Check the Technique

Here, Willman shares the thought process behind Wilmer's promotional tool.

Print+Promo (P+P): Describe a promotion of yours that you consider one of Wilmer's best.
Larry Willman (LW): The introduction of our new Basic Laser Check Black Imprint Program provided our customers (i.e., distributors) three tiers of laser check programs from which to choose: basic/economically priced, one pantograph and four colors; standard/competitive priced, more options and a variety of perforation positions; and standard plus/flexible, [an] affordable program where you can create your own unique look.