Marketing

Not standing still

14 June 2020 Stuart Nimmo About us

2020 has been the year that no-one would have expected. Change happens, however, progress is to be made, standing still just wasn’t an option.

One of the significant projects for the first half of the year was the renewal, refresh of the website. It has been ground up re-working, meeting our defined needs, with a simplified structure, which brings the key knowledge into a sensible overview. The HAD-Print site is the first to be released across the HAD Group, the phrase which has been rattling around is “You don’t eat an elephant all in one go” due to the size of the project.

The focus is very much on services we offer oppose to products. Yes, we produce products, but they are very much a part of a bigger picture. From the onset of defining HAD-Print and the changes back at the tail end of 2017, it was about offering a rounded portfolio of services to meet the needs of SME businesses. The site features our key work areas and our ethos behind what we do.

We’ve inserted the usual blog, which we are semi-prolific with our content (as you’re already here!). For certain products, we offer the opportunity to directly book a 1-1 to discuss your needs. You will find more Case Studies populating in time, where we talk about the projects which make a difference. We do ask for feedback on what we do, and these form reviews which help us improve and celebrate what we do well.

Some might say that creating our partner page was brave. However, we don’t see ourselves as specialists in all fields, we like to recognise those with similar values to ours, in working style, ethos and experiences. We know we can work with, trust and above all integrate these skilled professionals into our work for you. https://www.had-print.co.uk/partners

Unlike a print project, we know that websites do evolve, we know we aren’t perfect constructive comments are always welcomed when validated with right facts. So the odd typo or grammar error we kind of expect. Different thinking, we’re open to listening.

Above all, thank you to all those, who have provided food for thought, helping us to create what we hope is a straight forward way to understanding us more.

Marketing basics…

12 September 2019 Stuart Nimmo Customer Support, Marketing, Print, Small business No Comments

It’s often underestimated, the knowledge that us printers have of marketing. We’ve been a significant part of the marketing toolbox for many years. Equally, we’re not a dead marketing method, like some would proclaim, just a time-served tool in the chest of marketing concepts.

I’m privileged to meet many business people, whether walking in through the door, or at business networking events. One of the things that does stand out, is how much tunnel vision startups are to their marketing strategies. Siting cost as the driver, it seems even the smallest of tangible tools can be overlooked, stating social or digital works due to it being cheap or free. Which makes for an interesting return on investment, as something for nowt doesn’t always ring true. All businesses rely on the need for growth, growth isn’t an easy win, it takes dedication, inspiration, and investment of all resources.

At the start of my career and even during my vocational education, the basics of marketing were drummed into us. Understanding your customer is key, having a “pen portrait” of who what where is essential, it then drives the following 4 P’s

Product – The first of the Four Ps of marketing is “product”. A product can be either a tangible product or an intangible service that fulfills a need or want of consumers. Whether you sell coffee or provide beauty treatments, you must have a clear grasp of exactly what your product is and what makes it unique before you can successfully market it. The pitch, tone of voice, visual identity should reflect the ideal customer and make it a potential part of their mix.

Price – Once a solid understanding of the product offering is established, making some pricing decisions is the next critical step. Price determinations will impact profit margins, supply, demand, and marketing strategy. Similar (in concept) products and brands need to be positioned differently based on varying price points, while price elasticity considerations may influence our next two Ps. Geographical implications also play critically on this.

Promotion – We’ve got a product and a price now it’s time to promote it. Promotion looks at the many ways to spread the word on the relevant product information to customers and differentiate your particular product or service. Promotion includes advertising, public relations, events and taster sessions, face to face networking, social media marketing, email marketing, search engine marketing, video marketing and more. Methods of engagement are critical here. If you’re looking for a faster conversion, the tools and techniques used will change. The adage people like people, like themselves, always improves the conversion rate, due to if they like or do it, then I should. Face to face engagement should always be supported by relevant collateral to support the engagement. Each touchpoint on a customer journey will build the future potential to buy.

Place – Professional marketers will often say that marketing is about putting the right product, at the right price, at the right place, at the right time. It’s critical then, to evaluate the ideal physical locations are to convert potential clients into actual clients. Today, even in situations where the actual transaction doesn’t happen on the web, the start of a sales journey has many points of contact including web, referrals and many more before potential customers are engaged and converted to a sale.

So how does print engage with this, we are experienced in supporting small businesses, ensure that your products visual identity matches and works with your audience. We’ve got substantive experience in tailoring promotional materials to fit your budget and ultimately your price point. We have more tools on our promotional print chest than you think. From the obvious to the more subtle for brand awareness. Print is a tool that can drive traffic to your other communication channels to improve the customer journey for your potential customers. Along with solutions to help you sign and brand your “place” to ensure maximum visibility.

Whilst as a printer, we’ll happily guide, support and ask questions to ensure your marketing buck, is getting you the best bang, we don’t do marketing strategy or other media. We’re fortunate to know many professionals who can help you. These professionals are the full source professionals who work across different media to maximise the impact and delivery of your marketing messages.