As everyone knows, newspaper and magazine advertising has been dropping for several years (no need to rehash the numbers) and it’s suffice to say there are fewer publications in your industry than there were just five years ago. This downward trend has impacted many companies who have a connection to these industries including printers, marketing firms, magazine and newspaper publishers, to name a few.
One key to offsetting this downward trend is to effectively combine both print and online media.
This strategic market planning strategy is built upon three key drivers:
- Squeeze the cumulative impact of the overall user experience by offering a concentrated media cluster including print, audio, video, etc. that allow the user to see, touch, hear, and evaluate your product and services to form an overall brand impression;
- Narrow cast your brand messaging into memorable sound bites; and
- Spread your brand messaging across your selected media cluster including media channels such as your website, print marketing, online media, RSS feeds and social media.
One company who is using this strategic approach is Admiral Products who has combined a brand message of “making their customers look good” throughout their marketing communications. They have selected the media cluster of website marketing, podcasts and certifications. Their podcasts allow a customer to learn more about how their printing products and services can help their business. The podcasts are free, typically 2-3 minutes and provide their customers with the information they need to make better printing decisions.
Admiral Products also became a Certified Printer of Color Logic, making them the first North American digital printer to be certified as qualified to offer the Color-Logic Process Metallic Color System. This new system allows Admiral to provide their customers a wide variety of printed products, including paper, film, and pressure sensitive labels, and advertising specialties using a wide variety of metallic special effects.
By co-joining their multi-media Admiral Products has sharpened its marketing focus and created an interesting way to learn more about their products than the printing company competitors who require all of this messaging by their sales team. And with effective search engine optimization they should be able to create a stead pool of new customer prospects to develop.