A Wide Variety Of Marketing Tips
Thinking about getting a wide-format ink-jet printer? Worried it won't draw enough business? Find out how other managers did it.
Have you considered buying a wide-format ink-jet printer for your in-plant, but worried that you wouldn't attract enough business to justify it? Or perhaps you have one but it's just not getting used often enough.
Well fear not. IPG talked to managers from around the country to find out how they market their capabilities to their customers. And for several managers, these devices have almost sold themselves.
"We actually sold several jobs off of it before we got the machine here, so we were biting our nails," recalls Mark McCarty, director of printing services at Emporia State University, in Emporia, Kan. "It got here, and in less than 48 hours we had to have a 20x51⁄2-foot sign done."
When shopping for his Tektronix Phaser 600 printer, McCarty brought in a test of his own to see how each vendor's equipment worked.
"When we were looking at different machines, we made one file that printed out different things onto a poster. Then we took it to vendors and tried it on different machines to see what it would look like, how fast it would print and how it handed it."
Prints of that test file were later sent out to regional printers, other state schools and the state printer to show off the university's new capabilities.
McCarty was happy to find that the purchase of the new printer paid for itself within one year. And his customers have been pleased with its output. Printing Services won praise from the NCAA for posters promoting a recent women's basketball tournament held at ESU. In addition, a three-panel display created for a national science contest reportedly got more attention than the winning entry sent by the university.