Business Development Strategies Drive Growth and Profitability

Figure 3: Miller Zell’s Facebook feed reports on events it has sponsored. | Credit: Miller Zell

Social media pages of sign and display graphic providers also feature business development content and events. Cincinnati-based KDM P.O.P. Solutions Group’s Facebook feed features print tips, while Miller Zell’s feed reports on events it sponsored (Figure 3).

Client Education is a Win-Win

Another core business development tool is hosting customer educational events. Buyers of sign and display graphics participating in a 2020 NAPCO Research survey placed a high value on print process education. When asked what print production areas they want to learn more about, survey respondents’ top choices were digital printing technology (70%), and improving color quality and consistency (66%). Other areas of interest include preparing print job files (58%), substrates (58%), print enhancements/embellishments (52%), and combining print with other media (42%). Educating customers on these key production areas can enhance client relationships, while increasing print providers production efficiency and operational productivity.

Targeting the Right Audiences

A key success factor in any business development effort is targeting and attracting the best customer prospects, decisions makers, and influencers. According to a NAPCO Research survey of more than 1,000 marketers, the primary decision maker for purchasing sign and display graphics are marketing staff (45%), followed by company executives and/or owners (37%). This survey finding highlights the importance of ongoing outreach and communication with these groups.