How products, customers, competitors, and technologies play into successful sales.
By Tim Greene
And although it may seem obvious, many well-thought-out marketing campaigns are not successful simply because the print provider has not clearly identified the market itself. There are many possible customer targets for wide-format print. For instance, will you serve print buyers directly, or will your company target exhibit/display/tradeshow companies that need effective wide-format printing for their customers? Or perhaps there are local shops that will outsource their wide-format business to you? Targeting a particular segment of the industry makes it easier to address a particular set of customers with solutions that fit their business. It's also important to understand the directions within these key customer segments.
Mammoth Media (www.mammothmedia.net), just south of Boston, is a good example of a company that has identified a segment and keyed into it quite well. A growing wide- and grand-format printing company, Mammoth Media has more than 20 employees in its facilities, which include two suites in Weymouth, Massachusetts and another facility in Nashua, New Hampshire. One-hundred percent of Mammoth’s business is wide format, and the company is well equipped and quite busy.
"We have a ton of work in our backlog," says the company’s founder and president Mark Rowell. Mammoth is planning a major expansion this year with a bigger facility and additional employees.
The company's approach has been to work with brokers, not end users. "Our experience with working directly with end users has not been too great, and we really want to do more volume work anyway," says Rowell. 'We don’t sell to end users." Mammoth Media has an HP Scitex XL1500, an HP Scitex FB6300 flatbed, an EFI Vutek 2360, and an HP Designjet 5000 it uses "for proofing.' Mammoth doesn’t do a lot of marketing to end users, but it took a booth at this spring's On Demand Expo event in Boston to market its services to other printing establishments in the area.
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