"Marketing is a contest for people's attention."
--- Seth Godin
Getting people to know that your company exists and that it makes great products and provides a wonderful service is one of those issues that has troubled the business person since the startup of the world's oldest profession (no, not that one!), the making of signs. Some people call it marketing and others group it together with advertising, but it all boils down to getting the message to the masses.
There are various forms of marketing and many of these avenues will work. Some will work only temporary, while others leave a lasting impression on your bottom line. The key is to find one that brings in the customers while at the same time justifying the cost for doing so.
"Marketing is too important to be left to the marketing department."
--- David Packard
No one knows your customers better than you, or at least that is the way it is supposed to be. If you feel you don't know your customer and couldn't describe your typical customer in less than 15 seconds, then you probably have some homework to do. Understanding your typical customer is important for developing an effective, and efficient, marketing plan. You must have an understanding of your customer base in order to know what type of person you need to market to.
"The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself."
--- Peter Drucker
Once you have the ideal candidate in mind, find out where they reside, where they hang out, and what they like to do. This sounds like a lot of work, but actually it is relatively simple. For example, Joe provides boat wraps for his customers. That is a pretty thin niche. Who are Joe's customers? Well, it could be boat owners, boat sellers, waterfront businesses, insurance companies, boat engine manufacturers, etc. Joe probably wouldn't feel the need to market to hospitals or schools, (unless it was a boat driving school).
The point is to send messages to only those select demographics that want and/or need your products and services.
"In marketing I've seen only one strategy that can't miss - and that is to market to your best customers first, your best prospects second and the rest of the world last."
--- John Romero
You may have heard it before, it is easier to keep your best customers than it is to get new ones. Aim your marketing campaign in their direction. Tap this resource for new prospects and leads that you can market to as well. Holding on to the existing while you take their input for where to find new customers.
"Run away from laziness; work hard. Touch intuition and listen to the heart, not marketing directors. Dream."
--- Alber Elbaz
To really spread the word about your business requires creativity as well as a sensitivity to the pulse of your market. You want to know who is going to love you. Determine who loves you now and why, and then uncover ways to get others to know that you even exist. It is basically like going back to the high school dating scene...without the cheap cologne and Barry Manilow records.
Old-School Screen Printing in the Digital Age
By Eileen Fritsch
Whether you want high-tech, higher volume methods or a more tactile, hands-on approach, screen printing supports an incredibly wide range of business models.
Read the article...
Seaming Vinyl Banners: Going Beyond The Tape For Long-term Solutions
By Jennifer LeClaire
Chemical welding is an inexpensive way to seam banners and it’s longer lasting than banner tape. But there’s also something to be said for RF and heat welding processes that last much longer than brush-on solutions.
Read the article...
Looking for an article or trying to find an old one? Check out the SignIndustry.com article archive:
View the archive now
Advertiser - ISA Membership
ISA Membership: Grow your business, connect with other members and discover business opportunities!
Join ISA or your Affiliated Association and gain access to key insights and information:
To learn more about how the ISA and their Affiliated Associations can help you grow your business visit: www.signs.org.
- Stay on top of current trends and find innovative solutions to keep your customers coming back.
- Build a strong professional network to learn best practices from your peers.
- Protect your livelihood by utilizing ISA’s rapid-response government relations team to fight oppressive local, state and federal sign codes.
- Learn from others in the industry to grow your business.
As seen on a new town hall in Wales:
"The town hall is closed until opening. It will remain closed after being opened. Open tomorrow."
On a door to a warehouse in Macon, GA:
"This door is not to be used for entering or exiting the building."
Father's Day advertisement at photography studio in New Hampshire:
"Have the kids shot for Dad from $24.95"
We need those funny signs you've seen in your travels, come on, we know they're out there.
Send them to us at: firstname.lastname@example.org.