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FLEXO Magazine : July 2013
• Continue high visibility involvement in trade association activities • Leverage participation to identify and promote your com- pany to targeted accounts and the industry in general • Advertising • Industry event sponsorships • Articles published in trade magazines • Press releases of pertinent information • Upgrade your web site to make it easier for people to find valuable content and refresh it on a regular basis • Add QR codes to all container labels that take people to an appropriate web site page offering in depth product information • Develop a weekly (or monthly) newsletter with links to interesting and valuable industry information. Utilize publically available content which can be linked to, in order to minimize the resource requirement of develop- ing new content The key is “ value oriented” visibility which is planned and coordinated with a specific purpose. These are only a few ideas of what could be done to support the battle for the ZMOT, which would put you in a better position to be success- ful in the FMOT. Your program must fit your strategy, capabili- ties, and budget. Behind the ZMOT is the concept that sharing “ valued content” will build a relationship. An ongoing relationship can build trust over time. And once trust is established, you position yourself to be successful during that FMOT. In the world of industrial B-to-B selling, it means being successful on the RFP and being awarded the supply contract. We need to give some thought to the idea of the ZMOT and how we pre- position ourselves for success. I hope this has given you something to think about and shows that in our B-to-B world, our marketing challenges may not be much different than those faced by the large CPCs. In our individual businesses, we may not use terms like, ZMOT or the Journey of Truth. But, to be successful, we need a spe- cific and well thought out plan for : 1. Pre-positioning our company favorably in the minds of prospective clients 2. Being competitive in our offering of product, service and price 3. Continuously providing the promised value These three elements must be coordinated and supportive to your overall business strategy. Doing so will grow business with new customers, and stabilize customer turnover with your existing customer base. n About the Author: Michael Impastato is a past chairman of the Foundation of Flexographic Technical Association’s Board of Trustees and a two-term member of FTA’s Board of Direc- tors. Now retired, he is the former vice president of strategic marketing for Flint Group. Impastato has been a frequent contributor to FLEXO Magazine. www.flexography.org July 2013 FLEXO 23 Stork Prints and Anderson & Vreeland can take your plate making business to a new high with direct laser engraving. The benefits are extraordinary. You can realize stunningly superior plate quality with AVCE direct engraving material, and reduced operational costs that make for a winning combination. Take your first step to the summit by contacting A&V. flexodaily.com fb.com/ andvre twitter.com/ andvre linkd.in/ AndVre youtube.com/ andersonvreeland gplus.to/ andvre theDif ference! Experience 866.282.7697 fx: 800.223.6869 AndVre.com info@AndVre.com Who reaches the top in direct laser engraving? AV_SPG_dle_half_Pg_ad2.indd 1 6/6/13 2:44:29 PM