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.. Resources .. Marketing .. Ideas .. Paul Faix, Where you can market your digital printer?

Market Your Digital Printer

Paul Faix, Signtrade, Australia

I often hear people say: Why would I get a digital printer? There is not enough market for it. It is just a lot of expenses: staff training, stock, maintenance, learning curve and so on. Yes you are 100% correct; there are many expenses attached to owning a digital printer.

Some of you perhaps decided to spend your hard earn cash and buy one on of today's great digital printers. The question often is; are you doing enough marketing to get the maximum out of your printer? The answer would be most likely never enough, always can do more.

Well, let me give you a little bit of inspiration where could you look for more work to keep your printer busy. Before that I share a couple of suggestions for sales people.

Suggestions

Do not sell lines of printing that you are not equipped for or are not in your strategic interest. I will explain. Many sales people would often accept any business deal they run into without even thinking of the feasibility to produce it. If you never printed on artist's canvas and you will sell only one small print than you are asking for a trouble. Do not commit yourself to the sale unless you are 100% sure that you can produce it. BTW Do you know the cost of purchasing a one roll of artist's canvas?

Do know your costs - many do not know how much does it cost to produce a digital print. I bet that your answer would be $5 for media and $5 for ink or similar. You are wrong. Perhaps you forgot to include the designer's time, printer preparation, colour match, scanning, ripping, media handling after print, trimming, depreciation of the printer… and I can go on like this for a long time. Make sure you know your costs.

Be careful what you promise. Every customer is different and has different expectations. Make sure that you show your customer the output that you printed before on the same material showing colour gamut, sharpness and resolution. There is nothing worse than creating false expectations by promising too much and than being unable to deliver.

Where to market your printer then?

Trade shows, expos
Seminars
Exhibitions
Art Galleries
Showrooms
Museums
Manufacturers
Unions
Political parties
Sports clubs
Car races
Food industry
Shopping centres
Ad agencies

Clubs
Associations
Schools
Local government
City council
Construction and development companies
Photographers
Restaurants
Travel agents
Architects
Family reunions
Artists
Theatres
Celebrations

Party supply companies
Hire business
Vehicle sales
Marketing companies
Business Couch
Designers
Web designers
Software developers
Banks
Hotels
Funeral business
Solicitors and Lawyers

Be honest, how many of these businesses did you visit recently and offered your services to? The only way to keep your printer busy is to let others know what you do. Make a plan and stick to it.

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