The struggle to find the right marketing mix is never-ending in a profit-oriented small business. However, great marketing strategies share a common characteristic.
By applying a few common sense tips and marketing fundamentals, you can avoid the pitfalls and set your company on the path to marketing success.
When It's Time to Rebrand
There are many reasons why it might be time to begin a rebranding initiative - but a lack of alternative tactics is not one of them. Rebranding is an intentional marketing technique designed to deliver long term results. For a color printing business, the time to rebrand is when your current brand is outdated or no longer in sync with the needs of the marketplace. All businesses change over time and rebranding can bring your business profile in line with your current core competencies. If rebranding is unavoidable, it's important to update the brand while maintaining the elements that make it recognizable to consumers.
Some marketing strategies may be effective, but don't make the grade in the area of ethics. Industry-leading color printing businesses run tight ships, governed by a code of ethics that treats customers like true partners. When it comes to direct mail, it's important to know the source of your contacts. To maintain compliance with ethical standards, we recommend outsourcing list generation to reputable providers.
Sponsorships are an effective marketing tactic for many types of operations, including color printing businesses. Successful sponsorships create connections with customers; ineffective ones alienate customers and drain your marketing budget. The key is to limit sponsorships to events that are attended by people who are regular color printing business patrons. To minimize costs and multiply outcomes, consider teaming up with a complementary business to co-sponsor targeted events.
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