Ribbons Express Takes Prospective Clients on a Ride Gets Foot in the Door and Their Feet on Tiny Little Pedals
CHERRY HILL, N.J., June 3, 2012 /PRNewswire/ -- John Murabito, CEO of Ribbons Express (ribbons-express.com), had a "little secret" that was driving him crazy. Murabito knew that his managed print services can save most companies 10 to 30 percent on annual printing costs but he couldn't gain that crucial first meeting to reach decision makers. When cold calls and email blasts didn't work, he started sending potential clients a toy.
Murabito turned to PWR Tools, which has a unique direct mail campaign by Bazzirk Inc. that offered prospective clients a free remote control car. He mailed 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 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 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. 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 about $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 must demonstrate that what you offer has real merit for the company or you've wasted everyone's time and your marketing dollars."
Murabito offers companies a significant savings by introducing devices that cut costs, improve productivity and align support services better. By taking the company completely out of the equation, productivity skyrockets while costs come down, Murabito says.
Launched as a typewriter ribbon company in 1988, Ribbons Express has 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, email@example.com or visit www.ribbons-express.com.
SOURCE Ribbons Express