Growing Market Share
Revenue generating growth strategies for North American graphic arts companies in any business environment.
You’ve Discovered Sales Gold…Now How Do You Use Those Dang Mining Tools?
My last post outlined the value of click-through data from your outbound email marketing campaigns. The really short version: it’s sales prospecting gold… if you use it properly. Email click-through data offer a window into what your customers and prospects need right now. If a recipient clicks through to the digital printing page on your website, it may mean they have a live ...... Read More
Comments (0)There’s Sales Gold in Them There Hills… er, Email Tracking Reports!
Email tracking data is one of the most effective sales mining tools in your arsenal (although not as handy as a pick axe). This valuable information pinpoints which recipients opened and read your email, and which links they clicked to access your website. How do we define value? Say you send an email to your opt-in database of 2000 current or potential clients. In our experience, it’ ...... Read More
Comments (0)Tweeting on Deaf Ears? Four Tips to Improve Social Media ROI
R-O-I. They’re the three most important letters in any discussion of social media. Much like a salesman going door-to-door expects to make some sales, businesses expect their daily Tweets and Facebook activities to generate new business opportunities. If your business has invested in a social media presence, the following may sound familiar. You tweet industry articles and links to y ...... Read More
Comments (2)Survival of the Fittest
Darwin was right. It is survival of the fittest. Don’t be shocked your customers are saying no to expensive collateral, direct mail and print advertising campaigns. Don’t complain they’re asking for leadership in new media activities. Embrace it! It’s your opportunity for the next decade. Revisit PR. The published word, especially one with the imprimatur ...... Read More
Comments (0)A Skinny Social Media Update
Where did August go? Here’s a "skinny" pre-Print ‘09 update on social media. Think back a decade and a half. Remember when you had to decide whether or not to invest in a company website? In the early and mid-1990s, it was hard convincing CFOs and other bottom line types that you should. Benefits were nebulous and payback analysis was less than scientific. Today’s a di ...... Read More
Comments (0)Demystifying Payback of Social Media and Other Marketing Efforts
You’ve heard about the social media explosion. Hopefully by now, you’re an active participant. Facebook, LinkedIn and especially Twitter are social media vehicles of choice for many people and companies. Is someone creating a social media strategy for your company? How much thought is being given to payback? Like any other type of marketing and PR activity, monetization of social me ...... Read More
Comments (2)Dow 9000: Are We Positioned for a Recovery?
In honor of Dow 9000 yesterday, today’s blog will be more on the markets rather than sales growth. This milestone is important for the graphic arts industry because our future success is inextricably tied to GDP growth, or lack thereof. If this topic isn’t for you, please skip to the next-to-last paragraph. As anyone with a portfolio knows, during the 1st quarter of 2009, most globa ...... Read More
Comments (1)Social Media in 2009 = Websites in 1996
Think back to the mid-nineties. Everyone intuitively knew they needed a web presence, but monetization and justification were difficult calculations at best. As time would prove, laggards paid the price and were forced to play rapid catch up. Fast-forward to the social media tsunami of 2009; seems like déjà vu, doesn’t it? Business leaders must be committed to riding the crest o ...... Read More
Comments (0)Sustainable Marketing Success Depends On A "Reasonable" Business Strategy
Don’t put horns on a dog and call it 100% prime steer. Marketing, public relations and other self-promotional activities will only work on a long-term sustained basis if your company’s business strategy is reasonably on target. For nearly a decade and half, my company has helped (or tried to help) many companies achieve a wide array of sales growth targets. On average, we’ve ...... Read More
Comments (0)Know your prospect
You scored a meeting with a key prospect! Way to go! The company? Oh, they’ve been on your radar screen for weeks. They fit all the criteria of an “ideal” client for your company. The prospect? Assistant V.P. over there, you think. You’ve talked to him several times. He’s enthusiastic. Apparently they have a big job coming up and he thinks you’re the best ...... Read More
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