The importance of Marketing

[Sethistwo]

Hello to all,

I am new to this site and the print industry(6 months) I was hired to be the only sales rep for a company that is looking to solicit direct business from large 1,000+ companies "big accounts" This is a new direction for this company that has survived up to this point from a local customer base. I am running in to some road blocks. Since I am new to the industry I would like to know if the same marketing tools apply.

1. How important is it to have a web presence? Current website, informative, interactive.

2. Is it important to have marketing material?

3. Does cold calling work for large companies that are looking for e-print solutions?

I would appreciate your insight.

Regards,

 

[gordo]

I think you may have missed the most important marketing need - and that is: What is your unique differentiator? I.e. why should your shop be considered a potential supplier, in particular over others? Once you have that established, then the appropriate tools can be developed and used to communicate the right and compelling mesage(s) to your prospective customers.

best, gordon p

 

[Sethistwo]

Very good point. I agree with your thinking. It further confirms to me that this company needs to see what product displays them as "unique" and build their marketing around it. Wish luck ...working with some old school thinkers.

 

[oxburger]

An online presence is VERY important. Especially LinkedIn. Answer questions in the questions area and establish yourself. Join groups (Especially the ones that the "big fish" belong to. Join real life networking groups as well. My wife will tell you the 3 most important things are:

1. Networking
2. Networking
3. Networking

(Incidentally, she conducts webinars on LinkedIn and Twitter to build your client base and visibility.)

www.boldlygocoaching.com Individual and Group Career Coaching, LinkedIn and Social Media Webinars, Seminars and Workshops, Networking and Interview Skills Coaching

 

[jamesschmidth]

according to my view point ... social networking is very imp... and apart from the related marketing forums where you can spread the word of mouth... For custom printing

 

[david]

Market your unique insight

Market your unique insight

I will have to agree with Gordo!

Every printing company has a significant advantage that they rarely use, which is to listen to what their customers are asking for. Consider this, a printing company will find out about new market opportunities well before any other business - they are preparing the message.

So many printers focus on selling Ink on Paper and not selling the concepts and benefits. You should talk with your customers, go back and spend some time reading what you have printed, and figure out who, what and where your market is.

You can chose to be a tadpole in the ocean of "Business Cards" or you could be the whale in the lake of messaging contact info to people with visual impairment - for example. Same work - same product - but different and targeted market segment.

You are the one who has all of these people coming to you saying "How can I get this message out there", listen and you will then know "How You Can Get The Message Out There"!

TribalSketch more than web2print
David Lewis

 

[MJNC]

Marketing

Marketing

I think Gordo has it right...
Take a look around the previous work your company has done. Try to refine your sales approach with the things that are unique to what your company can provide. New clients going to your company are old clients leaving somewhere else; so what are the above average capabilities that your shop can provide that they maybe haven’t seen somewhere else? (Or, what made them leave the other place?)
Do you have super-fast turn around on proofing changes?
Do you only use recycled post-consumer substrates? Or can you get a deal on them?
Ask around a bit - quietly... see what projects your co-workers take the most pride in; what are common stumbling blocks; etc.
Best of Luck to you!
Peace & Happy Holiday
_mjnc