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Strategic Marketing Plan a Must for PSPs in Today’s Economy

(Weymouth, MA) June 29, 2009. . .For print service providers, having an effective strategic marketing plan has never been more important. To achieve success in trying times such as these, PSPs must position their businesses as providing a solution to the problems their customers are facing. To do this, they must employ a strategy that uses the right techniques to convey the right message to the right group of people. 

The marketing efforts of today’s print service providers are typically limited to sales tools (brochures), an occasional tradeshow, and the company Web site. Print providers are notorious for complaining about business and the inability of their sales people to deliver results, but the majority are not taking the necessary steps to be proactive at developing a strategic marketing plan to drive their business. To execute the kind of marketing campaign that can breathe new life into a company, several elements must come together:

• Analysis of their customers and the business environment to identify the right target markets
• Research of the specific opportunities to better and more profitably meet customer needs in the identified segments
• Development of product and service offerings that meet customer needs
• Effective definition of their market position and clear articulation of their unique value proposition
• Selection of media to reach the target audience and build awareness to precondition prospects for sales people.

InfoTrends has released a new report entitled Developing a Strategic Marketing Plan…The First Step that provides a “how to” perspective on building a strategic marketing plan and includes case histories from digital service providers that are evolving marketing strategies. The report covers:

• Elements of a strategic marketing plan
• Targeting the right customer
• Positioning your business
• The Four Ps:
  - Product
  - Price
  - Place
  - Promotion
• Examples of successful implementation by graphic communications service providers

Developing a Strategic Marketing Plan…The First Step offers a guide for developing an effective marketing plan that will garner powerful results for your company. To purchase this report, visit our online store or contact Robyn Wuori at +1 ext. 103 or e-mail .

InfoTrends, a Questex company, is the leading worldwide market research and strategic consulting firm for the digital imaging and document solutions industry. We provide research, analysis, forecasts, and advice to help clients understand market trends, identify opportunities, and develop strategies to grow their businesses. Additional information about InfoTrends is available on the Web at www.infotrends.com.

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