Long term, don't neglect the Net
Jul 1, 2008 12:00 PM
In May, we ran a study with a focused group of smaller printers. Granted, these 100 or so printers might not be exactly like your business, but the statistics are worth a look. While I know we all like to print big directories for our association customers, phone companies, and other industry buyers guide publishers, it was amazing to see the shift even in the printing industry toward online marketing efforts.
It was surprising to see that 49 percent of these printers' marketing budgets still went into some sort of print directories. It makes one think, “Why would you put your advertisement in print yellow pages or directories if only 31 percent say it is effective, while 55 percent say Internet yellow pages or search engine advertising is effective?” Also, a smaller portion of the marketing budget goes into these forms of marketing.
Next time you look at your marketing budget, review your media allocations more closely. Are you taking advantage of online opportunities?
Michael Casey is president and founder of Survey Advantage (www.surveyadvantage.com). He is an Intl. Franchise Assn. technology board member and recently became a major partner with NAPL, supporting its consulting and research practices. Survey Advantage's mission is to help printers improve their business performance through the delivery of cost-effective, comprehensive customer feedback systems and easy-to-digest reports.
| Marketing component | % with component in their marketing plan | % of budget being spent on component | % saying it is effective |
|---|---|---|---|
| Internet yellow pages | 90% | 9% | 55% |
| Search engine advertising | 56% | 7% | 55% |
| E-newsletter, e-mail messaging | 39% | 4% | 38% |
| Print yellow page directories | 88% | 49% | 31% |
| Sponsorships | 67% | 6% | 28% |
* Based on a study of more than 100 printing business owners/CEOs
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