City Colors — Direct Imaging Devotees

City Colors attracted its first customers via direct mail and word of mouth, and continues to rely on direct mail to expand.

“We started with a 10,000-piece mailing, and now we try to get our name out two to four times a year. We have no sales reps, but we attract four to six new customers daily. In addition to graphic designers and brokers, small and large printers use our services. Some small printers aren’t set up to run full-color, high-quality work; and 40˝ printers aren’t interested in running business cards and postcards, but both want to satisfy their customers. About 98 percent of our printer customers are below our size,” Miguel Infante explains.