Marketing Story Inspires Change
Bravo to your editorial staff! Your cover story in July, "Marketing Magic," was well researched and presented. You are so right: We print hundreds of marketing pieces for our distributors' customers, many of which are elaborate with 6-color printing, gatefolds, aqueous coating and blind embossing. But we haven't been diligent in marketing ourselves on a regular basis. That's mainly because we've depended on referrals and long-time customer loyalty. We all know you need more than that to succeed.
Here's a suggestion that wasn't mentioned in the story: Practice what your preach. If you print your marketing materials, add "Printed by [Your Company Name]" somewhere on the piece and possibly include the paper and equipment used.
Your article motivated us to conduct a SWOT analysis on marketing issues. More importantly, it prompted us to do something we've put on the back burner--hire a marketing company to help us achieve credibility, creativity and visibility. As one of the experts in the story advises, we'll be bragging about our products and services and letting our customers know exactly what we do.
Gerry Quirk
General Manager
Newtown/CPC Inc.
Fredericksburg, Va.
Buffalo, N.Y.
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