marketing 101
How to Add Value to your Marketing Efforts
My client, Jim Hendricks of Equity Trust, LLC was having me print realty signage for him. My sign printer is North of Vancouver. I called Jim and told him that I would deliver the signs by noon. He said that he could pick them up if it was more convenient. I told him that it was okay (I had other errands to run).
This is a prototype diagram of the realty signage that I get approved by the client and forward on to my printer (so that there are no questions).
When I got up to my printer, we were double checking the signs and I found that they did not print the second side on three of the realty signs (plus they printed 11 rather than 10). They are usually pretty good with my work and my account manager looks things over pretty well. They said that they could reprint the back sides while I waited.
I got back into Portland and Jim that I probably saved some time and money by looking the stuff over before I made the delivery. My client, Jim, would of probably been in a hurry and not thought a second about looking them over. VALUE ADDED! You would never get this amount of attention if you go online to any printer.
© 2010 Michael Johnson - Inkspot Graphics. All rights reserved.
Educating your client about printing online
Welcome to 2010.
I recently finished another sales flyer for one of my client's and I got a phone call from my printer. Said that they just had finished printing 2500 pieces and saw that the expiration date was 3/31/09 (not 2010). I said, "Arrgggh! Let me call the client." I explained the situation to my client and she said, "I must of shown a dozen people in the office the proof and no one noticed it!" She was very nice not to point a finger but to get the problem solved (and quickly). Rather than reprinting the whole thing we made a big adjustment on the mailer side of the piece (see the "before & after" images). We made a second black plate and ran it on top of the printed piece to get an easy fix. It was in the hands of the mailing house in two days.
My client, was happy with the solution that we came up with and I ended up giving them a discount on the job. This shows them that I am not just passing the buck but that I am taking partial responsibility. That is only good business!
This is a good example of why I wouldn't recommend printing with someone on-line. I always explain to my client that the cost would be less than half rather than have it printed locally. But I always give them the WARNING that if there is a typo or there is a problem with folding/cutting of job you are screwed.
1. I wouldn't have gotten the original call to say that my piece had the wrong date on it. And especially if you have them do the mailing.
2. Hard proofs usually cost additional and delay the job by 2-3 days.
3. Even if I would of caught the typo after they delivered the piece. I couldn't have sent the final trim & folded piece back to them to fix. I would of have to have it reprinted and (with shipping) the piece wouldn't get back to me for another 10 days (there would also be an additional overnight shipping charge). Not a good resolution. This is a time sensitive piece. In this situation, to keep my client, I would lose money on this job by covering the cost of the whole print job. That is one thing that a small design/marketing firm cannot afford to do.
© 2010 Michael Johnson - Inkspot Graphics. All rights reserved.
Hyatt's Random Act of Kindness
Found this good article on relationship marketing that I thought I would pass on to you.
Hyatt's Random Act of Kindness, from the New York Times and written by Rob Walker (6/17/2009)
Wouldn't it be great if one of your employees went that little extra step for your clients (without you asking them). Like bring in some bagels for a press check or even offer the client's some kind of beverage while they wait. How could you drop a hint that this kind of unspoken act could spread and build your company around your customer service like a Nordstrom or Zappos.
What is the best customer service that you have seen or heard? Come on people, lets get the buzz going. . .
© 2010 Michael Johnson - Inkspot Graphics. All rights reserved.
