• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Labels & Packaging
    • Markets
    • Technology
    • Equipment
    • Supplies
    • Buyers' Guide
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Exclusives
  • Labels & Packaging
  • Markets
  • Technology
  • Equipment
  • Supplies
  • Buyers' Guide
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Editorial
    Columns
    Digital Edition
    eNewsletter Archive
    Our Team
    Subscribe Now
    Advertise Now
    Top Features
    Anilox Rolls

    Food Labels

    Flexo Presses

    Narrow Web Profile: Whitlam Group

    Paper Substrates
    Breaking News
    Converter News
    European Label News
    Industry News
    Industry People
    M&A News
    New Products
    Expert's Opinion
    Live From Shows
    Top News
    Dantex elevates Joseph Sanchez to digital business development manager

    Mactac's Kevin Clunie joins TLMI panel

    MacDermid announces two new global sales roles

    Fortis Solutions Group acquires Total Label USA

    Siegwerk partners with Kotkamills
    Blog
    Video Bites
    Beauty & Personal Care Labels
    Beer Labels
    Beverage Labels
    Flexible Packaging
    Folding Carton
    Food Labels
    Glue-Applied
    In-Mold
    Industrial Labels
    Medical Labels
    Pharmaceutical Labels
    Pressure Sensitive
    Prime Labels
    Promotional Labels
    Security Labels
    Shrink
    Smart Labels
    Specialty Labels
    Spirits Labels
    Wine Labels

    Fortis Solutions Group acquires Total Label USA

    Schreiner MediPharm develops NFC-Label for Ypsomed’s UnoPen injector

    Avery Dennison Smartrac introduces ultra-small RAIN RFID inlays

    Fort Dearborn sets Speedmaster XL 106 impression world record

    Italy's Rifa Etichette installs Nilpeter FA-17
    Africa
    Asia
    Australia
    China
    Europe
    India
    Latin America
    Middle East
    North America

    Dantex elevates Joseph Sanchez to digital business development manager

    Mactac's Kevin Clunie joins TLMI panel

    VideoBite: Sun Chemical drives label and packaging innovation

    Italy's Rifa Etichette installs Nilpeter FA-17

    Dantex enters into distributor partnership with All Printing Resources
    Flexography
    Digital Printing
    Prepress
    Finishing
    Sustainability

    Dantex elevates Joseph Sanchez to digital business development manager

    MacDermid announces two new global sales roles

    Siegwerk partners with Kotkamills

    Lecta joins CELAB

    Italy's Rifa Etichette installs Nilpeter FA-17
    Digital Printers & Presses
    Flexo Presses
    Label Converting Equipment
    Label Finishing Equipment
    Prepress Equipment

    Italy's Rifa Etichette installs Nilpeter FA-17

    Colordyne launches e-commerce website

    Dantex enters into distributor partnership with All Printing Resources

    APR appointed US distributor for Camis

    Screen Americas celebrates relocation with ribbon cutting ceremony
    Dies And Tooling
    Flexo Supplies
    Ink & Coatings
    Prepress Supplies
    Pressrooom Supplies
    Substrates

    VideoBite: Sun Chemical drives label and packaging innovation

    Siegwerk partners with Kotkamills

    Lecta joins CELAB

    Meech supports local charities at seven locations

    Nicolas Wiedmann takes over as new Siegwerk CEO
    All Companies
    Categories
    Company Profiles
    Label Converters
    Trade Associations
    Add New Company
    International Buyers Guide Companies
    NarrowWebExchange.com, LLC

    UPM Raflatac

    KTI

    QC Electronics, Inc.

    Corotec Corporation
    Industry Events
    Webinars
    Live from Show Events
    • Magazine
      • Current & Past Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Company Profiles
      • Label Converters
      • Trade Associations
      • Add Your Company
    • Labels & Packaging
      • Beauty & Personal Care Labels
      • Beer Labels
      • Beverage Labels
      • Flexible Packaging
      • Folding Carton
      • Food Labels
      • Glue-Applied
      • In-Mold
      • Industrial Labels
      • Medical Labels
      • Pharmaceuticals Labels
      • Pressure Sensitive
      • Prime Labels
      • Promotional Labels
      • Security Labels
      • Shrink
      • Smart Labels
      • Speciality Labels
      • Spirits Labels
      • Wine Tables
    • Markets
      • Africa
      • Asia
      • Australia
      • China
      • Europe
      • India
      • Latin America
      • Middle East
      • North America
    • Equipment
      • Digital Printers & Presses
      • Flexo Presses
      • Label Converting Equipment
      • Label Fishing Equipment
    • Supplies
      • Dies And Tooling
      • Flexo Supplies
      • Ink & Coatings
      • Prepress Supplies
      • Pressrooom Supplies
      • Substrates
    • Online Exclusives
    • Slideshows
    • Experts Opinions
    • Videos
    • Podcasts
    • Infographics
    • Blog
    • Whitepapers
    • Events
      • Industry Events
      • Live from Show Events
      • Webinars
    • Jobs
    • Resources
      • Supplier Gallery
      • Literature Showcase
      • Homepage Showcase
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Product Reviews

    Converter eCommerce

    What is Social Media and Why Should You Care?

    04.11.11
    Converter eCommerce

    What is Social Media and Why Should You Care?

    By James Lowry and Christy Correll

    Many of the traditional sales and marketing techniques converters have practiced over the years are evolving. While the techniques are changing, the fundamentals are not. “Relationships matter” is one marketing slogan that still rings true. Customers want answers to questions like:

    • Who are you?
    • Can I trust you?
    • What do you value?
    • What is your relationship to others?

    Sales and marketing techniques converters have traditionally relied on are sales calls, direct mail, and trade shows.

    I remember one trade show where we stood for three days in a high traffic area. The giveaway items attracted attention. We presented traditional products and new ideas that generated good questions. And we shook hundreds of hands – some we knew and most we did not. We were prepared, and received positive feedback at the show.

    When all was said and done, all that mattered were results. What were the sales results tracked by a promo code? A few phone calls referenced the show and approximately nine orders used the promo code. We formed a relationship with what became a large customer 18 months later. Was it worth it? At the end of the day, yes. Would I do it every week? No.

    Fortunately, we don’t have to. Thanks to widespread internet use, converters have more sales and marketing options.

    The new kid on the block is Social media, marketing campaigns that target not only the prospects and customers you are already associated with, but everyone who is associated with them through networks like Facebook and Twitter. What do you gain?

    • Highly targeted marketing
    • New audiences
    • Trust
    • Brand awareness
    • Ability to listen and respond to customer feedback

    In short, converters should participate in social media marketing because it gives them what they have always wanted from sales and marketing, but at a lower cost with the ability to reach larger, more targeted markets.

    Your customers use social media
    Social media is very similar to word-of-mouth marketing, but occurs within online communities like Twitter, Facebook, LinkedIn, and YouTube.

    The most popular types of social media are:

    • Tweets – Twitter posts limited to 140 characters or fewer, and can include links to videos, photos and web pages.
    • Facebook updates – similar to Tweets, but longer.
    • Blog posts – brief articles, videos or photos posted to online journals.
    • Videos – the king of content. Cellphones with video cameras have made video production minimal and availability widespread.
    • Photos – most social networks let users distribute photos.

    If you're nervous about using social media, the fear is reasonable. If you post an article on Facebook, anyone who has liked your page can easily share the article and their opinion of it with their friends. Sometimes they will say unflattering things about your business, and some people have more than 1,000 Facebook friends.

    Guess what? Even if you aren’t participating in social media, your customers are. And if you’re lucky, they are talking about your products.

    The second worst thing you can do when someone references your business on a social networking site is to ignore it. If it is positive, you will strengthen your brand image by acknowledging your customer’s kind words. If it is negative, you have an opportunity to repair the customer relationship. Listening and responding is a cost-effective method of crowd sourcing and enhances customer service.

    The absolute worse thing you can do on a social networking site is to pick a fight with a disgruntled customer.

    A couple years ago, someone tweeted about the poor service he received from a waitress at a cafe in a tight-knit Texas community. When the cafe owner saw the tweet, he responded by calling the customer a liar and a jerk in very strong terms. Before he knew it, his profane rant was being retweeted across the “Twitterverse” and discussed on the street.

    This incensed the business owner, so he started fights with everyone whose tweets disparaged his business. Within a month, the cafe went under.

    What might have happened if this business owner had extended goodwill to the first unhappy customer he encountered on Twitter? How far might a public apology and a free cup of coffee have gone towards repairing that relationship?

    James Lowry is the general manager of Lightning Labels, an all-digital label printer in Denver, CO, USA. He is a 25-year veteran of the printing industry with experience in digital, flexo, offset, and commercial printing. Christy Correll is the online marketing specialist at Lightning Labels, where sales are driven primarily through eCommerce activities.
    Related Searches
    • Label printer
    • Digital label

    Related Product Reviews

    • FIT-FOR-PURPOSE LABELS

      ...
      11.21.13

    • TIRE LABELING RANGE

      ...
      11.21.13

    • MDO FILM

      ...
      11.21.13


    • FINISHING MACHINES

      FINISHING MACHINES

      ...
      11.21.13

    • Print Management Systems

      Designed to enhance communication between converter and customer, print management systems have helped converters to streamline their processes, better manage their inventory and track their finances, among other features. What follows is a description of available print management products and the recent developments made by several companies in the industry.
      10.04.11

    • Release Liner

      Release Liner

      Demand for thin, film-based products is changing the face of the release liner market.
      07.12.11


    • Flexo Press Economics

      Flexo Press Economics

      New press technology and Lean practices are cutting down time, labor and waste - and growing profits.
      04.11.11

    • Static Control Equipment

      Static Control Equipment

      Controlling static does not have to be a hair-raising experience.
      01.18.11

    • Platemaking Equipment

      Platemaking Equipment

      Digital platemaking systems share the field today with conventional equipment, but they are well liked and growing in popularity.
      05.07.10


    • Flexo Plates

      Flexo Plates

      With the increased demand for environmentally sustainable consumables, the all important flexo plate continues to evolve.
      05.07.10

    • Anilox Rolls

      Anilox Rolls

      Improvements in laser technology, coatings and finishing make todays anilox rolls better equipped to deliver precise quantities of flexo ink to plates.
      03.30.10

    • Label Applicators

      Label Applicators

      Manufacturers of label application equipment provide brand owners and converters with machinery built for speed and efficiency.
      03.15.10


    • Slitter Rewinders - AB Graphic International

      Slitter Rewinders - AB Graphic International

      Machinery manufacturers have developed a wide range of equipment, with an assortment of standard features and options, to meet the needs of the label converting industry.
      10.07.09

    • Web Inspection

      Web Inspection

      The perfect printed image must pass ever more stringent quality standards, and the industry is meeting the challenge.
      05.07.09

    • Flexo Trends

      Flexo Trends

      Flexo, say the experts, no longer has to compare itself to offset. It now sets its own standards.
      03.30.09


    Trending
    • Fortis Solutions Group Acquires Total Label USA
    • Avery Dennison Smartrac Introduces Ultra-small RAIN RFID Inlays
    • Siegwerk Partners With Kotkamills
    • VideoBite: Sun Chemical Drives Label And Packaging Innovation
    • Mactac Acquires Duramark Products, Formerly Ritrama USA
    Breaking News
    • Dantex elevates Joseph Sanchez to digital business development manager
    • Mactac's Kevin Clunie joins TLMI panel
    • MacDermid announces two new global sales roles
    • Fortis Solutions Group acquires Total Label USA
    • Siegwerk partners with Kotkamills
    View Breaking News >
    CURRENT ISSUE

    March 2021

    • Anilox Rolls
    • Food Labels
    • Flexo Presses
    • Narrow Web Profile: Whitlam Group
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Kyowa Hakko Launches Heat-Treated Probiotic Strain for Eye Health
    CGA-7 Green Coffee Extract by Vidya Herbs Achieves Self-Affirmed GRAS Status
    Nutritional Complex Evidenced to Reduce Preterm Birth
    Coatings World

    Latest Breaking News From Coatings World

    Barentz Expands Canadian CASE Team
    Shepherd Color Company Opens Sales Office in China
    Chromaflo Technologies Awarded Gold Status CSR Rating by EcoVadis in EMEA
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    CMS Establishes New Payment for Pelvalon’s Eclipse System
    Varian, Google Cloud Partner to Bring Convenience to Cancer Therapy
    Resonetics Leases New Manufacturing Space in Costa Rica
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Frontage Expands Capabilities at its Clinical Site in Secaucus, NJ
    Ascendia Pharmaceuticals Poised for Expansion
    Bora Pharmaceuticals Adds Roller Compaction Capabilities
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Revlon Unveils New Fragrances Featuring Megan Thee Stallion & Sofia Carson
    Henkel Management Board Welcomes Wolfgang König
    Mielle Organics Gets a Major Investment
    Happi

    Latest Breaking News From Happi

    Nature’s Beauty Debuts Vegan Natural Body Care at Walgreens
    Estée Lauder Expands 'Beautiful' Fagrance Collection
    Mushrooms Are Key Ingredients in Beauty & Wellness
    Ink World

    Latest Breaking News From Ink World

    SE-DA Invests in Kornit Presto S
    Kumon North America Adds Speedmaster XL 106 from Heidelberg
    Iron Oxide Pigments Market to Register 4.7% CAGR from 2021 to 2028: GVR
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Dantex elevates Joseph Sanchez to digital business development manager
    Mactac's Kevin Clunie joins TLMI panel
    MacDermid announces two new global sales roles
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Precision Textiles Offers Biodegradable Medical Fabric
    Northshore Launches Megamax Briefs in New Colors
    Essity Acquires Distribution Rights to Sorbact in Australia and New Zealand
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    New Biosealant Could Stabilize Cartilage, Boost Healing After Injury
    Google Executive Joins SeaSpine's Board of Directors
    HSS and LimaCorporate Open Provider-Based 3D Design and Printing Facility
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Tive Multi-sensor Tracker Solo 5G Relies on Sensirion SHT33
    VTT in 2020: Successful Year Despite Globally Challenging Times
    Lux Research: 3D Printing Market to Reach $51 Billion in 2030

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login