3 Simple Ways to Grow Print Sales in 2019

Commit to growth in 2019! In many cases, this also requires a commitment to being a change agent. The following are three things to consider as you plan for a successful 2019:

  1. Have a marketing plan. Your brand needs to be in the right channel, at the right time, with the right message. A 90-day quick plan is easy to create, execute, and evaluate. Get through Q1 and then evaluate. Your plan should include at least three of the ten ideas in my report. Click here to receive the full report. 
  2. Embrace new services and opportunities. Many print and mail providers are standing out by offering enhanced marketing services that tie direct mail with digital marketing in one seamless workflow. There are many solutions available that are nearly turn-key at a low cost. DirectMail2.0 and Snailworks are just two that come to mind. Even services like USPS Informed Delivery offer an opportunity to stand out with enhanced services.
  3. Retain customers. All growth begins with retention. Not only do you need to have a customer retention plan for your own business, but you should be offering retention solutions to your customers. It differentiates your brand and provides a unique sales proposition. The good news is that this plan can be incorporated into your 90-day marketing plan. If you would like a copy of my Customer Retention Plan for Printers, please click here.

“We started with Great Reach a year ago and the response from our customers and prospects has been overwhelming. One customer called and wanted to know about drip marketing that was in a newsletter 3 months ago. Great Reach is our marketing department.”

From all of us at Great Reach, have a wonderful holiday season!

The Opportunities for Print Providers

Don’t rely on business growth to come from an improving economy or from finding the next great salesperson. Print providers need to be the catalysts for growth. They need to utilize marketing to differentiate themselves and give their sales staff a competitive advantage.

Client Retention:
Overcapacity continues to define the industry. Engage your customers frequently. Customers seek reassurance of appreciation. Utilize a multichannel approach. Engage your clients a minimum of every 90 days. Ideally, every 30 days.

Lead Generation:
New sources for generating prospects are needed. LinkedIn is the second biggest source of incoming traffic to our website. Traffic = requests. Support your sales staff with content for LinkedIn and watch your sales grow.

Content marketing:
Marketing is more about creating conversations than campaigns. But if your content isn’t relevant and engaging, you risk just being part of the marketing noise. Dynamic, engaging content goes a long way to helping foster trust and credibility.

Social media:
Social media is now expected. If you are not fully utilizing it, you are at a disadvantage, and your brand’s perception will suffer. Be perceived as being progressive and tech-savvy.

Thought leadership:
Keep promoting your company as a thought leader. Your brand’s perception plays a significant role in determining who gets the job.

 

3 Marketing Ideas for the Fall Season

1. Sell your customers on the role print plays in an effective marketing strategy. This article in Forbes will help: “The Art Of The Leave-Behind.”

2. Print companies that had double-digit growth last year supported their sales efforts with marketing collateral (Infotrends). Content is king. Educational, engaging, thought leadership promotes credibility and sticks around. Sales literature does neither.

3. Sell client retention programs. Why?

  • They o­ffer a truly unique selling proposition.
  • Program selling rather than job selling
  • A wealth of content to support retention over acquisition spend.
  • Scalable program regarding frequency, channels, and media.
  • No learning curve for sales staff.

It’s easier to sell a retention program than other traditional marketing programs. More details in this September Printing News article. I also offer a program to help with this. Happy to provide a free consultation.

5 Things to Consider Halfway Through 2017

Here are 5 things to consider halfway through 2017. Summer is a great time to plan for growth!

• Millennials love direct mail, as do others. Are you using it as part of your marketing communications?

• Existing customers cost less (retention vs. acquisition) and spend more. A 5% increase in retention can lead to a 75% increase in profitability. Communicate often and effectively.

• When customers leave, so does your reputation. Think about referred business. How many come from existing customers compared to former ones?

• Promotional materials need to be replaced with problem-solving, goal oriented, and trust building communications. It’s how you stand out from other service providers.

• Website content matters! Thank you, Deborah Corn, for sharing the following statistic: 81% of B2B decision makers use online communities and blogs to help make purchasing decisions. (Source: 2016 Marketing Think).

We offer turn-key, exclusive marketing communications programs for printers and direct mail companies. Contact me if you would like some info and samples of how we can help you grow.

Patrick Whelan
pat@greatreachinc.com
978-332-5555

3 Quick Thoughts on Marketing Print and Direct Mail Services

I wanted to share a few thoughts on marketing your print and direct mail services:

1. “See Me, Trust Me, Like Me” is your marketing objective. Outbound marketing to stay top of mind, inbound (website) to promote trust, and social media to foster “likeability”.

2. “The customer’s perception is your reality.” 80% of the buying process is complete before a prospect makes contact with you. 67% of the buying process is done online. Do your marketing efforts promote trust and credibility?

3. “What is the biggest opportunity for brands? Website content. Relevant, useful, and complete content serves many important purposes beyond transactions.” -Loyalty360

When it comes to growing sales, these things matter. If you would like to see samples of our area exclusive turn-key solutions that address these needs, simply reply to this email or visit our website. I will also send a copy of our Customer Retention Quick Plan.

Patrick T. Whelan, President
pat@greatreachinc.com
978-332-5555

What is Your Customer Retention Strategy?

Happy New Year!

A very simple and extremely important message for the start of 2017!

• Develop a customer retention strategy and execute it. All growth begins with retention. Retention programs produce a higher ROI than new customer acquisition efforts.

• Deliver value by helping your clients develop customer retention programs as well. It’s much easier than it sounds.

• The #1 reason customers defect is lack of communication. A cross media (don’t skimp on print) communication program is an easy and effective way to strengthen and protect existing customer relationships. In the process, you will also help cultivate new ones.

I’m happy to share my step by step roadmap for developing an effective customer retention strategy. Send me an email or give me a call, anytime!

Patrick T. Whelan, President
pat@greatreachinc.com
978-332-5555