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Marketing a Prepress Services Business

Marketing a prepress services business isn't as simple as it seems. To get noticed, you'll need to invest time, energy, and resources in an innovative marketing plan.

Marketing is not a siloed business function. It's a cross-organizational discipline with ramifications for your balance sheet and earnings statement.

Healthy customer relationships are strengthened and expanded through targeted marketing campaigns. With that in mind, it's important to leverage marketing as a path toward better customer engagement in your prepress services business's planning process.

Expand Your Advertising Options

Take a look around the industry. Chances are, you'll see companies using a vast array of advertising vehicles to communicate brand messages. That's why for prepress services businesses, it is mission critical to identify the advertising vehicles that are most likely to meet the specific marketing goals your business is facing right now. These days, prepress services businesses are achieving impressive success rates with online advertising strategies. Online advertising has the advantage of delivering cost-effective messaging to a highly segmented customer base.

Managing Negative Publicity

Not sure how to handle negative PR? You're not alone. It's a probably faced by many prepress services businesses. The worst way to handle negative buzz is to put off developing a response until reporters are pounding on your door, demanding a comment from a company spokesperson. PR savvy prepress services businesses work with consultants to develop a crisis response plan that can be executed on a moment's notice. Mailing list providers can also provide quick access to accurate mailing lists, an important consideration if your crisis response plan contains a direct mail component.

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 prepress services businesses can use bundling to communicate value to their base. Will the profit margins be the same as they would be if you sold the bundled products separately? Probably not. But you'll make up for it by achieving higher sales volumes and net profits.

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