What is Downstream Access?

Businesses today face increasingly difficult decisions with their advertising budgets due to low sales and reduced customer response

. It is very typical to see businesses stop advertising when the economy is down and cash flow is tightening. But this is exactly the time when a catalogue or brochure should be produced. Product catalogues are a truly good method of reinforcing or creating a brand image of your products in the market. Customers typically always check and compare a number of different supplier catalogues before they buy products or services. Customer product catalogues can be as simple as a brochure made from an A4 piece of paper folded in half, to make a four-page A5. Or as big as a 64 page tomb in full colour, saddle-stitched at the spine, or "perfect" bound (if over 64 pages) depending on the paper you have chosen to use. The average sheet-fed lithoprinted project is supplied within seven days from sign-off of the printers proofs, but this can vary subject to the complexity of the project. Online catalogues and shopping carts offer users the ability to search for goods and products by keywords, price etc. This does have an advantage over the printed catalogue in that prices and information can be updated in a few mouse clicks, however typically this facility has contributed to the commoditisation of products, as the lowest common denominator for your customers making a buying decision becomes that of price. As they assume all other variables to be the same wherever they choose to make their purchase. A sound marketing strategy will have a combination of print and Emedia approaches to customers and prospects alike and not just a single route to market. Without fail every client I have dealt with in the mail order market place and most other companies that mail their new company brochure to new and existing customers over the past 10 years has experienced either a. An increase in business. Or b. Increased business activities either in the form or quote requests, sales visit requests or requests for more information. In the joined up world of 2010 you must have an electronic presence so that you business allows a passive enquiry from the outside world, but if you rely on that alone to generate sales or leads you will struggle to find new business. Print provides a tangible, physical reminder that sits on people desks about who and what your organisation is.

What is Downstream Access?

By: Simon Berry-Hil

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