its clients, all of which have innovated in recent years with new solutions that push forward what is possible within print and signage technology. But no matter how much innovation we see in our industry, or how much marketing tools evolve, the fundamentals of selling your solutions are the same, according to Copp. “Start with building strong and authentic customer relationships,” she asserts. “Drive loyalty from your longer-term connections and create strong opportunities with new prospects by prioritising genuine, human partnerships." Another marketing option sits directly under our noses. As Copp puts it: “The key to standing out in a crowded online world? Print, of course!” Copp adds: “We know better than anyone the impact that tangible, high-quality print communication can have. Use personalised, data-driven direct mail campaigns to target your ideal clientele. Put your signage to work for your own business, not just your customers.” Once your brand identity and marketing plan are joined up with comprehensive, consistent output, and a coherent message, it is important that all future communication aligns with that message. As Copp puts it: “Whether it's your website, your social media, your trade show presence or your customer emails, every piece of communication should reflect a joined-up brand personality and purpose.” Delivering on that level of purpose is the reason why agencies such as KC Media exist, providing a professional team that can focus on consistent communication to reflect the identity of a business. Copp concurs, adding: “Engaging with an external marketing, comms, or branding partner can be a smart investment that can set a print or signage business up with the assets and information needed for longterm success.” A Platform for Success For Gavin De Boos, director of print ecommerce platform, VB Media, while building a marketing plan may not require constructing lengthy documents or undertaking exhaustive research, having a coherent understanding of your marketing is still vitally important. As he puts it: “If you don’t take the time to map out how you’re going to market your business, you’re setting yourself up for failure. “Why would potential customers buy from you if they don’t know what you can do for them? If existing customers don’t know what else you offer, how will you develop your relationship with them?” VB Media is an ecommerce and web-toprint platform built specifically for the print and signage industries, providing a range of online tools and capabilities that enable companies to bring their sales and marketing online. As well as allowing for the creation of trade sites and storefronts, VB’s platform offers the ability to seamlessly If you don’t take the time to map out how you’re going to market your business, you’re setting yourself up for failure ▲ [L to R] Carys Evans, Karis Copp, and Kerry Rice, all from Karis Copp Media MARKETING YOUR BUSINESS | JONATHAN PERT 66 email: editor@signlink.co.uk Issue 260 - August / September 2025
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