Magazines Raise The Prestige Factor Of Your Organization

The Bowman Group had been in business for many years

, and they were doing well as an importer of rugs and furnishings from all over the world. Still, they wanted to improve their prominence in the marketing community. One thing they had noted was that companies did certain things to try to improve their prestige and standing in a given community, but they weren't sure what might work best for them.

They decided to call on someone they knew who might be in a position to advise them: a salesman at a full service printing company which happened to be located a block from their new location. They called him and they invited him over to see their location.

When he came in and listened to them, what he suggested surprised them. He thought that they were a mature enough business to have their own magazine. A well designed and expertly printed magazine would allow them to create room layouts with rugs and furnishings already in place, and to take photos in order to show potential customers what they might be able to do. Since they had the money, he recommended spending extra for the high gloss photos that would make the best impression and which would bring out the subtle colors of some of the more expensive rugs.

He recommended a very large increase in the use of high quality color photos. A great looking finished product was highly motivating and would inspire people to try the recipes. They were concerned about the cost and the quality of the photos. They had had some photography done in the past and they hadn't been happy with the way things had turned out.

The key now was getting the magazines into the hands of new arrivals and others who didn't know about his store. There were mailing lists that he could buy which contained names of the new arrivals in town and as for other neighborhoods which he felt weren't being served by his store, he was able to target them using the post offices Every Door Direct Mail program. Thus, within a few weeks he had magazines going out to the people he thought would be the best candidates for his services, and it didn't take too long for people to start coming in and checking him out. The magazine evolved over time, as they figured out what worked and what didn't, and in time they found that the magazine, while necessary to help bring them up to the next level, was no longer critical to keeping the business going.

by: Johann Williamson

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