Marketing Commentary from interlinkONE
Marketing. Web-to-Print. Warehouse Management.
HP Educational Event for Printers in Tukwila, WA
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on Tuesday, November 15, 2011 
at 8:51 AM 
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Yes, after taking my book tour to Singapore, I am back home in the United States. Okay, I’m not exactly home yet. I am on the West Coast this week to participate in an exciting educational event for printers. I will be delivering a presentation that is packed with information, inspiration, case studies, and more to help printers better market themselves.
If you are in the area, I’d love to see you at at this event! Here are the details:
Date: Wednesday, November 16th
Time: 11am-3pm
Where: Billy Baroo’s at Foster Golf Links
13500 Interurban Ave. S
Tukwila, WA 98168
Agenda:
| 11am | Registration |
| 11:15am | “Decommoditizing the Print Buying Relationship” – Steve Enstad, PageDNA |
| 12:15pm | Lunch |
| 12:45pm | HP Customer Panel |
| 1:45pm | Short Break |
| 2:00pm | “How to successfully market your company and brand” – John Foley, interlinkONE |
| 3:00pm | HP Indigo 7500 Demonstration (at KP Corp) |
Interested in attending? Please click here to register >>
Tags How To Transform Your Business
NOTE: This is Part 3 of a 9-Part Series on Becoming a Marketing Services Provider
In this crucial section of the book, we really jump into the nuts and bolts of how to change a printer into a marketing service provider. And we start with a thorough business plan. A business plan is important for a couple of reasons. Primarily, it offers direction and guidance, something that is of the utmost importance when you are essentially creating a new business entirely. It is easy to get lost in your own shuffle, having a structured plan on paper will keep you on the right track. Additionally, having a professional, thoughtful business plan can be useful when trying to acquire funding from a bank or venture capitalists.
After it’s written down, you need to do some soul searching. Are you the right one to lead the transformation? Understand your strengths and weaknesses. Maybe you would be better suited staying on the printing side of the business while some new blood spearheads the marketing efforts. As long as you are comfortable in your role and confident that you are the best at what you do, then you are doing the right thing.
In my time in this industry, I have seen some businesses with no business plan. Many printers have been family run shops passed down through generations. And many printers are inherently local. There was no need for a business plan. The market was small, and people understood what they offered. Marketing was a simple task. Of course, this is no longer a functional method. The times have changed. A business plan is now essential to survival.
In the chapter, I offer a step-by-step breakdown on the transformation. Here is a brief outline.
- Make the decision.
- Evaluate the current clientele.
- Determine exactly what services you plan to offer.
- Write your business plan.
- Look for integration.
- Look for accessibility and support.
- Hop on board the learning train!
- Practice what you preach.
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 Learn more about John’s Book Today! |
Marketing Services Provider on Facebook
There’s a wise old saying that goes something like this:
“Let me listen to the things you say….. and I’ll tell you what kind of person you are”.
Over the years, many people have certainly said that far more elegantly. But no matter how it’s said, the principal is and has always been true.
How this helps Marketing Services Providers
If you are trying to transition your company into a marketing services provider, there certainly are many steps that will help you succeed.
One of the most important steps involves transforming how people think of you. If they think of you as the person that solves only their print needs, then that’s why they’ll call you.
But if you want people to call you for help launching email marketing efforts, measuring trade show success, launching a banner ad, and more, then you need to change their perception.
This starts with how you position yourself. It includes the text and pictures on your website. It may include the tag line on your business card.
Also, your social media presence can play a big part in how people think of you. The items you post and share can cause people to look at you and your company as thought leaders… as people that care about marketing.
Someone who is doing it very well
One such company that is taking these actions is H & H Graphics Group / Sir Speedy Lancaster. (Full disclosure: H & H Graphics Group / Sir Speedy Lancaster is an interlinkONE customer. That certainly makes us especially proud when we see their marketing efforts.)
If you’ve watched their Facebook page over this past summer, I believe that you will absolutely think of them as someone who can help you with your marketing needs… not just the printing & fulfillment portions.
Here is a sampling of a few recent posts:
H & H Graphics Group: Facebook Posts
They certainly are setting a great example for other print and fulfillment service providers that are looking to offer marketing services to their customers.
They are not the only ones – there are many companies out there that are taking similar steps to transform their business.
To you….we salute!
