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Innovative Print Marketing
Cavendish, April 2011, Pages: 59
` Innovative Print Marketing ` is more than a resource, it's a map to chart the future
Navigating the Future ... A Guide for the Journey
59 PowerPoint pages and full of invaluable information, tips, and helps.
Who is this for?
For individuals in transition who seek proven strategies and processes to help navigate their `Innovative Print Marketing` skills successfully.
What are the different components covered?
Introduction - Prepares you for the transition journey. Addresses the variety of emotions that you may experience with change: loss, fear, frustration, relief, anger, excitement, 'up in the air,' 'out of control' and tips to help you manage successfully ` Innovative Print Marketing `.
The Set of the Sails - Provides the essential information you need to build your skills. Resume purpose, content, style, design and formats are covered including numerous examples are given to help you prepare for unleashing your skills successfully in `Innovative Print Marketing `.
Hoist a Banner - Introduces you to creative ways to package the ideas you will need to be successful in ` Innovative Print Marketing `.
Charting a Course - Begins by illustrating the work you have done to date and maps the manoeuvres and exercises that must be accomplished to ensure a successful passage.
The focus is on
- targeting, to provide focus,
- direction and a realistic view of your needs
- tactical action plan to provide ideas for success.
- the emotional highs and lows that typically accompany transition. Knowing up-front `Innovative Print Marketing` what to expect will help to remind you that you are not alone.
He/she Who Fishes on Catches One - Addresses the importance of `Innovative Print Marketing` successful.
If Your Ship Doesn't Come in, Sail Out to It - Explains the various methods and ideas channels.
Breaking Away - To help you break away from the pack and make the best use of unleashing your skills in `Innovative Print Marketing` successfully.
Home-Port - Focuses on understanding and mastering skills in `Innovative Print Marketing`.
Specifically you will learn how to
- develop a strategy for managing the `innovation`
- polish your presentation, image skills
- execute follow-up
- evaluate the offer
- analyze fit
`Every` person in the world will benefit from this comprehensive information and help them to be successful, now and in the future.
Open your mind to the ‘Challenges’ you face in winning the job for your success.
Incorporated in the presentation
The Building Blocks to Successful Marketing
It’s More than Sales and Advertising
Whether you’re a top 500 company or a one person shop, to be successful, you must have a marketing strategy and you must implement it consistently. However, it doesn’t have to cost a fortune and you do not have to be a creative genius.
The key is developing a marketing strategy that forms a solid foundation for your promotional efforts. Implementing promotional activities such as advertising, direct mail or even networking and one-to-one sales efforts without a marketing strategy is like buying curtains for a house you are building before you have an architectural plan. How would you even know how many curtains to buy or what size they needed to be?
You can develop a strong marketing foundation by:
- Defining your product or service: How is your product or service packaged? What is it that your customers are really buying? You may be selling web-based software tools but your clients are buying increased productivity, improved efficiency and cost savings. And if you offer several products or services which ones are the most viable to promote?
- Identifying your target market: Everyone or anybody might be potential clients for your product. However, you probably don’t have the time or money to market to Everyone or Anybody. Who is your ideal customer? Who does it make sense for you to spend your time and money promoting your service to? You might define your ideal customer in terms of income, age, geographic area, number of employees, revenues, industry, etc. For example a massage therapist might decide her target market is women with household incomes of £75,000 or more who live in the Uptown area.
- Knowing your competition: Even if there are no direct competitors for your service, there is always competition of some kind. Something besides your product is competing for the potential client’s money. What is it and why should the potential customer spend his or her money with you instead? What is your competitive advantage or unique selling proposition?
- Finding a niche: Is there a market segment that is not currently being served or is not being served well? A niche strategy allows you to focus your marketing efforts and dominate your market, even if you are a small player.
- Developing awareness: It is difficult for a potential client to buy your product or service if they do not even know or remember it exists. Generally a potential customer will have to be exposed to your product 5 to 15 times before they are likely to think of your product when the need arises. Needs often arise unexpectedly. You must stay in front of your clients consistently if they are going to remember your product when that need arises.
- Building credibility: Not only must clients be aware of your product or service, they also must have a positive disposition toward it. Potential customers must trust that you will deliver what you say you will. Often, especially with large or risky purchases, you need to give them the opportunity to “sample”, “touch”, or “taste” the product in some way. For example, a trainer might gain credibility and allow potential customers to “sample” their product by offering free, hour long presentations on topics related to their area of specialty.
- Being Consistent: Be consistent in every way and in everything you do. This includes the look of your collateral materials, the message you deliver, the level of customer service, and the quality of the product. Being consistent is more important than having the “best” product. This in part is the reason for the success of chains. Whether you’re going anywhere in the world if you reserve a room at a Courtyard Marriott you know exactly what you’re going to get.
- Maintaining Focus: Focus allows for more effective utilization of the scarce resources of time and money. Your promotional budget will bring you greater return if you use it to promote a single product to a narrowly defined target market and if you promote that same product to that same target market over a continuous period of time.
Before you ever consider developing a brochure, running an ad, implementing a direct mail campaign, joining an organization for networking or even conducting a sales call, begin by mapping a path to success through the development of a consistent, focused marketing strategy.
Contents
The purpose of a marketing plan is to provide the framework for building a more productive and successful company.
The introduction of digital printing into a traditional print operation has a broad impact: production workflows, pressroom personnel, bindery and prepress requirements, and other production services. It also disrupts the sales and marketing process. What is quickly realised by traditional printers making a foray into the digital world is that marketing techniques to promote traditional printing simply` do not work` in a digital print environment, or must be significantly modified to be effective.
Most print organisations do not possess a full-time (or even part-time) marketing person. Marketing is often a secondary or tertiary responsibility for the CEO/Managing Director, Sales Manager, or an enlightened and motivated sales representative. The time normally devoted to marketing activities is often minimal.
This reality will have to change to provide the important and necessary marketing support to the digital printers selling efforts. Without effective marketing, digital printers will find it very difficult to find and convince potential customers to cross the threshold from traditional printing to the `advantages` of variable print, and buy into the benefits of digital print.
This publication has a single purpose: to provide well-tested guidelines and ideas on how to effectively market digital printing. It is based on the experience of innovators in digital printing and what they found to be successful. Rather than reinvent the wheel, the reader can benefit from the trials and errors of those who have bravely traversed the digital print terrain. To avoid marketing strategies and tactics that can be costly and time consuming, this publication is the result of hard-earned lessons, resulting in ` the best of the best` that only time and experience can offer.
This presentation is the result of a fresh in-depth analysis and evaluation and reveals how the landscape of this sector has been evolving dramatically over the last few years.
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