Kingsdown Printing sent out an email to potential new customers, offering recipients up to five free hours on its press for the month of May. Customers would only need to pay for consumables, finishing and delivery.

Director Becky O'Brien told PrintWeek that her company considered it similar to deals offered by global companies such as Sky.

The company, which bought a Heidelberg 10-colour in January this year, said they made the decision because May looked to be a slower month than March and April.

O'Brien said: "New markets are difficult, potential new customers may be a bit nervous about taking on a new supplier. Even though they do want to try something, they see it as risky.

"This is a one-off offer, and it takes away that risk. It is no different to Sky having an introductory offer – there is a cost involved that you measure against the customer staying for the next five years.

"There is always going to be a cost with getting in new customers and this is cheaper than bringing in a new salesman."

O'Brien added that the software Kingsdown used to send out the emails allowed the company to monitor opening and response rates. She added that a similar offer on its mailing side had been sent out to existing print customers.

She said: "We have been relatively pleased with the results so far. We have picked up nine new clients, four in one day."