In a difficult economy, consumers expect businesses to engage in a certain amount of price matching. The principle is simple: Since pricing is a primary factor in product selection, your business agrees to match advertised competitor pricing. If they can find a similar value proposition from another printers and printing services business, customers will transfer loyalty to the competition - and take their friends with them. Survey the marketplace. If competitors have adopted price matching strategies, you have no choice but to adopt price matching as well, even if it means reshaping your business model to accommodate a new pricing structure.
Measurement & Evaluation
Performance is the ultimate measure of quality. You can improve the quality of your B2B and B2C efforts by considering professional mailing lists provided by established vendors. That's just one of the ways printers and printing services businesses can achieve greater returns from their marketing initiatives. However, there are no substitutes for measurement and evaluation mechanisms. A robust measurement and evaluation process should include metrics that can be monitored on a monthly, weekly or even daily basis. Designed to monitor marketing efforts on a campaign-by-campaign basis, these metrics can be used as a baseline for strategic planning. Simple quantitative tools are a good start. However, printers and printing services businesses often choose to consult with professional marketers for assessment tools and strategic insights.
Technological Expertise
To those of us who are familiar with today's marketing landscape, it's clear that technology and strategy have become inextricably linked. The consequence for printers and printing services businesses tends to be a search for news to leverage technology to scale up the organization's promotional firepower. Despite the initial cost associated with many technological solutions, the long-term payoff for the right technologies almost always outweighs the upfront expense.
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