Cover story
HELLO
22 ideas to keep top of mind this year
+
THE THIRD WAVE OF PRINT
Filomena Tamburri
From sales to technology trends, our experts weigh in with critical tips and
strategies you should be focused on to improve your business
2018 is just getting started. You’re probably well into imple-
menting your strategic plans, but we wanted to give you
something to think about. We asked some of our regular
contributors and other leading industry thinkers to help us
hone in on some trends, issues, or developments that all
print-shop owners need to keep top-of-mind this year. Here’s
what they said.
Marketing
John Foley
CEO
interlinkONE
interlinkone.com
Take a deep dive into your marketing plans
When was the last time you took a deeper look at your mar-
keting plan? In 2018, make it a point to rewrite it. But, don’t
just use the point of view of your marketing goals – incorpor-
ate sales. Ask yourself these questions: What do you sell?
What problems do you solve for your customers? How does
your sales process align with your marketing efforts? Are they
working together?
When both your marketing and sales teams are on the same
page, it can bring many benefits to your printing business.
Your marketing department is tapped into the industry and
what your competitors are up to, while your sales team can
let them know what works and what doesn’t. Creating the
plan with both teams in mind will make sure everyone is on
the same page.
Learn about how customers learn about you
Take the time to understand how today's prospects are using
the internet to learn about your company. Are leads coming
@graphicarts
GRAPHIC ARTS MAGAZINE | February 2018 | 15