MARKETING YOUR BUSINESS 63 www.printmonthly.co.uk September / October 2024 - Issue 350 Print service providers (PSPs) can plough tens of thousands of pounds into new equipment and offer the highest quality service. But if nobody knows about this or your business, your company could be in danger of being lost in the crowd. For this reason, impactful and eye-catching marketing is critical for modern print companies. The good news is that marketing does not have to cost a lot of money. Social media offers an easy way to connect with customers across a range of markets, without having to invest too much money, while some printers have the ability to do certain marketing in-house, using their own kit to produce material such as direct mail or even large banners. But how do you ensure the marketing you are putting out is catching the attention of both potential and existing customers? Here, we find out about some of the cost-effective steps PSPs can take towards successful marketing campaigns. First up to offer advice and guidance is The Online Print Coach, Colin Sinclair McDermott, who says while marketing should be seen as crucial for print companies, it is sadly often neglected due to lack of time or knowledge. “Attracting new customers is vital to any business’ success. This includes building brand awareness and showcasing what makes it different from the thousands of other printers out there that its prospects and clients have the pick of.” Sinclair McDermott adds: “I encourage the companies I work with to educate themselves on their own capabilities, what production facilities they have, if any, what items they can produce, and even give examples of them being produced. Executed effectively, you'll never again hear a client say, ‘Oh, I didn't know you did that’.” So, what can PSPs do to help themselves stand out from competitors? Sinclair McDermott says printers should focus on what makes them unique. He offers the example of a recent client that gave the same answer most people give: they offer the best quality, best prices, and best turnarounds. “You’re only saying the same as all of your competitors,” Sinclair McDermott says, adding: “In his case, he was the selling point. He was unique in the way he approached clients. The experience he had in certain areas would help attract similar client types. It was his approach to design and print and the processes he had created that made for an exceptional customer experience.” Sinclair McDermott is no stranger to marketing himself to the industry, placing a lot of value on building relationships and meeting people whenever he can. One of the most effective ways of doing so in his eyes is by attending live events or trade shows like The Print Show. “These events are ideal as they allow me to have many conversations within a concentrated block of time,” he says, adding: “Building strategic partnerships with other businesses in our industry who service the same client base with PUT YOURSELF IN THE SPOTLIGHT In a highly competitive marketplace, capturing the attention of customers is crucial to long-term success. Here, we look at how effective marketing can help your business to secure and retain clients What Makes You Unique? ▲ Colin Sinclair McDermott says printers should focus on what makes them unique
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