Great Marketing Recipes
I'd like to commend Darin Painter and Print Solutions for bringing to light the importance of carefully planned marketing strategies in his article "A Taste of Marketing Success" (Feb., p. 44). As usual, his piece was on target and filled with terrific ideas.
As a marketing professional with 20 years of experience in this industry, I appreciate the nudge he gave readers to seek out professional help. Having an expert totally focused on marketing--whether it's an in-house department or an off-site consultant--always makes sense. It allows each person to do what he or she does best.
Time and again, I hear business owners and general managers lament over not having enough time or personnel to devote to marketing. They're so intent on trying to attain sales or complete administrative, production and operations tasks. Many believe that marketing isn't necessary and that they'll get by on word of mouth or outdated materials. Having an organized master plan, with everyone working as a team toward specific goals, increases your chance of success and gives you an edge against competitors.
Depending on your marking plan's complexity, I recommend reviewing it on a regular basis--once a month or once a quarter. As we've seen in this industry during the last few years, things change, people leave, markets evolve, and customers come and go. Regular review and evaluation of your marketing plan gives you a chance to shift gears, if necessary.
Like a recipe in a cookbook, it's not enough to use just the right amount of ingredients. It's also important to follow the directions to produce that tasty dish. Tasting as you cook enables you to add seasonings and spices that are just right for you.
Diane McNitt
President
McNitt Marketing
Lansdowne, Pa.
Interesting Labels Article
I recently read Rita Tiefert's article titled "Solving Sticky Problems" and found it very interesting and informative (January, p. 30).
The company I work for, GPA, Americas Label Expert®, is a provider of label paper and specialty products in North America. Although we don't actually print labels for end use, we do supply the blank stock to companies who do. Many of the things you noted are objectives that GPA strives to achieve.
Trina L. May
Marketing Manager
GPA, America's Label Expert®
Chicago
SMI management made the decision to hire additional staff for sales, sales service and distribution without regard to the doom-and-gloom reports after Sept. 11.
There was a calculated risk involved, but if our instincts were right and the downturn was short lived, we knew we would be prepared in meeting our facilities and staffing needs. We aimed to take full advantage of our competitors' delays in "ramping back up."
We've never looked back, and our risk has positioned us to reap the rewards of our investments.
Randy Eubanks
Vice President of Sales/Owner
SMI
Fort Lauderdale, Fla.
