October 30, 2020  
 
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Marketing a Commercial Printing Business

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

Struggling to find the right combination of marketing strategies and tactics for your commercial printing business? We're not surprised. Many small business owners in this industry aren't happy with their current marketing scheme and are desperate to identify a path for improvement.

These days, most businesses are counting on the fact that their marketing plans will push them ahead of their competitors and deliver the best possible market share. But in a zero-sum economy, there are winners and losers -- and here are some of the things that will help keep your commercial printing business at the top of the heap.

Encourage Word of Mouth Referrals

Industry-leading commercial printing businesses operate in a business environment that relies on word of mouth marketing promotion to bolster customer acquisition and convert periodic buyers into loyal followers.

As a rule, your marketing strategy should include mechanisms that encourage meaningful brand conversations and spread the good word about your business. Mind you, there's a difference between word of mouth marketing and viral marketing -- if word of mouth marketing is a new concept for you, you might want to hire a marketing consultant.

Marketing Ethics

Ethically challenged marketers are a dime a dozen in today's economy. Industry-leading commercial printing businesses subscribe to a strict ethical marketing code, even when competitors intentionally mislead customers with exaggerated claims and falsehoods. Ethics are especially important in direct marketing. By relying on trusted list provider, you can ensure that your lists are accurate and are consistent with standard industry protocols.

Hiring A Marketing Firm

Many commercial printing business owners consider outsourcing their promotional and advertising functions to a professional marketing firm. Professional marketers are usually on the bleeding edge of the industry and boast better returns for the investment than internal marketing units. Once you decide to hire a professional marketing firm for your commercial printing business, it's important to find a firm with proven experience in the industry. Marketing firms that lack industry experience are sometimes unfamiliar with competitive marketing channels and may not understand the value propositions that dominate industry messaging.

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Given your interest in marketing and in commercial printing businesses, you might find these additional resources to be of interest.

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Is there something we didn't cover? We're always interested in hearing about new strategies for marketing to commercial printing businesses, and we welcome your feedback, tips, and questions!


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