Big Picture - November/December 2015 - (Page 18)
You Ask,
We Answer
Digital printing and industry experts tackle your top questions,
challenges, concerns, and frustrations as 2015 comes to a close.
COMPILED BY ROBIN DONOVAN
MEET THE EXPERTS
CRAIG MILLER - president/CEO, Pictographics
TERRY CORMAN - CEO, Firehouse
JARED SMITH - president, bluemedia
BILL BROUHLE - senior application specialist, Agfa
RANDY PAAR - marketing manager, Large Format Solutions, Canon Solutions America
BIG PICTURE
November/December 2015
TIFFANY WAKIMOTO - marketing manager, Roland
18
CHRIS MORRISON - print industry consultant, independent
MARKETING MORASS:
How to sell yourself without alienating distributors
Q:
We recently purchased a Roland VersaUV LEJ-640FT
flatbed printer and had some printing jigs/templates made so
we can print directly to hockey sticks, baseball bats, game-use
hockey pucks, and tabletops. We keep finding more and more
objects we're able to print on - and we want to keep growing.
We have always gotten our business via word-of-mouth
and are thinking of doing some local marketing. There are so
many marketing options that it is overwhelming. At the same
time, if we advertise, we might deter the wholesale dealers
that we have because their customers may then shop direct.
Any suggestions?
- ROBBIE ILLOS-GERTH, president/designer/creator, illistrative
gallerie & ministicks.com, Buffalo, New York
A:
That's definitely a tough position to be in with your
wholesale dealers. I might suggest that you launch a special
campaign to your wholesale dealers to offer a heavier "wholesale" vendor discount, and let them know that you might be
advertising on a wider level just so they have a heads up.
As for narrowing down your options for marketing - all I
can say is that it's important to know your audience to market
effectively. Social media can have a wide reach, and you can
even narrow down Facebook ads by region and preferences.
- TIFFANY WAKIMOTO, marketing manager, Roland
Questions and responses have been edited for brevity and clarity.
Views shared represent those of independent experts and readers.
http://www.ministicks.com
Table of Contents for the Digital Edition of Big Picture - November/December 2015
Big Picture - November/December 2015
Contents
Insight
Wide Angle
Upfront
Dynamic Display
Ready to Ride
You Ask, We Answer
Wallcoverings’ Creative Awakening
R+D
Big Picture - November/December 2015
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