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How to Advertise Color Book Printing
by Glenna Parks
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Overview
To advertise your color book printing business successfully, put yourself in the client's shoes. What do they want to hear? What do they need help with? Create a proactive ad by mentioning how you solve problems before the client has that issue himself. Always focus on benefits to the client rather than listing what your company does. Make your advertising campaign resonate with the client by speaking in their language, through their media channels--be it radio, television, newspaper or magazine ads.
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Step 1
Brainstorm. There are two kinds of ads--those intended to build brand recognition and those intended to create an immediate reaction--such as a sale announcement or new product introduction. Determine which type of ad you'd like to publish and develop a Unique Selling Point (USP), or what your color book printing business offers that no one else does. Perhaps you've got the lowest prices or are the only one in town; work around that concept.
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Step 2
Set a budget. Allocate 2 percent of your gross sales toward advertising, says the United States Small Business Administration. Spread that budget over the types of advertising you intend to do, such as newspaper, radio, television or industry publication.
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Step 3
Consider which types of advertising resonates with your target audience. If your company is headquartered in an area focused on publishing, such as New York or northern California, mainstream advertising makes more sense than if your business was in St. Louis or Atlanta. Stick to media accessed by your target audience: editors, publishers, etc. This is most likely through industry magazines or Business to Business (B2B) pamphlets or brochures.
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Step 4
Create the ad with an in-house marketing team or a hired marketing firm, banking on your USP and the action you want to entice.
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Step 5
Make the ad a no-brainer. Create a problem within the text or graphics of an ad and discuss, or better yet, show how your color book printing business solves that problem. List benefits (how you help the client) rather than features (what you have to offer).
