Print Solutions Magazine, July 2003 -- 433 E. Monroe

Pull Some Marketing Out of Your Hat

I recently golfed with three distributors who approached the tee box on a short, uphill par-three and began discussing their No. 1 business problem--marketing. The topic interested me more than my No. 1 problem (slicing Titleists into water hazards), my No. 2 problem (slicing Titleists into thick woods) and my No. 3 problem (webbed feet--but that's a different story). I listened intently as the distributors questioned why they didn't market their firms more proactively.

After all, one distributor noted, some of his company's best printing projects were marketing pieces for other companies--eye-catching posters, well-designed brochures, promotional items and slick web sites. So what was stopping him from creating noticeable, informative pieces to boost his firm's sales?

The right answer to that question is the same word that best describes the potency of my five-iron: nothing. But many printing pros, especially ones seemingly too busy for self-promotion, treat marketing as an afterthought. They seem to believe it's what happens when they gain business by word of mouth.

That's true, but effective marketing goes far beyond referrals. It necessitates knowing your own company (developing your objective, honing a positioning statement), knowing your customers and prospects (understanding your target audience, researching key contacts), and knowing the best vehicles for your message (budgeting your campaign, reaching your audience). And the sheer length of that sentence is a telling sign: Marketing isn't easy. It takes some introspection and time. But done correctly, it can be incredibly worthwhile.

Our cover story, "Marketing Magic," begins on page 38. It includes insight from 21 experts who can help your company improve its marketing analysis, e-marketing, branding, promotions/public relations and marketing metrics. Their tips are developed and practical, and we hope a few of the tips help you gain accounts. (An additional one not included in the story: If these experts impress you, check out www.marketingprofs.com, a marketing site that includes further advice from some experts included in our piece.)

If you would rather hear about the importance of marketing from peers instead of gurus, this issue includes two stories you should read. The first, beginning on page 20, is a profile of Innovative Print & Media Group Inc., a distributorship in Collegeville, Pa., that offers marketing services such as graphic design, direct mail, fulfillment, email marketing and web site design. "What separates us is the fact that we can solve a variety of marketing problems and execute a client's entire marketing strategy," says Rob Whitman, the company's vice president of sales. The second, beginning on page 50, is a story about how distributors can succeed in the competitive financial niche by offering marketing solutions.

This issue also includes interesting pieces about selling plastic products (page 28), eliminating prepress problems by using preflighting software (page 35), selling tax forms (page 56) and more.

Market your company as well as you help clients market theirs, and take your business to greener pastures. (I'll still be in the woods.)

Darin Painter

Managing Editor

dpainter@PSDA.org

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Table of Contents

Editor in Chief

Peter L. Colaianni, CAE

Vice President,
Publications & New Media

Brad Holt

Managing Editor

Darin Painter
Assistant Managing Editor
Kara Carpenter

Assistant Editor

Preeti Vasishtha

Art Director/
Production Manager

Roxanne Rash

Contributing Editors

Dennis McGarry, CDC

Gail O'Roke, CDC

Publications Committee

Steve Visio, Chairperson
Ross Barker
Bob Bell
Cory Blatz
Chuck Calman
Skip Dragoiu
Carrie Fireoved
Charlie Graham
Jeff Hayzlett
Bob McAleavey
Mike Nawn
Tom Nelson
Gail O'Roke, CDC
John Smilko
Dan Swagler
Dave Tobik
Dave Wandling, CDC
Jerry Weidner
Bob Wilson, CFC

Advertising Sales

Jack Burris

The Townsend Group Inc.

4920 Elm St., Ste. 325

Bethesda, MD 20814

Phone: (301) 215-6710

Fax: (301) 215-7704

jburris@townsend-group.com

Print Solutions Online

Print Solutions, the only industry magazine to win awards for writing and design excellence, is available online at www.printsolutionsmag.com. The site includes daily news, a comprehensive archive of Print Solutions articles, a complete media kit, links to industry companies and other features not included in the magazine.

Print Solutions is the official publication of the Print Services & Distribution Association (PSDA), the Association for Business Printing Independents. Unsolicited manuscripts are welcome. Please address all submissions to: The Editor, Print Solutions Magazine, 433 E. Monroe Ave., Alexandria, VA 22301-1693. Phone (703) 836-6232, fax (703) 549-4966. You can reach us via email at bholt@printsolutionsmag.com. Visit our World Wide Web site at www.printsolutionsmag.com.

Volume 41, Number 7, July 2003. Print Solutions (USPS 205-400, ISSN 1535-9727) is published monthly by DMIA, 433 E. Monroe Ave., Alexandria, VA 22301-1693, (703) 836-6232. Subscriptions: $29 per year for DMIA members included in dues, $49 for non-members (plus postage for Canada and foreign). Periodicals postage paid at Alexandria, VA, and additional mailing offices.

Postmaster: Send address changes to Print Solutions, 433 E. Monroe Ave., Alexandria, VA 22301-1693.

Statements of fact and opinion are the responsibility of the authors alone and do not imply approval on the part of the Publications Committee, Officers or Membership of DMIA.

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