Effective marketing is an important part of every business strategy, and print shop services are no exception. Print shops offer services such as layout, design and printing of letters, posters, cards, banners, brochures and other materials for individuals or businesses. Marketing a print shop service is not much different from marketing other types of businesses, and there are steps that you can take to increase your chances of success.
Instructions
1. Create a marketing plan. Include an executive summary, the goals and objectives of your business, research into the competitive market, specific marketing objectives, marketing strategy, financials and a strategy to measure return on your investment.
2. Study your competitors and look at their market position and share, service offers and marketing materials. For public companies, obtain financial records and analyze what your successful competitors are doing right and what your not-so-successful competitors could improve upon. Take these findings and apply them to your marketing strategy.
3. Determine what differentiates your print shop services from your competitors. Focus on several target customers in the market (for example, universities looking for print shop services) and cater to those particular market segments. Think about the wants and needs of your target customers. Ask prospective customers what qualities they look for when choosing a print shop and cater your marketing strategy to these qualities. If price is a key selling point, advertise promotions and incentives that will appeal to these customers.
4. Develop marketing materials targeting each of the market segments you identified. Test several types of marketing messages, using a combination of print advertising such as direct mail, brochures and fliers; web advertising such as newsletters and banner ads; and television and radio advertising. Get customers to sign up for an e-newsletter by offering special incentives and deals. Use these strategies to develop a database of customers that you can continue to market to and build relationships with in the future.
5. Broaden your relationships and ask for referrals. Reward your loyal customers with unexpected surprises and exceptional service. Take lunch to their offices or send gift baskets thanking them. Do the little things that will set your print shop apart from your competitors.
Tags: marketing strategy, print shop, print shop, print shop services, shop services, your competitors