Promote...Or Perish
Clients are your bread and butter. Make them remember you and give them a reason to come back. In our business, note pads, calendars, posters and a host of other easily and inexpensively produced promotional materials always reinforce your image.
If you have in-house variable data capability, use it for your own campaign. Use your new digital device to produce pieces promoting your benefits and capabilities. But don’t get caught in a dead-end promotion that doesn’t generate results. Calculate the purpose of everything you do. Give incentives that generate responses.
Vic Nathan Barkin has more than 35 years of experience in the printing, paper and wood products industries and currently owns a consulting practice specializing in business development, workflow, and technology implementation, focusing on “Green Procurement and Production” practices. Vic is a QMS Lead Auditor certified to ISO 9001:2008 standards, is a consultant for the Rainforest Alliance as an FSC Chain of Custody and Controlled Wood senior auditor, is an FSC, SFI and PEFC lead auditor for PricewaterhouseCoopers and SGS North America, and has engaged in more than 700 site assessments and audits.
