Archives for January 2011

How Do You Stack Up?

Here is a partial print marketers’ checklist. How well do your business development efforts stack up?

  • Is your database growing? If you’re prospecting, your database should always be growing. Data is at the heart of all marketing efforts. Maintain it, manage it, grow it.
  • How often do you touch each contact in your database? Aside from establishing relationships, keeping your company top of mind is critical if you want to benefit from the instability that exists in today’s print marketplace.
  • If a prospect or customer were to visit your website, what would their perception of your company be relative to that of your main competitors?
  • If a prospect or customer were to do a search for you online, would your company appear on the first page? SEO is more critical than ever.
  • If a prospect or customer were to search their inbox or collection of marketing collateral, would they easily find materials or communications from your company?
  • With so many people now utilizing social media, would it be easy for a client or prospect to follow you on Facebook, Twitter, and LinkedIn? At the least two of the three?
  • With client engagement so critical, does your company produce a branded newsletter that offers a) high value content and b) is a good harbinger of your brand? Consider this from RIT’s Print In The Mix.
  • Is your company being proactive to assure your clients that you are staying abreast of the latest trends and technologies (think QR codes, PURLs)?
  • In terms of promoting your company’s marketing capabilities and services, does your company lead by example?

Visit us at Dscoop. Booth 332!

Survey Says: Green Still Packs a Punch

The printing industry seems to be weary of green topics these days, but here’s a point you don’t want to miss: consumers aren’t. In fact, individual printers’ and distributors’ disinterest in green may actually be hurting them financially. Why?

A recent Capstrat-Public Policy Polling survey found:

  • 59% of consumers consider products’ environmental sustainability to be very important in their buying decisions.
  • 56% noted they would pay “a little” to “significantly” more for a product that was environmentally friendly.

Yet in spite of these numbers . . .

  • Nearly half of respondents (47%) said sustainability and environmental friendliness are “rarely” or “never” mentioned in their employers’ communications.

That’s a pretty big donut hole!

Customers want companies to tell their green story, so why aren’t companies telling it? What a missed opportunity! Green increases customer loyalty. It decreases price sensitivity. Green is good business.

Tell Your Story

Get your green message out there.  Your efforts don’t have to be sensational to be significant. For example:

  • Do you have an office recycling program?
  • Do you participation in a printing waste recovery program?
  • Do you offer FSC- and SFI- (or other) certified papers?
  • Do you buy carbon offsets?
  • Did you recently invest in newer, more energy-efficient equipment?
  • Did you recently change out traditional light bulbs for fluorescents?
  • Do you encourage employee carpooling to work?

Everybody has a green story. So don’t let it go to waste. Your customers want to hear it.