One of the saddest things I have to deal with is trying to help a printer who’s waited too long.
Most of you know I own a marketing services company for the printing industry. Every so often, a printer calls and tells me their sad story. Sales aren’t high enough. They’re low on cash. They can’t afford the latest technologies. Sometimes they’ve even lost a key employee or two. It’s very hard to help someone in that situation. By the time things get that bad, spending money on marketing may only contribute to the company’s already weak position because of the short-term reverse cash-flow effect that some marketing actions have. Some marketing actions will require a bigger investment than others, and some require a longer incubation period before providing a return. If you’re already struggling to make ends meet, you might not have the money to invest at that particular time. However, when you implement a marketing plan at the right time, it is an investment in your future, rather than an expense.
If your sales are strong, please don’t stop marketing. If your sales are “okay,” please resist the temptation to cut back on your marketing in an attempt to add a little more cash to the bottom line. If your sales are a little slow, I would urge you to cautiously begin increasing your marketing efforts slowly. You need a marketing plan that will begin to take your company forward, even if you can only afford to do a little bit at a time. There are a lot of marketing actions you can choose to follow that do not require large outlays of cash.
Don’t wait too long. I urge you not to wait. Stop procrastinating. There are plenty of good financial opportunities in the printing industry, and those printers who are making the right choices with their marketing efforts continue to achieve positive results. Where is your current marketing plan taking you?
Now’s the time to fix the next five years.
Everything you need is within reach.