Allegra Print and Imaging

While the Internet is now a marketing mainstay, research shows that most small businesses use print materials to market themselves more than any other medium, explains Ted Stein, owner of Allegra on Providence’s East Side. Print communications are highly effective marketing tools because they reach most any audience and can be customized.

The following are key considerations when using print strategies: Carefully plan your marketing efforts. What has worked well historically? Create a brand identity via graphic design, color schemes, etc. This will create continuity to aid customer recognition and recall. Be specific with your print communication goals. A singular objective makes it easier to develop a strategy. Efforts to simply “get our name out there” will not be as effective as those with a specific objective.

Define your target in terms of demographics and psychographics. What do you know about the audience’s needs and preferences? This information will help you and your printer decide what type of materials will be most effective. If you are targeting seniors, your marketing will differ from what you use to reach high school seniors.

For marketing to be effective, your product or service must be heard multiple times. Marketing efforts that are part of a strategic, conscious campaign are more effective than those that are piecemeal or tactical in nature. Understanding this will help you and your print professional determine how to best reach cus- tomers. In most cases, prospective buyers need time to consider your product or service. Typically, the buying process begins with awareness, stimulating interest, evaluation and then trial. Ultimately, the goal, of course, is to gain a committed, repeat customer.

Evaluate your marketing. Quantify the success, whether it is inquiries, responses in new geographic areas/market segments, awareness, trial, etc. Your conversation with your marketing services professional should go beyond paper selection, colors and quantity. It should include design, production and imple- mentation of your marketing program. Call Ted today to help turbocharge your print marketing. Ted Stein is a former marketing executive with Hasbro, Gillette, Revlon and GE. He has owned Allegra, servicing businesses in RI since 1995. 102 Waterman Street, Providence 421-5160. Visit their website.