Ribbons Express Takes Prospective Clients on a Ride

Top Quote PWR Tools Direct Mailer Campaign Gets Your Foot in the Door and Their Feet on Tiny Little Pedals. End Quote
  • Philadelphia, PA-NJ (1888PressRelease) June 24, 2012 - John Murabito, CEO of Ribbons Express, had a "little secret" that was driving me crazy. He knew that his managed print services can save most companies 10 percent to 30 percent on annual printing costs equaling tens of thousands of dollars. He was confident that he offers a free analysis to any prospective client. However, that offer often fails to gain that crucial first meeting or even reach a decision maker who can arrange a chat. Finally, when cold calls and email blasts weren't getting the job done, Murabito decided to make prospective clients an offer they couldn't refuse by offering toys. A catch? Of course, but these were cool toys that are almost irresistible.

    Murabito turned to PWR Tools, which has a unique direct mail campaign by Bazzirk Inc. that offered prospective clients a free remote control car. The first phase of the campaign is to mail the CEO a large box with the Ribbons Express logo and a photo of the prize inside - a remote control Ferrari. Ribbons Express brands the car with its logo and includes an informational brochure.
    "Just about anyone is going to want to take this out and play with it right away," says Murabito. "It's like Christmas, except that it's 9:30 a.m. on a Monday. Who isn't going to open the box at least?"

    However, the box lacks one crucial element: the remote control. The CEO learns in the brochure that to receive the controller, they need to bring in Murabito for a free consultation.

    Murabito used this approach to crack a top law firm that he had chased for seven years as a potential client. He knew the firm could save money with his technology. "I think the CEO called us the same day he got the mailer," Murabito says. "A few weeks later, the CEO of the law firm was out in the parking lot trying to find out if the Ferrari can jump the curb while I was sitting down with the IT manager developing a plan to consolidate their output devices and manage their print services."

    With the success of the RC cars, Murabito has also begun mailing RC helicopters - yes, they actually fly - stocking a little over a hundred at a time. The cost for Murabito is $100 for the car or helicopter.

    While some might consider the cost per potential appointment high, RC cars and helicopters are a great ice breaker. Murabito is adamant that you actually have to deliver on what you promised in the sales pitch. "We get our foot in the door, and we do get an initial meeting," Murabito says. "But you had better demonstrate that what you offer has real merit for the company or you've wasted everyone's time and your marketing dollars."

    In Murabito's world, on average, organizations spend as much as five percent of their annual revenues on their printing environments, but most are clueless about the actual costs. Too many departments order and install their own printers, copiers, fax machines and scanners independent of any corporate supervision, leading to confusion, waste and low productivity.

    Murabito offers companies a significant savings by changing the printing environment, introducing devices that will cut cost, improve productivity and align support services better. Ribbons Express will install new devices that troubleshoot problems and even replace print cartridges and toner. For example, sensors inform Ribbons Express when the printer needs toner. They'll deliver it before the "toner out" light blinks on the printer. By taking the company completely out of the equation, productivity skyrockets while costs come down, Murabito says.

    Ribbons Express launched as a typewriter ribbon company in 1988, operating from a basement in Philadelphia. It has significantly grown into a printer and networking services and supply company housed in a 15,000-square-foot facility in Cherry Hill, N.J. and four locations in the Tristate area.

    For more information, contact Murabito at 800-533-9949, jm ( @ ) ribbons-express dot com or visit www dot ribbons-express dot com dot

    Contact: Tom Perić
    tom ( @ ) thegalileo dot com

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