In today’s economy, print service providers face the same challenges as any other marketers. They must be creative and challenge themselves to push beyond the boundaries of their minds—they must think outside the box for innovative ways of reaching customers and prospects. This requires an effective communications strategy that builds awareness while educating prospects and clients about the capabilities you offer.

In November, I interviewed three print service providers that shared innovative techniques for going beyond simply providing a customer with a Web site link or sales brochure. In a difficult economy, these firms realized that the bottom line of good marketing is getting connected with customers. The purpose of each interaction wasn’t necessarily to sell something, but to build awareness and mindshare. Ultimately, when the customer or prospect needed support, that print service provider would be at the top of their minds.

Ideal was founded in 1986 by Larry Vaughn. Since that time, the company has grown to become the fifth largest printer in Houston, Texas. According to Vaughn, “Our constant focus is on customer satisfaction. We are continuously expanding the services we offer to our customers to leverage new technologies and meet their needs.”