Print Solutions Magazine, July 2004 -- 433 E. Monroe

Place a Wager on Your Company

I lack the fearlessness (and facial hair) of professional gamblers, but I don't mind wagering a few bucks on a weekend game of golf with the buddies, or maybe—and this is purely hypothetical—$20 on a Belmont Stakes horse race last month that included a favored entrant from Philadelphia named Smarty Jones.

(This is an important paragraph Internal Revenue Service employees: Whoa! Just kidding about that whole gambling thing! Why would anyone wager their hard-earned money, knowing it could be taxed in certain situations? That would be crazy! Anyway, to you, we dedicate our feature, "Don't Write Off Tax Forms," beginning on page 30.)

I've met hundreds of distributors, manufacturers and suppliers at industry events, and I'm always energized by the industry's entrepreneurial spirit. You're too intelligent to bet on a 4-legged racing animal. You would rather bet on your company's future.

So, why don't you?

Why don't more printing industry companies market themselves? After all, some firms' best projects are eye-catching pieces that help customers communicate messages. Why not spend some energy providing customized, effective printing for your own company?

Marketing has taken on a new level of importance in the printing industry. As companies produce and sell new products and technologies, they need to redefine themselves. While it's essential to "get your name out there," it's just as important to shatter the public's perception that you "just sell printing." How are you different from the other printing company down the street, or the other thousands across the country? Some end users—bless them—make buying decisions based on value, but let's face it: Many companies view printing as a commodity they can get anywhere. So what distinguishes your firm?

Every answer to that question is related to marketing. Depending on whom you talk to, marketing is a lot of things—a science, an art, a pain in the rear. It's a 3-step process: knowing about you (understanding your strengths and weaknesses, developing an objective), knowing about them (understanding your target audience, researching key contacts) and knowing how to bring those two together (choosing the right media, gauging your campaign's success). Each step requires introspection and hard work, but smart marketing pays off.

Our cover story, "37 Marketing Tips That Stick," begins on page 38. It includes insight from marketing experts who can help make that hard work easier. The story is separated into five sections: customer feedback, direct mail campaigns, media relations, event planning and online newsletters. The experts' tips are practical, and we hope a few of them help you gain accounts. Also, if you want to read a 5-step guide to crafting your marketing plan, visit our award-winning web site at www.printsolutionsmag.com and click on "Print Solutions Web Exclusives." Also, check out www.marketingprofs.com, a marketing site that includes columns from some of the experts included in our piece.

Go ahead: Bet on your company. Spend some time and money getting in front of new faces, and you'll enjoy a return on the investment.

Darin Painter

Managing Editor

dpainter@PSDA.org

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Table of Contents

Editor in Chief

Peter L. Colaianni, CAE

Vice President,
Publications & New Media

Brad Holt

Managing Editor

Darin Painter
Assistant Editors
Preeti Vasishtha
Andrew Brown

Art Director/
Production Manager

Roxanne Rash

Advertising Director

Cyndy Kelly

Advertising Coordinator

Curtessa Pennington

Contributing Editors

Dick Gorelick

Dennis McGarry, CDC

Phil Schmidt

Publications Committee

Dan Swagler, Chairperson
Bob Bell
Jeff Long
Geoffrey Nelson
Tom Nelson
Gail O'Roke, CDC
Geo Plumberg
Ivars Sarkans
Louann Siebert
George Smith, CDC
Bob Talion
Steve Wakefield
Dave Wandling, CDC

Advertising Sales

Print Solutions Magazine
Advertising Department

433 E. Monroe Ave.

Alexandria, VA 22301-1693

(800) 336-4641

Fax: (703) 549-4966

bholt@printsolutionsmag.com

Print Solutions Online

Print Solutions, the only industry magazine to win awards for writing and design excellence, is available online at www.printsolutionsmag.com. The site includes daily news, a comprehensive archive of Print Solutions articles, a complete media kit, links to industry companies and other features not included in the magazine.

Print Solutions is the official publication of the Print Services & Distribution Association (PSDA), the Association for Business Printing Independents. Unsolicited manuscripts are welcome. Please address all submissions to: The Editor, Print Solutions Magazine, 433 E. Monroe Ave., Alexandria, VA 22301-1693. Phone (703) 836-6232, fax (703) 549-4966. You can reach us via email at editors@printsolutionsmag.com. Visit our World Wide Web site at www.printsolutionsmag.com.

Volume 42, Number 7, July 2004. Print Solutions (USPS 205-400, ISSN 1535-9727) is published monthly by DMIA, 433 E. Monroe Ave., Alexandria, VA 22301-1693, (703) 836-6232. Subscriptions: $29 per year for DMIA members included in dues, $49 for non-members (plus postage for Canada and foreign). Periodicals postage paid at Alexandria, VA, and additional mailing offices.

Postmaster: Send address changes to Print Solutions, 433 E. Monroe Ave., Alexandria, VA 22301-1693.

Statements of fact and opinion are the responsibility of the authors alone and do not imply approval on the part of the Publications Committee, Officers or Membership of DMIA.

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