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The "whys" of marketing at the local level are simple. First, even in the Internet age, local business probably follows the "80/20 Rule" accounting for the majority of a printing company's sales and revenues. Second, people want to do business with people they know and trust.
MONDAY, October 19, 2009 • $2.00 Special Report: How Public Relations Can Work for You By John Hebert The days of selling a product that nobody else makes and that everybody wants are long gone. Most firms today con- tinually need to promote their businesses, stay in touch with local organizations and do it in a professional manner; print- ing firms may need to do it more than most. The “whys” of marketing at the local level are simple. First, even in the Internet age, local business probably follows the “80/20 Rule” accounting for the majority of a printing com- pany’s sales and revenues. Second, people want to do busi- ness with people they know and trust. “How” you promote your business is by applying sound marketing principles: Start by defining your target audience and what compels them to buy, and work from there to match your product with the audience. If you cater to local retail- ers, you may want to join the local Chamber of Commerce and one or two civic organizations. If your customer base has an education component, look for meetings of professional groups you can attend or speak at. And look into sponsoring meetings even if you can’t join an association directly. Also, don’t overlook the power of social networking opportu- How To Add Service-Based nities geared for professionals, like LinkedIn and the business Revenue Streams side of Facebook. By Helene Cohen Smith to even look into adding other The key is to match your efforts to the audience you have—or Who are those printers adding services? How do they decide the audience you want to have; keep it simple by not spread- services they can charge for? You what services to add? ing yourself or your staff too thin; and take a genuine interest hear and read about them, and in the target market. the types of services they’re add- It may be easier to just keep on ing, but you’re frustrated. Where keeping on, as they say; but if you Hosting an Open House do they find the time and money continued on page 8 People want to do business with people they know and trust. continued on page 6 Inside: ■ Industry News ■ A New Fuel Source ■ Printing for Charity PERIODICALS POSTAGE
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