Where the print hits the pavement

April 7, 2009

newspapersYesterday I opened the newspaper to read about the latest bailout mess. AIG seems to be paying bonuses right and left. The members of Congress are pointing fingers and claiming they were unaware of the impending payments. No one in government is at fault.

As I am shaking my head, I look over at my wife. She is intently scanning the grocery ads. What's the deal here? The country is in a depression and she is reading the ads?

Exactly! I am busy worrying about the stock market and billions of dollars that I will never see, and she is making sure that the few dollars we have are stretched as far as possible. No internet marketing technique will ever replace good ol’ newspaper ads for the grocery and local shops. They are so common that they can be easily overlooked as a marketing tool.

Sure, most of the chain stores have a CRM (customer relationship management) program in place. They have seasonal offers and keep track of what sales are slowing. They also can tell you when a certain item will peak in sales. All of this leads to being able to meet the ongoing needs of a customer.

Your business needs to be able to do the same. As customer bases are dwindling, competition is intensifying. Being able to anticipate your customer's needs becomes 10 times more important. A good CRM will help you direct print ads, postcards, pamphlets, brochures, etc., to the right customer at the right time. Anticipation of a need is half of the sales process.

How does your company target customers? Do you have a method of directing your print ads?

Jerry's picture

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.

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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.