NEWS

Plastics Decorating Adds to Online Presence with Blogs
Plastics Decorating magazine has added to its online presence with the creation of the Plastics Decorating blog. While a quarterly magazine allows for detailed articles on the subjects of hot stamping, pad printing, heat staking and much more, the blog will provide an opportunity to reach those in the decorating and assembly arenas with more timely messages, as well as posts filled with actionable information. With original content from industry experts John Kaverman, Pad Print Pros, and Rory Wolf, Enercon Industries, the blog will provide additional insights into plastics assembly and decorating challenges. View the new blog at www.plasticsdecoratingblog.com.

Tips for Advertising in an Uncertain Economy
With all the talk about a slowing economy, business owners are looking for ways to cut costs. However, cutting advertising during an economic downturn is not a sound business practice, says Mac McIntosh, a business-to-business marketing consultant located in North Kingstown, Rhode Island.

It’s been proven over and over that companies that advertise during a slowdown “are the first to come back,” says McIntosh. They also experience “faster growth at the other end [of a slowdown],” he says. McIntosh tested this theory firsthand in 2001-2002 when the economy hit the skids. He continued to advertise and found his business doing well when things turned around; some competitors who had foregone advertising ended up out of business, he notes.

What should you do to market your company during tough times?

• Tweak your advertising message, he says. In a downturn, consider running ads that focus on products or services that are most profitable, the easiest to sell or those most applicable to potential customers.
• If your budget is tight, hold off running “image” ads. Instead of promoting your company’s image or brand, design ads with offers or calls to action.
• Include a variety of offers tailored to customers at different places in the buying cycle. You might want to offer free samples to those thinking about trying out your firm, as well as a tool or checklist for those further along in the sales process. Coupons work, says McIntosh, whether customers actually clip them or cite the special offer when they are ready to order.
  
• If you don’t currently track leads from ads, start now, says McIntosh. Doing so is easier and less expensive than you might think. You can use unique extension numbers for phone numbers used in ads in different publications, promote a specific web landing page in each ad, or use a unique email address, he suggests.
• Determine if your suppliers offer a co-op marketing program, enabling you to share the costs.