Derby Days

Mick McCarthy

I was at the East Anglian Derby on Sunday.

I go to Carrow Road most weeks, but there’s a little bit of extra spice in the air when the Tractor Boys come to town.

If you didn’t see it, it was a great game, with the main talking point being Ipswich boss Mick McCarthy’s reaction to a dramatic 89th minute goal for his side.

With just one minute left on the clock, Luke Chambers grabbed the goal that put McCarthy’s men in front, and Mick just went berserk.

And during his celebrations, he appeared to aim some choice language towards his own fans.

Yes, you read that right – his OWN fans.

Now the subtext is that McCarthy’s been getting some grief off the Ipswich supporters of late, but regardless, this isn’t a smart move from him.

And in fact, there’s a wider lesson, that all of us in business would do well to heed:

Your relationship with your audience is the MOST important thing.

Build a rock solid relationship with the people who you serve – whether they’re paying clients or not – and you’ll always have more chance of getting meetings, generating leads and making sales.

But be disagreeable like Mick, and fail to build those relationships with your audience, and you’ll find yourself running out of good will pretty quickly.

Oh, and thankfully, Mick’s celebrations were short-lived too – when we equalised in the 95th minute!

We help our clients get a lot of direct mail out the door, and in every single case, direct mail works better when it’s sent to people you have a relationship with.

That’s why it’s so vital to nurture those relationships – if you don’t, then your letter doesn’t get read, and you don’t make the sale.

Press Release – New Account Manager

Nadine McGonagle

Expert Print Management has further expanded operations by appointing Nadine McGonagle as Account Handler, as the company continues to attract new business from outside of the region.

The Norwich based print management company, now in its 7th year in business, supplies print, promotional products and banner stands to businesses throughout the UK and is targeting 30% growth for 2018.

The recent addition of a dedicated website,  for it’s range of promotional products has resulted in a significant increase in orders in that particular area.

For further information about Expert Print Management please contact Paul Youngs on 01603 397704 or visit

IKEA’s Best Performing Marketing Tool

IKEA Catalogue

And it’s printed!

Earlier this week I watched a programme on TV called Flatpack Empire. It was an interesting ‘behind the scenes’ look at the Swedish furniture chain IKEA.

It’s a massive business with some huge numbers;

  • €38.3 billion in sales
  • 2.3 billion website visits
  • 936 million store visitors
  • 194,000 co-workers
  • 403 stores worldwide

But the figure that struck me was the  210 million print run of the 2018 edition catalogue ; now 210 million catalogues at 328 pages that’s a lot of print!

Since 2004 the IKEA catalogue has been considered the companies main marketing tool and 70% of the marketing budget is allocated to its production.

It’s 9 months in production, and the photo studio for shooting the catalogue images is one of the biggest in Europe, covering a massive 8,000sqm in IKEA’s home town, Älmhult.

The importance of the catalogue cannot be understated though (so important that the cover design must first get approval from IKEA’s ‘catalogue council’ before it can be sent for print) as the publication of the catalogue always leads to a jump in profits.

In 2015 IKEA produced an advert to present the catalogue in a manner that mimicked Apple’s promotional style.

The BookBook advert made me smile then and still makes me smile today!


One more IKEA stat for you:
Selling one billion meatballs from their restaurants globally every year, helps to make IKEA the 10th largest food retailer in the world!

The EPM Guarantee

New for 2018 – The EPM Guarantee

We’re really proud of the fabulous work we supply at Expert Print Management and we’ve loads of happy customers who give us 5 star reviews and write us testimonials.

But we also know that trying out a new supplier can make you nervous and so it’s sometimes easier for you to stay with an existing supplier.

But while we understand that, it also makes us sad 🙁

That’s why we’ve introduced the EPM Guarantee – to ease your concerns.

We guarantee that if you’re unhappy with your order, you just need to let us know and we will rectify the situation just as quickly as humanly possible!

Now I know we both hope that you’ll never need to refer to it again, but if you’re concerned about working with us for the first time, just take a look here. 

I Hope it puts your mind at rest!


Why does Google use Direct Mail?

As we speak to prospective clients we often here phrases like “… all our marketing is digital…”, or “printing is so ‘old hat’…”.

And it’s funny, because we’ve seen over recent times that there has been a resurgence in print as marketers acknowledge that the most effective strategy is a mix of digital and print media.

Most if us in business have at one time received a direct mail piece from Google. Google, for goodness sake. These people are the internet; they make up the rules that we all desperately struggle to catch up with when their algorithms change. But they use DM because it works for them.

Here are some stats you might find interesting:

Why Google use direct mail

If you would like to have a chat about how direct mail could work in your business, just give us a call on 01603 397704.

The 13 Point Exhibition Checklist

Exhibition Checklist

Exhibition Checklist



If you’re going to be exhibiting at an event this year, you’re going to want to get the most out of it that you can.

So here is our 13 step guide to making sure the exhibition works for you.

  1. What’s your objective? Is it to sell something? Is it to gather leads? You need to define early on, the reason is for exhibiting at the show.
  2. Find the right show. Make sure that the exhibition is going to have the footfall and the right people attending.
  3. Book your space. Make sure that you can maximise on your investment. Ideal areas to chose are close to seminar/theatre entrances, sponsored demo areas, cafes or the toilets. That’s where you know there’ll be a large number of people passing by.
  4. Choose the type of display that you’re doing to take with you. If it’s a small event, you’ll only need a roller banner. For bigger exhibitions, you need something like a pop up stand. If it’s a shell scheme stand, you’ll need to look at how you’re going to decorate the area. You’ll have three walls in effect, to place graphics on or put banners up against. You might want to look at using a systems stand. These can be modular and you can size them to fit different venues. Your key message should always be high up on the stand so that it can be seen from a distance.
  5. Check out those ‘extras’. You can pay an arm and a leg for extras at exhibitions. Power sockets, Wi-fi; Make sure you take as much of it as possible with you.
  6. Take a seminar or speaking slot. If this is offered, not only will this help attract people to your stand, but it positions you as an expert in your industry, and that’s invaluable when it comes to your marketing and sales.
  7. Decide what marketing collateral you need to take.
    – Leaflets / Brochures / Offer Flyer
    – Does everyone have a good supply of business cards?
    – Do you need a ‘giveaway and/or bag?
  8. Get the staffing right and here’s the magic formula. (Total visitors / by days the event is running) / hours the event is open each day/60. You need to calculate how many people you need on the stand.
  9. What to wear. You need to mirror the people you want to attract. If you’re attracting families, consumers or children, you should dress more casual, than if you’re trying to attract the Chief Exec of multi-nationals. Dress in the same clothing, in the same colours. If everyone dresses differently you’re not going to look professional or stand out.
  10. Gathering leads. Remember, it’s all about quality and not the quantity. Make sure you attract leads from those people who you want to be doing business with. The classic gold fish bowl for your business cards is a great tactic, but don’t just let anyone put a card in there or, if they do, make sure it’s marked in some way that you don’t waste time following up a lost cause.
  11. Other exhibitors. A great source of leads at all exhibition is the other exhibitors themselves, particularly if you’re in a B2B business. This can be an absolute goldmine, but don’t talk to them during the main part of the exhibition day. They won’t appreciate it and you’ll be wasting time when you should be talking to visitors to your stand.
  12. Follow-up. Don’t forget the follow up. You’ve qualified all the leads, you have the contact details of everyone who visited you, but so many people fail at this step and just fail to follow up. Upload your visitors data to your CRM system immediately and make sure that they receive the first email from you on the same day that they visited the stand. It really does set you apart from other competitors.
  13. Analyse the results. You need to find out if it was worthwhile exhibiting. Did you cover your costs? Was it worth the time and effort? Do you want to exhibit there again next year? Because if you do, there’s probably going to be an early bird discount in the next few weeks that you can take advantage of.

So that’s our exhibition checklist. If you would like to talk to us about your marketing collateral, your exhibition stand or your promotional giveaway, Just give us a call on 01603 397704.