Marketing Mavens

By Dawn Lospaluto
In June 7, 2013

Does anyone show clients an equipment list anymore?

Time was―and not that long ago―when an equipment list and a couple of recent samples were just about the sum total of a printing company’s marketing kit. How times have changed.

In a conversation yesterday about his NAPL Marketing Plus Award entry, one of our members said he wasn’t sure about which categories to enter because his company’s marketing was really done in the form of comprehensive campaigns that comprised a variety of materials printed and electronic.

He’s not alone. Today’s printer, in most cases aka marketing services provider, has―and uses―an arsenal of marketing media to promote his company. In last year’s Marketing Plus competition, for example, entries included printed brochures, newsletters, and special packaging that showcased every conceivable printing and converting bell and whistle, from unique graphic design and paper techniques to varnishes and glosses, die-cutting, embossing, intricate folding/insertion, and letterpress to wide-format and lenticular/3-D printing.

But printers also submitted entries with alternate media, such as electronic newsletters, personal URLs and websites, blogs, and online videos, as well as the creative use of segmented/targeted mailing lists and personalized variable messaging. Printer-hosted events were entered as well, from plant tours to seminars, outings, and community outreach opportunities. And promotional giveaways ranged from boxed sets of educational booklets and reversible jigsaw puzzles to Halloween-themed haunted house-shaped personalized boxes filled with candy and topped with die-cut bats.

Printers have always embraced the ability to take what they can do for clients and do it for themselves, producing splendid calendars and posters to market their expertise. Now that they are providing their clients with a broad spectrum of marketing services, they are taking all the new skills they’ve developed and putting them to use in promoting their own business.

Along the way, they are demonstrating how print and alternate media converge to complement each other in a symbiotic relationship whose whole (results!) is definitely more than the sum of its individual parts.   They are also winning awards for their skill, creativity, and exceptional results.

Now’s the time for you to showcase your promotional and marketing materials and campaigns in the 2013 NAPL Marketing Plus Awards competition. But please don’t delay. There’s not much time left―entry submission deadline is next Friday, June 14.  Click here to learn more, and don’t miss the opportunity to let the entire industry know you are a true marketing maven.  

Dawn Lospaluto

Epicomm Senior Director of Communications, Dawn has been the editor of Epicomm 's "Bottom Line" magazine and its predecessor publications, "NAPL Business Review," Printing Manager," and "The Journal of Graphic Communications Management," for 20 years. She also writes and edits several Epicomm member print and electronic newsletters, including [Re]View, Management Bulletin, Highlights, and Discover; press releases; and various marketing materials; and oversees Epicomm 's book publishing program. Dawn previously served as corporate managing editor for Allied (now Honeywell) Corporation and as a reporter and editor for New Jersey's largest evening newspaper. She is a graduate of Douglass College (Rutgers University) and holds an M.A. degree from Fairleigh Dickinson University, where she has served on the adjunct faculty.

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