Stop Handing Out Print Samples

Pat McGrew

Printers and the ecosystem of companies that support them have an interesting challenge. It comes down to the on-going need to show the world what you can do. But, if your solution is to take the technical samples produced by the hardware vendors and hand them to prospective customers, stop it! All you are doing is showing what a specific piece of vendor hardware could do when printing under lab conditions. Handing out someone else's samples doesn't show what you can do or guide your customers and prospects toward growing their businesses with printed communication. 

Instead, take your customers and prospects on a journey. Be their guide on the adventure of print. Show them how design, print, finishing, enhancement, and message execution can work together to create more than they imagined. Over on the PrintSampleTV channel at Inkish.TV there are more than 70 episodes of print sample stories, specifically selected to show how the combination of a story, well-executed print and finishing, and a great message have helped to elevate brands of all sizes. From 19 Crimes wine labels empowered with Augmented Reality, to the on-going story of the Zeb marketing collateral executed by Symeta in Belgium, the stories are designed to give you ideas that any printer can take, modify and make their own on behalf of their customers. 

In the coming weeks and months, this space will explore the world of print samples and how to use them. From labels to packaging, trifold brochures to transactional documents, and into the world of textile and wide format, the goal is to find the best examples and share them. Another goal is to look at print samples as more than a technical exercise to prove the fitness of a specific print technology, and to show how they should be a vital component of every printer's arsenal of sales collateral. And, along the way, you will see pointers to software, hardware, techniques, and ecosystems to consider for your environment. Sometimes there will be pointers to existing PrintSampleTV episodes, but not always!

In the beginning....

Print samples play an important role. They show possibilities. They demonstrate capabilities. And, when done well, they tell a story that a client can integrate into their own requirements. From hybrid pieces using multiple print technologies to customized collateral for brands large and small, the print sample is meant to spark a conversation that converts to a sale. And, as important as they are, they should be used sparingly. Think of them as the spice that makes a favourite food engage your senses. 

For that reason, we will start at the beginning and build a Print Sample Plan together. Next time, the three questions you must ask before you begin re-engineering your Print Sample program!

Bring your questions, concerns, ideas, and best examples! You can always reach me at pcm@mcgrewgroup.com - please put PrintSamples in the subject line so I don't miss you! I taught my email to pay attention to PrintSamples!