Promoting your print business becomes an essential element of your success as your print business increasingly specialises across a number of narrow product lines using advanced production techniques.
In situations where you’ve just purchased for example, an HP Z6200 Designjet 60” wide format printer, the need increases for effective marketing approaches that enhance the growth of profitable niche markets.
Getting the fastest possible return on your investment will be top of mind, so your focus has to change from a production or manufacturing orientation to a service and customer orientation. And if you’re not already running a customer-centric business model this can become a major challenge.
Promoting your print business – what first?
Clearly you wouldn’t have purchased the printer if you didn’t have a target audience in mind along with a high degree of confidence you could achieve your forecast profit potential. And as you know success depends heavily on repeat purchasing behaviour, which is primarily governed by customer satisfaction of the buying experience. This includes elements from perceived print quality, timeliness, cost, convenience and staff friendliness through to reliability and overall value for money.
As such your initial test market period is critical in giving you feedback on satisfaction, sales and repeat purchase intent. If the resulting indicators are all positive it’s then you need to start promoting your service to a broader range of target audience segments in your local market with an added-value, introductory offer they can’t refuse. With the HP Z6200 maybe that’s a cash-back deal on every $100 spent.
Promoting your print business – what to do?
Business development is a key role for any competitive-minded print company. After all there’s an almost endless opportunity in your local market to attract and keep customers so honing your – or your staff’s – skills in the art and science of business development is crucial.
Likewise your website needs to be better than every other competitor in terms of its design, relevance, usability and overall perceived value, otherwise potential clients won’t find your website or having visited, existing customers won’t want to return on another occasion.
And finally there’s the matter of word of mouth encouraged and facilitated through the use of social media and electronic marketing including regular, relevant newsletters.
Promoting your print business – an example
Taking the HP Designjet Z6200 60” wide format printer as an example, it’s perfectly suited for high quality, photographic jobs like exceptionally fade-resistant prints, point of purchase displays and outstanding backlit signs. So if you feel there’s a market opportunity waiting for you or if you already have some customers purchasing jobs like these then the HP Z6200 printer could be the way to go.
And with chromatic red, HP Vivid Photo Inks creating a wide colour gamut with vibrant colour and deep, rich blacks you could differentiate your existing services as well as taking on demanding, photo printing challenges. The HP Z6200 also enables you to produce new applications for graphic arts and design customers as this printer makes it easier to tile images together.
Promoting your business – your next step?
If you’d like to learn more about how one of our HP or Roland printers could help grow your business or how we can help you promote your print business simply get in touch with one of our sales staff today by clicking here.