Showcasing your Brand
As an industry that largely supports the marketing of brands, events, and products, it is sometimes easy to forget that sign-makers also need to market themselves.
Machine manufacturers and the businesses investing in the kit will often focus largely on the quality and solutions that can be offered to customers to make brands and products stand out.
Yet do sign-makers apply the same thinking to their own services?
The last three years have demonstrated how agile and adaptive print and sign companies can be, with a number of previous considerations becoming inflated by world-wide events.
In many scenarios businesses cannot just rely on long-standing partnerships and word of mouth to get by, especially as business turns more and more competitive.
So, what are some of the ways of marketing your business you should consider, and how can we better understand how all companies are using digital and physical services to best market themselves?
Expanding Your Reach
A company with a diverse understanding of marketing and print is Webmart, which was founded by Dr Simon Biltcliffe in 1996.
Originally set up to buy and manage print services throughout the UK, customers now use Webmart to help drive marketing ROI through sustainable integrated marketing campaigns.
Simon Biltcliffe spoke about AI’s role in the future of print at this year’s Print Show
The business prides itself on its dedication to the environment as well as its workforce and the main charitable causes it raises money for.
Biltcliffe, the previously mentioned founder as well as executive chairman dedicates himself to building Webmart while also making the world a better place at the same time.
Discussing the changes in modern marketing, Biltcliffe says: “We’ve all got more used to speaking digitally and all have the challenges of finding new customers and cross selling an ever-increasing number of products and services. Webmart and other print companies want to be the core of how customers communicate with the marketplace, rather than just an output device for their messaging.
“We need to get more involved in the data behind our customers' decisions and be partners with these customers so it’s a peer-to-peer relationship rather than a client and supplier relationship.”
Biltcliffe explains that networking events and exhibitions can be a great way for companies to meet peers and find businesses that offer different services to you that your customers might be buying elsewhere. It can therefore be highly lucrative to form new suppliers and connections in order to further expand your reach and product range.
“If you don’t know how your customer gets new customers, or how they cross sell to their customers, reactivate lapsed customers, and get existing customers to speak to other potential customers, then you really are at risk of being commoditised or taken out completely from the equation.
“You really need to understand your customer's approach to their market rather than just what you can sell to them,” says Biltcliffe, adding: “This way you can try and alleviate some of their struggles and deliver new revenue streams.”
More and more businesses and suppliers are opening their doors to talk more directly with customers, but in a more personal and interactive way. Very few people want to interact and only do business in the same old work spaces, so the more you can interact with clients and colleagues in fresh spaces, the better chance you have of broadening potential business avenues.
While many would consider marketing to simply be a way of presenting your company in the way of a graphic or advertisement, you and your team can also be adverts to your business.
After businesses have faced a number of marketing challenges over the past few years, Karis Copp, PR specialist and managing director of Karis Copp Media, has witnessed how companies and individuals have adapted.
Karis Copp formed her company in 2018 and works with businesses across Europe and North America
Copp notes: “Lots of people have swapped remote working for returning to the office or in many cases a more flexible arrangement. I am happy to see a more integrated approach over the last few years, marketing, PR, advertising, and sales can’t operate in siloes; we all need to be working towards tangible business goals and all these efforts need to coalesce into a unified strategy.”
Speaking about the way businesses can look at new ways to engage with customers, Copp explains: “Research and groundwork are key when it comes to trying something new. Diving in to, say, a brand-new social media platform (of which there are seemingly more by the day) or sponsoring a new event and then finding out it’s the wrong move for your company risks alienating the businesses you want to connect with.
“Not only is this a waste of time, energy, and marketing budget, but it can also be a blow to brand credibility and identity, as well as affecting the consistency of your messaging. Look at the audience you serve well now then ask how this can be built upon and adapted to attract a wider customer base?”
As a marketing company that offers a variety of services in print, digital, and retail, Webmart has itself invested heavily in its own marketing to communicate what it does.
The relationship Biltcliffe previously mentioned with customers has helped to create a strong referral and strong selling strategy.
“Talking about your ethos and the purpose of your business is also really important,” says Biltcliffe, who adds: “Every company is going through a series of challenges, including environmental, social, and governance (ESG), which is an element we have focused on helping customers with.
“Even if there is no revenue attached to these conversations, it is important to discuss what is important to your customers, so that you can futureproof the relationship with your customers. As an industry we often focus on what our presses can do and shoehorn anything our clients want onto them rather than understanding the ‘why’ behind the order.”
As an industry we often focus on what our presses can do and shoehorn anything our clients want onto them rather than understanding the ‘why’ behind the order”
Biltcliffe explains that Webmart has invested a lot of its time in this strategy by listening to its customers. Discussing the various avenues businesses can take in regards to marketing, Biltcliffe emphasises that all channels are open.
“LinkedIn is a great example of communicating with other businesses,” says Biltcliffe. “I’ve got 21,000 LinkedIn connections and it’s a great self-managing database which is free. Whatever your role is, you’re in sales, and you’re always out there looking for new opportunities and ideas.
“There is definitely a lot of differences with social media platforms, TikTok may not be suitable for one business, but LinkedIn certainly would be suitable for most.”
Biltcliffe emphasises being open minded about the channels that you both listen and communicate through, especially as Twitter radically changes (for want of a better word) a new platform like Threads may work as a suitable tool for your business.
Telling Your Story
Over the past decade social media has become more and more relevant, with more businesses reporting that a large part of their business comes from social media channels.
Many of these platforms can be ideally suited to the print, display, and décor sectors as it gives businesses the chance to showcase their products and services in a meaningful and effective way.
A company that has witnessed this both itself and with its customers is Target Transfers, a UK supplier of garment decorating machines.
Andy Rogers and Molly Harmon, marketing manager and senior marketing executive at the company, say: “We have found that our most successful customers are the ones that have evolved and embraced marketing within their business. The way that end-users want to be communicated to and the channels that hold their attention continue to change.
“For print and textiles businesses, embracing marketing is essential for success. Some customers want to message you on Instagram or Facebook rather than call, so let them. We find that the more questions we can answer ahead of time, the better.”
Target Transfers embraces a wide range of media types including video and audio, such as The Garment Decorators Podcast.
Target Transfers presents a weekly podcast called The Garment Decorators Podcast
The company’s approach demonstrates how businesses are utilising multimedia channels to communicate their brand, whilst also making engaging content.
Rogers and Harmon say: “Customers have a thirst for knowledge and will spend time doing their homework on bigger items. So, you need to provide content in the way they want to learn. Think about the platforms they use and not the ones you want to use. Are you doing virtual events? By having regular live events (every Friday lunchtime) we have regular conversations with customers new and old and help them make informed buying decisions every week.
“By embracing education. Having a marketing strategy with its roots in education will enable us to engage on a deeper level with our customers. For existing customers, we add value by providing new ideas for product efficiencies and revenue streams. For example, we helped one of our customers save 55 working days per year, per operator. We then turned this into an education piece so that more customers could benefit from this efficiency hack. Our customers will not forget this.”
Communicating stories or your brand is no easy task especially when working in a small team or trying to juggle day-to-day tasks. Many businesses will employ a dedicated marketing manager or PR specialist to help with this side of the business.
Advising on the best way to navigate this, Copp says: “Work with PR specialists that know your industry and are willing to really get under the skin of your business and your audience. Without this, the communications offering just won’t be truly authentic, and authenticity is crucial to fostering a genuine connection with customers. Collaboration is key.
“Don’t think that hiring an external PR/marketing professional or agency means your work is done. Businesses need to work closely with them to align goals, hone and tweak campaign strategies, and ensure a continued partnership that gets results.”
Copp emphasises the creative potential of print and how you can communicate what a customer can expect through your previous work.
“Focusing on the ‘how’ and ‘why’ of your offering’s impact is more dynamic than the ‘what’ of your product or service,” says Copp.
“Look at customer case studies and testimonials for example. Tell the story of why your offering enhanced your customer’s business, and how it can do the same for others. Once you’ve got the story, a cross-media approach will help you maximise that strong message for incredible results; a great piece of written content can be repurposed into a social media campaign, blog copy, a press release, or thought leadership piece for your target media.
“Then there are opportunities for tie-ins with your event marketing, email marketing, videos, webinars, podcasts, and more.”
With so many mediums and channels available, Copp adds: “Make sure you think about which tactics complement your brand and your story. Maybe your audience responds well to video content and sharing the more social, personal side to your business and employees, or perhaps they are more technical and prefer in-depth research and whitepapers. Meet your customers where they are, not where you think they should be.”
As already evident, brand and image are both crucial to marketing your business, much of which can be communicated in your social media, your staff, your dress code, but also your website.
Whether it be in a professional or personal capacity, everyone will have experienced an out-dated or difficult to navigate website which itself becomes a reflection of the company you are trying to engage with.
Biltcliffe, Copp, Rogers, and Harmon have all stressed the importance of communication and utilising the many channels out there. Apart from showcasing these platforms, it's also important to ensure you aren’t highlighting older or unsuccessful parts of your business.
Outdated news sections, old videos, and inactive social media platforms can be just as detrimental to the image of your business as not using these channels at all.
Striking The Right Balance
A big consideration for print companies is how to balance the many expectations that businesses and individuals face in the modern age.
Based in Leeds, West Yorkshire, The Sign Group is a trade supplier of a range of different sign products like faux neon, illuminated signage, sign trays, and bespoke lighting.
The Sign Group utilises its vivid range of products to create a compelling showcase on its website and on social media.
Managing director of the company Grey Hoole emphasises the importance of striking strong relationships with customers: “When our customers find themselves in need of the services or products we offer, we want them to know that we've got their backs and are here to provide them with help in any way we can. By prioritising their needs and earning their trust, we're giving ourselves the best chance to quote for their future requirements.”
Hoole adds: “We take pride in being a company that's always ready to lend a helping hand and offer advice, even if it means pointing them towards another service provider that might be a better fit. We firmly believe that this approach builds trust and establishes a solid foundation for future collaborations.”
Recently the business decided to embrace popular and new forms of social media like TikTok, which until now has proved challenging for businesses looking to breakthrough the platform which has become popular for short comedy, dance, and influential videos.
The Sign Group is using TikTok to showcase its business culture
Regarding the decision for The Sign Group to join TikTok, Hoole says: “We decided to start a TikTok account because we wanted to show off a more candid side of our company. We have a lot of interesting characters at work, and we thought TikTok would be a fun way to showcase our building and equipment.
“We also wanted to show our team having fun, which is a natural side effect of using TikTok. We think it's important to show potential customers who we are and what we're like, and TikTok is a great way to do that.”
Discussing the importance of businesses using social media, Hoole comments: “For trade suppliers, I don't see being on social media as a 'live or die' situation, but its importance will continue to grow in the coming years. Therefore, it's essential to have a plan in place sooner rather than later.
“While social media may not be at the top of the priority list compared to your website and database, if you have a capable team and can consistently organise social updates, it can be a positive asset. It's a fantastic way to showcase your team's personality and let the company shine.”
As well as what you do and offer, the ethics of your company and how it operates is just as important. The surging popularity of sustainable and ethical businesses shows how customers are changing where they are willing to spend their money.
While cost is still a major factor for many decisions, how a company operates can also impact purchase decisions, especially as a lot of the public try to help local and high street businesses over giant corporations like Amazon.
As founder and managing director of THEMPC, Paul Marsh has seen many of the hurdles businesses have faced over the past few years.
Founded in 2013 the company was created to provide high quality print management, packaging, merchandise, as well as support and logistics solutions, all under one roof.
After 20 years’ experience in business in both the US and UK, Marsh has brought what he has learnt to solutions like SwagOnline, an online portal for ordering branded products like pens, water bottles, and notepads.
“In order to market yourself successfully you need to work to your strengths,” says Marsh, adding: “If you have strength in technology then sell via the web and streamline your production processes. If you have good salespeople give them the freedom to sell and not be tied up with administration.
Showcasing your business in print and online can make your company seem personable and approachable
“There are many routes to market and some work better than others but the success of each depends on your understanding, your confidence, and your ability to market.”
As the majority of businesses are now found online instead of through older forms of communication like directories and business listings, many companies may feel overwhelmed by the prospect of navigating outlets like Google.
Marsh comments: “Google AdWords is a very competitive space with high value keywords increasing the barriers to entry for most printers who don't understand how this works and would therefore need to work with an agency to optimise their success.
“It is still seen by many as black magic and print companies are nervous about spending big money on what they don’t understand.”
Very Displays a trade-only supplier of products for exhibition, event, retail, POS, textile, and outdoor use is another company that has helped clients achieve their marketing, while also collaborating to in-turn market themselves.
Jacob Higgins, marketing assistant at Very Displays, says: “The increasing reliance on digital technology and online platforms have compelled print and sign businesses to adopt innovative approaches to stay competitive. The likes of social platforms, e-commerce web-to-print services and email marketing all play a vital role in the marketing plans of print businesses.
“This being said, traditional techniques, such as exhibitions, printed collateral, or internal showrooms are still proving to be successful and part of a wider marketing plan. In fact, we have recently built our brand-new showroom, which is segmented into our four categories and we also attended The Print Show in September.
Higgins adds: “We truly believe face-to-face interactions still provide great opportunities to market your business and products in the right environment with the right target audience.”
In contrast, Marsh comments: “I'm a big advocate of digital marketing over networking, trade shows, or telephone leads. This is most likely based on my experience, knowledge, and understanding but is what I find works for me.”
As previously discussed, it is this contrast that pinpoints why understanding yourself, your business, and most importantly your customers, is crucial in how you market yourself and your business.
Creating online content, attending networking events, and making connections on LinkedIn is all hugely important, but unless these options are capturing your intended audience, they will all be fruitless endeavours.
Higgins says: “At Very Displays, we are often thinking of innovative ways to help our customers market to theirs. A proven successful method is our free unbranded product reseller guides. They make selling portable display solutions easy for our customers with product details and imagery all in one place. Our customers have the option to have the guides overbranded with their company details for a total cost of £0. We count them as the one-stop shop for reseller information.
O Factoid: The IPA’s Bellwether Report states 36.6% of its respondants foresee greater total marketing spend in 2023/24 compared to 16.9% expecting cuts O
“Utilising data analytics and customer insights will help businesses understand preferences and behaviours, enabling them to deliver targeted and relevant digital marketing campaigns.”
As highlighted by Higgins, using your tools and assets is an important part of marketing your business effectively, so that nothing goes to waste. A milestone, celebration, or funny moment can be an ideal opportunity to share with customers and followers.
Regarding The Sign Group’s recent use of TikTok, Hoole adds: “We plan to use TikTok to showcase our work visually in a variety of ways. We'll post timelapse videos, short snippets of machines running, and funny "shorts" with our team being goofy. We want our content to be fun and engaging, but we also have to be careful not to break any non-disclosure agreements with our clients. So, our videos will mostly focus on the people at our company, rather than the products we make.
“We don't expect to achieve a huge following on TikTok, but we like the idea of building up a bank of videos so existing and new visitors to our site can get a quick insight into what we are about and what we do.”
While marketing your business is certainly a big job to undertake, the advice and solutions here should be testament that the time and effort are all worth it considering the rewards.
Copp concludes: “A lack of consistency is a major pitfall. Companies put so much work into marketing and communications, only to trail off instead of keeping the momentum going. Being too busy to focus on outreach is a good problem to have, but it’s important to plan ahead for quieter periods. If it’s not getting done, this is where an external agency partner or the creation of a new internal role are really worth considering.
“I would also avoid focusing too much on product and price, again, craft the right story, concentrate on end-results and the power of emotion. Finally, failing to measure. How will you know if your marketing is working without properly analysing your success and identifying what needs to change? Get a great handle on your numbers and your life will be a whole lot easier.”
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