Business Development Strategies Drive Growth and Profitability
Marketing staff that purchase sign and display graphics have many job titles. Here is a list of key titles to keep in mind when targeting this audience for marketing, business development, and communication campaigns:
- Merchandisers
- Visual Merchandisers
- Designers
- Purchasing Director
- Purchasing Manager
- Business Manager
- Marketing Director
- Marketing Coordinator
- Marketing Manager
- Store Manager
- Chief Marketing Officer
- Customer Relationship/Loyalty Manager
- Communications Director
Referrals Are Key to Business Development
According to a NAPCO Research survey of marketers that influence or purchase sign and display graphics, the top reasons they accept sales calls with new providers are referrals from an acquaintance, business associate, or co-worker (Figure 4). Asking satisfied customers for referrals to other companies or introductions to other units in their organization that use print can also open up sales opportunities.
Lisa Cross is the principal analyst of NAPCO Research (a unit of NAPCO Media) where she conducts market research and analysis on emerging trends and changing dynamics in the commercial, in-plant and packaging industries, and the market forces that are driving those changes. With decades of experience covering the graphic arts and marketing industries, Cross has authored thousands of articles on a variety of topics, including technology trends, business strategy, sales, marketing and legislation.
