Promoting Your In-plant
You can't just sit there waiting for customers to find you. They'll find the local quick printer first. Promote your in-plant. Here's how.
By MIKE LLEWELLYN &012;
"Upper management has a hard time understanding why we would need a sales staff," says Manager Russell Gayer.
It's a busy morning at Tyson Food Corp.'s Printing Services Division, down in Springdale, Ark. But Gayer says it could be busier—a lot busier.
"The company loses people over a period of time, whether they retire or find other jobs, or whatever," he says. "A lot of times the [new] person that comes in doesn't know what the in-plant has to offer."
How many of the following promotional tools has your in-plant used in the past year?
• Customer service training
• Marketing/sales staff
• Open house
• In-plant newsletter
• Promotional bulletins
• Thank you cards/gifts
A sales staff sure would come in handy.
We Have A What In The Company?
Like Gayer, many in-plant managers complain that some of their parent organization's employees are unaware of their shop's capabilities—or even of its very existence.
To corral those potential customers, managers must constantly promote their in-plants, letting people know, both verbally and through marketing materials, what services the in-plant provides. Sure, it seems just plain unfair for a shop with a limited customer base to have to advertise its services, but with competition from quick printers increasing, it has become crucial.