Marketing Basics to Grow Print Sales

More than ever before, print providers in this day and age have wisely embraced the need to effectively market their services.

• Know Me
• Trust Me
• Like Me

If you are not effectively achieving all of these, then your company is at a competitive disadvantage. How does your company’s efforts compare to your top 3-5 competitors?

Utilize a multi-channel approach to build and maintain mind share, foster trust and credibility, and connect socially. I’m happy to show you how.

Please email me or visit us on the web (greatreachinc.com) if you would like to see samples of our turnkey, exclusive, cost effective marketing solutions for printers and mailers.

 

Forget Sales & Marketing: Think Customer Experience

Brand differentiation starts with an understanding of the customer journey from the customer’s point of view, not the printer’s. It’s all about the customer experience.

  • Do customers really want to see more advertisements and promotions in their inboxes?  Focus more on holistic engagement than individual marketing campaigns.
  • Do customers want to “Visit us on the web” just see the same boilerplate website content that they see on a competitor’s? Customize your site as much as possible.
  • Are customers impressed with generic business articles on a printer’s web site that address topics such as fall fashion and interview skills?
  • Are customers hungry for the jokes, recipes, and word find games that get sent to them under the guise of helpful company newsletters?
  • Are customers motivated enough to call a printer just to find out if they are still in business because their website and social media content has not been updated in two years? People prefer to gather info from the Internet than to make a call.
  • How does a customer feel about your company when they visit your site and see that the latest blog / news article update was several years back? Timely, relevant, engaging content promotes thought leadership.
  • How does a customer feel when they have to search a website just to find the mailing address? Have that information on the bottom of every page.
  • How does a customer feel when they have to search to find a phone number because your employees don’t include it as part of their email signatures?

If you are looking for ways to improve your customer’s experience, please reach out to me. I’m happy to schedule a short call to discuss this with you.

Some Quick Thoughts on Customer Retention

I firmly believe that if print providers want to grow their sales, the first order of business should be a greater focus on client retention efforts. A marketing strategy that places a greater emphasis on client retention than on new client acquisition will yield the greatest results.

I’ve included my thoughts to accompany some interesting statistics below.

  • Acquiring new clients costs 5 times more than retaining existing ones.
  • 68% of customers leave because they perceive you are indifferent to them1. Customers need constant assurances that their business is appreciated. Your competition is doing all they can to make them feel wanted. How do your retention efforts stack up?
  • 50% of people prefer the convenience of electronic interaction over face-to-face2. Do you have an effective online strategy for staying engaged with existing clients?
  • A 5% increase in customer retention can increase profits by 75%3. Wow, think about the cumulative effect of that.
  • Repeat customers spend 33% more than new customers4. If you’re a printer, think about how much easier it is to promote additional services once you have established trust.
  • If you resolve a complaint quickly, 9 out of 10 customers will do business with you again. See next point.
  • Almost 50% of people are less inhibited about complaining once they get online. How many printers have an online (email, landing page) customer satisfaction process that they utilize for each completed job?
  • 80% of companies believe they deliver a superior customer experience but only 8% of their customers agree.5 This one should floor you. Printers should note that the customer experience often starts with your website.

The most effective way to retain customers to not lose touch with them. Stay engaged electronically, with print and in person. It just requires a plan and a commitment. If you would like discuss customer retention marketing strategies, please reach out to me anytime at pat@greatreachinc.com.

1retentionofcustomers.com, 2emarketer.com, 3bain.com, 4Laura Lake, 5Bain & Company from Harvard Management Update