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Print Company Marketing

Question from us at Acumen to You: “Are you using business email addresses or personal email addresses when marketing to potential customers?”.
Question we get from our customers: “Should we be marketing to only business email addresses or can we also market to them using their personal email addresses?
This is concern is understandable, especially in today’s climate when everyone is hyper concerned about doing the “right thing” or not “overstepping” in some way.

Business vs Personal Email Breakdown

The reality is that for many people there is a big overlap as to when they use personal or business email addresses.
There is no rule here either, sometimes customers choose to use their personal email and other times business.
Here is the good news… It Doesn’t Matter!
There has been numerous research studies showing the prevalence of business vs personal email use and they all have similar insights.
People use both when submitting their information online.
Again that is great news.
One study even showed that C-Level executives across all size companies provided a personal email address 50% of the time.
The truth is that most people can’t even describe under what circumstances they might submit a lead generation form using a business or personal email address.

So What Should You Do With Your Marketing Email?

Send it to everyone!
If a lead chooses to give you a personal email address then honor that decision by sending them your marketing material to the email address they gave you.
We could honestly talk for days on this, but we wanted to share a quick answer to a burning questioning (or held belief) that many marketers have.

 

If You Have Questions or Want to Talk more about Email Marketing, Call Us at 866-357-7422

Or Submit your information below

    If your organization or firm targets Convenience Stores (C-Stores) then this is Fantastic News!
    Print Companies supplying Displays and Signage, Private Equity firms or brands with products in the convenience store space all need to know that signs point to more revenue in the short, mid and long term.
    Now is the time to be Marketing to Convenience Stores!

    What are the Signs that Point to Revenue Growth for C-Stores?

    One major sign we’ll focus on is hiring.
    For example, Royal Farms, Thorntons, Speedway and Pilot are all going on a hiring spree.
    More states are opening up fully from the COVID shutdowns and for those that still aren’t 100% restrictions have relaxed, plus the American public is restless and needs to get out.
    This Summer’s driving season is going to be HUGE for these reasons, this will bring a huge influx of cash into the convenience store space and force stores to increase staffing.
    Positions C-Stores are Hiring For
    • Hourly Retail: These include cashiers, food services, facility services and other similar positions.
    • Retail Managers: These oversee store operations and the hourly retail team members.
    • Drivers: Thousands of new driver positions are looking to be filled for transporting goods and fuel.
    • Corporate Positions: These consist of marketing, supply chain, inside sales, human resources and finance.

    In total with just the companies we listed they are looking to fill almost 20,000 positions!

     

    Marketing to C-Stores

    Regardless of your primary business, if Convenience Stores are a target customer or acquisition for your business, organization or firm then now is the time to increase your visibility to their decision makers.
    How should you market to convenience stores?
    If we split marketing into two categories: Traditional and Digital ( offline marketing and online marketing )
    You really need to be doing both.
    Being present to these decision makers in the c-store space where they are engaging is where you need to be.
    And the fact is that they are everywhere. Everyone has their own preferences and you being everywhere ensures you’re in front of everyone.
    At Acumen we know Digital.
    Our strongest advice is to be running comprehensive online campaigns and publishing content to get found by decision makers when they search and to engage them by sharing your value proposition in ads that run on channels like LinkedIn where you can target the industry, companies, and job titles of target customers or acquisitions.

     

    If You Have Questions or Want to Talk about Marketing to C-Stores, Call Us at 866-357-7422

    Or Submit your information below

      This is a question we get regularly from different printing businesses.

      They ask, “Does Social Media Actually Work for Print Companies?”

      And the answer is…  Maybe!

       

      What Does Social Media “Working” for You Even Mean?

      This is the real question that has to be asked.

      In our experience what most print companies want from social is new business, returning business and higher frequency of orders from existing customers. There are the exceptions such as print companies who are already growing and are looking to change up their entire brand identity & messaging. That is more of a creative endeavor that requires a different set of tactics on social than the goal of just generating new and more business from social.

      So is that what you think about when saying you want Social Media to “Work” for you? Generate New Business?

      If yes, then keep reading because that is our area of expertise (not branding or identity).

       

      How Can Social Media Work for Your Print Business?

      1. Be Present

      Of course this seems like a no-brainer, but unfortunately many print companies are not posting to social media. Why aren’t they posting? No time, don’t think it works, don’t know what to post about, etc.  But that is the biggest problem. Not being there for any reason guarantees social will do nothing for you and generate no leads or sales.

      2.Be Active

      Some would call this consistency or even engagement and those descriptions work as well, but posting regularly at some frequency is the minimum effort level needed for success. 3 or 5 times a week is all you really need to see an increase in traffic from social to your site and an increase in awareness for your business. We recommend either posting every Monday, Wednesday and Friday or 5 days per week Monday – Friday.

      3. Sell

      This is thing that most printers find troublesome. It’s felt that you can’t sell to people on social media. But the fact is that you need to be. Posting awareness level content is great to give people a glimpse into your world and connect with you on that, but it’s just as important to show customers what you can do, what your value proposition is and move them to buy. This is what brings you that increase in new business from social media.

       

      And that really is it.

      You can do as much as you want or just the bare minimum and you’ll see results. Guaranteed!

      We’ve got more information on Social Media for Print Companies if you Click Here.

       

      If You Have Questions or Want to Talk about Social for Your Print Business, Call Us at 866-357-7422

      Or Submit your information below

        We wanted to share this example of a Direct Mail piece that is extremely simple but uses the power of personalization to increase it’s effectiveness.

        This company, Supplement Superstores, has their store managers send out Thank You cards after in-store purchases with personal handwritten notes that mention what was discussed in the store during that visit or about the products purchased.

        Doing this has increased their customer loyalty and customer retention allowing them to grow significantly year over year.

        Hopefully you can use this as an example of the power of print when talking to prospective customers.

         

        We’re getting print companies in front of customers so they can pitch ideas like this.
        So if you want to learn more about how you can start generating new business online then click here: https://acumenstudio.com/print-industry-digital-marketing/

         

        If You Want to Just Talk to Us Now or Have Questions, Call Us at 866-357-7422

        Or Submit your information below

          As we enter December now is the time to finalize plans moving into 2021.

          Specifically focusing on your Marketing Plan for 2021 is what we’re most concerned about as a Marketing Agency.

          Even more specifically we want you think think about your lead and customer acquisition strategy for the new year.

           

          Questions We’re Asking

          1. Do you have a Lead Acquisition plan for 2021?
          2. If not, In 2021 are you looking to gain NEW Customers?
          3. If so, Do you currently have a overall / broad marketing plan for 2021?

           

          If you want to bring in new customers next year and don’t have a broad marketing plan for 2021 at all we suggest at a minimum roughing out ideas you have on promoting the business. But if a big part of your strategy is new customer growth then even more important will be your lead acquisition strategy.

           

          Here are the components of a 2021 lead acquisition strategy that you should consider

          • Is your website optimized for search engines (do you rank well for everything you do / sell)?
          • Is your website optimized to convert visitors when they get to your site?
          • Are you actively publishing content / blogs to your website?
          • Are you actively publishing content to your social media channels?
          • Are you actively running ads that target your primary customers to drive them to your website or to the phone?
          • Are you sending out at a minimum monthly emails to your email list?

           

          If you answered No to any of these then your 2021 marketing strategy should turn those No’s to Yes’s.

          Prioritize these to comprehensively attack getting new business.

           

          If You Want to Talk With Us About Your 2021 Marketing Strategy or Have Questions, Call Us at 866-357-7422

          Or Submit your information below

            It’s time to bring in new business if you’re in the print industry!

            We’re seeing a big increase in print quotes and new sales across all of our print customers and we are seeing a Huge Rise in searches in Google for print services and products.

            Now that we see the light here at the end of the COVID pandemic it’s time to kick back into gear and regain the momentum in your business development.

            Watch this short video to learn what’s happening for printers online and learn more about how you can start generating new business here: https://acumenstudio.com/print-industry-digital-marketing/

             

            If You Want to Just Talk to Us Now or Have Questions, Call Us at 866-357-7422

            Or Submit your information below

              This is going to be a very short post because what we are about to say is so simple.

              Print Companies need to be advertising their capability for the printing of signs for those attending protests and demonstrations.

              Here are a few ways to get more protest sign sales

              • Design Unique Graphics for the Signs and share online
              • Team up with a groups that are demonstrating and donate a portion of sales to their group (they’ll need to funnel sign purchases)
              • Design & Print demo signs that you can handout for some protesters with a message on one side and your website on the other

              We get that everyone has their own opinions on what is going on right now and it’s all very sensitive, but the truth is if you want to keep the lights on “you gotta do what you gotta do” and this is a lucrative opportunity.

               

              Regardless of what you do you’ll need to promote yourself.  If you can’t do that on your own we can help.

               

              Have Questions? Call Us at 866-357-7422

              Or Submit your information below

               

                In 2020 Businesses are being mandated to inform Employee and Patrons of social distancing, hand-washing and foot traffic direction.

                Whether you agree, disagree, like it or not, the measures still exist so you as a printer can take advantage of this by ensuring you get this message out to your customers and increase your own sales by helping them comply with the regulations set across the US as businesses start to re-open.

                We’ve written an email that you can use to send out to your customers to inform them that you are creating COVID-19 related signage to help them be compliant and keep their business running during these times.

                This email is Free to you!

                 

                Simply fill out the form below, submit and you’ll access the email, a free image to use in the email and directions on how to set it up!

                  Your Name (required)

                  Your Email (required)

                  Your Phone Number

                  Has getting new sales for your print company stalled or not grown as fast as you would like it to be?

                  If your answer is YES, then this article is for you.

                  Print Companies have primarily relied on a sales team to go out and get new business. And it worked. But today doesn’t work as well.

                  Some print companies rely solely on the owner and other companies have an in-house marketing person to help drive awareness to aid in new business development.

                  But still many print companies are struggling to get that sales lift they so badly want.

                   

                  What I’ve observed over the past 7 years in the Print Industry is this…

                  1. The economy is strong and it doesn’t take a ton of work to increase sales  —  (So if your sales are flat or going down something is up!)
                  2. Sales teams are typically equipped to close project sold leads / quotes —  (The customer knows what they want and all you need to do is prove that you can do the work, give them a good price, get the quote back quickly and meet their timeline)
                  3. Marketers at print companies are typically design oriented people which is great and very much needed but they are typically less savvy in marketing the business strategy that your customers are actually looking for. —  (Your customers need the items you print for them to “do something” and in most cases that is generate new revenue whether it’s directly or indirectly through some leading behavior like showing up at an event or signing up)
                  4. And very few Sales or Marketing team members have deep discipline experience in the platforms and tactics on generating new leads online. —  *This statement may not sit well with some of you, but respectfully if you reflect on the things you can do and do well, is this really one of them? (at Acumen we aren’t printers and don’t claim to be, we leave that to the Pros)

                   

                  And all of this makes sense because Schools Don’t Teach This Stuff! They don’t teach Sales, They don’t teach Lead Generation AND They don’t teach print.

                   

                  So it’s all Doom and Gloom, Right? Wrong!

                  The ONE thing that would help make your Sales Team and Marketers more effective is to give them the wisdom of KNOWING WHO TO TARGET!

                  As an owner, executive, manager it is Your (or if you’re in Sales and Marketing, it is THEIR) responsibility to ensure that the entire company knows who your primary customers are and why they are your primary customers.

                  It’s not just that they need printing, packaging or fulfillment.  They need it for very specific reasons and having your team Armed with that Knowledge they will have the ability to be the Best they can be.  Without it they / you can only go so far.  It really is a limiter to success.

                   

                  What Could You Do?

                  Outside of working with us on doing Digital Marketing for Print Companies (I’m smiling and winking over here) it would be a good idea to lead a handful of workshops each year on exactly what I shared above.

                  Let your company know who your primary customers are, why those customers choose you to do that work, why those customers need the products they have you create for them and what the outcomes your customers expect to get when using your products / services.

                  Doing that will positively Change Your Business!

                   

                  Have Questions? Call Us at 866-357-7422

                  Or Submit your information below

                   

                    How do you create a Marketing Plan for a Printing Company?

                    That is the question we here from printers and after doing more research found that a lot of print companies are asking about this online as well.  So we decided to break this down for you better than anyone else has.

                     

                    Here are the 5 Steps to creating a Marketing Plan for a Printing Company!

                    1. Define Your Target Customer (who needs / wants your service)
                    2. Determine Your Budget (how much you’ll spend)
                    3. Agree on Channels (where you’ll show up)
                    4. Define a Theme (what you will talk about)
                    5. Build the Assets & Launch! (watch the new business roll in)

                     

                    Printing Company Marketing Plan Step 1: Define Your Target Customer

                    This is what everyone says… “Figure out your target customer.”. But how do you actually do that?

                    Many print companies will tell us, “Everyone who wants to buy print is a prospect”, of course but can you get a little more creative, come on!

                    Here are a few ways to do define your target customer and then some ideas on who you should / can actually target.

                    • Is there an industry you sell a lot of print to? If so then make sure to consider them a primary target customer.
                    • Look at the job titles of the people who buy from you. Are is there a pattern or a lot of the same job title? Consider them a customer.
                    • Is there a specific product you want to sell? What industry uniquely uses that product? That’s a target customer (if you promote that product)
                    • In general your safe targeting anyone in a marketing decision making position. Director of Marketing, Marketing Manager, Marketing Coordinator, etc.
                    • And then you have publishers like Printing impressions that puts out a list of the top 25 Markets for print. Focus on one or more of those!  Here is the list if you haven’t seen it: https://www.piworld.com/resource/top-25-hot-markets-for-print-demand-in-2019-20/file/

                     

                    Once you’ve made a decision here you are ready to move on to the next step.

                     

                    Printing Company Marketing Plan Step 2: Determine Your Budget

                    Determining a budget is easy.

                    Some think it will be a huge effort and tedious, but it doesn’t have to be.

                    If you have a marketing budget that you’ve created each year, then you’re already done because you already do it.  If you don’t then think of any of the marketing activities you’ve done in the past year and estimate how much you spent. If that number is one you feel good about for the next year then use it, if you feel you could invest a little more then add to it.  This doesn’t have to be rocket science.

                    If you are planning on attending events, having a booth, traveling, etc. then you’ll probably want to put a little more thought into it, but in general as long as you have a number you’re good because you’ll just work backwards from the channel efforts into that number.

                     

                    Got a number? Yes?!

                     

                    Then it’s time to move on the next step, Channels.

                     

                    Printing Company Marketing Plan Step 3: Agree on Channels

                    There are a ton of good places for printing companies to market, but let’s break it down to 3 primary areas.

                    • Offline
                    • Online
                    • Email (Existing Customers)

                    Your offline efforts can include national or local trade shows, local events, and direct mail.

                    First off we’ll tell you… Don’t Do Sponsorships that only show your name and logo somewhere.  It doesn’t help!

                    If you are choosing to do trade shows you likely know what you are doing or are getting all the details for it, we won’t go into detail on how to choose and set up for one of those, but they can definitely be effective.

                    Local events are a very successful place to be.  If you’ve chosen a solid target set up at local events where those customers attend and bring printed samples of the things they will need from you relevant to them.  For example if they are packaging people bring samples of packaging! Pretty simple.

                    And Direct Mail is obvious and you’re all over that, no need to elaborate on our end.

                     

                    For Online Efforts you need to optimize your website to show up in the search engines, post blogs, post to social media, run ads and send email.  Period, it’s that simple!

                    Here’s an article by us on how print companies can create and run successful ad campaigns  AND here is a page that talks about how to market your printing company online successfully.

                     

                    And Email is again straightforward.  We do recommend using email as a part of your online efforts, but when we separated it out here we mean that you should be marketing to your existing customers past and present by sending emails to them. Literally the more visible you are to them the more they will buy.  The more strategic and creative you are in your email the more they’ll buy.

                    Here is a page on our site that talks about email marketing for print companies.

                     

                    On to to your Theme (some call it messaging and positioning)

                     

                    Printing Company Marketing Plan Step 4: Define a Theme

                    Defining a theme can be as easy as saying “I am going to market beverage printing to beverage companies” or “I am going to promote 24/7 availability OR Quick turn printing to Marketing Decision Makers”.

                    Or it can be complicated and focus on “Tell & Show Industry X, companies in Y geography with 100+ employee head count, job titles of Marketing Directors and VPs of Marketing how easy we make their job by doing ABC things”.

                    Either way you’ll do the same thing. Distribute assets to them saying and showing those things.

                    But putting it to paper solidifies it and creates a common idea on what your going to say!

                     

                    Lastly build and launch.

                     

                    Printing Company Marketing Plan Step 5: Build the Assets & Launch

                    This says it all.

                    Now you’ll just build out the assets for each of your decided on channels, targeting the people you chose, saying the the things you defined as a theme within the budget you define.

                    Then Launch, Go Live, Attend, etc.

                     

                    This is Guaranteed to get you More New Business.  More Leads & More Sales!

                     

                     

                    Have Questions? Call Us at 866-357-7422

                    Or Submit your information below