The Story Behind the Product
It's no longer enough to sell customers on product alone. Give the customers what they want: an experience. How does that high-end folder with the fancy die-cutting add value? Why is synthetic film a better match for a menu? How can end-users maximize space on a brochure? The following suppliers have answered these questions and more. Here, they share some of their favorite folder, menu and brochure items, along with tips on how to get repeat business.
Conformer Tax Folder
Submitted by: Lisa Goebel, marketing manager, Admore Inc., a Div. of Ennis, Macomb, Mich.
Why it is valuable: Tax season is the perfect time to sell folders. Our Conformer Tax Folder features a 9.5x12" folder with a 4" left pocket and a fold-down tab off the back cover for ACCO type fasteners. Its patented scoring system makes it unique in the market. Each side holds up to 0.375" and unlike box pockets or other products, the folder stays flat as the capacity increases.
Sales tip: The best way to sell it to your customer is to let them take the "Conformer challenge." We'll provide you with three samples-a regular tax folder, a box pocket and a Conformer Tax folder. As your customer uses the folders, the benefits of the Conformer make it the clear choice.
Majestic Leathergrain Menu Covers
Submitted by: Laurie Oftedahl, sales and marketing, Carlson Craft Binder Division, North Mankato, Minn.
Why it is valuable: This is one of those items that fits any restaurant décor, and what the customers like is that they can match them up to the check presenters and table tents for the complete look.
Sales tip: Think outside the box when talking to spa owners, caterers and even realtors. Any business that has a menu, whether it is a restaurant or not, can showcase their menu with these covers. And, if you are wondering how realtors use menu covers, I'll share that the realtor wanted to do presentation fitting the house he was selling, so he used a four-view menu cover to enhance the quality of the house in the buyer's eye. A four-view cover does nicely-a front shot, a couple of interior shots and, of course, the specs are added by the buyer. We just print the logo on the front cover.
Serpentine Cut Right Pocket Presentation Folder
Submitted by: Vladimir Gendelman, founder and CEO, Company Folders, Keego Harbor, Mich.
Why it is valuable: The serpentine cut folder is sure to get the recipient's attention because the front cover and inside pocket are cut into a completely unique shape. And unlike most unique folders, which tend to limit your design options, this one doesn't. It's an excellent choice when you want to turn a simplistic design into something distinctive and eye-catching.
Sales tip: The best way to sell a product is show, not tell. If you are pitching a client in person, show them an example of a design printed on the Serpentine Cut Right Pocket Presentation Folder. Then compare it to the same design printed on a standard folder. The product speaks for itself; a visual comparison is all you need to make the sale.
Synthetic Film Substrate for Menus
Submitted by: Kim Nanosky, marketing manager, Victor Printing Inc., Sharon, Pa.
Why it is valuable: Boasting a robust set of useful applications besides menu printing, synthetic paper is a stand out in today's print market. Ideally suited anytime printed materials will be subjected to frequent handling or extreme environment conditions, synthetic paper is waterproof, tear-resistant, durable, and impervious to grease, food and drink stains. [...] It prints with ease, without the use of special inks, toners or set-up, and can be easily embossed, die-cut, perforated, folded or glued.
Sales tip: Our synthetic menu printing can tell your story, promote seasonal items, or highlight daily specials, just like it did for a national chophouse style restaurant in Meadville, Pa. Famous for its premium steaks, fresh seafood and award-winning baby back ribs, this restaurant wanted its printed menu to reflect what customers have come to expect: perfect execution, great food and exceptional service. Synthetic paper helps your print project venture into a new and exciting world of print possibilities, and will extend the shelf life of your printed pieces.
Presentation Folder
Submitted by: Joy Abel, account manager, Independent Folders, De Pere, Wis.
Why it is valuable: Distinctive, eye-catching and an unforgettable leave behind, our presentation folders are a must-have in your sales toolkit. They are easy to customize and extremely effective in high impact branding.
Sales tip: A partner in the health care industry used a branded folder to distribute to new patients upon admission. It contained informative inserts, business card slots, a notepad and a pen. In addition to providing patient a handy place to keep information and instructions, it eased the admission process. Ultimately, it saved the hospital time and money while enhancing its professional image.
Raised Spot UV Folder
Submitted by: Joel Tardie, director of marketing, Presentation Folder, Orange, Calif.
Why it is valuable: Presentation folders are usually meant to impress, and compared to standard flat four-color printing, the reactions we get when handing someone a sample with raised UV is generally nothing short of astonished. The effects that can be achieved with this process are very unique, so standing out is inevitable. As a digital press, the price for short runs as low as one, are actually less than conventional flat UV and embossing, and can be personalized with variable data.
Sales tip: Hand someone a sample. It is difficult to portray the unique qualities that can be achieved with raised UV with pictures and words, but once they have it in their hands and it engages their senses, they'll want to figure out how they can use it with their own images and graphics.
Full-Color Brochure
Submitted by: Wendy Flaherty, senior channel marketing specialist, DFS, Groton, Mass.
Why it is valuable: A brochure is the workhorse-marketing piece of any company. With a front and backside to tell your story, a brochure provides a lot of real estate for your money. You can take it up a notch by adding a few additional low-cost options such as high quality paper stock, unique fold or a perforation for gift certificates and coupons and you'll have a customized marketing piece. It's also multi-purposed. Use it in a No. 10 envelope to mail to prospective clients, include in newspaper inserts, stand up on your counter in a literature rack or bring several and leave behind on your sales calls.
Sales tip: When distributors order a brochure on DFSfullcolor.com, they receive instant wholesale quotes so they can quickly do the mark-up and provide the customer's price right away. They can also save the quote for future ordering and save artwork for future jobs. Now that you have their artwork and logo, you can help build a customer's brand by selling them other complementary items ensuring consistency of their brand every time they place an order.
Printed Pocket Folder
Submitted by: Phil Martin, MAS, national sales manager, Warwick Publishing, St. Charles, Ill.
Why it is valuable: Our approach to providing folders is to make them easy to order-thus our line name FOLDERS MADE EASY. Pick your paper, pick your folder style and then just pick how you want to present your logo and information.
Sales tip: The No. 1 thing that I like to promote to sales reps on presentation folders is the repeat factor. The presentation folder is a supply item for many companies. When they run out, they order more. The other great thing is that multiple departments within the same company can use presentation folders: sales, marketing, HR, etc. Sales reps probably lose out on a large amount of folder business because they are not asking clients if they use them.
Campari Cocktail Compendium
Submitted by: Frank Babich, account representative, Team Concept Printing, Carol Stream, Ill.
Why it is valuable: We helped our client create a one-of-a-kind booklet to promote their liquor and to help explain the history and origins of this famous Italian spirit known as Campari. High-end print techniques including special wrap around cover utilizing gold foil and embossing, provide a substantial and luxurious feel to the end-user. Beautiful full-color printing on soft, uncoated paper, gives photographs a luxurious, subdued appearance.
Sales tip: Print distributors who are looking for a way to help their clients stand out from the competition can easily collaborate with the experts at Team Concept to create outstanding marketing collateral that is guaranteed to impress.
Sculptured Pocket Folder
Submitted by: David Crysler, general manager, Folder Express, a Div. of Ennis, Omaha, Neb.
Why it is valuable: The Sculptured Pocket line offers the appeal of a completely custom folder with the ease and affordability of the everyday pocket folder.
Sales tip: This product is perfect to use as an entry point into the presentation folder market for many different types of customers. We provide a folder with unique die-cut pockets and a design geared toward some of the top vertical markets which include medical, dental, real estate and financial. There is very little work that the customer needs to do to get a full-color, fully custom, high-end look.