In 2010 Globe Printers went from being our trusted supplier to a becoming a valued client. The initial success of our Results Made Easy campaign yielded 20% sales growth and 52 new clients within the first three months. But that was then. Five years later Globe needed to attract new business and re-engage lapsed clients to meet its aggressive growth targets.
In 2015, of the five industries making up 60% of Globe’s sales south of the Fraser, Manufacturing and Wholesale was the largest and most profitable. BC’s manufacturing industry grew between 1.3% and 6.99% in five years and in 2015 generated $609 billion in sales. With this tremendous growth potential, we recommended Globe initially focus sales efforts on this sector.
First Impressions Are Important
First impressions are important in life – and in business. A printed piece is often someone’s first exposure to a company. To make the best first impression, everything must be perfect. Because you never get a second chance to make a first impression.
Sales Force Faces Forward
To dramatize (and humanize) this point, a humorous example of what a slightly skewed first personal impression is like makes the analogy of an imperfectly printed piece. We presented a ‘First Impression’ headshot of a smiling person with something slightly wrong, like a speck of salad in their teeth. To make it more interesting, the sales staff themselves posed for the pictures in the digital and direct mail campaigns.
A digital ad campaign featuring the ‘funny’ rep images was targeted at manufacturing. The ads linked to a custom landing page featuring all the reps’ skewed portraits (mousing over each image produced a more flattering portrait). The offer of a “Print Planning Consultation” with a Globe Print Rep showed the visitor that Globe could simplify their jobs and save them money. We also set up a quarterly e-newsletter.
The First Impressions campaign is ongoing, but all reports say it’s made a great first impression so far. New and potential clients enjoy the light-hearted approach and the message that Globe takes care of the details for every print project from start to finish is resonating.