Recently, I was asked to define the process I use to identify the customers that I approach and go after. As I thought the whole process through, it dawned on me that finding a new customer is a lot like chasing that dream car. You know the one. Every other man in town is on the prowl for it. It has the 350cc that is bored 30 over and a new cam, light sensitive paint and a convertible top.
About Jerry Brisinger
I am the Marketing Director of a small media development company. We deal with hardware,software, and hard goods. As part owner of that company, I am able to see many of the true inner workings of the decision making process. Over my years in the marketing field I have striven to show simplify people's way of thinking on the subject. Many executives and small business owners try to over complicate the entire idea. They are wrong. In my posts I hope to show you what it is that I mean.
Author Archive | Jerry Brisinger
Anyone can have a flashy website, a blog, and be active on the social media sites, but let's face it: You still need print materials to market your business. Sure, we all want to help save the planet by reducing paper and waste, but many people still want something tangible.
Integrating print and online marketing is more important now than ever. Business today in any industry is too lean to not have its marketing efforts -- and dollars -- working together as best as possible in a cohesive and all-encompassing fashion.
It seems that almost everyone now understands the revolutionary shift in how products are marketed. Gone are the days of page after page of print display ads in the Sunday newspaper. The ubiquitous presence of statistics show that the Internet is the current dominant form of gaining information.
Another blow has been struck for eco-friendly printing. Dutch marketing and communications company Spranq has developed a typeface they claim can reduce the amount of ink used on a page by up to 20 percent. The new typeface is called EcoFont.
The Ecofont, based on a hunch of Colin Willems, is based on Verdana, but places multiple blank circles within each letter. The company tried lots of possible ink-saving-options: extra thin letters, letters with outlines only and omitting various shapes: dashes, squares, triangles and even asterisks.
I have talked about the importance of knowing your customers in the past. No one is going to disagree with me on the importance of that point. An argument may ensue, though, if the best way to do that is discussed. A large number of companies rely heavily on software and computer-generated statistics. The numbers can not be disputed that way, but you must have the human touch to round out any customer relationship management system.
Social media has become an area of interest to many companies. The power of MySpace and Facebook is evident through their sheer popularity and appeal across many demographics. The proliferation of this type of site indicates that this is not a passing fad. Can your company take advantage of this trend or is it a waste of time?
One of the major obstacles facing a startup is figuring out how to market its product. Be it a hard-line good or a service, if you can not market it well, you will fail. There is seldom a middle ground. But where do you look? Is there a lead to follow? When should you try to innovate? These are all very valid questions, and the life of your company may well depend on the answers.
As a matter of history, companies that continue to advertise all the way through tough economic times, come out ahead in the end. As the economy enters an upswing, customers will remember the deals they got when they were down and those companies are perceived as being cheaper to shop at. Some examples are WalMart, Target, Procter & Gamble, etc. One of the biggest changes is to alter the type of printed material that you use to advertise.
There are two basic reasons that you should continue to advertise:
According to the dictionary a brochure is “a small book or pamphlet, often containing promotional material or product information.” The truth is brochures can be large and their contents must vary depending on the situation.
Even in this age of cyber marketing, brochures have not gone out of fashion. Businesspersons still like printed brochure marketing for the personal touch they offer in communication with clients. Customers or would-be customers can read about the company and its products at their leisure.
The Christmas season is finally over. I am not sure about the rest of you, but I could use the break from the “public relations” side of my company. We have one website that sells directly to the general public. Although most of our business is geared towards selling business to business, that one site generates 90 percent of our customer contact in print and e-traffic.
Since I am the one with “marketing director” after my name, I get to take care of it all. I enjoy it most of the time.
The last couple of days I have gone through the “Do's and Don'ts” of blogging as a solid marketing tool. How does it translate into money? That is simple. The more people that see your product, the more people that will buy from you. You cannot rely solely on your website for repeat sales. Eventually, you will need to approach the customer directly whether that be by e-mail or in print.
What is the PsPrint Blog??
The PsPrint Blog is a resource for graphic designers, freelancers, small business owners and fans of print marketing. You'll find helpful techniques on printing everything there is to print, including business cards, postcards, brochures, stickers, invitations, greeting cards, door hangers, magnets and more. The PsPrint Blog shares creative ways to improve your design and layout skills, and useful tips for marketing your business in any medium. We also like to have a little fun, sharing design inspiration and spotlighting some our favorite customers' printed pieces in our "Hot Off the Press" series.