Dan Hayes has owned a quick-copy shop in Olympia, Washington for nearly 24 years. He’s had a lot of success as a small business owner, but AlphaGraphics owner Chuck Stempler in nearby Seattle convinced him he could do so much more.
Hayes converted in September, and one of Stempler’s suggestions was to implement a search engine marketing campaign to attract more business. The results were better than anyone could have imagined.
“Within the first month or six weeks, we landed a major project that really set us on a new course,” Hayes says. “The interesting thing is the client is right down the street, but if we hadn’t converted to AlphaGraphics and launched the SEM campaign, we would have never known about each other.”
As it turns out, Dan’s new client had been using a big offset printer in town for years, and wasn’t happy with the service or the pricing. They needed several thousand books printed for an annual event—typically they ordered 10,000 but Hayes was able to deliver 12,000 and still beat his competitor by $4,500!
In the end, Hayes had attracted a $57,000 project by positioning his AlphaGraphics store to win the business… but the customer had to find him first, and they did so through a search engine. Dan’s focus on marketing the business through search engine optimization has already paid for itself many times over.
“Our strategy was to fill the void our competitors left wide open, and to truly focus on customer service to complement our highly skilled graphics person,” he said. “That’s what this really all comes down to—the emotional investment our current or prospective clients are willing to make based on our performance. If we perform well, they will invest in us.”
One of the biggest advantages to being a part of the AlphaGraphics network is the camaraderie among owners in neighboring markets–they help each other succeed, rather than working against themselves.
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