Know-How Exchange : Strategy

Everything you describe above is passive, expensive and produces little return. How are you going to stand out in the crowd with the tactics above? You are spending money "hoping" for response. Small businesses cannot afford that kind of marketing because you need sales. Its the difference between Guerrilla Marketing and traditional marketing. (I am a certified guerrilla marketing coach)

I just wrote a business plan for a printing biz. The business for some is declining as you say-- but those with a good niche and market aggressively are not seeing a decline. The plan I did was for a business who does no advertising, has no sales staff and markets solely by word of mouth. His business has great numbers.

On Demand printing is a very hot market.

What is your niche? How can you be lazar sharp in your focus to get sales? Cause right now you are only making sales for your advertising people.

Carol
Sell Well and Prosper tm

I would skip the yellow pages except for a basic cheap listing under the appropriate category (niche) suggested by Carol.

I would then join my local chamber of commerce and some local business networking groups. And get involved.

Also start using some direct mail to prospective good clients in your area. Not just one post card either, do it monthly.

Consider starting an affiliate or referral program. Ask people to recommend you.

Yes, there is a tried and proven system to help examine how well advertising is performing and subsequently to calculate the ROI for each dollar in the advertising budget - Advertising Testing and Tracking Research.

Carol dismisses pay-per-click and directory listings as expensive. I would argue that any advertising should be treated like an investment that is frequently evaluated and the returns calculated. If you can show a true return on your advertising investment the ‘expense’ factor becomes irrelevant.

Hope this helps,
Luke Zukowski

Speaking as someone who does spend a decent amount of money on PPC ads, I think one concern with devoting your entire budget to PPC is that you are not building any name-recognition. PPC is somewhat short-term. Sure, you can try to convert your clicks into long-term customers, but those who don't click don't learn anything about you. (Not in the way that a large sign saying 'Bubba's Printing' would build recognition in your area). I don't think PPC should be the end-all and be-all of your marketing, just one component thereof.

So you might want to look for off-line marketing opportunities - direct mail, cold-calling, whatever is appropriate. And it will help if you have a good product niche, as someone pointed out above. You need some kind of hook or else you're just selling a commodity.

I always thought printing was largely a local business? I would have thought leaflet distribution, posters, calling on neighbouring businesses, schools and associations would be more effective. Target local promotions, offer referrer discounts and build your brand locally. I also thought there was a lot of repeat business so what steps do you take to retain customers?

To actually know where to spend you advertising money you have to look at conversion values. What business do you get per click, or per phone call? For instance, it may be that Yellow Pages might bring in few customers, but they may be high value older customers who aren't buying on price alone and so better business for you. Unless you do the numbers you can't say.

Hi,

I am sharing my experience with you. I worked with the company where we were providing Corporate designing and Printing services. I was doing the Business Development there. Being this business is majourly a local business. So we can not totally depend on Digital marketing. IN your case, I suggest you to first make a check on the type of customers you want. Based on to that do some calculation that how many will be reaching out the search engines to find out the service provider or how many are turning the pages of local magazine or directory. Based on that research you choose where to invest more. e.g., if your targeted customers are High tech companies / Corporate / MNC's try out some investment in PPC - Which you are already using. But my experience says offline ,marketing brings more business in printing industry. I will suggest you to optimize your website properally and invest money in local magazines which get circulated in your targeted customer area, Try meet corporates personally - have direct contact with them, Try out some tele marketing also. Distribute some free table calendars, Pen etc stuff for branding Purpose. I hope it will help you.

Regards
Nishant