The advertising and marketing industry is a very big discipline. It is composed of multinationals and even small businesses. The nature of the industry can be very competitive, especially when it comes to securing large accounts. And if you want to thrive and survive in this environment, you need to come up with a marketing strategy that will help you get the attention of your prospects and build relationships with them. This principle should apply to all kinds of business in this industry—including yours, the signmaking trade.
A lot of signmaking businesses are actually too lax when it comes to marketing their services. You might have a steady set of clients, but do not be too feel assured that they are going to stick around. As mentioned, the industry can be very competitive, and there are surely some competitors just looking for an opening to steal your client. To protect yourself, you have to make your business marketable, so that your existing clients will remain loyal, and you will be able to attract new ones. Here are some of the pointers to keep in mind:
Build a network with fellow suppliers
For sure, you have already worked with other suppliers that the advertising agency or the brand has commissioned. And it is important that you befriend them, as they may recommend to you new sources of business; likewise, you can help them get new clients, too—it’s a give-and-take relationship. For example, the client is coming up with a billboard and they have commissioned a photography studio and a printing agency. You can go up to the photographers, shake hands with them, and build a relationship with them!
Nail the credentials presentation
Just because you are confident with your own roster of clients does not mean that you will not leave your office. From time to time, you ought to go outside and meet new prospects. You should initiate a credentials presentation. You can ask certain brands and even some suppliers if you can present what your company is capable of. As part of your marketing tactic, you can offer them initial discounts if the prospect decides to work with you.
Promote your systems and processes
Since you are already marketing the capabilities of your company, you should make it down that you are using state-of-the-art technologies that make printing easy and efficient. Say that you are not compromising when it comes to quality—that you only use Roland printer ink instead of generic ones. This will give the client the impression that you do not sacrifice quality.
Other than going to credentials presentation and handing out brochures during suppliers’ trade show, you ought to go online. Promote your business through search engine optimization and local search techniques. It is not that hard, especially if you have the right partner.
Marketing your signmaking business should not always be taken lightly. You should make sure that you have a strategy that will help you keep your existing roster of clients while attracting new ones. If you have an in-house creative team, you can brainstorm with them when it comes to the key messages of your campaign; use the resources that you already have.