Google Adwords and Printing

by admin on April 27, 2008

As we all know, for the small and medium-sized printer, the competition is intense, has been for years, and will continue to be for years to come. Etcetera, etcetera.

I think I have a talent for picking out which printers are going to survive and which ones are going to struggle and which ones will lie still after a vigorous (or not so vigorous struggle). To tell the truth, to survive as a career professional in this business, you have to develop fine-tuned instincts to determine if your employer is raking in the coin (thereby ensuring that your paycheques won't bounce) or if they are bleeding cash 7 days a week (meaning it's time to send out the email blasts to other prospects, super quick).

It's not really a talent, more an accumulation of years of experience. My first 3 employers in printing no longer exist (buyout, bankruptcy, buyout). My fourth was Creo, by the way, still kicking around as Kodak.

One tell-tale sign of a downward spiral is the absolute refusal to spend any money on prepress or computer equipment. When the company owner refers to the prepress hub as a black hole or a money pit, it's time to get out. Another sign to look for is the total lack of an advertising or marketing budget. Many a local printing owner thinks that yelling louder at their sales people is the way to increase sales.

Which brings to Google Adwords. If you can't be bothered to spend a few bucks a day on Google Adwords, then what are doing for marketing? Adwords is the cheapest advertising out there, short of free. You can run a campaign for 2 bucks or 10 bucks a day. In all but the largest metropolitan areas, you would be hard-pressed to spend more than 50 bucks a day.

Why isn't your company doing Adwords?

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