Laughable, out-of-date marketing

January 7, 2011 · 1 comment

Lucky Strikes ad from the 1930s

This vintage Lucky Strike cigarette ad is so old-fashioned and out-of-touch with current reality, it’s laughable. You know, once upon a time, there were a lot of intelligent tobacco executives who thought this was a clever way to sell cigarettes. At the time, they were right!

My, how time changes things.

So… is anybody laughing at your marketing message? Take just a minute and think about your printing company. How much has changed in the last 15 years? How about the last 10 years? The last two years? It sounds like an obvious thing to say, but as your business changes, your marketing message should change, too. When was the last time you set aside an hour or two to think about the relevancy of your marketing message?

Your marketing message is a direct reflection of how innovative and “modern” your printing firm is. When you let your marketing materials get stale, it sends a strong signal to your prospects and customers that “there’s nothing new here.” You might as well invite customers to shop elsewhere. When you have new products, new services, new capabilities — and even new employees — you’ve got to tell your story in fresh, new ways.

As your printing company implements new technologies, adds new products, and provides new services, your marketing materials must evolve just as fast. When your production capabilities evolve faster than your ability to sell and market those capabilities, you cost yourself a lot of money.

So much is changing in the printing industry that it is extremely important to have a contemporary, focused marketing message. Otherwise, you risk looking out of date and behind the times. Does your printing firm have a really good Facebook page? Do you personally have a strong LinkedIn page to network with your local business community? Is your website easier to use and more graphically appealing than your competitors’? Are you promoting your QR code imprinting services?

Are your sales sluggish? If sales are slow, you better look at your marketing message because there is (almost always) a direct cause-and-effect. You need to make sure your marketing message represents who you are, explains what you do, and speaks clearly and loudly to your clients about how you can help them.

Focus always precedes expansion. Always.

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Debrah July 29, 2011 at 2:55 pm

There’s a terrific amount of knowledge in this article!

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