The Practical Kitchen Company had been in business for a long time. They had started out after World War Two selling pots and pans, and over time they just kept adding to their product line. Ultimately, they started to thrive and take off, and they had customers all over the country. The original owners were no longer involved, of course, but their grandchildren were very much a part of the current operations.
The family members who were now running the show decided to take a look at everything they were doing and see whether or not they could come up with some ideas. The first thing they did was to call in the salesman who worked at the full service printing company that had served them for several decades. When he came by for his appointment, they all sat down and spent the afternoon looking at the catalog and seeing what, if anything, could be done.
He spent a long time making some notes and then he told them that it was time for them to exit the World War Two era and join the modern age. Their catalog hadn't changed much at all in decades. He felt that their success was built upon good products and exceptionally good service, but that that wasn't the same thing as smart marketing.
He asked them whether they had ever considered using social media to help market their products. They replied that they assumed that Facebook and Twitter and others like it were for younger people, not the traditional buyers of their products. The salesman explained that they should rethink that idea: they should specifically be targeting younger people. Even if they weren't big buyers right at first, in time they would be, as long as they were impressed with their early purchases. He also pointed out that the power of Facebook was in 'friends' and the comments they made. So if someone made a positive comment about a Practical Kitchen product, all of their friends would see it. If the person making the comment had a thousand friends, that was a lot of exposure.
He suggested that they set up a Facebook page for their company and that they advertise that fact as quickly as possible to their existing customer base. They could let them know by email, in the billing statements, on their website, or in the paperwork accompanying their shipments.
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The author, who is associated with Conquest Graphics, is a nationally recognized expert on all aspects of printing, print marketing, the internet and social media. Contact Conquest Graphics at http://www.conquestgraphics.com/Products/Catalog-Cover-Printing-Services for a discussion about how to use post cards and coupons to improve your catalog.
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