To achieve this I needed to tell potential customers of new and innovative products for the printing industry. Variable data, large format digital printing, digital printing with pantone colors, label and form combinations, magnet and form combinations and e-commerce ordering systems. How best to show customers then actually devise a campaign where the product you are trying to educate your customers about is sent out to them to give them ideas how to use this product to help their businesses. One campaign I organised was to compile a list of fashion retailers whoose logo's were specific pantone colors that are not reproduced well in 4 color process printing. Today with 6,8 and 10 color presses you can print in 4 color process and 2 pantone colors quite easily. This keeps the integrity of the company's logo intact in their big marketing or flyer campaigns. This is OK for large run printing jobs. The problem is that even for large chains, you tend to have regional sales in a small amount of stores. In store displays usually are done in small numbers and are printed digitally. Today there are certain digital presses that can insert pantone colors on top of the 4 color process printing. After devising a mock up campaign and targetting by variable data the buyers of these retail fashion chains, I was able to secure 2 large accounts for present and future business.

This technique can be applied to any industry. The key is to really now your product and the strengths of your company. The next step is to educate your customers on your company's merits. Then you must reinforce your image constantly to stay in your existing customers mind, as well as peak the curiousity of potential new customers.

Once you have

Another great way for your company to be branded positively is to become associated with a worth while charity. Today we must give back to those less fortunate. Sponsering an event gives your company great exposure but the real treat is in knowing that you've helped others. Money is not the end all, all the time. A funny thing, helping others usually rewards yourself if not immediately some time in the future.

The trick is to plan out your actions. Research the market, research your company's attributes and brand your company's image positively and constantly. Following these steps should help your company stand out from the competition and make yourself more successful Best of luck. If you need help you can contact me at 514-337-2238 or visit us on the webb at www.solutionsink4u.com

Steven Schneidman
About the Author

Steven Schneidman has a B.A. in Psychology and an MBA from Canadian Universities. He also served as a professor at a Montreal University and worked for the secong largest Canadian bank. I have owned 2 very successful printing and promotional product companies. My greatest achievement is my wife and 3 kids.