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Office Depot® SOF Training Maximize Custom Print Sales
Office Depot® SOF Training
Maximize Custom Print Sales
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Training Objectives
• Who is Taylor Corporation?
• Product differentiators within custom print
• DesignIt tool bar & creative options
• Common complications to a avoid bad customer experience
• DesignIt benefits
• Ideas to increase revenue through upselling & cross-selling
• Selling through vertical markets
• Promotional Products Information
• Color and inks
• DesignIt “help link”, customer service escalation chart
• Q & A
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Who is Taylor Corporation?
• Taylor is one of the largest privately held companies in the United States. Our family
of companies provides a diverse set of customer communication products, services
and technologies
• Taylor is a global leader in production, management and distribution of print,
marketing and creative services with over 80 subsidiaries worldwide
• From the gift cards in your wallet to the business cards you use- to the pen you
borrow from the bank- chances are you have used a product or service produced by
one of our subsidiary companies
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DesignIt Products
• Business Stationery
• Marketing Print
• Invitations & Notecards
• Labels & Stickers
• Business Forms
• Stamps & Embossers
• Office Signs & Name Badges
• Large Format Signs & Banners
• Promotional Products
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Product Differentiators
• Raised Print (thermography)– Raised ink adds rich color, depth and texture to custom business cards for a memorable Impression
– This process is available on Business Cards, Envelopes, Letterhead, Note Cards &
Presentation Folders
– When most printers are producing full color flat print (digital), raised print can stand out
• Mini Business Cards– Can be sold in addition to a standard Business Card for, Product Tags, Shipping Thank You Cards,
Inspirational & Quote Cards and more
– Front and back printing included in price with great designs to choose from in the studio
• Luxury Business Cards
– Great for the customer that wants a Business Card they can brag about
– Available in qty’s as low as a box of 50
– Average order value $70.22 (retail)
• Full Color Raffle/Event Tickets– Delivered with perforation and optional consecutive numbering
– Unique product with so much potential available in qty’s as low as a box of 50
– Average order value $66.30 (retail)
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Product Differentiators
• Labels & Stickers– Extensive offering from industrial weather resistant to personal rolled address labels
– We are one of the top three label printers in the country
– Most delivered on rolls with no matrix, many online printers only offer sheets
– Within the Advertising Label/Sticker category there are over 46 sizes, 15 stock options and 16 ink colors
• Custom Printed Napkins
– Available in both full color and foil print options with instant preview in the studio
– Customers can order in qty's as low as a box of 100
– Great for personal and business events
• Custom Printed Post-it Notes®
– The original 3M Brand (Post-it Note®)
– Available in qty's as low as 1 pad
– 1-color to full color process options
– Uses: forms, coupons, advertising, desk organization & more…
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Product Differentiators
• Business Forms– The Forms industry has changed, less vendor options, Office Depot has a full offering
– Simple pre-designed forms for customers that don’t have artwork
– Short run full color custom options, available as low as a box of 50
– Average order value is $88.93 (retail)
– Sales in 2016 were over 2.8 million (retail) for Office Depot
• Custom Stamps, Notary Stamps & Custom Daters‒ 4 brands to choose from including the Office Depot private brand
‒ Good, better, best quality gives your customer a wide variety
‒ Pre-inked for high quality impression to self-inking for rapid repeat stamping
‒ Over 80 sizes with a mixture of shapes (rectangle, square, round)
‒ Same day and eco-conscious options
‒ Don’t forget to upsell ink fluid/replacement pads with each stamp (additional $6-$9)
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Product Differentiators
• Office Signs & Name Badges– The Office Depot offering is one largest in the industry for this category
– There is most definitely a good, better, best option within both Office Signs & Name Badges
– Name Badges options: full color, classic engraved on both lightweight plastic to heavy duty metal
– Desk Signs options: full color to classic engraved on plastic, wood and marble
– Note the best selling upcharge product for custom print is in this product category…. The magnetic backer!
• Signs & Banners– This is the fastest growing category within custom print
– We recently expanded the offering by adding Double Sided Banners, Mesh Banners and Floor Graphics
– The saying “signs sell” is true, make sure your customers know that you can print them
– The average invoice for Full Color Banner order $78 (retail)
– The studio has over 700 design options for Full Color Banners
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DesignIt - Tool Bar Features
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DesignIt - Additional Creative Options
Shape Implementation
for Customization
Vertical Text
QR Codes
&
Rounded Corners
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DesignIt Common Complications
• Raised Printing: The color matters
‒ Lighter colors raise less
‒ Set realistic expectations
• Vanishing Text: Be aware
‒ Dark text on dark background
‒ Light text on light background: Use contrast
‒ Make sure text is large enough
• Bleeds & Edges: Bleed issues are the largest redo
‒ Make sure text & logos are placed within the inner margin
‒ Thin borders near the edge are not recommended
• Customer Proof: Have your customer sign-off
‒ Layout and artwork
‒ Spell check
‒ Check twice, print once
light colors wont pick-up
thermography powder
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DesignIt Benefits for Stores
• Easy to learn and use
• Simple to sell and place orders
• Multiple opportunities for upselling
• DesignIt Sku's have a blended IMU of 45%
• Average .Com order = $30.10 VS. Store order = $43.95 : 37% Higher AOV For
Stores
• Eliminates order forms and manual placement
• DesignIt orders have an error rate of 1.5% compared to manual orders which
have an error rate of 8%
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DesignIt Benefits for Customers
• Allows the customer to interact in the design/order process
• Great products & design options for small to medium sized businesses
• Over 2000 design templates for the customer that doesn’t have their own
artwork
• Instant virtual proofing
• Customers can reorder from ANY Office Depot location once their order is in
DesignIt
• Orders are archived for 2 years, making reorders simple for customers and
associates
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DesignIt – Increasing Sales
• Why Upsell & Cross-sell?
– Provides the customer with the highest quality item they are looking for
– Increases customer awareness of products
– Increasing profits for your store
– Creates a returning sales opportunity
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DesignIt – Increasing Sales
• What is cross-selling?
– Increasing sales revenue by suggesting products that compliment an existing order
• Cross-sell related products!
– Build brand identity and complete stationery ensemble
– Turn the computer around and show the screen (related items)
– Offer… Labels , Door Hangers, & more
DesignIt helps
you SELL!
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DesignIt – Increasing Sales
• What is upselling?
‒ Increasing sales revenue by suggesting higher value products or add-ons
• Upselling opportunities
– Increasing quantity – they buy more and save and we have a larger AOV!
– Upgrading to a thicker, higher end paper stock
– Upgrade to rounded corners & back copy
– Upgrade them to a magnetic backer on a name badge
– Recommend they purchase the ink fluid with stamps
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DesignIt – Selling Into Vertical Markets
• Vertical Markets
‒ Target Customers
‒ Specific Product Needs
• Identify target customers within each vertical market and learn more about their business
‒ Let new and repeat customers know what you have to help them promote their business
• Talk about marketing solutions with your customers
‒ Know the product depth of your program
• Suggest appropriate products that can:
‒ Build their Brand (business cards, stationery, badges)
‒ Promote their services (postcards, flyers, banners)
‒ Be more Efficient (business envelopes, stamps, forms)
Leverage the DesignIt
studio for vertical templates
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DesignIt – Legal
Solutions:
• Announcements, Note Cards
• Business Card, Letterhead, Envelope
• Business Forms
– Applications
– Custom Forms
• Marketing Print
– Presentation Folders
• Office Signs & Name Badges
• Stamps
– Daters
– Notary/Corporate Seals
– Signature
Custom Note Cards
Notary Stamp
Letterhead and Envelope
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DesignIt – Education
Solutions:
• Business Cards, Letterhead, Envelope
• Business Forms
– Receipt Books
– Enrollment
• Labels
– Equipment Labels
– Visitor Pass
– Bumper Stickers
• Marketing Print
– Flyers
– Presentation Folders
• Office Signs & Name Badges
• Banners, Posters
• Sidewalk Signs
• Stamps
– Message, Signature
– Notary
Letterhead, Business Card & Envelope
Address Labels & Visitor Pass Labels
Sidewalk Sign
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DesignIt – Financial
Rack Cards & Postcards
Custom Business Forms
Solutions:• Business Cards, Letterhead, Envelopes
• Business Envelopes
• Business Forms
– Loan Applications
– Invoices/Statements
• Marketing Print
– Magnetic Business Cards
– Presentation Folders
– Post-it® Notes
• Office Signs & Name Badges
• Banners & Posters
• Embossers
• Stamps
– Signature
– Teller/Bank Deposit
– Notary
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DesignIt – Healthcare
Solutions:
• Business Cards, Appointment Cards
• Business Envelopes
• Business Forms
– Insurance Forms
– Patient History Forms
– Return to Work Release
• Marketing Print
– Flyers & Rack Cards
– Postcards
– Presentation Folders
• Name Badges, Office Signs
• Labels
– Medical Alert
• Stamps
– Notary
– Signature
Appointment Cards
Message Stamps
Name ID Badges
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DesignIt – Construction/Industrial
Solutions:• Business Cards
• Business Envelopes
• Business Forms
– Bill of Lading
– Contracts
– Proposals
• Labels
– Product Information
– Warning Messages
• Marketing Print
– Postcards/Door Hangers
– Presentation Folders
• Signs & Banners
• Stamps
– Grid
– Inspection
– Signature
Warning Labels
Business Forms
Posters
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DesignIt – Hospitality
Solutions:• Business Cards, Letterhead, Envelopes
• Business Forms
– Applications
– Receipts
• Marketing Print
– Door Hangers
– Flyers, Brochures
– Postcards
– Presentation Folders
• Wall Signs & Table Tents
• Name Badges
• Banners & Sidewalk Signs
• Stamps
– Bank Deposit
– Address
Folders
Metal Name Badges
Custom Signage
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DesignIt – Small Business
Solutions:• Business Card, Letterhead, Envelope
• Business Forms
– Applications
– Receipts
– Register Forms
– Repair Forms
• Marketing Print
– Door Hangers
– Flyers
– Greeting Cards
– Postcards
• Signs, Name Badges & Banners
• Labels & Stickers
• Stamps
– Bank Deposit
– Address
Postcards
Forms
Stamps
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DesignIt – Retail
Solutions:• Business Cards, Letterhead, Envelopes
• Business Forms
– Applications
– Receipts
• Marketing Print
– Door Hangers
– Flyers
– Greeting Cards
– Postcards
• Wall Signs & Name Badges
• Banners & Sidewalk Signs
• Window Decals & Vinyl Lettering
• Labels & Stickers
• Stamps
– Bank Deposit
– Address
Mini Business Cards
Vinyl Lettering
Door Hangers
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DesignIt - Automotive
Solutions:• Business Cards, Letterhead, Envelopes
• Business Forms
– Applications
– Receipts
– Register Forms
– Repair Forms
• Marketing Print
– Door Hangers
– Flyers
– Postcards
• Wall Signs, Name Badges
• Vinyl Banners
• Stamps
– Bank Deposit
– Address
Repair Forms
Loyalty Cards
Full Color Name Badges
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Promotional Products
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Promo Products Quick Links
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3 Step Ordering Process
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Color Comparisons
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What is RGB?
(Red Green Blue) The computer's native color space and the systemfor capturing and displaying color images electronically
Displaying colors on computer monitors and TVs doesn’t work like it does with a CMYK 4 color process. If you
mix all the colors together on a computer monitor, you get white instead of black. That is because the colors
are “additive” and referred to as “RGB.” RGB uses Red, Green and Blue to create color. As you add colors,
you’re adding more light from the monitor’s backlight source to create the different colors. Add all of them and you’ll ultimately end up with white.
Red • Blue • Green
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What is Full Color Process?
In full-color process printing four inks are used (cyan, magenta, yellow & black)
Cyan • Magenta • Yellow • Black
When these four inks (collectively known as CMYK) are combined, they can produce thousands of different
colors. The perception of thousands of colors is achieved by mixing tiny dots of each color in different sizes
and patterns. The viewer's eye "mixes" the colors and sees more than the four colors of CMYK.
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What is Spot Color?
A spot color is any color generated by an ink(pure or mixed) that is printed using a single run
Colors created without screens or dots, such as those found in the PANTONE MATCHING SYSTEM®, are referred
to in the industry as spot or solid colors. From a palette of 18 basic colors, each of the spot colors in the PANTONE
MATCHING SYSTEM is mixed according to its own unique ink mixing formula developed by Pantone. You probably
mixed yellow and blue paint to get green in your youth. Creating a PANTONE Spot Color is similar in concept, but
with the added need for precision.
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DesignIt Overview - Help Link
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Customer Service Escalation Chart
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Thank you for your time today!
