Connections
Print Shop Noobie: What Would You Tell Him?
Often when I’m asked to speak at a convention or attend a trade conference, I’m asked what advice I would give to a new print or sign shop owner. Almost always, I stress the importance of marketing and building your client base.
Why? Because without customers your business isn’t going to grow.
That’s why I was so excited to find this new print shop discussion on the Marketing Profs’ website. It’s a couple of years old, but the ideas in this comments’ thread are perfect for a burgeoning print shop, whether you’re big or small.
In the discussion, a sales rep for a print company asks how he can score bigger print jobs and market his company – the first two questions any new print shop owner should be asking themselves.
The best part? He gets some great answers from experienced marketing professionals.
For instance, one respondent asks “what makes you different, better & relevant?” and it’s a critical question for any new print shop owner. Are you going to target small businesses in your neighborhood or are you going to be the expert on direct mail packages for your area? Are you equipped with a state-of-the-art UV curable printer for graphic sign printing or are you going to focus on the look and feel of traditional screen printing? Essentially, what’s your niche?
Another respondent recommends joining a local business networking group like Business Network International to meet other business owners and drum up potential business. I say “go local” if at all possible. In my area, we have an Indianapolis biz networking group like BNI called Indiana Business Network (IBN) that I belong to. The printing world can be cutthroat and having that kind of personal relationships with your clients, local and national, is the best way to not only obtain customers, but also retain them.
Share Your Knowledge and Good Cheer!
I wish resources and discussions like this were as readily available to me when I started out in the printing business. So, in an effort to encourage that discussion and process, I’m inviting you, our readers, to add your own print shop marketing suggestions. Come on and share the wealth in the comments section below!
