How Can I Improve Our Marketing

Marketing a Print Advertising Business

There is little room for error in marketing a print advertising business in today's economy. Fortunately, we have the information you need to stay ahead of the curve and outperform the rest of the field.

Multiple marketing factors affect bottom line profitability. However, great marketing strategies share a common characteristic.

Concerned about customer loyalty? Producing high quality products isn't enough to lure customers back to your business. Cash is king in today's marketplace, so your marketing plan needs to focus on value messages.

Promotional Calendars

Uncoordinated and disjointed marketing plans tend to backfire on print advertising businesses. A strategy chocked full of time-sensitive ad placements and other tactics can devolve into a tangled mess of overlapping deliverables unless it is coordinated in a promotional calendar. Good calendars include not only tactical deadlines, but also schedules for the inputs (e.g. staff assets, vendors, etc.) that are required to execute strategic objectives. When used in tandem with a quality mailing list provider, promotional calendars can ensure the continuous execution of direct mail campaigns.

Newsletters

Despite the unrelenting demands of generating content on a monthly or quarterly basis, a company newsletter has promising potential as a marketing device. Blatant marketing messages aren't appropriate in newsletters because they don't communicate informational value to your customers. Instead, your newsletter should contain industry news, product use tips, and other content that captures your customers' attention. It's not unusual for print advertising businesses to distribute newsletters through online channels (e.g. in email campaigns and as PDFs on the company website).

Technological Expertise

The field of marketing has embraced the digital age with enthusiasm and vigor. Although that doesn't make the marketing fundamentals that applied twenty years ago invalid, many marketing principles are being reinterpreted through the lens of today's technology. As a result, a primary concern of growth-oriented print advertising businesses is the need to increasingly incorporate technological marketing solutions into the marketing mix. If possible, business owners should gravitate toward technologies that deliver greater ROI than traditional marketing channels.

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