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It often takes more than in-depth product knowledge to make a sale. How you market your services is key in today's competitive marketplace? While printers have become very technology-friendly, before you start pounding the keypad, consider that it is still vital to know your prospects, and build on that knowledge before you begin marketing. This week, we show how a few experts provide new twists to traditional ways to attract clients.
"You can tell your story in a number of ways," notes Peter Shankman, author of 'Can We Do That?!'. "You can hold a press conference. Take a reporter to lunch. Create a wild and wacky stunt. There are many ways to get your message out. Which one works for you? It all depends on the message you are trying to get across."
Consider these four main marketing categories—the telephone, the Internet, direct mail, and face-to-face. To get started you can study your database, and use your client list in very creative, interesting ways to find the appropriate service for each name on the list. You can start with something simple and relatively cost effective, such as offering postcards. Once the relationship is formed, you can then try "upselling" the client to more lucrative services. Regularly stay in touch, and be aware when a client's needs may have changed. If a client unexpectedly loses a key staff member, such as an editor, offer to use your contacts to help find a replacement. If you have just purchased a new piece of equipment that can help them operate more efficiently, send them information on it.
Reaching E-readers
One of the most effective ways to get prospects to open your e-mail is "to make it informative the first time you've e-mailed them," notes Joelene Orlando, a staff writer/consultant for eMarketing Answers, which provides free, comprehensive e-marketing resources and online promotion tools. In the "e-world," the first impression is critical. If you have an informative offer, be sure it is worded right and use "a benefit-rich headline" she advises. Similar to direct mail, provide useful, original content and results should follow.
Be selective when purchasing an e-list. To manage the addresses and avoid "spam," reputable e-mail list brokers always send your messages for you. This helps keep the list from falling into irresponsible hands. Similarly, do not send unsolicited e-mails. Instead, add a "sign- up" feature to your site to obtain recipients' permission before e-mailing them.
As the laws are moving quickly in this area, and states may weigh in with their own rules, it is advisable to consult with a reputable e-list broker before embarking on an electronic-marketing campaign. Spam is unsolicited commercial e-mail, according to the eMarketing Association (eMA). The eMA says the onslaught of spam can, and is affecting, response rates for legitimate marketers.
Why Direct Mail Works
Direct mail is one of the oldest forms of marketing there is. Why? Because it works. It is used to sell nearly everything—including printing. But successful direct mail is about a lot more than sending information to prospects, and waiting for the checks to arrive. "There are many pitfalls to direct mail when one enters into it without doing the proper research," cautions Joseph Marchese of WS Ponton, a direct-mail firm with more than 100 years of experience and a long list of clients.
He also advises marketers not to add too much copy to the mailing, use color, and be prepared to pitch a prospect three times. Mr. Marchese also strongly recommends using a reliable list broker.
Networking=Connecting
Effective networking requires an investment of time, and in some cases money, but traditionally it has been one of the best ways to build a business. Networking means connecting with others to create opportunities. Someone with an idea or need can call a friend, associate, vendor, or neighbor and receive access to a world of resources. It can take place in a business or social setting, and can be spontaneous or part of a longer, deliberate process. In any case, it removes obstacles and creates business growth opportunities by cultivating personal connections.
Networking is a contact sport. To be effective takes time, consistency, skill, and utilization of marketing techniques like public speaking. Almost every relationship has mutual empowerment opportunities for business leverage. It takes time to get to know people and observe each other's performance. If you are going to recommend someone to a client or he/she is going to recommend you, there must be a level of trust and confidence.
While groups like a chamber of commerce or Rotary club are helpful, it may pay to aim for qualified organizations, such as serving on boards, which can lead to key introductions and ultimately provide a steady referral stream. Participating in study groups and a variety of other networking groups can also provide exposure to both, as the greatest short-term results can have more to do with qualified centers-of-influence.
Like nearly everything else in our society, an online version of networking is taking shape. "Traditional networking will continue to exist, however, with the Internet, the pool of resources available for that initial connection has grown exponentially," notes Dr. Ivan Misner, founder of Business Network International (BNI) an online business networking forum and co-author of "Masters of Networking".
"So many things have changed in our world over the last couple of years including the way business people think, behave, and want to do business. Online business networking combines the old and new to create a means for connections to happen that literally would not have been possible without online accessibility. Online business networking transcends the normal issues of time, distance, and space."
The printing sales world will remain a competitive one. However, marketers who focus on specific targets and develop innovative ways to reach them have the best chances of staying ahead of the pack.
For ideas or suggestions, contact Joseph Finora at: jfinora@optonline.net.
author: By Joseph Finora