Strategic and thoughtful campaigns can provide big pay-offs
Marketing products and services within the forms industry is not something distributors take lightly. Rather, it is a major business component that serves as a distributor's lifeline to success. It is, in fact, a form of communication—allowing distributors to not only present ideas and solutions to current and potential clients, but also to build and maintain relationships. With that said, no price is too high when it comes to strategic marketing campaigns.
Spending upwards of $3 million on creative sales, business development, marketing support, advertising, direct mail, public relations and the occasional community event, Cleveland-based ProForma is no exception. Nancy Valent, chief marketing officer, explained, "We are in the relationship business in terms of talking about products and services. And the key message is not only that we have great services, but that we come to the table providing solutions."
Valent added that successful distributors are those who are willing to think outside the box and offer unique solutions. Fortunately for ProForma, a 500-member network provides a great source of creativity.
"Our marketing success comes down to our members' commitment to professionalism and creativity," said Valent, adding that ProForma is intent on reinforcing its strong bond with its members by providing them with effective sales support materials. Such materials include standard self-promoters such as T-shirts and mugs in addition to company literature detailing products and services.
Jeff Scott, vice president and general manager of Merrill Corp.—Resource Management Division, Monroe, Wash., concurred. "We don't look at marketing from a dollars and cents perspective. Dollars are secondary to the opportunity to work with our customers. If distributors are fully engaged with their prospects, the investment is minute compared to the payoff," he said.
Scott added that returns on marketing investments are even greater when focusing on distinct markets. "We try to focus on larger clients with complex printing and fulfillment needs. We're not just shotgunning it, we are targeted," he said.
Because of the success Merrill enjoys with its current client base, Scott conceded that the company does not engage in mass marketing. "We use a variety of tools such as brochures and Power Point presentations that allow us to focus on the particulars that our customers are interested in," he said.
Before such tools are used, however, the company employs its most powerful tactic—research. "The technique that is most effective for us is the ability to understand a client's area of concern. We cannot provide anything valuable until we have had a chance to understand what they are experiencing," said Scott. "This is the discovery time that proceeds the use of standard tools that are specific to their needs."
Using past referrals also helps, he added. "Sharing what we have been able to do for other clients that are similar and size, breadth, etc., is one of the most effective selling strategies we have. There is a lot of power in referrals."
Valent agreed, noting that ProForma also offers examples of what it has done for other companies. "We don't necessarily use the same solution, but it gives the customer a sense of other solutions we were able to offer," she said. "Then we tailor it to the new client's needs."
Advertising to vertical and trade market areas is yet another smart marketing plan. "Every company is involved in using business documents, business cards, stationery and collateral materials," Valent said. "And they also have incentive programs and use wearables, so we work to convey a full-service message to our clients."
While it is true that selling points are different when talking to someone buying promotional products versus commercial printing or wearables, Valent urges distributors to come across, overall, as solutions providers.
One example of a successful marketing campaign, said Valent, was when ProForma suggested a client use a patented Z-card brochure for an upcoming trade show. "The client expected 7,500 visitors to attend the show, so we provided a business card-sized brochure that opened like a map," she explained. "Inside was a floor plan and Web site promotion. It was exactly what the client was looking for and, since we could then use it as an example of a solution we provided, it served as a nice marketing tool for ourselves."
Utilizing a strategic approach, ProForma engages in a year-round marketing campaign as a means of attracting customers with different plans and different needs throughout the year. "This is not a seasonal business," said Valent. "We like our clients to feel that even during peak times throughout the year, we are there for them."
Merrill also markets on a continual basis. Said Scott, "This is a continuous effort and we feel we always have to have be prospecting in order for us to achieve the growth rate we target each year."
He added that reaching such a goal means incorporating the entire company in the marketing process. "We've empowered all of our executives, as well as our sales reps, to be responsible for driving new business opportunities. It really is a team sell," he said.
How long, then, can it take for a sale to go through? "Our selling cycle can vary greatly," said Scott. "It can be a six month process or it can be a 12 to 24 month cycle for a more complex program sell." He added that, "Patience is key."
Finally, effective marketing entails progressing with the times. Said Scott, "We are evolving just as we see our clients evolving—by branching off into new markets. We are not under the false belief that we have something we can stick with forever."
By Sharon R. Cole