Common Mistakes Printers Make: Change of thinking can help printers weather economic downturn

Susan Burnell — Thu, 12 Feb 2009 20:00:00 GMT

HOUSTON (February 12, 2009) -- Seth Stokes, founder of Elements Communications, gets creative when it comes to helping printers market their services. “In a world where customers see printers as a commodity, printers can’t afford to compete on price alone,” said Stokes. “Printing companies of any size need to be thinking strategically, which goes back to the very basics -- defining their company and how it is perceived.”

Elements helps printing firms develop unique branding to make them stand out against the competition and connect with prospects in a memorable way. The company’s recent campaign developed for a commercial offset printer and bindery achieved a 25 percent response rate, resulting in 75 face-to-face meetings for company sales representatives.

“That kind of result in a tough marketplace, where response rates for traditional direct mail run less than two percent, really helped generate some momentum for the entire company,” said Stokes.

A marketing strategist with years of success in the printing industry, Stokes shares these common mistakes printing companies make, along with his tips for turning negatives into positives.

Mistake 1: Overdosing on bad news
You can watch the news, but don’t allow gloomy economic forecasts to set the tone for your day. Look ahead and keep moving. You must adapt to the new variables and change with them, not stand still and hope for the best. The good ol’ days are not coming back. Focus on your successes and help stop the spread of fear in your shop.

Mistake 2: Being “just a printer”
You are in the business of helping your customers. Your customers are not in business to buy postcards or brochures -- they are looking to reach, inform, persuade and sell. Present them with ways to increase the return from their efforts. Become their trusted advisor instead of their print vendor.

Mistake 3: Skipping the social stuff
You need to network, now. Be smart about it. Be visible. Be upbeat. Go to the events that will put you in the midst of the people who need your expertise. Your competitors are going. Are you?

Mistake 4: Cutting back on trade shows and conferences
This is where you learn what’s coming down the pike, and get timely, cutting-edge information on trends you can deliver to your customers. Be a presenter if you have some success stories that will benefit others.

Mistake 5: Taking on jobs you wouldn’t otherwise do
If the job wasn’t a fit when the economy was good, it still isn’t a fit now. Stay true to your realm of expertise or you risk diluting your brand. Worse still, you can fall short of customer expectations and damage your reputation. Expand your horizons, but don’t over-extend yourself.

Mistake 6: Not asking for help
Too many businesses journey into uncharted territory without a plan and without a guide. There are companies available to help you adapt and thrive in this changing economy. Benefit from their education and the experience while building a stronger business for the future.

About Elements:
Elements Communications, LLC is a business development firm based in Houston, Texas. Founded by Seth Stokes, MBA, Elements helps printing companies and other commercial service firms define, brand, market and sustain their competitive advantages.

For more information, contact:

Elements Communications
8207 Kempwood Dr.
Houston, TX 77055
832-295-4957
info@elementscom.com

12-Feb-09 2:00 PM

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Common Mistakes Printers Make: Change of thinking can help printers weather economic downturn