Printed samples have always been a great way to showcase the work you’re doing, new techniques, new papers. Plus, your expertise in solutions such as cross-media, variable data, and even sustainability. But what about using printed samples with your existing clients to sell—or upsell. We spoke with Christine Beato, Account Manager at Cenveo-St. Louis to find out more about how her company uses printed samples as a way to demonstrate expertise, and, help make the sale.
A Case History: Cenveo’s Printed Sample Solution
Cenveo’s University client was launching new branding aimed at prospective students. The theme of this multi-media campaign was “picture yourself”. Television ads turned “water color paintings” of students into real life. The University wanted to carry the theme of the “water color painting” into their direct mail print campaign. However, the University wanted printed 4/c imagery to appear very glossy while the substrate carried the look and feel of a painting canvas. In addition, the University remained budget conscious.
Cenveo proposed two different approaches. A less expensive approach using spot gloss and dull varnishes on matte coated paper, and a more costly approach utilizing spot gloss UV on uncoated felt finish paper. Cenveo realized that the University would most likely select the less expensive approach should the decision be based solely on price.
However, Cenveo’s solution utilizing UV on felt paper was a truly unique approach. Spot gloss UV would make the 4/c images pop off the page, and the felt substrate gave the look and feel of a painting canvas. This approach uniquely bridged the University’s message from the media ads of their campaign into their print advertising.
The question was–how to convince the University to go with the best visual option, which happened to be the most expensive. Cenveo’s solution: Printed samples
“We presented printed samples that were on the exact same papers we were quoting, with the same printing processes as quoted,” remarked Beato. “The printed samples alone sold the University on Cenveo’s unique approach. The look, and especially the feel, of the UV on felt won the day! Moreover, the spot UV created a tactile experience, which the University recognized as a highly desired aspect of their direct mail campaign.”
Best Practices for Printed Samples
Be Prepared: It’s more than just a Scout motto. Start now to make sure you have what you need when you need it: “Printers should maintain a library of printed samples, categorized for ease of use,” suggested Beato. To determine what should be in your library and, to stock it:
•”Identify projects at order entry as suitable for your samples library, and build samples into the print order quantity” said Beato.
•”Request your client’s approval to show their pieces as samples” Beato added. “If this request is done well, the client will be made to feel highly valued by your company…and the client’s printed work highly esteemed for its uniqueness.”
•Identify what industries your clients are in and who their competitors are. When showing samples, try to use examples from other companies in your client’s industry. “Companies are always interested to see what their competitors are doing. Showing competitor’s samples will peak the client’s interest,” remarked Beato.
Use Mohawk as a resource
“Our sales reps love when they have a printed sample that is exactly the same vertical market in terms of subject matter and the exact same printing technique” said Jane Monast, Director of Communications at Mohawk. “Fortunately, we can usually come close with either a commercial sample or a printed promotion. We’ve saved Mohawk show entries over the years for that reason.”
To receive printed samples from Mohawk, printers can either contact their Mohawk sales rep, their merchant sales rep or call Mohawk customer service at 1-800-THE-MILL directly with their request.“Your Mohawk spec rep is an excellent source for printed samples,” added Beato. “Props to Mary McDannold, spec rep extraordinaire!” she added.
MakeReady Tips:
• Create a library of printed samples tagged by both production technique as well as industry. Clients like to see examples from like companies/organizations.
• Before you run a job, request approval to run additional samples for your collection. Your client will be flattered!
• Check with Mohawk to see what’s readily available both for subject matter and printing technique.
• Interested in more about this application? Browse hundreds of Mohawk’s felt finish papers here.
