Vistaprint's previous 50% off promo code expired yesterday. There are new coupon codes which you can get from DealNews. While the company offers this type of deep discounts only twice a year, which means we would expect the "50 off" discount to appear again in 6 months from now, it appears there is a period of grace, as you can still save up to 50% sitewide!
If you need business cards, brochures, fliers, postcards, invitation cards, or anything that Vistaprint provide, use the coupon code VIPSALE to save up to 50%.
Vistaprint: Your One-stop Destination For Customized Printing And Marketing
In a world where customization has become a synonym to individuality, Vistaprint has been one of the pioneers of this trend. The company which was established in 1995 by Robert Keanne, an American business school graduate, started off with offering direct-marketing catalogs. However, with the evolution of the business model, Robert realized the need to change the technology as well as the rising demand of customized products. By 1999, the company was past the volatile phase of establishing its brand name and was making a staggering growth thanks to the genius strategy of selling free customized business cards to customers. The strategy was the brainchild of Robert, the catalyst in increasing the sales of the company.
WHAT WAS THE VIRAL MARKETING STRATEGY?
Offering free customized free cards alone would not have helped the struggling start-up in achieving a brilliant success. The inventiveness of the offer lied in the parallel marketing of the company by printing the logo of Vistaprint at with each free business card. The company became a brand name by offering full-color business cards at the minimal handling and shipping fee of $5 when business cards were being printed at the expense of $85 online. The traditional printers printed business cards at an even more expensive fee ranging from $200 to $300.
In a cut- throat competition of online printing businesses, Vistaprint emerged as a rising star and gained the title of "free business card" company. The word of free business cards spread like a fire and in turn the company scaled its business model rapidly. The statistics showcased a $1.2 billion increase in the sales of the company. Apart from the incredible growth of the company, the notion resolved an issue faced by small groups of individuals conducting businesses, which were essentially termed as 'microbusinesses'. At present Vistaprint caters the needs of an impressive total of 16 million customers.
WHAT IS NEW AT VISTAPRINT?
As every business faces the danger of becoming stagnant if the strategic planning and ideas are not transformed, Vistaprint too faced the possibility. The possibility became prominent due to some principal reasons:
- The company was no longer a start-up and the initial marketing strategy of offering free business cards to microbusinesses had run its gamut, hitting home the point that the company needed to upgrade its status as a small successful business.
- The product line offered by the company had been expanded overtime but customers were stuck on the most popular product and thus other products were overshadowed.
- The business cards held a potential risk of devaluing the product line.
The company understood the need for a major overhaul in its marketing strategies as well as the need to increase the awareness of the various products offered by the company. The focus is now on providing a the customers a more personal experience by providing services such as overall site experience and product quality. A larger range of products and quality printing coupled with designs on offers has made the overall experience of the customer much more richer. The company offers products such as printed apparels which include t-shirts, caps,tote bags and embroidered products such as shirts and laptop bags.Marketing materials such as postcards, flyers, rack cards, banners are also customized by the company. Vistaprint also hosts websites and offers a website builder.
Recently Vistaprint changed its name to Cimpress.
TAKEAWAY LESSONS FROM VISTAPRINT'S CASE STUDY
Some important lessons that could be derived from the incredible success story of Vistaprint:
- Sometimes it is important to scale down the success rate of a particular marketing concept to ensure the continual success of the brand or the company as a whole.
- Giving away a product for free as an initial marketing tactic should be used conservatively and should not compel the company in giving away the products for free.
- Guide your customer's attention into buying others products offered by your company by shifting the focus from the free products. This can be done by providing a series of offers that would shift the dynamics of the sales step by step.
- Maintain the analysis the market and the target audience. Focus on providing a better service to the targeted customers rather than trying to reach a larger market and risking the degradation of the quality of the product.
- Customer is king. This should be the ideal mantra of your company if it is engaged in providing marketing solutions of any kind.
- Define your own rules and try not to deviate from the ultimate goal you wish your company to achieve.
Vistaprint has expanded its platform to support massive orders of customized products, being able to meet the requirements of nearly 30 million customized items last year.Marketing and technology form the core of the driving force of this company even though printing remains the heart of its working environment.