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Special Report: How Public Relations Can Work for You

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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.

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									                                                                                                               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

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