Reap the Benefits of New Equipment with a Sustained PR Effort

May 2006

"Install It and They Will Come"

That mantra may work for baseball fields, but new equipment – yes, even digital presses - is a different matter. Reaping the benefits of your equipment investment requires a sustained effort on several fronts. Here are some tips to get you started:

Get the Word Out

Once your new equipment is running and ready to go, let the industry at large know of your new capabilities with a well-written, properly-distributed press release. Both trade media and your local business publications should be on your list to receive your release. Consider extending its reach by printing and mailing your release to key customers and prospects, and be sure to update your website to include photos and additional information.

Cause for Celebration

A recent equipment installation is a great reason to invite customers and prospects to your facility. Plan a half-day educational session that includes tips on planning projects to take advantage of not only new equipment, but also your company's production benefits. To make sure you get a healthy response, send invitations and include a breakfast or lunch.

Focus on Efficiencies

Keep in mind that while the nuts and bolts of your new equipment may be interesting, they won’t help sell your services. Instead, focus on the improved capabilities that the equipment will offer, such as reduced makeready times or greater format flexibility. Your press release, website, articles and other marketing efforts should all help customers and prospects recognize how your new capabilities will help them save time and money.

The Grow Sales Advantage

It’s common for companies to let their efforts fade after making a big push for business immediately after a new installation. At Grow Sales Inc., we specialize in helping graphic arts companies capitalize on equipment investments to create a sustained program of information flowing to customers and prospects. Our highly-focused public relations, marketing, Web design and sales support leadership help you enjoy a healthy ROI from equipment installations and other improvements. Contact us today for a no-obligation marketing consultation.

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