June 4, 2020  
 
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Marketing a Color Copying Services Business

Small and medium size color copying services businesses can compete and even outperform larger competitors. All it takes is the right marketing plan.

We recognize that the best color copying services business entrepreneurs are adept at promoting their brand and products. Yet in this industry, the characteristics of able marketers aren't always obvious.

It's not hard to convince most business owners that marketing plays a vital role in strategic planning. But in a zero-sum economy, there are winners and losers -- and here are some of the things that will help keep your color copying services business at the top of the heap.

Staffing Expertise

Assigning responsibility for the execution of a marketing strategy can be more difficult than creating it. For many business owners, in-house staffing is attractive because it can (theoretically) be performed by current employees and can give the owner more control over the process. There are numerous reasons why color copying services businesses outsource marketing to a professional firm. In addition to delivering a better overall outcome, marketing firms bring an objective perspective to your strategy and key messaging.

Measurement & Evaluation

With a little more attention to details, color copying services businesses may be able to increase the impact of their marketing tactics. However, there are no substitutes for measurement and evaluation mechanisms. A robust measurement and evaluation process should include metrics that can be monitored on a monthly, weekly or even daily basis. Designed to monitor marketing efforts on a campaign-by-campaign basis, these metrics can be used as a baseline for strategic planning. Given the importance of measurement and evaluation, color copying services businesses often choose to consult with professional marketers for assessment tools and strategic insights.

Bundling

Messaging matters - but only to the degree that it communicates value to cost-conscious consumers. Businesses that bundle products tap into the market's psyche by creating the perception (real or imagined) of cost-savings. Most color copying services businesses have the ability to bundle multiple products and services into a single offering that customers find appealing. Since the bundling concept is based on discounts, consumers expect to pay less for the bundle than they would if they were to buy the products separately, so you'll need to make sure your bundle offers real value to buyers.

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