65 www.signlink.co.uk Issue 260 - August / September 2025 use email properly. Most companies either don’t use it at all or just blast offers. But when done well, email can prompt repeat orders, referrals, and reactivations. “People buy from people, so show your face – social posts, videos, and email signoffs that feel human, not corporate, go a long way. Finally, be consistent – you don’t need to be everywhere, just show up with something valuable on one or two channels every week.” The Online Print Coach brand has seen notable growth in recent months, both in the UK and internationally. This includes being chosen as an expo partner for Printing United Expo 2025 in Orlando, Florida, combining a speaking slot at the show with a programme of lessons and events leading up to the exhibition. For Sinclair McDermott, while the online world is of increasing importance, live events still hold the key to building lasting relationships that can allow your business to flourish. “Live events are more important than ever,” he says. “Even in a digital world, face-to-face still cuts through. Trade shows, networking events, or even a welltimed phone call can turn cold leads into warm conversations. The beauty is, when you combine that with a strong marketing strategy, follow-up emails, direct mail, retargeting ads, or a strong LinkedIn presence, you’re covering both bases. Live events build relationships.” More industry tips and tricks from The Online Print Coach, including how to build a network, expand your team, and create customer strategies, can be found in our sister magazine – Print Monthly. Telling Your Story As a B2B PR and communications agency with a variety of clients in signage and graphics, Karis Copp Media has built a three-dimensional image of what it takes to successfully market yourself in the sector today. In the opinion of KC Media founder, Karis Copp, a comprehensive marketing plan in today’s industry is a necessity, particularly in the face of change and uncertainty. “Comprehensive is the operative word here,” Copp explains. “Marketing and communications in 2025 are multifaceted, encompassing content strategy, media relations, social media, SEO, email campaigns, partnerships, paid marketing, events, and a whole lot more. Print and signage businesses need an integrated approach that supports brand awareness, lead generation, and customer retention across all channels.” Copp asserts that consistency is also one of the most important factors when building up your marketing, saying: “When work is flowing in, it can be easy to let proactive marketing and comms fall by the wayside, but we would advise against that – consistency is key here, and that consistency will pay off when leaner times hit. When business slows, marketing is often the first thing to be cut, which can be a false economy.” In its work with its various clients, KC Media’s focus is often on the personality behind the numbers, working with the aim of telling a company’s story with sentiment and excitement. The agency aims to translate the sometimes technical and complex topics surrounding print and signage and transform them into impactful, successful communication campaigns that can get a target audience enthusiastic about a business and its products. In Copp’s opinion, creating that enthusiasm requires deeply understanding your identity and personality as a brand. “Businesses should start with clearly defining who they are and what sets them apart from the competition,” she says. “What makes your business special? If you can’t answer that, beautifully designed brand assets or a lot of cash thrown at online ads can only take you so far.” KC Media counts companies such as Inkcups, Four Pees, and Kavalan among When business slows, marketing is often the first thing to be cut, which can be a false economy According to research by marketing platform, 6sense, 70% of the buying decision happens before the customer even contacts you 70% MARKETING YOUR BUSINESS | JONATHAN PERT ▲ Colin Sinclair McDermott provides mentorship and coaching as The Online Print Coach
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