“WE KNOW our competition. And, it wasn’t who we thought it was!” reveals Bo Forbes, owner of Ironside Press in Vero Beach, FL. “We realized that we’re no longer in the business of simply providing printed ink on paper. At the end of the day, our tangible product is printing, but what exactly are we providing?
“Ironside Press isn’t merely a printing company. It’s a marketing services group,” Forbes contends. “We provide a solution for customers who need to communicate something to a target audience: design ideas, production estimates, mailing lists, response management strategies and, ultimately, the tools clients will use to communicate and grow their businesses or organizations.
“We realized that our competition was less about XYZ Printing down the street and more about the Yellow Pages, radio, television, or any other medium out there competing for our customers’ limited marketing budgets,” he adds. “We started spending less time complaining about the competition...
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