[PrintOwners] Dispelling Myth that Kinko's Offers Lowest Prices

[David Doost]

>From Kennesaw, Georgia Kinko's.
Just talked to CSR answering the phone.
She said her "list" price is as follows:
Printing: $1.23 each or $2,460.00
Plus
Fold: 3 cents each or $60.00
Total: $2,520.00

When I prompted her to see if this is their best price she took down
My contact info to have Ian their "specialist"-whatever that means- to
contact
Me with more info.! Whoopee! Can't wait.


David Doost
Printing Impression
1200 Barrett Parkway Suite 4
Kennesaw, GA 30144
770-422-8766
www.printingimpression.net





-----Original Message-----
From: printowners-bounces at printweb.org
[mailto:printowners-bounces at printweb.org] On Behalf Of QKCONSULT at aol.com
Sent: Thursday, August 02, 2007 9:30 AM
To: printowners at printweb.org
Subject: [PrintOwners] Dispelling Myth that Kinko's Offers Lowest Prices

***** This is a PrintOwners List Message *****

 
Yesterday, I published some pricing details about a job that we priced at  
Kinko's and then went ahead and surveyed the group and published the
results. I  
think there is a possibility that I could turn this into an article and/or  
provide readers of this list and others with some marketing ideas,
especially  
marketing ideas that can be used in your own local markets to dispel the
myth  
that many, otherwise sophisticated business owners, have that Kinko's is  
typically much cheaper than the guy down the street.
 
Below is what I originally published.
 
As the result of a request for a quote (which we ended up getting the  job)

we just shopped a specific job at a local Kinko's. File was  provided and 
calls for 2M  
finished size 8.5 x 11 4C flyer on  80# gloss text, printed 2-sides, letter

fold. No bleeds. Total price  from Kinkos: $1,632.40.
 
The results of our survey revealed the following:
 

 
Average Price $899.07
Median Price was $856

Only one company out of 14 who responded to our survey offered  a price 
higher than the $1632 quoted by Kinko's. In fact, the average price  of
those 
surveyed is 45% lower than quoted by Kinko's; or, put another way,  Kinko's
price 
was 81% higher than the average price of those quoted below. 
 
 

Now, what I would like to do is shop this job at about 6-8 different
Kinko's 
around the country just to make sure that the above price was not a  fluke. 
Would some of you shop the job above at a local Kinko's and then share  your

prices with the rest of the list. I will then, once again, consolidate and  
compare the two sets of numbers.
 
As I see it, there are two basic groups of customers out there... those
that 
spend there own money and tend to put heavier emphasis on prices and those  
who purchase printing by spending other people's money. However, my
experience  
is that even among the more sophisticated, larger buyers there is a real  
perception that Kinko's tends to be lower priced and thus it takes a lot of

convincing and marketing to dispel that myth.
 
How about making some calls on this specific job and then later we can  
discuss how some of us might take use the information in follow-up marketing

campaigns.





John  Stewart
Q. P. Consulting, Inc.
Featuring - _"Print Shop For Sale"_ (http://www.printshopsforsale.net/)   

by Larry Hunt & John Stewart 

2110 S. Dairy  Road
West Melbourne, FL 32904
321-727-2442 Fax 321-727-2166
Cell:  321-794-6259
_www.quickconsultant.com_ (http://www.quickconsultant.com/) 
"Winners  analyze, losers rationalize."



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