EXPANDING YOUR MARKETS A low capital investment that could give big returns
What if you could expand the markets you sell into at the same time as increasing your sales to existing customers? Sounds too good to be true? Jim Nicol of TheMagicTouch says it’s very achievable for a relatively modest outlay. “One of the biggest mistakes many sign companies make is not selling
themselves, they don’t make sure their existing customers know the full range of what they offer,” says Jim. “The sign trade is a really competitive market, so if sign businesses want to make money long term they got to offer more products and make sure their customers know about them in an innovative and effective way.” “Most sign companies don’t employ sales people, largely because they’re
paranoid about their sales team nicking customers and becoming their competition. But if sign companies can offer existing customers more, they will earn more income from those customers who will also be more loyal.” Jim says TheMagicTouch system is the perfect marketing tool for sign
businesses to stay in regular touch with their customers and keep them informed about all the products and services available that they may not be aware of. As well as improving relations with customers, TheMagicTouch system brings in additional revenue from existing customers ordering personalised items. TheMagicTouch system comprises hot press with printer plus consumables
and encompasses the latest image transfer technology with a range of laser, sublimation and print/cut innovations. Jim mentions a sign business that has been using TheMagicTouch as a very successful sales tool for years. “They give a free t-shirt, mug or whatever with every order.
Using TheMagicTouch the gift costs the sign company practically nothing, most items work out no more than £2 to make. That means for £200 they get at least 100 leads; compare that to what you get from the internet or other advertising for the same cost,” he says.
"Everyone likes something for nothing and it informs and
reminds customers about other products and services available from that company.” The orders for customised items a sign company may get are
likely to be for tens of units rather than thousands, but with no artwork or set up costs, TheMagicTouch can work out amazingly cost effective for one offs and short runs. The affordability of TheMagicTouch system at less than £2000
makes it an even more attractive option in these economic times when obtaining finance for expensive equipment can be seemingly impossible without putting up personal guarantees such as your home.
“If sign companies want to give themselves a fighting chance
they need TheMagicTouch, to keep existing customers happy and loyal and to help build new markets,” says Jim. Further information is available at
www.themagictouch.co.uk or by telephoning 01582 671444.
46 Sign Update ISSUE 129 MAY/JUNE 2011
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