Do It Yourself Marketing

Credit: Peggy Gillespie

Almost every week someone sends me a text, message or comment complaining that their employer doesn’t do any marketing. It will be a frustrated rep that blames the lack of company strategy for their sales struggles. The reception is cold because “we don’t market.”

First, let me say that I don’t understand that. I don’t understand why any printing company doesn’t invest in marketing. You spend your days claiming to be critical to your client’s marketing strategy but you don’t market yourself? That dog don’t hunt!

Second, let me say to the frustrated reps, you’re not alone. Not only that, you’re not stuck. You can do it yourself and it’s easy.

Let me set a basic table. If you know how to make a sales call you know how to write a marketing message. If you know how to prospect you know something about value targets. If you know who you want to do business with and have done basic research, you’re ready to get started.

What would you say in a sales call? If you can answer that you can write a marketing message. What would you show your prospect in a face-to-face call? Whatever that is, show it to them in a package, email or social media post.

Let me give you some old and new examples.

Years ago, before many of today’s communication channels were invented, a rep next door created a mailing list. He looked at his prospect targets and clients he wanted to grow. He printed up some catalog envelopes and sniped them “Sample of The Month Club.”

Every month he wrote a letter explaining the enclosed project. He did a sample showing tour in a letter. He mailed his packets to “club members” the second week of each month. He showed cool stuff that he knew would excite graphic designers and account executives.

The dude had prospects calling and asking how they could join the club. Was there a cost? Did they have to be existing clients? How much did they need to spend to be members? He sold a lot of printing.

Another rep (a very sharp lady), invented an “educational series.” It was literally made up. When the first session was invented, she had no concept of additional classes. She had a prepress person talk about how to set up files for direct mail and variable data. This was new stuff at the time.

When her employer added new technology, she held sessions to teach prospects/clients how to make the most of the tool. She established herself and her employer as idea people. Clients could call for how to answers.

Fast forward: Today we have cell phone video, social media and email. A clever rep can do a video plant tour and send it to prospects. You can walk through a sample on camera. You can demonstrate a new tool and show how the market is using it to anyone you identify as a target.

You can mail letters with a printed URL or QR code. You can send an email with a link. You can do your own social media posting and establish yourself as someone that deserves to be followed.

Here are some more examples. A printer I used to know got stymied like the rest of us by COVID. Customer visits were critical to their brand. The energy that was evident in the plant was positively contagious and excited guests.

The world was on lockdown. One of their reps and the plant manager did a video plant tour. Each department and how it bolted on to the next was addressed. It was shot with a smart phone and unedited. It was as folksy as you can get.

It was also a homerun. It was emailed to prospects. It showed who they were. Targets could see they were a company they wanted to know. The rep did this marketing on his own with help from the plant.

In another case, a sales rep showed work examples on LinkedIn. He talked about pieces from the client objectives slant, not printing specs. He told his stories from the problem-solving side. Why did the work they did matter?

An international entertainment brand saw a post, then another. They found themselves casually following this rep. They were looking for good ideas and the rep was sharing.

Finally, the entertainment brand contacted the rep and asked, “could we get samples of the projects you’ve been showing?” Of course, the answer was yes. The rep’s marketing worked. One location turned into two and then three etc.

Summary: Your company should be marketing but if they aren’t, you do it. Think about what you would say in a call. Think about who you would say it to. Think about how you might reach them (email, letters, social media, box of stuff). Think about what you like to show. Shoot it. Send it. Share it. Do it continuously.

If you do, you’ll earn a reputation for having and showing cool stuff. Followers will come to you. You’re marketing will earn you creditability. Your selling will get easier.

Your company should have a marketing plan. If they don’t do it yourself. You can and you’ll set yourself apart from everyone. I did mine for years without company support. It worked and I built my own brand.