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Print Marketing Campaign, What's Important and What's Not!
Author: Steven Schneidman  | Posted: 10-09-2005 | Comments: 0 | Views: 91 | Rating: (50)  (?) 
Every company searches to lure customers to their product.
Unless you have a monopoly or unique product your marketing goal
is to fulfill your customers needs with your products. Today
finding that monopoly or unique program is virtually impossible,
and even if you do find it chances are someone will copy it very
quickly.
Wouldn't it be great if your marketing budget was unlimited and
you could try everything ( web, print material, television,
newspapers, radio..), and you would be sure to get results.
Unless your Microsoft, Google or Ebay chances are you can't
afford to do that. The first thing you must do is define who
your market is. Do you sell locally, nationally or
internationally. Even if you could sell nationally or
internationally is it worth it? In order to sell nationally you
must have adequate resources both financially and in support
staff. The market is greater than settling just for locally but
your competition is usually greater as well. More and more we
are looking at targetted marketting. Define your market, produce
less selling material but direct it to those who you really have
a chance to sell your product too. Develop a list of potential
clients ( Dunn and Brad Street lists, Yellow Page Lists,
Industry Lists, Industry Show lists,...). Once you have a list
start compiling a database of potential clients who'd you'd like
to market to. Consider Variable Data Marketing pieces or direct
Email campaigns. Always try to address your customers needs
rather than focusing on your product.
You only have one chance to make a good impression. Firstly try
to offer your potential client a discount or special offer for
them to try you. They must have some incentive to differentiate
you from your compettion. Your good name and reputation while
great once they become existing loyal customers means nothing to
a sceptical prospect. Avoid going the cheap route. Use a quality
printer, create an exciting campaign, consider promotional
products, or a professional web presence. You must stand out to
make an impression.
Once you get a bite from your campaign, you must service,
service, service. As easily as it might have been to get some
one interested , it usually is just as easily to lose their
interest. A dissatisfied customer usually does more harm to your
company's reputation and image than all the good will you get
from your happy customers.
I have over 20 years of marketing experience having owned 2
printing and promotional product companies, worked for a large
Bank and taught marketing at a Canadian University. I have
succesfully co-ordinated and implemented many marketing
projects, for Fortune 500 companies and mid size comapnies like
Canon, Motorola, Solectron, Mcgill University, SR Telecom,
Future Electronics,L'Oreal,Hema Quebec, Bosch, Sub Zero,
Thermador, Wolfe, Viking, Tommy Hilfiger, Liz Claiborne, Mexx,
Aldo, Browns, as well as a host of others.
http://www.solutionsink4u.com
If you need any help on your next campaign or would like any
suggestions you may drop me an email, steve@solutionsink4u.com
or visit my site
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Article Source: http://www.articlesbase.com/business-articles/print-marketing-campaign-whats-important-and-whats-not-472.html
About the Author:
Steven Schneidman has a B.A. in Psychology and an M.B.A., he has
worked as a finance professor and at a major Canadian Bank. He
has owned and owns 2 successful printing and promotional product
companies.
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