How Can I Improve Our Marketing
Marketing a Print and Lithograph Inks Business
There is little room for error in marketing a print and lithograph inks 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.
Marketing is a tricky business discipline, especially for inexperienced entrepreneurs who possess more enthusiasm than expertise.
In fact, a good marketing strategy can level the playing field and help small to medium-sized print and lithograph inks businesses scale their visibility with consumers. The key is to market smart through the consistent application of fundamental marketing concepts.
Why Branding Matters
Branding isn't just a marketing buzzword. It's a core concept for businesses trying to entrench themselves in consumer consciousness. Any and every print and lithograph inks business has brand characteristics. Some brands struggle to achieve recognition with consumers while others seem to be quickly embraced by the marketplace. Companies that incorporate brand positioning into their normal marketing routines gradually accumulate higher brand values and are rewarded by consumers.
Loss Leaders
The majority of print and lithograph inks businesses understand that more customers will walk through the door if a few products are priced at less than full retail value. Moreover, a loss leader marketing strategy can compensate for dead periods when customers tend to making purchases. But to be effective, loss leader marketing requires planning, especially in product selection and price points. For print and lithograph inks businesses, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. Whenever possible, piggyback a loss leader approach with the purchase of bulk merchandise that can be bought at a discount.
Cost Tracking
Cost is an issue in marketing a print and lithograph inks business. When businesses buy mailing lists, they expect a return for their investment. Unfortunately, they don't always get it. More often than not, you'll get a better ROI from highly rated list providers than you will from cheaper alternatives. Good mailing lists are money in the bank; they deliver leads, revenue and most importantly, new customers.
But mailing lists aren't the only way you can reduce costs. Most accounting software solutions have features that allow you to track costs in multiple expense categories and receive alerts when expenses suddenly swing outside of normal parameters.
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