October '21

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G R A P H I C S - P R O. C O M 2 0 2 1 O C T O B E R G R A P H I C S P R O 6 9 your slower months, you want to market heavier the month before to get the word out before the next month hits to help promote and improve sales. So, instead of promoting heavily year- round, you can focus on heavier promo- tion during the slower periods, allowing you to conserve spending. By better con- trolling your marketing fund, that helps conserve cash flow right away. Most com- panies never really know when or where they need to be marketing. With data analytics, you can even check to see which customers are purchasing the products. Knowing the industries allows you to target the market as well. We spend less than 1% of our annual revenue on marketing. How is this possible? Data an- alytics. We know out of the gate — since we focus on customer service, quality, and turnaround time — that most of our cus- tomers come to us by word of mouth, so we focus on giving items away with our logo on them in our showroom while giving out sale flyers. We also dabble in radio, TV, social media, and sponsoring some events as well. Radio and TV mar- keting are not as strong as they once were. Learn to become your own brand and marketing agent by using your data. It will help you cut wasteful spending and pack a punch with your marketing in the months and locations you market to. You do not need 1,000 new customers. You need five good ones that spend as much as 1,000 customers. Focus on quality over quantity. Never let one customer be larger than 10% of your annual sales. Always keep financial control. By knowing your data and marketing plans, you can now focus to your stock on your blank items and the supplies you

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