26 - 51 Flashcards
Chapter 27: Which Industry should you target?
- You must understand E-business and e-commerce
- 20% of customers giving 80% of business
- Reduce makeready time
- It’s good to focus on a specific market
- Speciality inks on paper to enhance print quality and colour of printed piece
- Add value to what you do everyday
- Keep customers coimg back because of good customer service
Chapter 26: Unique selling position, why customers buy from you.
- You should be able to write down what you do
- People rely on mission statements
- Understand why you are in business
- Try to get a unique selling position
- Being up to date is important
- Know what they need, to keep them coming
- You need something unique that will keep the customers coming
- Efficiently done complex jobs create the most profit
- Limited effcient prints (unique example)
- The process can be explained in a minute or less and is clear
Chapter 28:
- Good marketing converts suspects into prospects, prospects into trail costumers, trail costumers into loyal costumers.
- Different types of products require a different type of advertising
- AIDAR stands for Awareness, Interest, Decision, Action and Reorder
Many companies ignore marketing until…
- Down turn in sales
- They make a large capital investment in companies
- They increase their work force
- They lose a costumer that represents a large portion of their business
AIDAR:
- Awareness: If people dont know about your services, how can they buy from you? (furfillmemt services = profit)
- Interest: Make them want to use your products (direct mail is a good way to attract costumers)
- Decision: Creating desire
*3 to 6 bids to keep suppliers honest
*Whats in it for the key buyers
*They won’t change suppliers because it is difficult to build new relationships (for colour consistency and all)
*Succesfully convey the right message to the right people at the right time.
*Provide positive testimonials
- Action: It is when the potential client has decided they want to pursue business with the company. The client might not become a loyal customer unless a company has done what they have preached.
- Reorder: Developing customer loyality
* continue to demonstrate expertise
* update and educate them, communication is key
* print buyers, show them so that they can actually touvh them or try them
* What convinces you to buy a certain type of product or service
Chapter 29: Low cost, general marketing vehicles
- Direct Mail: Easy to customize becasue of database and loyality cards
- Press releases in magazines
- Educate customer and service staff (hold a customer service trainning)
- Permission email
- Product sample and technical awards
- Thank you referal notes
Chapter 30: Low Cost, Specific Marketing Vehicles
- Be specific so that you can customize for customers
- Loyality cards capture lots of information
- Capabilities piece to captivate cutomers: speak to the ability to get things done on time
Job evaluation survey card should say:
- “I was delighted because…”
- “I didn’t enjoy…”
- “Here is what can be done to make it better”
This improves commmunication
Chapter 31: Developing a marketing plan and sticking to it
- Each customer is unique and so is the target market
- Profitability
- Best companies have a marketing plan
- A simple plan can out perform a lengthy one
- Continuous improvement mode, to be ahead of the competition
- Before buying equipment, use old equipment to the fullest potential
32: Quality doesn’t sell printing
- Proper training
- Show that you could add value to the cutomer
- Prove that you could improve and give benefits
- Subjective approach to quality and colour
- People like inkjet proofs
- Active listening skills
- Shorter lengths for jobs ordered
- Quicker turnarounds
- increase on complexity
33: Customer nuture program
- The key is taking care of the customer
- Giving useful information that is relevant to them
- Benefits for long term loyal customers
- Personalize information to make them feel appreciated
SOC stands for?
- Share Of Costumer
* Point of contact creates oppurtunity, with team approach
* Make sure customers are comforatble through every stage
Chapter 34: Marketing Direct Mail
- Loyal cards with previous purchases from the company
- Target to certain market
Dos and Don’ts of Direct Mail:
- Make a commitment and stick to it
- Find long term solutions
- Create a selling oppurtunity
- Make sure database is correct and up to date
- Don’t miss any months
- Use different sizes and shapes
- Design aspect is important, awareness and profitability
- Be prepared for success so have enough products
- What works for one customer does not necessairly work for another
- Make sure you track down the information
Chapter 35: Marketing Spotlight on Postcards
- Depends on geographic locations
- Reorder reminders
