Did you know that most printers still overlook one of the best marketing tools available for the printing industry?
It’s called direct mail marketing. Ironically, it’s what we print every day for our customers. We just don’t use it ourselves.
I’ve always found it surprising that so few printers really understand the advantages of marketing their products and services with their own printing. I’ve actually had printers tell me they can’t use direct mail because it’s “too expensive.” Right. So what do you tell a customer when they call to order 5,000 postcards or self-mailers? Do you say, “Wait a minute. That’s gonna be too expensive. You should consider using email marketing or the yellow pages.”
Direct mail marketing is a great way to promote your industry, your products, and your printing firm. Every week, I talk to some printer who tells me that if it weren’t for his regular monthly mailing, he’d probably be in trouble. Just the day before yesterday, I got an email from a successful quick printer who told me he’s mailed out millions of coupons to promote his products and services at his printing firm in Michigan. He said, “We have mailed out somewhere between a million and two million coupons over the years. While not all of the coupons were redeemed, they played a major role in establishing us as one of THE major shops in our market.”
I think he’s been happy that his competitors have ignored direct mail marketing.
Just in case you need to be reminded why you should consider making direct mail marketing part of you sales and marketing strategy for the upcoming year, here’s a link to a short video called Direct Mail for Printers in Plain English. It’s fun to watch.