This is a nice customer marketing story. The Metrovista Printing Company located in Central Florida has decided not to chase after big name travel companies or entertainment venues with its marketing dollars. Instead, it is looking for commercial clients who need efficient cross-printing capabilities of offset and digital to equip them with those services that [...]
One of the fastest ways to make a friend, besides having a lot of money, is to ask them what do you think? How did you get into the business? Where did you go to school? What's your favorite type of music? Ask a person about themselves and it's easy to get them talking. It's [...]
Image courtesy of Dummies.com Permission being requested. Talk about a formula for failure. Read a book written to the lowest common denominator based upon general business knowledge and apply it to a unique set of strategic challenges. What do you get? A book that will sell well using its well‐known brand, “FOR DUMMIES” but will [...]
A strong corporate identity helps define a company's brand image. This is true for press manufacturers and printing companies who purchase their products. In the case of manroland (formerly MAN Roland) who developed a new look for its identity last year, the corporate impact, particularly the likes of its logo and tagline makes it a [...]
ALL marketers in today's economy need to be flexible to allow for quick market changes. This is particularly true for printing companies who face a double whammy of changing technology and marketing techniques. It's often been said that the best predictor of future behavior is past behavior. This has certainly held true for the printing [...]
Here's some advice learned by many companies who start to use online marketing and social media. > Too much irrelevant information is not a good thing. "I have 5,000 followers on Twitter." Great, but how many are relevant to your business? If the answer is 500 then catapult the other 4,500 and focus on who [...]
Quality has no fear of time®. Who was the first to say this? Here's a hint. (Quill fountain pen) Quill had quite an endearing idea when its marketing folks penned this line (sorry, couldn't resist the pun). They thought of a line that said what their company stood for and it was triumphant copy at [...]
How many fairly well known printers can you name that are no longer with us? I realize there are many reasons why a printer can go out of business, but I also know being extremely well-known does not guarantee longevity. That's because Relevance almost always trumps Knowledge (awareness). That's not to say that being known [...]
Have you surveyed your customer base lately? If yes, good for you! If no, you probably should get started right away. Take a look at www.surveymonkey.com. It's a free online tool that works with just about any web browser and provides you with many built-in tolls such as a survey editor that lets you choose [...]
Have you ever noticed that the top brands are the best understood and the best remembered? There's usually a clear correlation of these two aspects. Last week's Print '09 was a success in many ways … aside from the excellent Chicago weather it was easy for exhibitors to stand out. And many did. (Chicago / [...]