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May 2004 |
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 To view Kinko's Killer Part 1 click here. To view Kinko's Killer Part 2 click here. To view Kinko's Killer Part 3 click here. Beating Kinko’s – The Twelve Elements of Success Element #5 Corporate Looking In-store Signage and Graphics OK, here’s the big one – the one area where all printers seem to belly flop when trying to compete with Kinko’s. Kinko’s has lobby power. Their copy shops are fun to visit, even if you’re not buying printing or copies. Stop and think about that for a minute, and ask yourself when, if ever, was the last time someone visited your print shop lobby “just because it was fun”? Kinko’s has a really nice front lobby. Actually, it’s not a “lobby” at all – it’s a retail store in front of their copy shop. It is here that Kinko’s begins to create the fun, colorful, interesting, creative, high-tech place that is so appealing to so many people – especially small business owners and print buyers. To compete with Kinko’s, I believed it was essential that I (or you) need to create a retail store in our front lobbies that appeals to business people. I really wasn’t the least bit interested in selling office supplies, books, or candy as profit centers – but I realized the retail store concept was essential to the success of the whole concept of competing with Kinko’s. The fact is, and this is important, that Kinko’s has been so successful in their niche – copies – that they have defined what it is that a copy shop is supposed to look like. That may be a maddening thought, but I think it is a truth we cannot ignore. Kinko’s retail lobby success is comprised of two distinct areas – 1.) in-store signage and graphics, and 2.) what I call “mall-quality in-store merchandising.” The merchandising is what makes Kinko’s a fun place to visit and the signage is what “tells their story” and sells their products and services. Here are photos of some of our signage at The Unsloppy CopyShop. We’ve worked very hard to create a look that is as professional as Kinko’s.  Our big paper display – featuring “Paper is…” signage to create interest in upselling more expensive paper.  Our big color poster signage.  Our display for stationery paper.  Card stock paper display and signage.  Our over the counter pricing menu – I think this is a really important sign that pulls all of the other signs together and focuses customers towards our front counter. It’s hard to capture in a photograph how big and impressive this sign really is. It is backlit and bright.  Binding signage – it was very surprising how much his sign and the big color signs increased sales of these products. It surprised even me.  Paper displays at rear of lobby – note this is an older sign, we will be updating it soon.  Paper displays close to front counter. We don’t actually use the shrink-wrapped paper, it’s just for looks. The reamed wrapped paper is used daily.  Three different front counter displays.  Candy bars and various health foods. Element #6 Mall Quality In-Store Merchandising Merchandising – here are photos of some of the displays and products we sell to help create that retail store – “fun place to visit” kind of lobby.  Business books…notice the Hotwheels!  Fun stuff and office supplies.  Traditional office supplies.  Postcards, greeting cards, and maps  Pop cooler and customer computer area  Scratch pads, friendship cards, and American flag I hope you have enjoyed our on-line tour of The Unsloppy CopyShop! We don’t have as much floor space as Kinko’s yet, but it looks very nice. In fact, I think we outdid them! It all looks really nice. In case you're wondering, we remodeled floor to ceiling, and purchased all of the fixtures and inventory for $35,000. In about 2 to 3 weeks, I'll email you the final “ Kinko’s Killer.” I summarize and overview our first six months of operation. Kindest Regards and Happy Printing! Mike Stevens MarketingIdeasForPrinters.com Executive Suite 222 3137 32nd Avenue South Fargo, North Dakota 58103 800-736-0688 Ext. 132 MikeStevens@gutenblog.com |
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