April 26, 2012

Who Me, “Who Three” - Fixing the Local Print Business – Part Three

Just in case you did not read the last blog entry, “Who Three” is the franchise local printer and the independent local printer.  Forget for a moment that this group is the second of the target markets as the obvious (IMO) is explained here.

Why does the local printer need to collaborate with printers in other local areas?  Then, why do they need to become part of the LightsOn network to do so?

The local printer can't compete alone with the online companies like Vistaprint, PSPrint, Over Night Prints, etc, etc, etc.  Why?  Very simply those companies have invested heavily in Pay-Per-Click and SEO marketing for their online sites.  Pay-Per-Click has lower cost of entry but has costs for every click through to your site.  SEO has high development and maintenance costs but minimal to no cost per click. Both are very complex and expensive and are a game of numbers.  In addition, when many many try alone, they simply end up being noise in the search.

The first step is to collaborate with other companies that are providing copy/print/graphic services; not only local to you, but local everywhere.  Regretfully, this is much more than providing a franchise website - just ask yourself how much business you get from that website; is ZERO the right answer?  Maybe this website thingy doesn't work.  Ask Vistaprint...

LightsOnGraphics.com has been built, from day one, as a site for collaboration with the objective of taking back and to stop the encroachment of that business that Vistaprint is taking from the local print service provider.  Our expertise in print, SEO and collaborative systems will make print local again and make you locally, the printer again.

The second step is to collaborate locally with other service providers.  Local printers need to recruit local graphic designers, web designers and advertising companies; there are many locally everywhere.  Make what you perceive as competition today, your sales rep tomorrow.  Collaborate with them a variety of products and services that let them make more money as well as you make back some of what you are currently losing.  This will take some proactive marketing, sales and networking.  Franchisors - make these non-retail mini-franchises (biz-ops) around your franchises - Please - Steal This Idea.!.!.!

Our objective at LightsOn is not to move your business to our website.  When a client calls you from the our LightsOnGraphics.com website (I include you in "our") we strongly suggest you provide the service and sell that customer directly, bypassing the LightsOn site.  Our objective is not to get your foot traffic, but to get the traffic you are losing to online.

Next, "Who Four" - why local postal stores may be the local graphics shop of tomorrow.

Thanks again for reading


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