Recipe for a happy print shop – part 6 of 8
Okay, you knew I had to include something about direct mail marketing, didn’t you?
Why not? Direct mail marketing not only inspires your coworkers… it also helps you grow sales.
Having a monthly direct mail marketing program at your print shop is very good for employee morale for several reasons…
When you consistently mail month in and month out, it demonstrates to your employees that you have enough personal discipline and organizational skills to plan, schedule, and sustain a consistent marketing plan to grow the company they work for. How can you expect them to manage, print, and mail important customer mailings, when you haven’t constructed efficient systems to manage your own in-house mailings?
Doing a monthly mailer is tangible proof that you believe enough in the product you’re selling (printing) to use it yourself. It’s very hard to convince your employees to sell printing if you ignore it.
When you fail to invest money in printed marketing materials for your own printing firm, I think it creates a conflict in the hearts and minds of your coworkers. They may not talk about it openly, but they are very aware of this discrepancy. You may want them to “sell, sell, sell,” but your actions have spoken louder than your words.
The good news is that this is an easy problem to fix. Why not start fresh and make an absolute commitment to do a monthly mailing? It will show your employees that you’re concerned about the future of your printing firm and provide a sense of job security for them. Everyone will feel like they’re part of a winning team when your mailings result in more phone calls, opportunities to bid, and new customers. Direct mail marketing can be very good for team morale. The happiness and satisfaction that occurs when you see a steady stream of new customer activity at your printing firm is well worth the effort.
Don’t forget to remind your employees that your own direct mail marketing is the single most important job you print every month.
Direct mail marketing is very good for team enthusiasm, and enthusiasm is a force multiplier.