Here's another spotlight on some Press-A-Print Operators who are really making an impression: Chuck and Tara Wilhoit of Innovative Promotions in Cortland, New York.
- What are your gross sales since starting up? "We're still adding it all up right now, we have some accounts receivable still to add in , but since June 2005, we've done over 60K with close to 20K more in the works. Our original goal was to top 100K gross in the first year, and we're going to blow that goal away very easily!" (On top of that, they're both working full time at other jobs, he's a webmaster and she's a veterinary assistant. Chuck's planning on moving to full-time in spring 2006.)
2. How did you build your client base? "We just focused on doing business with the people we already knew. Those connections also have connections, which turns into more leads and eventual orders. Chuck has a graphic design background, so we've been able to build off of that to help our clients design their logos as well as print them."
- Did you target any specific industries? "A little bit: As we contacted different businesses, we came up with the idea of composing a coupon book that could be mailed out; we worked out a deal between us and them to where their advertising through us puts them in the coupon book, which will bring them more customers. It's been quite a project, but is working really well--we're looking at making it into a quarterly project. So in that sense, we worked with a lot of small business owners. We've also started to work our way into bigger things with bigger organizations; we're close to landing something with Cornell University that could be really big."
4. What have you found to be the most effective way to market your business? "Networking with people you already know (and the people that those people know), and using some advice we heard at training: Wear your company! We have our own printed/embroidered apparel, which we wear everywhere. We pass the shirts out, too. We have vinyl decals on our cars. The other day, the mayor of our town said to me, "Chuck, I don't go anywhere in this town where I don't see 'Innovative Promotions' on something. I said, "Tom, what size shirt do you wear?" He told me, and the next day I took him some coffee and a printed shirt in his size. I saw him at a restaurant the other day and he was wearing the shirt. That's great advertising."
- Do you belong to any civic/leads groups? "We were involved in Rotary club, which gave us some good connections. I'm a youth hockey/soccer coach, we volunteer at (and donate some pro bono work to) an annual fall pumpkin festival, several youth groups, that kind of thing. Since we were directly involved, we did some of the things for these groups at no cost, and those have turned into some great repeat orders. Working our way in that way gave us the entire athletics department of one of our local high schools, which is a great consistent ordering body for us!"
6. How would you break up (in percentages) the amount of work you do in screen printing, pad printing, brokering, etc.? "Probably about 30% pad, brokering 5%, screen 45%, 20% other. The 'other' category comes in where we've gotten paid to not only fill the order, but also helped design logos, from doing things like the coupon book, etc. We had an OB-GYN just open a clinic in our town; I drew a logo for her over dinner, she's using it, made some orders with us, and in the process we got involved with helping produce a TV commercial for her, which we're also getting paid for. We want to be a one-stop shop for our clients, so we decided to take the challenge, and it's working out great!"
7. Have you done more business in a few large orders or multiple small orders?
"It's kind of hard to say. We started out with smaller orders, but those have turned into repeat customers who have started doing bigger orders. It's a progressive thing."
8. Has the support received from Press-A-Print contributed to your success? If so, how? "The training, customer support, and help with ideas and product searches have been fantastic."
9. What advice would you share with new PAP operators? "This might sound kind of cliche', but don’t limit yourself. Think of how you can increase the value of the promotion. I had a pet salon that wanted some pen or something and I said, 'That's all fine and good, but let's turn this into something that will bring them back in to you again. How about you order some imprinted leashes with your business name on it, and give those out. When your clients come in again with their dog on the leash you gave them, you give them a discount on their next 5 or 6 shampoos. She was like, 'Shampoos?' I proceeded to explain how people want a deal if they're going to be persuaded to wash their car, their dog, etc. They know they need to do it anyway; giving them something that subtly prompts them to do it puts them into action, which becomes money in your pocket. Then I hit her with "We can also put you in our coupon book with some deals you can give your customers." See what I mean? Another thing is don’t be afraid to give stuff away. That was kind of hard to do at first, because it's a cost, but the return has been infinitely greater than what it cost us for the item we gave out. In this business you really are only limited by what you decide you can or can't do."
I love the coupon idea - and the imprinted leashes. I have been wracking my brain for something different for the vets in the area, as well as the pet groomers. I am so glad I read through your interview. Point well taken to wear self promo everywhere!
Cindy Calvo
wingspromos@hotmail.com
Posted by: Cindy Calvo | March 28, 2006 at 11:51 PM