Commercial Ink - How Quality Increases Return

How Quality Increases Return

At Commercial Ink, we consistently preach that your marketing material must reach your target market to maximize your marketing dollars efficiency. Although this may be one of, if not the most important aspect of marketing, let's take a moment and look at another key element of marketing that is often overlooked - quality.

Does anyone remember when we valued quality? It used to be such an integral part of the purchase process, and our society has subtly phased out quality and replaced it with the "best deal," "most available," and a plethora of buzz words that describe how many and how much instead of how well our economy's products and services are made, delivered, or exchanged.

If I had a nickel for every time i heard, "quality is not important, I just want to get it out there" with regards to clients' marketing, I would be writing this article from a beach and not from my desk.

Ok, I'm off the soapbox, but here's my point - want to separate yourself from competition? Be the company that cares about the image you portray by sending out marketing material - all you have to do is care!

Care that you marketing material looks professional. Care that the postcard you send stands up through the weather and mailing and still looks great when it gets to your clients' hands. Care that your custom design looks professional and not like something your 2nd grad daughter made for her lemonade stand.

There are two major components of marketing that must be addressed when talking about quality:

1. The Vehicle

This is the HOW of marketing. How you are conveying your message: the card stock, the ink, the finish, the production of a TV commercial, etc. This is all about image. I've seen so many great ideas and messages that have been overlooked or altogether discarded, simply because the packaging is wrong or was skimped on. If you have valuable material, don't be afraid to spend a little money to let everyone know how valuable it is.

2. The Message

This is the WHAT of marketing. Again, a company can have the nicest material to catch a consumer's attention, but without the message attention cannot be held. This article obviously has both or you wouldn't be still reading it. Your message should contain information pertinent to your target market! If you don't have anything important or helpful to them, think of something - or don't send anything out until you do. Examples of quality messages include:

Discounts or Anything free: Everyone loves free stuff. This one is a no-brainer, but don't overuse it.
Market Information: This is true value, the best route whenever possible. But it has to be valuable and pertinent - please don't tell your clients that gas prices are going up.
This Just In!: A new product or service that may help whatever problem this product or service solves.

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