Self-Promotion Contest -- First Impressions Really Do Matter
Gray Printing feels out the client during the first appointment and determines whether there's a fit. After a second meeting, the prospect is sent a warmGray can, this one containing a V-neck Gray Printing logo sweater. An accompanying message reads, "Thanks for not giving us the cold shoulder. We want to roll up our sleeves and get down to business. . ."
Developed by Hart Associates, the promotion carried a price tag of $13,000 for 100 sets of cans, sun glasses and sweaters, or $130 per customer. According to Scott Gray, the company has amassed $235,000 worth of new business related to the self-advertising campaign. He estimates that out of 10 coolGray cans sent out, eight result in initial appointments, five of which ask for proposals, and three of which result in three new deals.
"On average, a client will buy about $50,000 worth of printing from us per year, though new customers may spend less than that the first year," Gray explains. "I encourage my sales reps to identify one prospect per week and send out at least one can per week."
ThINKing Out Loud
Monterey Park, CA
"INK AND paper," the introduction to Continental Colorcraft's art book reads. "Some of the most powerful words and images known to man are formed when these two elements come together." That formation creates a work of art, not just words and images on paper, it adds.
This 24-page booklet marries simplistic imagery with the compelling, colorful and crafty. The header for each picture incorporates the word "ink", including blink, wrinkle and kinky (the infamous photo of a dog and cat caught in a warm embrace). At the end of the book, smaller swatch versions of the images are accompanied by specification information.
"This brochure was developed as a tool to assist our clients' creativity," states Andy Scheidegger, president of Continental Colorcraft. "It is also intended to showcase our skills with a variety of printing effects masterfully achieved by our experienced digital imaging and lithographic craftspeople."