The Wheels Didn’t Fall Off
Printing, with the one exception of direct advertising literature, is consumed in the transactional activity of businesses. In a crippled economy, the amount of printing consumed decreases because business transactions decrease. When transactions begin to increase, most businesses simply start using the materials that are sitting in their warehouse or supply cabinet. There is a significant delay in new orders for printing. Promotional advertising/specialties are not transactional and are an important factor in increasing transactional business. So what might have been an "add-on" sale in the past is now the primary reason to see a client.
- Companies:
- Kaeser & Blair
Gregg Emmer is chief marketing officer and vice president for Kaeser & Blair Inc. (K&B). He has more than 40 years of experience in marketing and the promotional specialty advertising industry. His outside consultancy provides marketing, public relations and business planning consulting to a wide range of other businesses and has been a useful knowledge base for K&B dealers. Contact Emmer at gemmer@kaeser-blair.com.