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Self-promotion Contest Winners -- Keeping it Real

September 2004
by Kristen E. Monte

Associate Editor

So, your clients aren't buying the 'Trust us, we're the best' line of marketing any more? Apparently the winners of the 17th annual Printing Impressions Printer's Self-Promotion Contest feel the same way.

Judging by the entries of the past, we have seen an assortment of campaigns, ranging from the extravagant (during better economic times), to the simplistic in recent years. This year's crop seems to focus on getting the job done efficiently and effectively, while remaining true to their core businesses.

Whether you feel you haven't enough money to spend on a good campaign or you are spending too much and not reaping the benefits, the following companies appear to have gotten it just right. Here are the winners of the contest, in no particular order:

One-stop Shop

Outlook Group, Neenah, WI

The Outlook Group didn't go the way of excess to promote its high-end printing technology and practices, rather deciding to prove that 'seeing' really is 'believing.'

Outlook specializes in sheetfed offset, wide and narrow web flexo, UV flexo and rotary letterpress printing, as well as variable data imaging. Its fold-out promotional book showcases all of the company's capabilities up to the most recent advancements, providing clients and prospects with examples of the many different ways its products can stand out from the pack.

Plus, once printing and packaging requirements are finished, Outlook's direct mail solutions allow clients to effectively promote their products.

"It has impacted our ability to prospect and present ourselves in a different fashion," notes Mike von Brendel, vice president of sales.

This entire project was produced in-house. Outlook used a collaborative group of sales associates and management, as well as client service and operations staff for their input. And everything from prepress to printing, foil stamping to lenticular printing, and embossing to finishing, was done under one roof.

A Visual Impression

Integria, Montreal

The marketing department at Integria set out to put together a breathtaking piece that relied solely on visuals to validate its capacity to produce high-end work. The result is a stunning piece that has caught the eye of the industry.

Canada-based Integria was contacted by an American photographer who was frustrated with his images not achieving their full potential when printed on paper. The idea was to show potential clients how their images could be enhanced if photographers and printers worked as a team.

"We concentrated on highlighting our technical know-how in prepress, on areas such as Hexachrome printing, and further enhanced the images with spot varnishes," explains Louise Kralka, vice president of sales.
 

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