A box with lots of lovely printed things showed up on my doorstep. It was a welcome kit, and it gave me a warm-fuzzy feeling. It showed that I’m valued as a customer. You can do the same! When you reach out promptly to new print customers with a welcome kit, it sets the tone for a wonderful relationship.
BASIC ITEMS FOR YOUR WELCOME KIT
First, write a beautiful, handwritten card. Describe why you’re excited to have them on board as a customer. Include a heartfelt thank you for choosing you as a print provider.
Second, add your business card with your direct number handwritten on it. If it’s already printed on the card, put an arrow and personal note so the recipient feels comfortable using your direct number.
Third, include a special item the print customers will keep and think of you.
LET PRINT SHINE
While your welcome kit is not a selling vehicle, use your special capabilities to make the kit unique.
Here’s an example of a printer’s welcome kit that spotlighted the company’s specialties…
One of my clients added in-line packaging and print embellishment to its service offerings. We designed their welcome kit using those print processes.
They featured expanded-gamut colors, foil effects, and embellishments. Inside were curated print samples, postcards, expensive chocolate, and (of course) a handwritten note.
CREATE A HELPFUL WELCOME BOOKLET FOR PRINT CUSTOMERS
Yes, you can include a bunch of loose sheets of information, but why?
A booklet pulls everything into one document. You can include a short company history with color photos, a list of key people, after-hours contact info, file prep guidelines, and print-quality PDF settings.
Add a 911 section that covers all the things print buyers get frustrated about at deadline time – like, “Why won’t my file upload to the printer’s file transfer portal?”
CHOOSE SAMPLES THAT INSPIRE
If you add print samples, do so judiciously. Don’t throw everything in the pot, or you’ll overwhelm your new customer.
As a print customer, I like interactive print samples. Useful items such as calendars, posters, folders, and holders are a bonus.
The goal is to have your new print customers literally pawing through the welcome box, gasping with delight, showing friends and family, and feeling inspired.
Inspiration and delight? Yes! That’s how to welcome new print customers!
ENHANCE YOUR BRAND PERSONALITY
What differentiates you from your competition? What makes your company special? Branded items help.
Here are items I’ve enjoyed from my brand ambassador group at Grammarly: A high-quality sweatshirt with a small embroidered logo, embossed candle, decals, die-cut stickers, colorful branded socks, and a fuzzy hat.
THROW IN SOMETHING FOR THE PRINT NERDS
As a print nerd, I love the nitty-gritty stuff.
Think about adding USPS postage charts, paper samples, Adobe shortcuts, color palettes, and creative font combinations.
GETTING STARTED
Remember, if your goal is to solidify your budding relationship, don’t try to make your kit do too much. It’s a way to say welcome, not a sales meeting in a box.
I’ve listed the basics for creating a welcome kit that makes new print customers feel warm and fuzzy. Do you have ideas or examples?
Share in the comments below or connect with me on LinkedIn. Let’s continue the conversation so you can launch your own fabulous new print customer welcome kit.
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Check out last month’s post: How to Prove You Have Current Print Industry Skills
Sandy Hubbard is a Growth Strategist and Marketing Advisor who specializes in Print, Media, and B2B Tech. She helps print companies improve in all areas — but especially sales and marketing — so they stand above the crowd. Sandy is the host of #PrintChat, a weekly global gathering of the industry’s most influential thinkers and leaders. A proud member of Girls Who Print, Sandy is the 2022 recipient of the coveted Girlie Award. Connect with Sandy on LinkedIn.
