Promote...Or Perish
An ongoing positive brand awareness campaign is of utmost importance. After all, what good does a product promotion do you if the brand is not trusted? It’s like trying to sell an iPhone without Apple behind it.
Product branding at the University of Missouri-Columbia, for example, is spread throughout offset, digital, wide-format and ad specialty lines. Joanne Rotert explains that every response is tracked, and special offers are used as incentives. Departmental flyers are included with finished jobs, and follow-up customer satisfaction phone calls are not uncommon.
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.
