A NEW MARKETING strategy at Kinko’s is to attract corporate clients with such services as high-speed duplicating for big jobs, color and graphics printing using the best equipment available, creating proposal and brochure packets, and videoconferencing. Kinko’s has even installed its own network called “Kinkonet.” This service enables clients to use digital technologies and modems to compose reports or other materials and have them printed wherever they are needed, say, for instance, in Amsterdam. You have been hired as a communication trainer to assist Matt Rivers, vice president of sales for Kinko’s. He realizes that his newly hired product managers do not always think in terms of adapting a message to its audience. He asks you to give the new hires some pointers on specific techniques for improving their presentations and proposals. Before the training session, though, Rivers asks you to submit a list of points you will emphasize in your talk.
Prepare a list of at least six points to submit to Vice President Rivers. For each point, try to supply an example from a case in which Kinko’s is trying to convince Bank of America to have its next set of color brochures printed by Kinko’s instead of having them prepared in-house.
