Promote and Prosper —Morgan

JUST LIKE the proverbial shoe-maker, whose son never has shoes, many printers (who are, in fact, in the communications business) are the worst at promoting their businesses. However, print buyers do expect their suppliers to competently market their services, and they judge them accordingly.

Print Buyers Online.com surveyed 94 top print buyers and asked: “How important is a printer’s collateral material in identifying them as a prospective supplier?” Seventy-two percent of respondents said “very important” or “important.” Effective marketing is clearly worth the investment because print buyers judge the quality of the printer’s services and products by the quality of the printer’s marketing communications.