When it comes to selling printing presses, a marketer has no better sales tool than an example of what its company's products can do. And if you're talking about digital printing presses, says Heidelberg Senior Manager of Marketing Communications Scott Wendline, savvy customers want a demo with their own material going into the sample piece. Last year Heidelberg, a leading manufacturer of sheetfed, digital and web press systems, started sending out personalized direct mail efforts to showcase its digital presses, figuring that if it was going to talk the talk, it had better "walk the walk," says Wendline. One of these efforts popped up

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