Contributor Archives - Page 2 of 3 - Marketing, content, & technology to help printers sell more printing

With the release of Avengers: End Game this spring, many Marvel fans find themselves wondering how they even ended up joining this superhero bandwagon. Before Marvel released their characters onto the silver screen, they began by creating comic books that were seen as a unique art form appreciated by only select few. Which begs the question: how did Marvel become so popular amongst such a diverse collective? The answer is branding. What’s the Big Deal about Branding? Branding is a necessary (and ongoing) process that helps businesses thrive. As printers, it’s crucial for each of us to establish our own identity (or brand) to help us securely develop and grow our print businesses. It’s not uncommon for people (even printers) to think when it comes to branding, creating a logo is the only step. This is far from the truth. While creating a logo does help with the visual aspect of your branding, it’s important to think bigger. Many things encompass the idea of branding and what needs to be done to create the foundation of your image. Branding Means Culture Before jumping into logo creation every time someone mentions the word branding, keep in mind that good branding is

I’m not a smart guy. I’m smart enough, don’t get me wrong, but I’m no brainiac. I do work really hard, though, and I’m proud of my work ethic. Actually, I’m very proud of all of my ethics. I always try to do the right thing even if it’s not the right thing for me or my business. Do you know what I am good at, though? Sorry, that’s not right… Do you know what I am exceptionally good at? Branding and messaging. That would make sense since I’m good with words. At one point, I was a Writer, Author, and Speaker (WAS). But, let’s get back to you. 3 Ways to Understand What You Are Selling What are you selling? Is it quality printing? (Yawn) Put me to sleep. Do you think the other guy is selling crappy printing? Is it fast printing? If so, then you need to be Amazon fast. Here are three things you must do to understand your value proposition and what you’re truly selling. 1. Know your company’s strengths and what you excel at. This is an honest evaluation, not a nostalgic view, or even worse, a sentimental yearning. Times are always changing, and print

printers, marketing ideas for printers, small business, passion

Have you ever been called a “People Pleaser”? I have. Early in my career in the printing industry, I had aspirations of my company being the largest printing establishment in the Universe! To accomplish this monumental task, I had the mindset that I would never use the word no when a customer or prospect asked if we could produce their product, no matter how ridiculous the request was. In those days, printing 50 wedding invitations were just as important to me as printing 5,000 full-color sell sheets. Circling the Energy Drain It was evident to me that some customers were more profitable than others. However, I couldn’t help but think about those I would help with their tiny little jobs may eventually turn into something bigger. You never know who someone knows that may be the decision maker of the big insurance company down the street, and we know that they do a lot of printing! Therefore, I would spend a lot of time and energy on tiny little projects for “consumers” hoping that one day my ship would come in as a result. Taking A Hard Look at Our Customer Base One day a couple of decades into my

Print marketing, goal planning, marketing

As small business owners, we wear a lot of hats, making it nearly impossible to give our complete focus to every role. That’s usually why when it comes to the marketing and selling for our print companies, we often rely on what we’ve always done simply because it’s comfortable. After all, it’s easier to focus on other pressing responsibilities. Over time, though, a lack of fresh ideas can leave your sales and marketing efforts on an unpleasant plateau and cause you to fall behind in an industry that is continuously moving forward. Those strategies that worked in the past may still have a place in the future, but it’s critical to take a step back every so often to take an inventory of what’s working and what’s not. When you reassess your objectives for the year and explore how these objectives will align with your marketing strategies, you’ll be able to look at your printing company through a fresh lens. Here are four steps to help you get started: 1. Examine What Worked, What Didn’t, and What is “SO Last Year.” Every year (at least!), these are the types of questions you should be asking yourself to ensure your business

Easy design process, tips, Marketing Ideas For Printers

The design process can be extremely fun to be a part of when done right. There are some challenges, however, that will pop up along the way within the design process, and it’s essential that you’re ready for them. Challenges like: Communicating with the customer Understanding the size or orientation of the piece Ensuring that the design layout is successful As simple as these concepts may seem, executing them is a whole different story. Here are three easy tips to help you streamline the design process for your team and your customer. 1. Know What Your Customer Wants Before starting any design, you must fully understand what the customer wants or has envisioned for the piece. Many customers know what they want and aren’t afraid to tell you. When this is the case, your primary job is listening. Once you’ve gathered all of the information from the customer, confirm and confirm again. Not only will it save you precious time and money later by making sure the piece is correct, but it also shows the customer that you are listening and that you care by taking the time to gather the information correctly. Other customers do not know what they want

Have you ever wondered how your print business impacts your community? If you think about it, print businesses have been impacting communities for centuries. What started as simple cave drawings to tell stories has evolved into the invention of the printing press and a continually effective way for people to communicate with each other. It’s important that we, as printers, continue in that legacy to bring people together through powerful communication. So, how do you build that legacy within your community? Focus on the Residents Being the local print company in your community is beneficial to residents, so set your sites on getting your name and work in front of them. Every day, your print business can (and does) provide a personal touch across multiple print projects within your community: greeting cards, stationery, posters and banners, and much more. By working hard at meeting local residents’ needs, you’ll create word-of-mouth marketing for your business and alert other residents to use your business in the future. Your print not only communicates your residents’ message, but it also broadcasts to your community that you can deliver. That is a surefire way to ensure your business grows. Focus on the Residents’ Connections Since many residents

Do you remember when you first started in the printing business? I do. It All Started When… It was 1985, and it was my dad’s hobby in our basement. He had a beat up, old A.B.Dick 360 press with a chute delivery. I was ten years old and loved hanging out with my dad while he was learning the craft of offset printing. He would give me small responsibilities like letting him know when the chute was getting full, so he could take the printed sheets out of the press to make room for more. Eventually, as I aged and matured, I was given more responsibilities. First, I learned to do wash-ups for him between jobs. Next, I learned to set the jobs up for him, but he would still run the jobs, managing ink coverage and paper feed issues. Through this process, by 1999, I had learned the craft of offset printing all the way to running four-color work on much larger equipment. In 2006, I took over the company that my father started in our basement 20 years earlier. I realized around that time that even though I made the personal decision to make a career in the

Times sure are changing, aren’t they? A few years ago, I could post on any one of a half dozen websites for a job at my printing company, and I would be inundated with resumes. Today, with record low unemployment, the task is much more difficult. For me, this is especially trued when trying to hire good CSRs (Customer Service Representatives). I need the “Goldilocks” of CSR’s, the one that is just right. After all, I don’t sell print, I sell happy. That means my CSRs have to be just…right. How to Make it Easy on Yourself Hiring employees today is harder than ever. Here are a few tips to help make it easier on you. 1) Never wait until the last minute. Change is going to happen, and it will be disastrous if you are not prepared. As a small business owner, having options is always beneficial. Why aren’t you preparing? Remember, nothing lasts forever, including that longtime, loyal employee. Start the hiring process today by researching and interviewing. Do not wait, even if you do not have an immediate need. This effort needs to become your new normal. 2) Understand if you are hiring for attitude or aptitude.

Your branding and marketing are the lifeblood of your business, and they are worth your time and energy to learn to do right. If this is new territory for you, sometimes the best way to make sure you’re on the right path means simply learning to recognize the wrong one. Check out these top ten mistakes printers make with their branding and marketing below. 1. Not Selling Your Differentiator If the message of your brand is “We’re the best print company ever!”, you’re not going to sound much different than your competition or make it very far. I mean, have you ever seen a company advertise, “We’re not the best, but we try really hard!”? Probably not. This is why it’s so important to focus on what makes you unique. Voice your differences and learn to think outside the box of mediocrity. Build your message around what makes your customers keep coming back to you. Is it your customer service? Your referral program? Aim narrow and hit hard. 2. Thinking Locally Instead of Globally Remember, you’re reaching an online audience now, not just your local customers. Thinking you’re unique by using CMYK colors in your branding or trying to be

The size of your print business is not a predictor of its success. In fact, there’s really only one thing that will help you know how successful you’ll be — your customers! Think about it: Whether it’s a large business like Google or Amazon or a much smaller, local mom and pop shop, customers are the one aspect that tie all businesses together. Your customer base is the greatest treasure you’ll ever hold, so it’s important you treat it as such. Consider that: “47 percent of customers surveyed have switched companies after a single instance of poor customer service,” according to 24/7. “A customer who is “totally satisfied” delivers 2.6 times as much revenue as one who is “somewhat satisfied.” So, how do you go about maintaining your customer base and still make your business stand out from others? The answer is: Go the Extra Mile. “Yeah, I get that,” you say. “But how?” Communication is Your First Step Not everyone is naturally a great communicator. It’s important to remember that communication is a learned skill, and you need to take the time to train your Customer Service Representatives on what to ask. For example, train your staff to run through these five

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