We are opening a new shop in a retail unit close to one of the busiest shopping centres in the city. Our services includes: Printing, Design and Copy.
In that same area we have a very successful well known printing company, already offering the same service that we intend offering. We can match the quality of their service in design plus printing even at a lower price but we do not want a price war. We can also give a quick and professional service to those who are likely to walk in for a quick design of logo business card, letterheads while they wait which the other company no longer offer because they claim they are too busy.
1. What will be the best way to introduce ourselves to the local businesses that might already be using their services with a view of them giving us the chance for a quote and their business?
2. What marketing campaign should we put in place that will help us attract a good percentage of the local business both the walk in and B2B?
3. What should we do on the day of our opening that will attract shoppers and create awareness?
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Jay’s Answer: Distinguish yourself on service. Offer to pickup and deliver (within a small range) all their printing. Offer a web-based system to deliver and proof your jobs. Make your menu of services easily understood.
To attract business on day 1, you could: offer free copies (or the first N copies for free), spin a wheel for people that are about to checkout giving them a discount of up to 100% off, free business card critiques, etc.