Question

Topic: Advertising/PR

How To Create A Good Marketing Campaign

Posted by Tryswitch on 7/1/2008 at 3:36 AM ET 125 Points
We are opening a new shop in a retail unit close to one of the busiest shopping centre in the city I live in "Dublin Ireland".

Our services includes: Printing, Design and Copy.

In that same area we have a very successful well known printing company, already offering the same service that we intend offering.
We can match the quality of their service in design plus printing even at a lower price but we do not want a price war.
We can also give a quick and professional service to those who are likely to walk in for a quick design of logo business card, letterheads while they wait which the other company no longer offer because they claim they are too busy.

1. what will be the best way to introduce ourselves to the local businesses that might already be using their services with a view of them giving us the chance for a quote and their business?

2. what marketing campaign should we put in place that will help us attract a good percentage of the local business both the walk in and B2B?

3. what should we do on the day of our opening that will attract shoppers and create awareness?

Thanks
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RESPONSES

  • Posted on 7/1/2008 at 5:14 AM Accepted
    Question 1. A good PR and advertising campaign in the radio and print media presenting your business services will be a good start. Secondly get out there for the best avoiding a price war is OK but not your best option. Both you and your competition are likely wary of the effect of a price war. Given the fact that their work is overwhelming, finding customers should not be your worry, rather concentrate on best serving your market by not turning anyone down even if it means investing more capital. Never turn a customer down and let that be your marketing moto.

    Question 2. Engage the use of outsourced marketing professionals to target B2B customers, they usually have a comprehensive list of businesses that would be interested in your services. Have ready, brochures that showcase your services and abilities to serve businesses without much inconvenience to them. Go out there for an outright take over of the market from existing and give it your best, you will most likely get your best share of the market that way. Do the same for walk in customers, and don't forget to assure them that they will not at any point in time be turned away.

    Question 3. Give it your best in all the departments of your business and the rest will take care of itself.
  • Posted by Tryswitch on 7/1/2008 at 5:59 AM Author
    Thank you adenautomotiveglobal_corp for the prompt response. there is something I don't quite understand "Secondly get out there for the best"

    How do we get out there? which method would you suggest we use that will not annoy the customers and can be real effective. unlike cold call.

    Thanks
  • Posted by CarolBlaha on 7/1/2008 at 9:11 AM Accepted
    I agree that you are on the right track-- do not base your plan on low price. Its a losers game. You'll just get knocked off someday.

    If there is a local chamber, join and get involved. Get on a committee -- something that relates to your business like communication? You won't have to tell people you are credible and can get the job done-- they'll see it at every meeting.

    Get out of the office and start calling on the local businesses. Introduce yourself as the new guy in town, and you want their business. Get over the core belief that introducing yourself in this way would be annoying. When you move into a neighborhood and walk next door to introduce yourself is that annoying? Why is it annoying to do that in the work place? Why would you choose to walk past each door, go into your office, create some mail piece or ad, buy stamps, mail and "hope" someone opens it. Just go in with a warm smile and big handshake and be proud. You are part of the community, you bring value to that community and there is nothing annoying about it.

    Carol
    Sell Well and Prosper tm

  • Posted by Jay Hamilton-Roth on 7/1/2008 at 9:55 AM Accepted
    Distinguish yourself on service. Offer to pickup and deliver (within a small range) all their printing. Offer a web-based system to deliver and proof your jobs. Make your menu of services easily understood.

    To attract business on day 1, you could: offer free copies (or the first N copies for free), spin a wheel for people that are about to checkout giving them a discount of up to 100% off, free business card critiques, etc.
  • Posted by Tryswitch on 7/4/2008 at 4:37 AM Author
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