Resources for Printers & Mailers

In looking at cutting expenses, frequently one of the first cuts is in marketing. This can be a critical mistake. One way to make sure that you are in control of the message is to stay in front of the customer both through marketing avenues and personal one-on-one visits.

A printer in Ohio promotes PURL campaigns and touts response rates of 25% on its home page. Regardless of how it's worded, that extraordinary success rate is what people will see, remember and expect. Why set your customers up for disappointment?

When it comes to getting your message across clearly and succinctly, having a truly unique selling proposition (USP) is critical to your success. Printers absolutely need a USP that lets them stand out from the crowd, differentiate from the competition, and position their company as the go-to resource for the services they offer. Here are some suggestions for articulating your USP:

Summertime often divides us into two categories: Those who slow down as the weather warms up and those who move full speed ahead. Which category do you fall into? With many people choosing to slow down, this represents a fantastic opportunity to get noticed (less marketing chatter to compete with), evaluate and plan your marketing priorities and position your company for strong fall sales. Evaluate your successes and failures.

At a time when competitive advantage can be elusive, brand differentiation should be the primary goal for printers, mailers and marketers. Many companies, however, miss the mark in their attempts:

Why use customer communications? Customer communications CAN impact your bottom line. The case to use customer communications mirrors in many ways the case to invest in relationship marketing.