COVID-19 knocked many print businesses side ways last year, including the Minuteman Press outlet in Prahran in Melbourne, which has been owned by Vivienne and Nick Kane since April 2000.
As their community and the rest of Australia continues to emerge and recover from the pandemic, the couple have discussed how they made it through the most challenging event in history.
Direct marketing
Direct marketing played a key role in helping the business emerge from the pandemic, regain customers and start seeing the work orders flow in again.
“We kept in touch with our customers and remained consistent. Having been in business for many years and having a broad customer base also helped with the recovery. Our Facebook presence also increased,” Nick said.
Having high-demand products available for customers also helped.
“Our high-demand products are calendars, short-run books and POS materials, which encompasses all different kinds of custom printing that we can produce to help businesses promote themselves as they reopen,” he said.
Print industry staples return
Nick says he has noticed the pandemic has really made people look at different ways to market their business and do the things they might have been putting off.
“The staples of our industry have also come back as we’ve seen orders for business cards, comp. slips and note pads (general stationery),” he said.
Response to reaching out
Nick says the response to his direct marketing efforts were very positive.
“The response has been that we are all in this together. Strategies are no different, and the key is to keep in touch with your current customers,” he said.
“When we were able to get out I used Minuteman Press International’s direct marketing strategies that have shown to be effective.
“I visited every café, bar and restaurant in my area. I always asked about them and their business and if they were doing anything different. Taking the transaction to the back of the conversation also helped.”
Nick says if asked he likes to give advice on how his customers may get more out of their printed product.
“If they ask, as always discuss marketing and be available with options. Suggest having a good offer, a strong call to action, and a way to track success. But most importantly, keep engaging with your customers.”
Last year as the pandemic began to kick-in Minuteman Press International launched a Bounce Back Australia campaign to help businesses survive the pandemic.
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