Samples Are Sexy

Why not use a marketing tactic that works for your customers?

By Matthew Parker, Xerox – Some printing companies are sending printed samples of high-quality brochures, packaging and marketing materials to selected prospects. It is achieving some very worthwhile conversations for them. The arrival of the right piece of print can make the difference as to whether the prospect responds to a follow-up phone call or e-mail. Sometimes they will even pick up the phone themselves. Many prospects are keen to meet with the printing company to see more samples and find out more about what the printer can do for them.

It is easy to understand why. Think about how you feel if you receive a beautiful piece of print through the post. If a piece of print is carefully crafted, it stands out. It is proven that print drives results. According to, your prospect is 10-20% more likely to convert if they receive direct mail rather than e-mail. When it comes to selling presses, this can make a big difference to your results.

Let’s compare this to a more traditional approach

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