© Keypoint Intelligence 1|© Keypoint Intelligence

Print Samples that Sell

Pat McGrew

Senior Director, Production Software & Solutions

August 2019

© Keypoint Intelligence 2|

• Pat McGrew, M-EDP

• Industry Evangelist

• Senior Director: Production Software and Services

at Keypoint Intelligence – InfoTrends

• 30+ years helping customers create success

through communication products

• Pat.McGrew@KeypointIntelligence.com

• @PatMcGrew & @PrintChange

• www.linkedin.com/in/patmcgrew

• PrintSampleTV at Inish.TV

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Why Build UniquePrint Samples?

Demonstrates YOUR print

capabilities on each type of

printing equipment

Shows YOUR substrate options

Shows YOUR options for

enhancement

Shows YOUR finishing options

Functions as YOUR “leave

behind” on sales calls

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We Often Find…

Print samples:

Left overs from print runs

Supplied by vendors

Printed on equipment

that has left the building

Overruns from work that

customers asked to be

run as test prints

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We Hope to Find…

Dedicated samples to

show capabilities of

each device

Samples that show

options for substrates

and finishing

Samples that wrap a

story together

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Your portfolio should…

Create different portfolios for different stages of discussion

› Basic portfolio with a smorgasbord of your capabilities

› Specific portfolio for the product lines your support: documents, books, posters, direct mail, marketing collateral, leaflets, décor…

› If you have enhancement capabilities, create a deep dive portfolio that showcases the value add you can offer

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The Anatomy of a Print Sample

The Best Plan:

A library of samples that

are refreshed regularly

Regular education for

sales and CSRs on what

is available

Dedicated print runs for

samples

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Show How YOU

Differentiate!Differentiate & Deliver

Personalize and Customize

Add color

Add information design

Add enhancement

Build a Loyalty Relationship

Know preferences

Understand how they buy

Understand why they buy

Make it hard to switch

Build loyalty

Increase wallet-share

Show how you VDP!

Story:

Take a product and make it better!

© Keypoint Intelligence 11|

Your portfolio should…

Create different portfolios for different stages of discussion› Basic portfolio with a smorgasbord of your

capabilities

› Specific portfolio for the product lines your support: documents, books, posters, direct mail, marketing collateral, leaflets, décor…

› If you have enhancement capabilities, create a deep dive portfolio that showcases the value add you can offer

© Keypoint Intelligence 12|

Your Next Steps

Create and maintain print sample

libraries

Demonstrate all your capabilities

Ensure that all team members are

educated on the stories that bring

the samples to life

Use finishing options as a

differentiator

Refresh stories quarterly so teams

have fresh ideas to share with

customers and prospects

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Your Next Steps

The Best Plan: Create samples that show the

capabilities of every finishing

option, even those you send out

Create a process to

dispassionately review print

sample requests that are outside

of your standard set

Treat requests to print customer

files the same as a for-pay job

Set ground rules

Thank You

© Keypoint Intelligence

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Pat.McGrew@KeypointIntelligence.com@PatMcGrewwww.linkedin.com/PatMcGrew+1 720 220 5097