Are you spending thousands of dollars on print
marketing and just not getting the results you expected?
It may be a flaw in your design or it may be the
result of a misstep in your initial planning.
More
likely, though, it may simply be that your color printing efforts aren’t
reaching the sort of people who are legitimately interested in what you have to
offer. Instead of scrapping your current print ad campaign, first try a
few of the following tips for directing your marketing efforts more
effectively. That is to say, go where the money is.
Preferred Customers - Who better to target than those who have already made a
purchase from you? Start by building a list of customer names, addresses
and possibly even e-mails. You can entice people to join your list with
immediate discounts and the promise of future promotional offers. If you
want to go that extra step you can even print preferred customer cards to
distribute.
Businesses - Sales don’t come exclusively from individuals who frequent your brick and mortar store. Don’t neglect business to
business sales opportunities. If you can’t immediately think of company
names, a quick internet search should provide you with local business that are
related to your field of business and might have a need for your
products. Who knows, after a bit of initial business, you might even find
an advertising partner or they might put you on to other prospective customers.
Schools - Just because you aren’t selling notebooks and pens doesn’t mean you
should overlook your local university as a source of new business. In
fact, most schools offer such diverse degree programs today, that there are
likely students and faculty related to your field of business who might have a
need or interest in your products. While students may not have the
largest disposable incomes, they are most certainly always looking for a deal
or the latest hot new thing.
Wherever you find your audience, you should always be focusing your marketing
efforts on the people, places and events of interest that will grant you the
best possible chance for a sale. That’s why you are advertising, after
all. The less time and effort spent on general advertisements targeted at
a faceless public the better. You’re investing money in
advertising , so make sure your ads are reaching your targets - customers with
cash in hand and a need for what you’re selling.
Kaye Z. Marks is an avid writer and follower of developments in the color printing industry and
how these improvements can benefit small to medium-scale businesses.
