How can I decide what type of marketing is best for my company?
The way to determine this is to ask yourself: What kind of customers do I want to attract? Do I want to acquire business and corporate customers, or do I want to advertise to the general public? If you are like most quick printers and small commercial printers, you want more business clients. The best way to target those prospects is by sending out monthly direct mail. However, the direct mail must be professional, aesthetically pleasing and well written. That's why Ink Inc. was invented - to give printers the tools to be successful in their direct mail marketing efforts.
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Why do printers sell more printing with direct mail?
There are several reasons. First, direct mail works. Many printers have found direct mail advertising to be one of the top ways to build sales. Direct mail is the best advertising medium printers can use to demonstrate their level of quality and ability. Direct mail provides your prospects and customers with tangible examples that show what your printing shop is capable of producing. In addition to this, many printers have found another good reason to use Ink Inc. direct mail. They've found that after sending out their own mailer a lot of prospects and customers call and ask them to create and print some monthly marketing pieces for their own companies.
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Marketing seems expensive to me. How can I fit it into my budget?
You need to begin thinking of marketing as a necessary expense of doing business. It's as important as your rent or power bill. Many printers' budgets vary, so they don't establish a consistent marketing plan because they "can't afford it." Successful printers have realized that they cannot grow a profitable business without a good marketing program. The old adage that says, "You need to spend money in order to make money," is true. Marketing isn't a luxury that can be cut when sales are down. If you want more sales, you must spend more money on promotion to generate new orders.
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How soon can I expect results from my direct mail marketing?
Response to any marketing program takes time, sometimes months. Before you turn your prospects into customers, you must first establish name recognition. Make it easy for prospects to become customers by consistently mailing to them each month. The exposure you gain from publishing a monthly newsletter is a lasting benefit. Your printing shop will be perceived as a well-established business in your community. You'll also seem more professional, up-to-date, informed and full of solutions. Readers will start recognizing and remembering your name. Every Fortune 500 company uses direct mail - why don't you?
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How can a newsletter generate more sales for my printing shop?
Your customers and prospects may not be aware of the full range of graphic arts services your printing shop provides, which is why you could benefit from sending out a newsletter. Monthly newsletters, such as Business Forum, contain information that your prospects and customers are interested in, while keeping your printing shop's name in front of them. When there are attractive ads surrounding the articles, people can't help but notice your printing shop's name and services. Because newsletters provide a more copy-oriented format than other forms of direct mail, they allow more room for promoting different services your shop provides. You'll have space to explain why your printing shop is more professional, faster, and has higher quality than your competitors.
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Why shouldn't I include articles about printing in my newsletters?
This is one of the biggest marketing mistakes printers can make - to mail out newsletters that contain technical articles specifically about printing. Although it may seem logical to do this, most of your prospects and customers don't really care about the technical aspects of printing. They would rather read articles that they can relate to their own business. Boring them with the history of printing or explaining CMYK or a certain kind of prepress procedure could actually lower your readership. If you provide them with sales, marketing, and management articles that help them become successful, they'll continue to read your newsletters.
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Why should I use direct mail to advertise instead of other means?
When you advertise in the mass media, you spend a lot of money advertising to people who don't necessarily buy printing. Printers need to remember that printing is not a product that everyone buys, like clothing or food. That's why direct mail works so well for printing shops - it allows them to target the right audience. With monthly direct mail, you only pay to advertise to prospects who are likely to become your customers. You control exactly who is on your mailing list and who isn't. There's a growing trend in many industries to eliminate old-fashioned mass marketing strategies. Instead, successful businesses are focusing on database marketing and using direct mail to successfully reach their prospects and customers.
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Should I invest my money in direct mail instead of outside sales?
You should do both. Direct mail dramatically increases the effectiveness of most salespeople's efforts. Many big companies, including Lexus and Prudential, have discovered that salespeople have higher closing ratios when they get monthly direct mail support. The repetitive nature of monthly direct mail makes cold calls easier. It serves as a follow-up between visits with salespeople. Printers with marketing savvy are giving their sales staff their own database of prospects and customers and a monthly mailer. It's a sure-fire way to increase profits and retain a quality sales staff.
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Why is an Advertising On Hold system important for phone service?
There are two very important reasons. First, a study done by AT&T found that callers left on hold for 30 seconds thought they were actually holding for 90 seconds. The same study also claimed that callers thought they were on hold for just 15 seconds when they heard a combination of music and friendly talk while they waited. Second, marketing-oriented printers can use music on hold as a clever and inexpensive way to advertise their services. Many successful printers utilize an effective music on hold system that includes a series of short printing commercials mixed with the music.
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Where could I obtain a mailing list of businesses in my area?
Locally, you could contact your Chamber of Commerce or utility company. If they provide mailing lists for your area, chances are you'll find these to be inexpensive, highly accurate, and useful. Nationally, two highly respected sources are iMarket (1-800-590-0065) and AccuData (1-800-732-1111). Both of these companies offer special pricing to members of the major printing associations.
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Am I allowed to make changes to Ink Inc.'s copyrighted artwork?
Yes, we encourage it! Ink Inc. tries to provide everything a printer needs to do a monthly mailer. However, the printers who subscribe can personalize the artwork for their printing shop. The copyright is to prevent unauthorized use of Ink Inc. products. Subscribers have the authority to edit copy and design as they wish to personalize their mailings.
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