Company to Company Communication

Author: Dick Gorelick, Graphic Arts Sales Foundation

Subtitle: Creating First-Rate Promotion for Printing Programs

With all of the changes the printing industry has been experiencing, companies have been forced to find new and innovative ways to convey perceived value to customers. These days, promotion goes beyond they typical print brochure; effective self-promotion now needs to be integral to the everyday operations of a company, especially the sales staff and its support.

Self-promotion is an invaluable tool. Because it expresses the unique benefits your organization, large or small, strives to provide to current and prospective customers, everyone in the company needs to recognize their invaluable role in the self-promotion network. Through an examination of practical strategies and focused mindsets, this monograph reflects the trends, objectives, and guidelines that will help you apply the concepts of self-promotion to make it a true team effort within your organization.

About the Author: Dick Gorelick is president of Graphic Arts Sales Foundation, West Chester, Pennsylvania, a not-for-profit organization dedicated to industry-specific education in the disciplines of sales, marketing, customer service, and general management. He also is president of Gorelick and Associates, Inc., a consulting and research firm operating exclusively in the graphic arts industry.

Gorelick writes a monthly column for American Printer and is the recipient of the first national Marketing Excellence Award sponsored by Printing Industries of America, Graphic Arts Monthly, and Harris Corporation. He has held senior management positions at Hallmark Cards and CBS and served on the faculty of Drexel University, Philadelphia, Pennsylvania. Gorelick is a graduate of the University of Missouri.

Table of Contents: Preface • Introduction • Differentiation, Positioning, and Branding • Trends in Graphic Arts Self-Promotion • The Intimacy Factor • Expectations and Practical Tips • Seminars • What Now? • Appendix: Marketing As Music