What is the best marketing for a commercial color printer in today’s competitive marketplace?
One of the things I like to tell people on a regular basis is that what used to work in marketing and advertising and direct-mail campaigns 5 years ago is not prudent today. So many times people get into a habit over the years of doing specific marketing techniques, and they think that that’s what’s going to continue to bring profits in today’s ever-changing highly competitive commercial printing industry. The fact is that what worked five years ago definitely has no bearing in today’s marketplace. Direct mail campaigns that use to be successful and having 3%maybe even 5% returns are today nonexistent. This is why and my opinion need to become louder and bolder across the board in every single advertising medium available today. One of the things that I have seen many come please do and do very successful is to work hard at search engine optimization coming up in all the major search engines such as Google, Yahoo and MSN. My marquee clients that I do our work with and consulting is www.preferredprint.com this company in particular has really done a fantastic job at the level of search engine optimization and really cashing in on the Internet boom. I was at their office earlier today and they had a sale come in for NCR forms that was some one area of $1600. I have to say what an amazing sale was very proud of the owners and the management team to see that they’ve created a successful online store that people can shop at 24 hours a day seven days a week. They have not stopped there by the way, they also have various different online printing stores under various different names competing over various different marketplaces. I never thought that I would say, but it’s actually probably more cost-effective for this company to do Internet marketing than it is for them to actually print of their own full color postcards into a mass mail it across the country to various different vendors and customers. Don’t get me wrong, if you have a nice full-color brochure and you want to mail it out to some existing client base. I think that’s very important for the days of canvassing doing mass malice to various different companies that you don’t even know is really becoming a thing of the past.