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As a result of the recent pandemic, many printers have seen a dip in sales. With the demand for printed materials reduced significantly, clients of all sizes faced severe financial pressures. Approaches used in the past to win organic business proved no longer sufficient and, like it or not, printers began looking for new solutions.
As of 2023, business has returned to pre-pandemic levels for some, while others still struggle to move the needle and are wondering what options are available.
Enter, Marketing for Sales Growth.
With commodity printers gaining traction due to their flexibility and convenience, traditional printers now have an opportunity to showcase the value of their services.
What is Marketing for Sales Growth?
In general, this term refers to the marketing activities a company undertakes to help achieve sales goals and improve company revenue. Whether it’s defining your unique selling proposition (USP), crafting key messages, or engaging directly with target audiences, marketing for sales growth is designed to help generate the right leads (that eventually become loyal clients).
Define Your USP
Your clients want to know what makes your company unique and why they should choose to partner with you. Do you have the best people? Offer speciality services? Flexible pricing? Your USP, simply put, is what you do better than your competition. With high quality now a standard, what makes you stand out from the crowd? The answer isn’t always obvious but often times your current clients will have great insights.
Illustrate Your Value
In today’s world of omnichannel marketing, there are endless ways to communicate. But first is figuring out what to say. Once you’ve identified your USP, it’s time to develop key messages, or catch phrases. These help to easily identify your products and services. As an example, Nike’s tagline is “Just Do It”. This illustrates part of their value is an added boost in confidence. Whether you’re sharing messaging online or through printed materials, customers are looking for what they’ll receive in exchange for your services. Samples are an excellent way to show your value (and also help to promote print!). Direct mail is even more powerful when combined with a digital component, such as a QR code, social media campaign, or virtual event.
Engage Your Target Audiences
Some printers have seen their target audience shift in recent years, whereas others are looking to explore new vertical markets. Whatever the circumstance, what’s most important is to get in front of the right people. If you’re unclear on where to start, trade associations have established communities that are already interested in your industry and services. They can create an online trail to some of your best prospects or people willing to point you in the right direction. While it can be tempting to look at the new, don’t underestimate the power of reengaging with current and prospective clients whose needs may have shifted as well.
With the popularity of virtual selling and customer self-service, the role of the salesperson is undoubtedly shifting. Leaning into solution selling and providing expertise has been effective, yet salespeople are also relying more on marketers to get the right messages across the company’s various promotional channels. For many printers, marketing has become a key ingredient for a successful sales plan.
When done right, marketing can also strengthen your overall brand, raise awareness, help you reach new markets, and improve the external look of your company.
With many printers feeling over-extended in recent years, it’s best to evaluate whether the time, skills, and staff required are available in-house or if it’s best to engage an expert. Starting from scratch can be overwhelming, but a team of experts can simplify the process.
If you’re looking to improve your sales, contact us! Our experts are here to help.
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Nicole Morrison is the Communications & Marketing Director at Connecting for Results. She is an award-winning communications professional with extensive experience directing public relations campaigns. In her 15 years of experience, she has worked across industries including arts and culture, entertainment, education, fashion, and travel, helping to bring a fresh perspective to marketing for printers. Nicole has a proven track record of developing and executing communications strategies across multiple channels, successfully raising her clients’ profiles across a local, national, and international stage. To get in touch with Nicole, contact us.