An article last Summer in WhatTheyThink.com by author Richard Romano (The Big Wide Word: Marketing Tips for Wide-Format Shops, 6/29/15) delivers some informative tips on how printers can win new wide-format print work.
One of the challenges that a lot of traditional commercial printers have in making the transition to wide-format – either in part or in toto – is not in putting ink on substrate, but in understanding how to sell wide-format, since it is a very different animal than small-format printing, and certainly different from traditional offset printing.
– Richard Romano
The article details how to approach current and new customers with marketing techniques proven to drive sales by increasing awareness of new or enhanced wide-format printing capabilities. Techniques discussed in the article include:
- Open Houses: Inviting the local design community and business owners to your facility for a demonstration of the equipment is a great way to showcase new technologies and specialty printing applications.
- Trade Press: Highlighting effective case histories through the distribution of press releases to industry trade media provides opportunities for third-party endorsement in print and digital media. These stories and profiles can then be sent to customers and prospects by mail or e-mail.
- Social Media: Many printing companies have had great success utilizing blogs, enewsletters, and LinkedIn, Facebook and Instagram accounts to feature unique printed items via photography and video. As business customers and prospects begin following these listings, relationships are built which lead to a better chance of getting that next bid.
- Printed Samples: Producing custom graphics that include a targeted organization’s logo and custom graphics is an effective, personalized way to demonstrate new capabilities and printing techniques.
By actively communicating your printing capabilities using techniques like these, you have a much greater chance to be “top-of-mind” next time a customer or prospect needs a wide-format printing bid.