Promote and Prosper —Morgan

As the head of the largest print buyer’s network, I have the opportunity to review a plethora of marketing communications from printers. Here are some common mistakes and ways to avoid them:

• The perfect promotion that never gets sent. I’ve seen printers finesse the production of their collateral materials so much that it takes a year to produce. The best communications offer a continual dialogue. It’s about quantity as much as quality. When planning your marketing communications, instead of investing all of your time and money on one piece, plan for smaller and more frequent promotions.