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‘Game-changer’ reaction to fierce competition

In proof of just how fierce the battle is for market share in the sign and graphic arts industries, one major supplier has unveiled a unique solution that helps arms its customers to the teeth with every conceivable advantage to specify and win new work while retaining a margin.

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Sign-makers and printers can access the new Signature Marketing Toolkit via the Innotech website

Innotech Digital has dubbed its Signature Marketing Toolkit a ‘game changer’, a described it as a "new customer marketing support programme for sign-makers and printers".

The programme offers a host of online marketing assets that can downloaded, and customise for advertising, demonstration and customer education use. All materials are completely unbranded and allow for complete personalisation.

Kieran Dallow, marketing manager at Innotech, explains the immense amount of effort that has gone into the development of the system: “In today's competitive climate we are continually thinking of new ideas to help our customers take positive steps towards growth.

“We wanted to come up with something new, a fresh approach to enable our extremely busy customers to co-operatively market our products, but using their own brand. We are very aware that most sign-makers and printers are owner-managed businesses and sometimes marketing, though important to them, is left ‘till last simply because other jobs take priority.

“At Innotech, we have a very experienced and skilful marketing department and we felt that this was a service we could offer out to PSP's directly that would prove extremely valuable."

In today's competitive climate we are continually thinking of new ideas to help our customers take positive steps towards growth

Access to the Signature Marketing Toolkit is via the Innotech Digital website. Once a user logs in to their trade account, they click on the marketing support button on their dashboard and this brings them into the marketing portal.

Dallow continues: “To be able to offer hundreds of additional new products without the need to hold stock or having to design a 100-page catalogue yourself is powerful. Our own Display Guide has taken over 200-man hours to create, pulling together images, text, specifications, market information as well as design and editing time.  We are thrilled to offer a fully rebranded version to our loyal customers and we will print the first run totally free of charge.”

The display website allows customers to build a wish list of products and request a quotation. Customers can then choose any number of products from the Innotech Digital portfolio of products including modular signage systems, roller banners, light boxes, outdoor displays, point of sale accessories, and further accessories. 

Dallow concludes, emphasising the ways in which he believes this new system brings an advantage to Innotech and its customers: “The online marketing tools in our Signature Marketing Toolkit are extremely powerful and as we've seen with our own investment in our e-commerce site last year, offers an alternative way for customers to interact. We wanted to share our extensive knowledge of online marketing with our customers by creating their own dedicated display solutions website, so that they in turn can benefit from offering our full product range online to their customers.

 “No other distributor in the market offers such a massive archive of brandable marketing materials and sales tools. This year we took the decision not to spend money on trade show exhibitions and instead invest in marketing tools that our customers could use - thereby directly investing in our customers. Offering these resources for free to our customers via the Signature Marketing Toolkit is testament to our commitment and dedication to the wide format print industry and the hard-working printers and sign-makers that make up our industry.  It couldn’t be easier.”

If you have an interesting story or a view on this news, then please e-mail news@printmonthly.co.uk

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