Printers’ Web Presence — It’s All About PURLs

“Most sales in our business are $300 to $500. So $25,000 is a significant sale for us. We are looking at 10 percent growth due to PURL-driven campaigns.”

PURL campaigns also allow print providers to more easily move into a marketing support role, even helping their customers develop and optimize client databases for targeted marketing. Reynolds-Dewalt, a marketing services and print provider located in New Bedford, MA, recently used PURLs to help one of its customers get out of a major marketing hole. Zeiterion Theater, a regional theater, had boosted its marketing budget and started booking larger acts. As a result, it was looking to increase its ticket sales, but had almost no data on its customers.