Comprehensive Marketing For Ruth Wilson, freelance PR consultant, a comprehensive marketing plan is particularly important during this transitional phase that the print industry is finding itself in, where an already crowded market diversifies and expands through the rise of new technologies. As she says: “It’s vital that print companies remain competitive, and a comprehensive marketing strategy will raise awareness of a business, maintain its positive reputation, and help drive sales.” As with the example of Print.com, Wilson believes that marketing objectives should always serve the wider goals and character of the business. “The objectives will shape the messaging and help with the starting point for any marketing plan,” she explains, “which is to identify the audiences – existing and potential customers, investors, stockists, and employees. “Once those audiences are confirmed, you can start to look at the different channels you can use to reach them. A business should have a clear brand message that can be communicated across different channels, such as traditional and social media, outdoor advertising, email marketing, and face-to-face.” One of Wilson’s pieces of advice is for businesses to make their website user- and mobile-friendly, as well as investing in proper SEO. “It takes 50 milliseconds for someone to form an opinion about a company based on its online presence,” she stresses, “so style over function is Tolesano notes that this ‘positive impact’ looks different depending on the marketing objectives of the company. Some may need brand awareness, others need to position themselves as thought leaders. In each case, the meaning of success will vary significantly. In any case, as she puts it –“it must always align to sales and the broader commercial objectives.” Tolesano goes on to explain some strong examples she’s seen within the print world, saying: “The best marketing I’ve seen by PSPs, particularly on platforms like LinkedIn and Instagram, is where the output (i.e. the print) leads the message and inspires the audience by seeing what is truly possible. “Think of things like the growing popularity of immersive experiences and physical spaces – print often is one the key things that makes these a ‘wow.” In her opinion, a range of elements are needed in a robust marketing plan such as eye-catching video content, or personalised direct mail designed with a focus on making an impact. On the flip side, what she describes as “vanity metrics” and a “spray and pray” mentality should both be avoided, and you cannot simply add elements to your marketing approach without careful consideration of your audience and your desired impact. “Worrying about how many likes and shares your social posts get can cause you to take your foot off the pedal and think that your efforts aren’t seeing results,” she explains. “Instead, look at the analytics ‘behind the scenes’ and the true audience engagement. Are your followers relevant? Are you actively engaging or are you simply broadcasting? Are you receiving feedback in sales conversations?” This level of detail may seem daunting, especially for those running SMEs that require juggling various priorities to keep the business afloat. However, as Tolesano affirms, it is vitally important to carve out the time to think about marketing in order to increase the chances of future success. “With smaller businesses where owners must wear multiple hats, this discipline can become lost, but in my experience all businesses that go on to thrive have done the work to find their niche – how they’re uniquely positioned to solve challenges for their customers – and have put in the time and effort to get their marketing right.” Her overall message is clear: “Marketing communications is a strategic business function that, leveraged right, can and will unlock opportunities.” 70 email: editor@printmonthly.co.uk July / August 2025 - Issue 355 MARKETING AND COMMUNICATIONS PSPs, at heart, are creative people – and with anything creative, seeing really is believing 93% of customers will read online reviews before making a purchase, according to a survey by technology company, Dixa 93% ►Ruth Wilson, founder of Ruth Wilson PR
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