How Can I Improve Our Marketing
Marketing a Printing Press Repair Business
A profitable printing press repair business is about more than supply and demand. It's about designing ways to entice new customers to engage with your products and to encourage existing customers to increase the frequency of their purchases.
A single characteristic divides today's best printing press repair businesses from the ones that are struggling to keep the doors open.
In general, good business owners make good marketers. But to rise to the top of the industry, you'll need to gain a deeper understanding of the marketing tactics competitive printing press repair businesses have used to achieve success.
Bundling
Messaging matters - but only to the degree that it communicates value to cost-conscious consumers. Businesses that bundle products tap into the market's psyche by creating the perception (real or imagined) of cost-savings. Most printing press repair businesses have the ability to bundle multiple products and services into a single offering that customers find appealing. Since the bundling concept is based on discounts, consumers expect to pay less for the bundle than they would if they were to buy the products separately, so you'll need to make sure your bundle offers real value to buyers.
Staffing Expertise
An effective marketing strategy meticulously delegates tasks to capable stakeholders. A dedicated, in-house marketing division is a possibility, but in small businesses, it's more likely that owners or managers will pick up marketing as a secondary job responsibility. That can be problematic because marketing can't afford to be pushed to the backburner. As a way to improve performance and time management, owners of printing press repair businesses outsource marketing to a professional firm. Outsourcing is less expensive than maintaining an internal marketing unit and it ensures that your company's marketing plan receives the attention it deserves.
Public Relations Strategies
If marketing is a stock car racing full throttle toward a consumer audience, PR is a vintage Cadillac teasing consumers and inviting them to take a closer look. If you want to send unrestricted marketing messages to your audience, buy a mailing list and perform a direct mail campaign. But if your strategy calls for sophistication, media buy-in and thought leadership, hire a PR consultant. The art of storytelling is a core PR competency. Storylines need to be believable and objective while communicating your brand's strengths and value proposition.
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