How a strong Web presence can give print providers a competitive edge.
By Paula Yoho
Where hard data is unavailable, Cranky Creative offers tips to help its customers get their creative juices flowing. Its “Out of the Box” section, for instance, features a variety of unique graphics campaigns – some created by the company, and others sourced from other companies to serve as case studies. Accompanying each distinct project are notes about how and why it was effective. It’s important to note that the company is up front in telling visitors that, in this section, “Cranky Creative did not execute all of the campaigns above. These are used for example only to assist in the generation of creative advertising ideas.”
Consider also Think Big Solutions (thinkbigsolutions.com), the Denver-area print provider whose blog (thinkbigsolutionsblog.com) has been providing customers with information on wide-format printing, social-media marketing, “green” print technologies, and insight into cross-marketing programs since 2008. Supplemented by a frequently updated Twitter feed and Facebook page, Think Big uses its online presence to inform customers about printing and various other strategies and tactics for marketing.
Say it in pictures
The old cliché, “a picture is worth a thousand words,” couldn’t be more true than when it comes to marketing your print services online. You are in the business of creating stunning visuals – use them generously and with abandon in promoting your company to potential customers on the Internet. Avoid the temptation to tell prospects how creative and thorough your design and printing skills are. Too much text and not enough images will surely turn them away from your site. Instead, show them what you can do. Post images of your work – from output and installation to final product – and update the photos frequently, so your customers can see the depth and breadth of your expertise. Note: It’s a good idea to get clients’ permission in all cases before posting their images.