57 Issue 249 - October / November 2023 email: news@signlink.co.uk As an industry that largely supports the marketing of brands, events, and products, it is sometimes easy to forget that sign-makers also need to market themselves. Machine manufacturers and the businesses investing in the kit will often focus largely on the quality and solutions that can be offered to customers to make brands and products stand out. Yet do sign-makers apply the same thinking to their own services? The last three years have demonstrated how agile and adaptive print and sign companies can be, with a number of previous considerations becoming inflated by worldwide events. In many scenarios businesses cannot just rely on long-standing partnerships and word of mouth to get by, especially as business turns more and more competitive. So, what are some of the ways of marketing your business you should consider, and how can we better understand how all companies are using digital and physical services to best market themselves? Expanding Your Reach A company with a diverse understanding of marketing and print is Webmart, which was founded by Dr Simon Biltcliffe in 1996. Originally set up to buy and manage print services throughout the UK, customers now use Webmart to help drive marketing ROI through sustainable integrated marketing campaigns. The business prides itself on its dedication to the environment as well as its workforce and the main charitable causes it raises money for. Biltcliffe, the previously mentioned founder as well as executive chairman dedicates himself to building Webmart while also making the world a better place at the same time. Discussing the changes in modern marketing, Biltcliffe says: “We’ve all got more used to speaking digitally and all have the challenges of finding new customers and cross selling an ever-increasing number of products and services. Webmart and other print companies want to be the core of how customers communicate with the marketplace, rather than just an output device for their messaging. “We need to get more involved in the SHOWCASING YOUR BRAND With digital marketing on the rise, signage companies not only face the challenge of keeping physical marketing relevant, but also how they themselves can tap into new customers and markets. We look at some advice for advertising your sign business BUSINESS OPPORTUNITIES / MARKETING YOUR BUSINESS
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