U.S. Business Products Sees Accelerated Pace in Marketing
Tuesday, April 3rd, 2012
Information overload from the Internet, Twitter, email and 24-hour news channels has raised the level of noise that marketers must overcome to reach consumers and shortened the window of time they can hold their attention. The result is a faster pace in the marketing world – more campaigns that are shorter-lived.
"Marketing's changed and technology has changed. We're seeing smaller quantities and shorter turnaround times from our customers," said Sterling Phillips, manager of U.S. Business Products, Inc. in Albany.
The company recently added Canon Inkjet printers to address the growing demand for posters and banners. The items can instantly communicate information to customers on short-lived promotions and events.
"Retail stores might put a banner or poster in their window advertising a 25% off sale or a bank might promote a special interest rate on a loan. They tend to be short events sometime a week or even a day," Phillips explained.
U.S. Business Products, Inc. (USBPI) is a commercial printer with locations in Albany and Dothan, Ala. In Albany, the company is solely focused on printing and fulfillment while in Dothan, the company also provides office, janitorial and industrial supplies. USBPI has 30 employees and has been in business for nearly 30 years.
Growing in the Recession
In one of the worst recessions ever in the United States, USBPI grew its business. Phillips attributes the growth to the company's focus on customer service and long-term relationships.
"A lot of printers went out of business in the last three years. We've been fortunate enough to acquire some of that business as customers continue to search for printers they can count on," Phillips said.
USBPI works primarily with local manufacturers and medium to large service providers. The company has invested over the years in the infrastructure to support this business segment, including 10,000 square foot warehouses in both Albany and Dothan and vehicles to support fast delivery service.
Building a Web Presence
According to Phillips, USBPI is building a more robust website to enable its customers to communicate online with the company. The goal is to make it easier and more convenient for customers to submit jobs, approve designs and relay any changes.
"Our clients have less time available to deal with printers or any other supplier so we want to make it as easy as possible," Phillips said.
USBPI plans to maintain its focus on medium to large businesses. By adding new capabilities and getting the word out, the company expects continued growth.
"We can do a lot more to build our name with our core market. We get most of our business through word of mouth. Our new printing capabilities are also bringing in a new set of customers," Phillips said.
More information on USBPI is available at usbpi.com or call (229) 883-2323.
