Question

Topic: Advertising/PR

Print Shop Start-up Marketing

Posted by Anonymous on 10/27/2009 at 10:41 PM ET 250 Points
Hi all!

I’ve recently started small design & printing business. And really need your help with unique, low cost marketing ideas/strategies.

Our target marketing is pretty much any business in need of design, printing & mailing services. We offer everything from business cards to billboards. Our prices are one of the lowest in town and quality is very good. And I’m willing to offer unconditional money-back guarantee to prove it.

I’ve been advised to start with distributing/putting under the door postcards to local businesses since it’s one of the cheapest ways to start, but just can’t make myself doing it since I’d never do business with a company like that.

Your thoughts are much appreciated!
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RESPONSES

  • Posted on 10/28/2009 at 2:04 AM Moderator
    Let's focus on your primary target audience -- the folks who will be your customers. "Any business in need of design, printing and mailing services" is pretty broad and nondescript. And it doesn't indicate that you really understand these folks very well.

    Where are they located? Who are they using now for these services? What do they want/need that they are unable to get now? How do they select suppliers? What would it take to get their business?

    Why don't you interview a few of these folks yourself and ask those kinds of questions. Don't sell them anything. Just ask a few questions and let them respond. Take notes. And listen really hard.

    When you've spoken with at least 8-10 of them, I'll bet you'll have the answers to your question right in your notes. All you have to do is read and analyze them objectively.

    Oh, and you might want to reconsider your pricing strategy. If your prices are really "one of the lowest in town" people will never believe your quality is decent. Why would a high-quality shop also have the lowest price? That's not usually how it works.
  • Posted by CarolBlaha on 10/28/2009 at 8:19 AM Accepted
    I understand your pricing is "one" of the lowest is town-- but price isn't really a differentiator. I recently did a biz plan for a printing co to get funding- print on demand seems to be industry trend. You may not be print on demand, but the appeal of being able to run small batches and rerun quickly is where (according to my research) the market is growing.

    I am concerned over the choice of words on a card drop-- "you'd never do biz that way". What offends you about the card drop?

    When I work with a client we set up 8 or 10 marketing actions we'll implement over the next 30 days. Some are passive, email, letters-- other more assertive-- such as cold calls. Some dont' happen every day-- such as 2 networking events a month. Then we track what is working, what needs to be changed.

    Instead of a card drop, walk into the door and introduce yourself and your new biz. Ask who handles printing needs, get their name to follow up (if they aren't immediately available). If they are (or in follow up meeting) simply find how you can fit in.

    The answer you may get is the knee jerk "I'm happy with our current supplier", so prepare an answer for that. It's a stall, not a real objection.

    Good daily marketing habits make sales happen "automatically". That is what I coach people on. Like the "automatic millionaire" remember the latte factor-- and apply it to sales.

    Sell Well and Prosper tm
  • Posted by Jay Hamilton-Roth on 10/28/2009 at 8:34 AM Member
    Have you approached your local Chamber of Commerce or local Nonprofit Board? Both would be obvious first-touch contact points. Perhaps offer a 2 for 1 special, free layout services, or upgrade to recycled paper/soy ink for no additional cost.
  • Posted on 10/28/2009 at 12:09 PM Author
    @mgoodman
    Great questions. Hope I'll be able to get people to talk.

    @PhilGrisolia=Results
    We'll change the guarantee, couldn't agree more!

    @CarolBlaha
    I think cards should be mailed or delivered in person, otherwise it's viewed as garbage and company is perceived in the same manner. I actually would be interested in more views on "card drop" since it is very cost efficient and a lot of businesses can be covered that way.
    I like the idea of walk-in, just don't want to be intrusive. Does it work for your clients?

    @Jay Hamilton-Roth
    I'm planning to do that.

    Thanks to everyone!




  • Posted by Levon on 10/28/2009 at 12:34 PM Member
    You have print presses at your disposal - this should be really easy for you to dominate the print marketing category.
  • Posted by CarolBlaha on 10/28/2009 at 1:48 PM Member
    @CarolBlaha
    I think cards should be mailed or delivered in person, otherwise it's viewed as garbage and company is perceived in the same manner. I actually would be interested in more views on "card drop" since it is very cost efficient and a lot of businesses can be covered that way.
    I like the idea of walk-in, just don't want to be intrusive. Does it work for your clients?

    First, take intrusive out of your vocabulary. You are there to save the client time and money. In fact, you are there to make them more profitable with a more professional appearance.

    I am not a fan of card drops-- I think it's too passive. I just wanted to understand why you didn't care for it.

    Lastly, if I didn't make cold calls-- I'd be living under a bridge.
  • Posted on 10/31/2009 at 9:58 PM Author
    Thank you all for the input!
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