PPB May 2016

IN THE PAST THE CLIENT

asked,

“What would it cost to do all my

marketing materials in full

color?”

By the time we got the

quotes together, it was almost

embarrassing to give the costs to

the client because of all the sur-

charges. And so we didn’t push

full-color jobs. They wouldn’t

sell. One or two colors was much

easier to sell. But digital printing

has changed everything.

Now, we can give them not

only a full-color option, but we

also can get the logo art vector-

ized and ready for print without

any major cost or trauma trying

to get it ready for the supplier.

Distributors must create the

interest for multi-color. How?

• Identify the clients that could

most utilize full color.

• Work up quotes of products

they use and get samples.

• Identify the suppliers that are

most aggressive about selling

their full-color items. They

will all offer deals to sell

multi-color.

• Get your leave-behind items,

e.g. pens, magnets, etc., done

in full color so the client can

see how great the items look.

• Make spec samples of

multi-color items they cur-

rently buy. Spec samples

sell!

• We’re all looking for new

customers, so identify those

that could use or may already

be using full-color items.

• Send them full-color info,

catalogs, samples and keep at

them.

20 •

PPB

• MAY 2016

INNOVATE

QUEST

ION

WHY CUSTOMERS AREN’T CLAMORING FOR FULL-COLOR PRINTING

COLOR CONFUSION

A SUPPLIER ASKS

Where is the demand for full-color printing? For

a nominal increase in cost, branded products look so much more

vibrant in full color. Are other suppliers seeing a lack of demand

for full color? Distributors, what's preventing you from recommend-

ing full-color to your clients?