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In this highly competitive market where credit is tight and cash is seemingly moving on to the Endangered Species List it’s vital for printers to promote their many capabilities including but not limited to one’s technologically advanced services, personnel, combined staff experience, pricing and location on a local and national basis.

However, in order to take this discussion to that elusive next level, this month’s space is devoted to communications from a variety of marketing-communications experts, each of whom made their comments with the needs of printers in mind.

“Repeat business is a significant lead to success,” opines Lisa Hamaker of Kaliday Consulting in Bolton, Mass. “Not only is your company receiving the revenue from that customer, in addition, loyal customers are much more likely to refer you to their colleagues and friends.”

There are three keys to great customer loyalty, according to Hamaker, and in today’s world of information flow, sometimes the basics are overlooked. Two basic principles that are the foundation of any quality customer relationship are accuracy and accessibility. In other words, the job must be right the first time, and the customer must be able to obtain knowledgeable assistance at their convenience.

Many of us are learning however, that it often takes more than in-depth product knowledge to make a sale. How you market your products is key in today’s competitive marketplace. Innovative marketers, however, leverage traditional methods and often combine them with new ideas and technologies in ways many of their competitors probably never imagined.

In Tough Times, Throw a Party

“Host a business-community mixer at your print shop,” advised Dr. Debra Condren, business adviser and author of Ambition Is Not A Dirty Word. “Invite all of your clients, cross-promote and possibly share the expense with your local chamber of commerce and/or other business organizations, including local banks.”

While “event marketing’ has become very popular, it can still take time to get on buyers’ calendars. “Making a sudden splash” to generate attention may be worth the effort. Condren urged partying printers to go first class and have the event catered. “The cost needn’t be over-the-top,” she said. “But do it right so folks will enjoy themselves, benefit from the networking, and may think of you for their upcoming printing needs.”

Taking Condren’s suggestion a step further, printers should rely on promoting such events through new social media sites such as Twitter and Facebook. When invitees learn an event is being promoted via one of these sites their prone to investigate and excitement builds. Similarly, after the party, post photos on these sites, directing visitors to your site as you do so.

Ineffective, inconsistent or inappropriate communication can be the kiss of death for your company.

The goal today is to create a long-term “buzz” to steadily draw attention to your company while establishing it as a forward-thinking, innovative source for great and dynamic printing. Also seek out speaking opportunities. Start small, an offer to talk to a small-business group about printing innovations or how graphic design changes can enhance their firm’s image can lead to new opportunities.