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Salmat looks to the letterbox for small business growth

Tuesday, 25 May 2010
By Print 21 Online Article

Print work coming up for grabs as Salmat prepares to launch website for SMEs to create their own marketing collateral.

The pilot website, (currently unnamed), which will be launched in July/August this year, allows businesses to log on and design material including catalogues and brochures, which the company will then distribute through letterboxes.

CEO, Grant Harrod, (pictured), told Print21 that Australia is “a small business economy” and SMEs need an easier alternative to market themselves. “The letterbox is a great platform,” he said. “Its returns are massive for minimal investment. The big issue is that businesses need someone to bring it all together, which is what we’re looking to do with this program. SMEs don’t have the infrastructure of larger organisations – they need a one-stop-shop and a direct marketing strategy delivered to them.”

The good news for Australian printers is that production of the marketing material will be outsourced. “We will put together a print network and distribute work to local printers who are the most time and cost-effective,” Harrod explained. “From there, they will print it and deliver the work back to our distribution houses.”

Harrod also asserted that printed marketing material is an advantageous medium for businesses to use. “We can run reporting for customers so they can see what the response rate is like, which they can’t really accomplish today with other traditional forms of advertising,” he said.

Harrod expects that as the website gains momentum it may also work in conjunction with SMS and email marketing, along with Salmat’s online catalogue website,  “We expect to expand the relationships into other direct marketing channels,” he said.

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