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How NOT to Sell to a Vertical Market

Submitted by Bill Farquharson and Kelly Mallozzi on August 5, 2019

The term, “Vertical Market” is used to define categories of prospects, such as banks, hospitals, colleges, restaurants, construction, and so on. The thinking is, if you can learn to sell to one, you can merrily crusade to another and find a similar situation, offer a similar solution, and make a second sale. Then another. And another.

That’s how it works on paper, anyway.

But there’s a right way and a wrong way to sell to verticals. Here it is in short:

“It’s not about what they buy. It’s about why they buy it.”

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Use Direct Mail That's Informed by Market Intelligence

Submitted by Christopher Hosford on July 18, 2019

In this series about the marketing basics for printing companies, we’ve covered a lot of ground, including developing your value proposition and vision, finding and cultivating new customers, and in particular developing a content marketing plan to draw the interest of prospects.

What we haven’t covered up to this point is using one of the best marketing methods at your disposal: your own expertise in print and direct mail, combined with the intelligence you can gain from digital sources.

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Perfecting Your Email Content Marketing Strategy

Submitted by Christopher Hosford on July 11, 2019

Email is one of the oldest of internet technologies and still one of the most effective as a marketing tool.

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Create Your Workflow Journey Map to Fix Your Workflow

Submitted by ryan.mcabee on June 25, 2019

Rome wasn’t built in a day, nor was your print shop. The business grew over time. Customers, employees, equipment, and software have likely come and gone. Odds are also high that you now offer more applications that are being produced across multiple types of print technology. But have your processes and toolsets to support those processes changed with the times?

Over our years of performing workflow assessments, we have found some commonalities across print shops of all shapes and sizes:

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CabinetM: A Handy Way to Find and Compare Marketing Technologies

Submitted by Christopher Hosford on June 25, 2019

Marketing these days is driven by technology. By some accounts there are at least 7,000 marketing tech products out there that can help you be a marketing winner —or confuse you completely. How can you pick what marketing technologies to invest in that make sense for your particular business, and that will provide the best return on your investment?

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