9
modern marketing
By Joseph Finora
Economic Growth to Resume in 2010—Plan to React
conomic growth in the United States will cent for 2010. Respondents’ major busi- “printing capabilities” stories to trade mag-
E resume in 2010, say the nation’s pur-
chasing and supply management execu-
tives in their December 2009 Semiannual
ness concerns for the year ahead are: an
overall weak economy, an ongoing credit
crisis, rising taxes, a possible interest rate
azine marketing editors covering the above
industries and how they can help those
marketing such products to improve their
Economic Forecast. Expectations for 2010 hike and increasing energy costs. On the advertising, marketing and other printed
are for the positive conditions experienced flip side however, survey respondents ex- material and in turn, increase sales.
in the second half of 2009 to continue in pect to realize supply-chain improvements
manufacturing, while the non-manufacturing through such phenomena as supplier con- Some before-and-after case studies may be
sector foresees marginal growth according solidation, new and/or improved enterprise used as story ideas. It is training staff to
to the report. technology and system utilization, more be able to properly comment for the media.
efficient inventory and asset management, They will also issue monthly press releases
The general forecast projects optimism leaner manufacturing and further cost with telephone follow-up aimed at targeted
about the U.S. economy for 2010. Overall, reduction/containment. media to raise awareness of the company
the manufacturing sector especially has and plan to create marketing collateral
positive prospects on tap for 2010 with A NYC Printer Reacts and Prepares including direct mail, brochures, postcards,
revenues expected to increase in 13 of 18 One New York-based printer is planning to print and electronic ads and web copy.
industries, including for printing and related capitalize on this optimistic outlook. Based
services, while the non-manufacturing sec- in a highly competitive market, this firm This same company will also be making an
tor appears slightly less positive about the disclosed its 2010 marketing plan under the offer to any new customers it brings on in
year ahead with just eight of 18 industries condition of anonymity. Part of its plan is to 2010. “Without an offer you’re just selling,”
expecting higher revenues. Printing is also promote its many capabilities including, but agrees Lois Geller, a direct response spe-
among a list of four industries showing not limited to, its technologically advanced cialist in New York City. The offers however,
increases in capital expenditures for 2009. services (i.e., Kodak proofing systems), are going to be flexible plus custom and
Conversely, business investment, a major personnel (seasoned CSR Team), combined “new client specific.” Proofreading may be a
driver in the U.S. economy, is expected to staff experience, pricing and mid-Manhattan service it will offer free to new clients when
decline as each sector expects a combined location on a local and national basis. It is warranted. If that’s not appropriate, they
average decline of 5.4 percent in capital also planning to aggressively promote its may offer free retouching or free shipping.
spending. These projections are part of the “minority-owned” status, hoping this will It’s inducement marketing aimed at obtain-
forecast issued by the Busi