Interesting to see what the financial experts say about the outlook for the printing industry. This is from Jim Corridore at Standard & Poore’s January 14, 2012 stock report.
“Our fundamental outlook for the commercial printing sub-industry for the next 12 months is neutral. Growth in the general printing industry is dependent to a large extent on the performance of the U.S. economy, and we think any meaningful improvement in the economy could help the shares. We expect digital publishing content, delivered via e-books and other electronic storage means and via web-based delivery, to continue to grow as a medium in light of improved devices and delivery methods being available. Additionally, we see e-mails, online video placement and the web continuing to replace pamphlets, inserts and direct mail catalogs as a means of advertising.”
A smart marketing strategy may be to not do what everyone else is doing.
Daniel Boone (yes, that’s his real name) at Deluxe Corporation, had this great insight, “Social media has become like Pee Wee soccer where all the kids flock to the ball.”
Better soccer players – and smarter marketers – do this:
- They fan out. The players and their soccer coaches want the players positioned throughout the field and within the strike zone. Each player has a job to do and role to play to move the ball down the field. Soccer coaches don’t want all their players collapsing in on the ball. Then there’s no one to kick the ball out to. Smart marketers understand the role all the different marketing techniques play and use them all. They don’t put all their focus, time and money on one marketing technique. Social media is the latest “new thing” that the media is buzzing about. Sure, try social media but know that you may have a competitive edge if you choose to send direct mail postcards because there will be fewer companies using that marketing technique since so many people are spending so much time working on getting Facebook fans and writing pithy Twitter posts. That will mean you will get more “share of time” with someone when they are sorting through their mail.
- Smart soccer players look for the open player. In marketing this is looking at what marketing techniques everyone isn’t using. What’s not “buzzworthy” these days in marketing? Direct mail. Brochures. Faxes. Maybe those are all “open players” that would give you a competitive edge if you used them because your marketing message would stand out.
- Smart soccer players position themselves where to ball is going next. In hockey the advice is, “Skate to where the puck is going.” Same goes for marketing. Where will your customers be most open to hearing your message and find it relevant so they’ll act on it? That could be eBooks, online video customer testimonials…who knows what else.
Food for thought. What’s your thinking on how to gain a competitive edge with your small business marketing strategy?
- Communication Plan for Marketing – a how-to guide for choosing and using the best marketing techniques
