How to Market a Print Shop
Make your profits skyrocket with the right marketing tactics. Contrary to popular belief, you don't have to spend a fortune on marketing to be successful. In the digital age, marketing does not have to break the bank. In fact, for a large part of your marketing efforts you don't need to spend a dime. The catch: you can't use all the same marketing tactics you used 20 years ago. Use a strategic blend of traditional marketing tactics with new, technologically savvy marketing tactics to boost your brand's awareness and revenue.
- Difficulty:
- Moderately Easy
Instructions
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Target local businesses in your immediate area, especially small businesses, graphic designers, advertising agencies and real estate businesses. While targeting all companies within your immediate vicinity, the businesses listed should be your main target since they are more likely to use your services frequently.
Target these businesses by showcasing your printing skills. Print direct mailers to send to these businesses. The mailers will make more of an impact if you can address them to a specific person within the business, preferably the one who makes the decision on what print shop to use. On the mailers, advertise your services and strengths, such as quick turnaround time or superior quality. Additionally, list your website, address and phone number. As an added incentive to use your company, you could also include some sort of discount or promotional price for these businesses. Above all, you want to make the direct mail pieces reflect your very best quality of work.
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Join local networking groups such as your chamber of commerce. Networking is a fantastic way to build relationships and market your printing business. People enjoy doing business with professionals they know, so become an active participant in groups and associations. Meetup.com offers a variety of meetup groups across the country. Search professional groups in your area or target a few specific industries such as small businesses or advertising agencies. Hone in on the types of business that would use your print shop regularly. Other associations to look into include Business Network International and the National Association for Printing Leadership. Many times a business will have questions regarding its printing needs. What better way to market your own business than by building a relationship with them by answering their questions regarding printing? You'll not only be the go-to person for printing questions, but you will be the go-to print shop.
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Get online. Everyone turns to the Internet when researching businesses, so make sure yours gets indexed by search engines. Build a website. Stock it full of information including general information about printing such as the types of material that can be printed on, how to size files correctly, paper quality and any other important printing information. This is all in addition to the services you offer, your location, contact information and general information about your printing business. A good website markets your print shop to those not in your immediate area.
Additionally, create a monthly newsletter that can be subscribed to from your website. Pack the newsletter full of information pertinent to your subscribers. This is not a newsletter about you, it's a newsletter aimed at helping others fulfill their needs. As an added bonus, ask a trivia question with the prize being a coupon or discount on their next purchase. A newsletter continues to market your print shop to existing customers, thereby building brand loyalty.
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Join in the social media revolution. If your printing business does not already have a Facebook and LinkedIn account, create one. Social media provides another great way to market directly by building relationships, and relationships are your best marketing tool. Plus, you can join groups specific to your target market. For instance, if you want your print shop to cater to small businesses, go to the "Groups" section on LinkedIn and type in "small business." You'll see there are well over 2,000 small business groups on LinkedIn.
Another way to market your print shop through social media is by using review sites such as Yelp.com. Ask previous clients to write recommendations for your business on these sites. Testimonials from previous clients are a strong persuading marketing tool.
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Sponsor local sports teams and organizations. One great marketing advantage as a print shop is the ability to sponsor local teams and organizations. Most teams, organizations and nonprofit organizations have printing needs such as t-shirts, banners and fliers, but do not have a large budget. Partner with them for an even exchange. Offer to print their materials for free or at a very discounted price in exchange for advertising space on the materials. This is a phenomenal marketing tool because it not only creates awareness for your company, but it showcases your printing quality and creates goodwill toward your printing business.
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Tips & Warnings
Businesses want the best print jobs for the best value. Make sure you deliver on quality.
While price will affect a business's decision to use your print shop over a competitor, never skimp on quality to match a price. Businesses want value most of all.
