The 2013 Top Distributors issue is presented in partnership with DemandBridge, a PSDA member and distributor software provider.
AUGUST 2013 | VOLUME 51, NUMBER 8
GET IN AT THE GROUND LEVEL Provide Value for Your Customers — Not Just Products Page 52
THE PERFECT pURLS How One Company Achieved Campaign Success Page 60
PSDA Reveals Top Distributor Member Companies Page 24
PRINT SOLUTIONS MAGAZINE August 2013
FEATURES PERSPECTIVES 4 EDITOR’S MESSAGE Congrats, Top Print Distributors By Darin Painter 6 EXECUTIVE VICE PRESIDENT’S MESSAGE The Naked Truth By Matt Sanderson 8 GUEST COLUMNIST’S MESSAGE Add New Customers 24 2013 Top Distributors Through Powerful PSDA research showcases the highest performing and Marketing fastest growing companies. By Alex L. Goldfayn 25 The Story Behind the Numbers 10 PRESIDENT’S MESSAGE 26 Top 50 PSDA Member Distributors Perseverance: Making a 29 PSDA Members: Beyond the Top 50 Great Year Even Better 30 Top 25 Fastest Growing PSDA Member Distributors By Tressa McLaughlin 31 Top 10 Sellers of Commercial Print 18 PSDA PROFILE 32 Top 10 Sellers of Traditional Products From Inspiration 36 Top 10 Sellers of Promotional Products to Results 36 Top 10 Sellers of Marketing and Creative Services By Alexa Schlosser 38 Top 10 Sellers of Labels and Tags PSDA member Greystone Print 38 Top 10 Sellers of Direct Mail Solutions is focused on the progression of the print industry. 40 Top 10 Sellers of Technology Services 41 New PSDA Member Distributors 60 CASE STUDY 43 Top 10 Non-PSDA Member Distributors The Perfect pURLS PSDA member The Flottman Company aided Philadelphia- based Penn Herb with a 52 Getting in at the Ground Level successful marketing campaign using personalized URLs (pURLS). By Darin Painter Rather than simply quoting on products, some distributors are helping 80 FINAL THOUGHTS their clients launch projects. These pros realize the value of being A Lesson at Mile 10 involved at the concept stage. By Staci Bloomberg Why context matters in communication
DEPARTMENTS
DemandBridge has been a proud member of PSDA for more than 25 years. This membership has provided the foundation for many great distributor relationships, a few of which are 14 PSDA NEWS described in this issue. DemandBridge would like to take this opportunity to congratulate all of its customers on their continued success and to thank them for the role they allow 66 INDUSTRY NEWS DemandBridge to play in that success. Compiled By Alexa Schlosser See how DemandBridge is helping distributors grow on page 27 and learn more about its 74 CLASSIFIEDS products and services at www.demandbridge.com or by calling 800.448.1484. 78 ADVERTISER INDEX
PSDA.ORG | AUGUST 2013 | PRINT SOLUTIONS | 3 EDITOR’S MESSAGE
Congrats, Top
Print Distributors Volume 51, Number 8 | August 2013
BY DARIN PAINTER, INTERIM EDITOR-IN-CHIEF PUBLISHER Matt Sanderson [email protected] hat strikeout in the headline isn’t an error. Make no INTERIM Darin Painter mistake about it; you are more than simply print EDITOR-IN-CHIEF [email protected] distributors. You are marketing mavens and cross- SENIOR MANAGING Frances Moffett media consultants. You are service superstars and EDITOR [email protected] Tdigital dynamos. MANAGING EDITOR Alexa Schlosser [email protected] ART DIRECTOR William Wargo Sure, you know print. But, also, you no print. [email protected] GRAPHIC DESIGNER Megan Garmes You understand that the most valuable member of the industry’s [email protected] supply chain is the end user — the customer whose specific needs EDITORIAL RESEARCH Megan Barry dictate your strategy for projects. You find solutions for your customers, rather than AND SUPPORT [email protected] customers for your stuff. Julie Ferry [email protected] This year, we’re striking out the word “print” from our annual Top Print Distributors Barbara O’Connor feature because you’re not striking out on embracing new realities: Customers who once [email protected] dwelled on cost-effectiveness now care more about results-effectiveness. Organizations Charlie Roberts are looking to distributors for print and non-print services. Multiple touch points across [email protected] multiple media channels — with customized, creative, timely messages that aim to ADVERTISING SALES Dave Merli create a holistic, engaging experience — are in high demand. [email protected] 202.367.1219 So we want to give high fives to the PSDA members listed in the coverage beginning on page 24, as well as to forward-thinking firms that aren’t yet large enough to qualify for Print Solutions™ is PSDA’s flagship the rankings. monthly magazine. PSDA is an unrivaled network of professionals dedicated to providing best-in-class To you, the shift to marketing services makes sense. More than that, you’re starting to realize print, marketing and business communications solutions to end-user customers through the how to turn that knowledge into dollars and cents, which has been difficult for firms who distributor channel. PSDA members comprise a broad network were used to targeting procurement professionals rather than marketing leaders. of supply chain partners representing hundreds of companies and more than 10,000 participants who account for approximately $5 billion in combined annual sales. Nearly 70 Yet there you are, your foot in some impressive new doors, offering high-value services such percent of PSDA members are distributors and resellers of print, marketing and related services. The remaining 30 percent as cross-media personalization, data expertise and analytics. And here you are, highlighted in include printers who sell actively to the trade, as well as suppliers of paper, equipment, technology, marketing, direct this magazine issue or reading it with hopes of being highlighted next year. mail and other solutions. PSDA provides its members with information on market trends and leading practices through a The Top Distributors feature ranks distributors by fiscal 2012 sales, as well as other sales series of national and regional events, online training and this magazine, among other resources. breakdowns, but each of those figures is a clue to a larger story about bold decisions, EDITORIAL POLICY seized opportunities and humbling mistakes. More importantly, the figures reported Print Solutions is a respected industry magazine that has been next year and in years after will be determined by decisions made today. published continuously since 1962. As the premier publication for the print distribution industry, each issue contains content to help readers improve their businesses, expand their markets Truth is, you are succeeding in the business communications industry, not simply and learn new ways to sell print and related services. To submit news items, story ideas or manuscripts for publication the print market. And for that, strike up the band! On behalf of everyone at PSDA, consideration, contact any of the editorial staff members above via email or phone. Publication of any article or advertisement congratulations! should not be considered an endorsement of the opinions expressed or products advertised. Statements of fact and opinion are the responsibility of the authors alone and do not imply approval or endorsement on the part of the Publications Committee, officers, membership or staff of PSDA.
POSTAL INFORMATION Print Solutions (USPS 205-400, ISSN 1535-9727) is published monthly by PSDA, 330 N. Wabash Ave., Suite 2000, Chicago, IL 60611. Phone: 312.321.5120, Fax: 312.673.6880, Email: psda@ psda.org, Website: www.psda.org. Subscriptions are free for PSDA PSDA would like to thank John Delavan, former editor-in-chief of Print members (included in membership dues) and $99 for non- Solutions, for his service to the association and its membership. We feel members (plus US$60 postage for addresses outside the United States). Periodicals postage paid at Chicago, IL, and additional as if he left the magazine in better shape than he found it, and that’s a mailing offices. Postmaster: Send address changes toPrint testament to his dedication, ideas and talents. He has moved on to a new Solutions, c/o PSDA, 330 N. Wabash Ave., Suite 2000, Chicago, IL 60611. Copyright 2013 by PSDA. All rights reserved. Magazine opportunity, and we wish him all the best. content may not be reprinted without the publisher’s permission.
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EXECUTIVE VICE PRESIDENT’S MESSAGE
The Naked Truth BY MATT SANDERSON, PSDA EXECUTIVE VICE PRESIDENT
Jersey, Pennsylvania and New York, My (free) advice to you is to start asking specifically. Several conversations turned and answering the tough questions that to Hurricane Sandy — the experience, everyone will eventually ask. There are the devastation and the recovery. The only so many ways to value, structure and storm was ferocious and left its mark in finance a transaction. The motivations the form of flooded plants and offices, as for “doing a deal,” potential pitfalls and well as lost power and lost business. There the characteristics of buyers and sellers were signs and warnings that this storm that impact success are all known. This would hit the region hard, but, in the end, can be uncomfortable stuff. But preparing rowing up, I remember a there wasn’t enough time to do much but your company to buy, sell or take on series of TV commercials put as many things as possible as high as additional equity or debt always takes for the brokerage firm E.F. possible and hope. longer than you’d think and always yields Hutton. The premise of each better results for all parties if they have adG was the same — two people engaged The landscape of PSDA for distributors, prepared well. It’s valuable work, even if in a semi-private conversation about manufacturers and suppliers alike stands to the conversations never go anywhere. the stock market in a public place (e.g., change dramatically during the next three to five years. Like Sandy, it’s coming. In fact, park, restaurant, airport), comparing What’s Old Is New thoughts on the outlook of the market consolidation and strategic activity will A new wave of consolidation is upon from the perspective of their broker. be as, or more, impactful than technology us, with the same fundamental goals: Toward the end of each ad, one actor in shaping and re-shaping what it is “we says, “My broker is E.F. Hutton, and do.” There are many reasons for this to broaden capabilities, to vertically E.F. Hutton says …” at which point current wave. One reason is that scale is integrate, to drive efficiency, to alleviate everyone within earshot falls silent and required to make investments in people, distress or manage risk, to buy talent or awkwardly cranes in to hear the advice. processes and technology. Another is that customers. Those who are prepared, and The commercials closed with the tagline: purely organic growth is harder to find in who execute in spite of the distractions, “When E.F. Hutton talks, people listen.” today's marketplace. will set themselves up well for success. It’s (Visit psda.org/efhutton for a sample.) evolution in slow motion. Our industry and our association become stronger Prior to taking the role as PSDA’s Expose Yourself through the creation of stronger, healthier executive vice president, I worked for A neighbor of one New Jersey resident I companies that are better equipped to add a Chicago-based firm that provided spoke with described Hurricane Sandy value for the industries and clients they advisory services to owners of small this way: “Everything was ruined. In serve. That focus on helping businesses and mid-sized businesses, giving the end, it was just me standing there in grow has been the driving source of value strategic counsel regarding acquisitions, my underwear.” It’s a great analogy for for PSDA members since the association divestitures, and growth and succession succession planning. There are few places was founded. planning (“M&A” for short). As I to hide when your company is being talk with owners of PSDA member evaluated (I prefer evaluated to valued Finally, it seems that E.F. Hutton has companies, and as I continue to see because there are so many non-financial recently made a comeback, led by a announcements about acquisition activity factors in play for these transactions). group of former executives. No word on from all corners of the PSDA community, whether there are plans to resurrect any But, unlike Sandy, you do have some of their old commercials. I’m convinced that M&A today is like warning. You know it is coming, so that old E.F. Hutton tagline. When the there is no reason to be caught off Onward! conversations within the association turn guard. Resources within and beyond the to acquisitions or succession planning, association are plentiful. Heck, if you people listen. want free advice or a shove in the right direction, you can even call me. (Of Things Come in Waves course, remember, that my Investment I recently spent some time with several Banking Qualification Examination Matt Sanderson members in the Northeast — New (Series 79) expired last year!) [email protected]
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GUEST COLUMNCOLUMNIST’S MESSAGE
Add Customers Through Powerful Marketing BY ALEX L. GOLDFAYN, CEO, EVANGELIST MARKETING INSTITUTE
here are two basic ways to my PSDA clients, and it has been is probably the most important activity grow your print distributorship working beautifully. in this article. Right now, start a simple or manufacturing company: spreadsheet. You want names, titles, First, at the time of every new order, expanding business with companies and full contact info, online Texisting customers or bringing on brand we must inform our customers that we and offline. Gather all the people you’ve new customers. will be asking them for a referral at the time that we deliver this order. “If you’re ever done business with and add them When I ask PSDA members how much pleased, I would love to help somebody to the spreadsheet. Do the same with of their business is made up of existing you know, in a similar position as people you’ve talked about business with customers re-ordering, the percentages yourself, with the same kind of value and but have not worked with. Have every are extraordinarily high, often north of service. If it’s okay with you, I’ll ask you salesperson in the organization do this. 80 percent. This is a positive, of course, for this referral in a week or so, when I deliver the order. Sound fair?” Finally, you might think about having because your clients love your work. lists built for you professionally. For But it’s also dangerous, because if some Then, when the time comes, simply about 20 cents per name, you can have a of your larger repeat customers leave, say so. “Remember we talked about a list builder create spreadsheets filled with you’ll be dealing with a big hole. That’s referral if you were pleased? Here we are!” your ideal prospective buyers. Head to why a steady flow of new customers is so You’re laughing as you say it of course, elance.com and search for “list builder” important to small businesses. but there’s no point in tip-toeing here. They’ve already agreed to help you. and you’ll see how this works. Here are three simple techniques to turn on your new customer hose and keep it A two-step process like this holds the When you have your list, send value in flowing at high pressure. customer accountable to providing the the form of case studies, testimonials, referral and, just as critically, it holds you advice from you, how-to’s, tools, accountable to asking for it. techniques and interesting insights. Seek Referrals Briefly profile a product in every Your existing customers are a golden and Specialize in Vertical Markets communication you send. oft overlooked source of new customers. Next, take a look at the types of industries We don’t ask for enough referrals. To grow, you need to build a nice funnel your customers belong to. Identify your of new incoming business. Any one of Essentially, not asking for enough top current markets and exploit your these techniques can get you there. Pick referrals is a mindset issue. We lack the success there. Some of the most successful one, and try it for 15 minutes tomorrow. PS confidence and self-esteem to do so. The PSDA members have conquered just one or two vertical markets. Become tragedy here is that your happy customers a specialist. Visit the conferences and would be thrilled to recommend you to Alex L. Goldfayn is the CEO of the conventions. Create a good list. Evangelist Marketing Institute, which their peers and colleagues. dramatically grows client sales through powerful marketing. Find him at It is your responsibility to ask for Build Lists www.EvangelistMktg.com, and reach referrals. Instead of simply asking, I’ve If you do not currently have a good list him at [email protected]. been implementing a two-step process for of people who can buy from you, this
Alex L. Goldfayn will present “Increase Revenue with Existing Customers,” on Sept. 17 at noon ET. Visit psda.org for more details and to register.
8 | PRINT SOLUTIONS | AUGUST 2013 | PSDA.ORG
PRESIDENT’S MESSAGE
Perseverance: Making a Great Year Even Better BY TRESSA MCLAUGHLIN, PSDA BOARD PRESIDENT
recently watched the movie “42,” association and its members are focused which chronicles baseball legend on helping each other grow and are Jackie Robinson, who broke the willing to share information and best sport’s color barrier on his way to a practices. It’s one benefit of being a PSDA IHall of Fame career. While there is some member that I value most. controversy whether Hollywood got the facts or the timeline straight, I admire When you look at your standings, take someone who succeeded in the face of a moment and savor the victory! Then such adversity. evaluate your position and devise (or “As a revise) your go-forward plan for 2013. While we as distributors face day-to-day Some folks would say that the year is culture, our challenges that pale in comparison, I almost over, and there isn’t enough time admire those companies that continue to to make critical or meaningful changes. not only survive, but thrive in this ever- There is plenty of time. The same goes for association shifting landscape. companies that aren’t yet in the standings. Here are some of my best practices. and its This issue ofPrint Solutions is focused on the top distributors and their rankings in a multitude of categories. As I anxiously Evaluate Sales Growth members await IBF’s standings, I look forward to Using available reports from your discovering how other distributors have operations software can uncover potential are focused grown and what paths their businesses growth areas. Often, as leaders, we “go have taken. I believe that I have more to with our gut” on where we think the learn about this industry, and I look to market is headed. I frequently run a on helping the PSDA membership for opportunities summary sales report by product or and guidance. service line just to compare that my gut each other is in line with actual numbers. I look for In last year’s top distributors coverage, trends such as the product line, service, Print Solutions Interim Editor-in-Chief vertical market or territory the company’s grow and Darin Painter is quoted as saying, “Yearly growth is coming from. Is this growth metrics can help firms gauge growth and sustainable throughout time, or was it the are willing guide decision making, but success is result of a one-time spike in revenue? Can about strategy, not just statistics.” Darin the event be replicated? Is there a type to share has a valid point and one that I continue of industry or vertical that is increasing to pay attention to. year over year? Can we direct resources to increase that market share? information I often run a sales analysis report by product once the rankings come out Also, don’t forget to evaluate downward and review our fastest-growing market trends in unexpected areas. Sometimes and best segments. I then take a look at other we don’t realize or see a decline in a distributors in those markets that are customer, product line or territory until it practices.” growing faster than we are. I want to is too late. We count on the continuation connect with those companies and learn of sales and sometimes don’t notice the how and what it took to achieve their decline in one area because of the growth accomplishments. As a culture, our in another area.
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PRESIDENT’S MESSAGE
Add a New Product or Service “The ability to reach out to a peer, Our sales team recently completed the variable printing series (101-501) through the PSDA On-Demand Training whether it is on the phone, via program. We are now well-equipped with tools, metrics and worksheets for client meetings. At our next sales meeting, we WebEx or an on-site visit, can are to have identified eight clients that would benefit from a variable marketing campaign. Our goal is to be able to help you avoid potential pitfalls demonstrate to each other why and how each potential client would benefit with and assist you in reaching your sales growth, improved processes or efficiencies. We will be able to evaluate each other to sharpen our presentations goal more efficiently.” and assist each other on being relevant to the customer. At that point, we will be ready to contact our customers and set appointments to discuss Employees don’t like to feel “stuck” in member to learn about them, and take the opportunities. their roles when they come to work advantage of as many as you can. every day. Improve a Process It can be quite rewarding to move Increase Your Network Have you often wished you could turn a someone out of their comfort zone. It also In an article on Bill Prettyman’s blog quote faster? Eliminate filing? Improve earlier this month, he stated: “Growing your costs? Develop a repository of can be unsettling at first for the employee, but I have seen some remarkable your professional network is always a company information? Create a sales good thing. Before the year ends, commit successes come from providing new script for uncovering current customer to adding smart and talented people to opportunities to veterans. Sometimes information? Whatever your opportunity your circle.” What a better way to find people are waiting for a new opportunity for improvement or development, set the your next network connection than to show what they can do, and sometimes goal for completion by the end of 2013. looking to a distributor that has grown in opportunities are waiting to show a an area where you want your business to Evaluate what resources will be needed person what they can accomplish! If grow. Give them a call and arrange a time to assign to the project, whether it is you do choose to take this path, please to discuss future opportunities. personnel, finances, software support remember that constant, positive or networking connections. A PSDA communication is the key to success. You may also consider hosting an event member may have already completed a at your office. There are many local similar project, and you can learn from Take Advantage of networking groups and chamber groups his or her methods or processes. The Member Benefits that host weekly, monthly or quarterly ability to reach out to a peer, whether it events. They may be looking for sponsors, Do you take advantage of PSDA member is on the phone, via WebEx or an on-site or you could create an opportunity for benefits to reduce or eliminate costs? visit, can help you avoid potential pitfalls a sponsorship. For the past three years, Three years ago, I discovered that one and assist you in reaching your goal we have hosted a local group’s “League of our member benefits was a discount more efficiently. Night,” and we have been told our for software called Sage, a promotional events are always the most attended. It’s products research tool. I heard it Evaluate Your Team a great opportunity to meet others that mentioned in a presentation at one of the can help grow your business, and it’s an At IBF, we are known as the “go-to annual conferences. I couldn’t believe I opportunity to help others grow theirs. people.” We have long-term employees didn’t realize it years ago! There are quite with vast industry knowledge and a few cost benefits associated with being 2013 is shaping up to be a great year. What experience. As a company, we leverage a PSDA member. Consider calling a staff will you do to make it even better? PS those skill sets to maximize our efficiencies and improve the customer experience. However, you may want to Tressa McLaughlin is the 2013-2014 president of PSDA and president/COO of IBF, an Idaho- based independent print, branding and promotional products company. Contact her via phone at ensure that your employees find their job 208.424.3776 or via email at [email protected]. duties rewarding or challenging.
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PSDA NEWS
My Favorite Sales Training Complaint BY DAN SEIDMAN Dan Seidman, of GOT INFLUENCE?, will present “The Ultimate Sales Training Experience,” Oct. 17-18 in Chicago.
“I don’t have time to train a whole selling system!”
This concern troubles tons of entrepreneurs and sales leaders. Why is it heard so often? Because too many training organizations dump a complete selling system on a firm all at once. They hope all the team members will find some things that will help them. The training company then wishes everyone luck and disappears.
I prefer to work with a team, one training module at a time. Give them a month — maybe two — and they’ll improve their ability to adopt that learning. Here are the top five training modules, in terms of importance, for your team. Excellence in each of these Get the Ultimate gives you the best chance to truly improve sales team performance. Sales Training 1. Refuse to chase poor prospects. As early as possible in your relationship with a buyer, you need a list of criteria to match that buyer to find out if he or she is a Experience “perfect prospect.” By asking specific questions, you and the buyer can identify Target Audience: Distributors whether you should be working together. These potent questions cover issues like money, timeframe to purchase, criteria for purchasing, knowing all the decision- (Principals, Sales Executives, makers and more, and will keep you from wasting time, energy and money. So this is Sales Managers, Sales your “Qualifying and Disqualifying” training module. Professionals — all levels) 2. Show agility in adjusting how your sales pros sell, depending on each buyer. Discover what world-class sales Recent research from Cognitive Psychology reveals that people are motivated to make professionals do to distinguish decisions by either attaining good things and goals (the benefits or GAIN buyer), or themselves from average they are motivated to eliminate problems in the present or future (the problem solver performers. Register today for or PAIN buyer). When presenting to a team or multiple decision makers, then you this two-day sales program, have to adopt both approaches, mixing your language and literature choices to get to held Oct. 17-18 in Chicago, both buyer types. where you'll train with the 2013 3. Recognize that opening is more critical than closing. In my training, this module is International Sales Training Leader called “One Great Opening is Worth 10,000 Closes” (because if you don’t open well, of the Year, Dan Seidman of GOT you’ll never get close to the close). How many times have you gotten to the end of a INFLUENCE?. This program is buyer meeting, and he or she said: “Great, get back to me next week. I need to talk customized specifically for sellers to ‘X’” or “I need to review your numbers.” And, when you call, they are missing in of print and related services. action. This is because sellers too often don’t set great outcomes at the start of their Learn tips and techniques that sales conversations. This technique helps you take charge of the buyer-seller dialogue. will make a lasting impact on your 4. Boost your ultimate objection-handling skills! Buyer resistance is the biggest sales behavior so you can make choke point in the selling process. By building a script book of dozens of responses more money. to each of your top objections, you and your sales teammates can find ways to move The focus of your two-day past these verbal bumps in the road and advance the sales further down the path investment in “The Ultimate Sales toward the close. This is powerful, instantly useful and can help even rookie sales Training Experience” is to help reps manage dialogues like pros. you change behaviors in order to 5. Debrief your calls (without a sales manager). Ideal scenario? A sales manager or increase your income. This training coach goes on every single sales call in order to critique the experience and improve is highly interactive and will involve the salesperson’s skills. Did you build rapport? Ask qualifying questions? Set a clear role play, exercises and much more. agenda and outcome? Manage objections smoothly and confidently? Set up a quick Seating is limited, so be sure to debrief checklist to help your salesperson improve over time. secure your spot today. These are your five critical training modules. These — and more — are the focal points of “The Ultimate Sales Training Experience” in Chicago, held Oct. 17-18. You get to Visit psda.org/sales for more work with the collective brainpower of your peers, in a room filled with top performers, information and to watch Dan rookies and those who are committed to work their way to sales excellence. And bring Seidman discuss his unique someone with you. You’ll better adapt new learning and behaviors when you have a approach to sales training. partner who understands exactly what excellence means.
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Mark Your Calendar for PSDA’s
February 10-12, 2014 | Hyatt Regency Coconut Point | Bonita Springs, FL
Save the date! Next year’s PSDA CEO Summit will take place Feb. 10-12 at the Hyatt Regency Coconut Point in Bonita Springs, Fla. This premier event consistently brings together leading member company owners and executives for two days of idea sharing and relationship building in a resort setting. Registration will launch in late August and program details will be available in the coming months. Stay tuned to psda.org/CEO for more information.
“ The CEO Summit is a place where optimism, ideas and potential all converge. As our company and industry continue to evolve, the opportunity to share thoughts and discuss challenges with other like-minded principals is invaluable. The relevancy of the content presented, coupled with unparalleled networking opportunities, makes this a can’t-miss event!” Artie Collins NPN360
“ I thought this was one of the most dynamic, well- rounded events that I’ve been to. The speakers were fascinating, and having the roundtable opportunities was priceless for discussions with our colleagues from throughout the country.” Kevin Ulwelling Midwest Single Source
PSDA.ORG | AUGUST 2013 | PRINT SOLUTIONS | 15 PSDA NEWS
When Boston and Chicago met in the Stanley Cup Finals for the PSDA Executive Vice President Matt Sanderson recently met first time ever in June, Chip Lattanzio of Winbrook in Billerica, with several members during a visit to the East Coast. Pictured Mass., and Bob Ohr of CE Printed Products in Carol Stream, Ill., are Sanderson (far left) and PSDA members Mike DeNofa of IOP made a wager. The loser had to wear the opponent’s jersey to Communications (middle) and Henry Aaron of Aaron Business work and paint his nails in the colors of the winning team and Solutions (right) in front of Harold’s Deli, a New Jersey restaurant post it on Facebook for all his friends to see. Lattanzio (pictured) infamous for its oversized sandwiches and portions. lost the bet.
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PSDA PROFILE
From Inspiration to Results PSDA member Greystone Print Solutions is focused on the progression of the print industry. It provides clients with customized communications and technology applications to enhance revenue growth and reduce expenses — advancing print one solution at a time. BY ALEXA SCHLOSSER
he story of Greystone Print years. While you may be captivated by Solutions is not a simple one. the clarity of an image or in awe of its It’s a labyrinth of mergers and magnitude, look closely and what you consolidations spanning three will see is nothing but a sea of miniscule Tdecades. But that’s just the technical “The printing dots. While new dimensions of color history of Greystone. The real heart of and clarity have emerged throughout the company lies in its mission, and that industry the history of printing, the basic dot mission is simple: Provide clients inspired remains the essential component of solutions that enhance growth. modern printing. At Greystone Print, we has seen are committed to engaging the very dot Breaking Down the Labyrinth that has stood the test of time through In 2005, Merlin Buhl purchased tremendous the most innovative methods available. Greenville Printing after working on the These include digital and one-to-one sales side of the print industry for 20 marketing solutions that, together with years. Three years later, Buhl purchased change over your creativity, energy and purpose, can Greystone Imaging and merged the two deliver your message with excellence.” companies to create Greystone Print Solutions. After another three years, in the last 10 Vision, Mission and Values 2012, Buhl consolidated operations with Greystone Print Solutions provides offset, Foremost Graphics and moved to a new years, and I digital and flexo production, as well as location in Grand Rapids, Mich. mail and fulfillment services. While many Today, Greystone Print Solutions — firmly believe companies offer these services, Buhl of which Buhl is the president — is emphasized that Greystone’s uniqueness one of three companies that make up can be found in the strict set of values the the Greystone group. The other two that we are company upholds. companies, Greystone Results and “We seek to serve our distributor clients Nexdor, have slightly different focuses. in one of three ways: Provide them Greystone Results (www.greystoneprint. just getting ways to increase their revenue, decrease com) is dedicated to products and costs in their clients marketing supply services in the marketing and technology started and chain through better process and new sector of the communications industry. technologies, or solve a problem,” Buhl Nexdor (www.nexdordirect.com) offers said. “Quite frankly, if we cannot do at “targeted and personalized direct mail the best is still least one of those three things, then we marketing that is designed to spark ‘word have relegated ourselves to a commodity of mouth’ marketing for a business and ahead of us.” printer.” create top-of-mind awareness for their company,” Buhl said. Merlin Buhl, President The company lists seven core values on its website: All that historical business information, Greystone Print Solutions however, is ancillary to the essential core of 1. Honesty and integrity in all of our the company. The company’s website boils it dealings down to the most basic element — a dot. 2. Diversity, where varied backgrounds, “Look carefully at any printed piece that experiences and perspectives are has been produced over the last hundred welcomed
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PSDA PROFILE
Screen’s Truepress Jet SX
Specs: t Size: 20.8 x 29.1 t Stock thickness: up to 24pt t Stock type: Inkjet and offset t Color format: CMYK pigment based ink t Compatible with laminations and varnish t Near offset quality Greystone Print Solutions employs approximately 95 people in a 75,000-square-foot building in Core Products: Grand Rapids, Mich., with multiple printing and finishing platforms. t Print-on-demand programs t Personalized full-sized pocket folders t Short run full-sized pocket folders t Short run packaging up to 24pt board t Personalized packaging t Header cards with multiple skews t Pre die cut short run color envelopes (with bleed) t Short run or personalized posters and POP displays t Personalized playing cards t Personalized sports cards by Greystone Print Solutions recently installed Screen’s Truepress Jet SX, the latest in inkjet sheet-fed printing technology and first in the United States, Canada and South America. school/team/player. t Short run or personalized brochures 8,12,16, 20, 24 Values in Action for the long haul, we need to produce pages, etc. Although it’s placed last in the list our products as efficiently as possible,” of seven, creativity is of the utmost Buhl said. importance to Greystone Print Solutions, and Buhl says he is proud of the company “Thus, we have invested in the latest for embracing change. “Not only offset, digital, flexo and finishing 3. Dedication and commitment to embracing change, but seeing it as an equipment as well as the latest MIS the balanced best interests of all opportunity for new growth,” he added. technology. We seek to be leaders in stakeholders “We are creating a culture that thrives on integrating with our customers and our change. We have a culture [wherein] we vendors so we can pass information from 4. Respect for the individual, where are not afraid to fail.” system to system to eliminate as much re- every person is valued stroking of information as possible. This 5. Courage to speak openly and honestly Embracing change can often be an is a continual process that will get better expensive endeavor, but Greystone 6. Generosity of spirit and service and better as the technology improves.” knows that any expense that moves the 7. Creativity, where innovation is company forward is a smart investment. For example, the company recently cultivated and encouraged “We realize to be sustainable and viable installed Screen’s Truepress Jet SX,
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PSDA PROFILE
“ At Greystone Print, we are committed to engaging the very dot that has stood the test of time through the most innovative methods available. These include digital and one-to-one marketing solutions that, together with your creativity, energy and purpose, can deliver your message with excellence.” Greystone Print Solutions recently developed a new sports poster program that allows parents to create and order a personalized 19” x 25” poster of their child in action.
the latest in inkjet sheet-fed printing or school and deliver a lasting memory conversations with clients — technology and first in the United States, for the family,” Buhl said. “A 33 percent conversations such as how we can review Canada and South America. margin for the distributor is built into the the entire marketing supply chain and pricing structure as well.” reduce costs through better process and “The installation of the SX helps us technology, thus reducing costs while accomplish a couple of our goals: 1) The company also has an online quote maintaining margin for all partners decreasing marketing supply chain cost portal for custom sheet-fed and digital along the chain. As well as conversations through emerging technology; and 2) product quotes. The portal allows about how we can drive higher revenue increasing distributors revenue by being distributors to get instant quotes on for the end client,” Buhl said. “This able to offer their clients products and products they buy every day by selecting precisely why we have invested [in such] personalization options never before from a list of options. Greystone significant resources.” possible,” Buhl said. has many examples of creativity and innovation moving the company — and Maintaining success in this industry “[The Truepress Jet SX] allows us to do its clients — forward, and even more are can be challenging, but Greystone Print things that no one else can do, such as in the works. Solutions has found a way to make it personalized full-sized pocket folders, work by staying on top of advancements personalized posters, personalized and sticking to its core values. “The cartons, to name a few,” he said. “We are The Challenge of Success printing industry has seen tremendous working on getting these capabilities Embracing change and creativity and change over the last 10 years, and I firmly packaged in ways that distributors can investing in the future are all important believe that we are just getting started and sell to their clients to drive up revenue all to the success of Greystone and its the best is still ahead of us,” Buhl said. through the chain.” clients, but success doesn’t happen automatically — or easily. Because of the For more information about Greystone For more information on the Truepress advancement in technology throughout Print Solutions, or any company within Jet SX, see the sidebar [on page 20]. the industry, great color and service “is a the Greystone group, visit PS given.” In other words, it’s now tougher www.greystoneprint.com. Greystone Print Solutions also recently for companies such as Greystone Print developed a new sports poster program Solutions to “make a decent margin,” Alexa Schlosser is managing editor of that enables parents to create and order Buhl said. Print Solutions. Know of a PSDA member a personalized 19” x 25” poster of their company that should be featured in a future PSDA Profile? Contact her at child in action. “This program is designed “It is left for the printer and distributor [email protected]. to be used as a fundraiser for the team to partner together and have different
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2013 TOP DISTRIBUTORS The Story Behind the Numbers
he most important and exciting component of the numbers, but it took your desire, sweat and perseverance to business communications industry isn’t on-demand make them happen. personalization, promotional products or new printing equipment. It’s people — the driven men and Fiscal year 2012 was better than fiscal year 2011 for many womenT who are smart enough to explain and implement new companies included in this feature. Despite increased technologies, savvy enough to brainstorm and suggest creative competition from firms once on the industry’s periphery (ad marketing concepts, and bold enough to find answers that best agencies, software providers, etc.) and the continued decline suit end users. in demand for some paper-based products, many healthy distributors are reaching new heights. The industry is awash with interesting ideas. That’s why it’s fun to read trade publications or walk down trade-show halls and say to Read on to review the results of PSDA’s research, which someone, “Hey, have you seen this?” But every once in a while, showcases distributors that engage in and support the industry it’s fair (and we’d argue healthy) to get excited from a different by being dues-paying members of PSDA. Specifically, check perspective: “Hey, have you seen you?” out the “Top 25 Fastest-Growing PSDA Member Distributors” (page 30) and “Company Spotlights” (throughout the feature) We have, and we’re impressed. that provide behind-the-numbers insights from several outstanding PSDA firms. Your talents make this 16th annual Top Distributors feature possible. The result is a collection of columns, rows and
Go Figure The following pages essentially speak for themselves, so we’d like to toss in details that shed some light on where the industry is now, and where it might be headed. Here are stats we gathered after culling through the Top Distributor Survey.
Respondents who labeled their companies as “distributors.” More than one-third (34.4%) call themselves an “agency,” a “marketing firm” or some other non-“broker” term. How We 56.1% Compiled the Data Out of the top three fastest-growing PSDA distributors, the number of those companies that are also top sellers of marketing/creative services PSDA emailed representatives 3/3 and/or technology services. of distributorships (PSDA members and nonmembers), asking them to provide 2011 and 2012 fiscal year sales, along with The average percentage by which all survey respondents increased their fiscal 2012 sales, data for specific categories and compared with their fiscal 2011 sales. responses to four open-ended 4.6% questions regarding business challenges and strategies. Follow- up was conducted via email and The average percentage by which the top 10 sellers of promotional products increased their fiscal 2012 telephone. Note: Companies that sales, compared with their fiscal 2011 sales. failed or declined to complete 15.8% the survey or opted not to provide 2012 and/or 2011 sales data could not be included in The percentage of survey respondents who reported that they merged with or acquired another the results. 14% company since the start of their 2012 fiscal year. 2013 TOP distributors
Top 50 PSDA Member Distributors The following list showcases the companies with the highest fiscal year 2012 sales that responded to PSDA’s Top Distributors Survey and are current dues-paying members of the association.
Rank Company Headquarters FY 2012 Sales 1 American Solutions for Business Glenwood, MN $190,327,842 2 WebbMason Inc. Hunt Valley, MD $102,000,000 3 iPROMOTEu Wayland, MA $88,264,000 4 DataSource Inc.1 Kansas City, MO $58,000,000 5 Smart Source LLC New York, NY $50,800,000 6 Vanguard Direct New York, NY $43,200,000 7 Fontis Solutions Irvine, CA $31,603,000 8 MHC Associates Inc. Burnsville, MN $30,000,000 9 The Sourcing Group LLC2 New York, NY $28,000,000 10 Innovative Print & Media Group Inc., a Safeguard business Phoenixville, PA $27,064,056 11 Quality Resource Group Inc. Plymouth, MN $26,618,575 12 NPN360 Wheeling, IL $25,509,253 13 Prime/Ampersand Akron, OH $23,580,000 14 B&B Solutions Mabelvale, AR $21,501,484 15 American Diversity Business Solutions Glenwood, MN $19,621,017 16 MPX Portland, ME $17,600,000 17 DocuSource Print Management, a Safeguard business Tigard, OR $16,908,521 18 Winbrook Billerica, MA $16,800,000 19 Consolidated Graphic Communications, a Safeguard business Bridgeville, PA $15,922,000 20 Bear Graphics Sioux City, IA $14,850,000 21 RBO PrintLogistix Inc. Saint Louis, MO $14,300,000 22 DFI – Solutions in Print Davenport, IA $13,800,000 23 Midwest Single Source Wichita, KS $12,500,000 24 Meridian Loves Park, IL $12,000,000
1 – Includes 2012 sales of IDS (Integrated Document Solutions), acquired in 2013. 2 – Includes 2012 sales of Golden Pacific Systems Inc., acquired in 2013.
Company Spotlight American Solutions for Business – No. 1 in Top 50 PSDA Member Distributors
In response to PSDA’s Top Distributors Survey, Glenwood, Minn.-based American Solutions for Business — which ranked first in the “Top 50 PSDA Member Distributors” category — said that, starting in 2013, “… American is continuing to step up our recruiting and acquisition efforts. American's home office provides many services to our sales associates, including but not limited to marketing services, proprietary e-commerce solutions and dedicated support for national programs. We continue to enhance our proprietary e-commerce system with new features as well. Enhancements and priority are driven by customer and sales associate input. Because we built our e-commerce system from the ground up and have developers on-site, we are able to incorporate new enhancements on an ongoing basis. American is also moving into international programs. Our customers have an international presence, so we are developing print, promo and incentive offerings that can accommodate customers in the United States, as well as Europe and Asia.”
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2013 TOP DISTRIBUTORS
Top 50 PSDA Member Distributors (continued)
Rank Company Headquarters FY 2012 Sales 25 Cooley Group Inc. Rochester, NY $10,815,000 26 CTP Solutions Agoura Hills, CA $10,440,000 27 Graphic Information Systems Inc. Cincinnati, OH $9,350,000 28 Advanced Business Graphics Inc. Coppell, TX $8,067,122 29 Tabco Terre Haute, IN $7,970,000 30 Prograde Cincinnati, OH $7,903,318 31 Performance Group Inc. Omaha, NE $7,807,300 32 Suncoast Marketing Inc. Fort Lauderdale, FL $7,710,000 33 ADi Group Des Moines, IA $7,100,000 34 Eagle Print Dynamics Orange, CA $7,000,000 35 SWAG (Safeguard Web and Graphics), a Safeguard business Sparks, NV $6,500,000 36 IBF Boise, ID $6,334,090 37 Computer Merchandise Corporation Lakeland, FL $5,867,045 38 First Systems & Resources Inc. (FSR) Charlottesville, VA $5,651,437 39 Regency Print Solutions Raleigh, NC $5,232,819 40 Progressive Business Solutions Inc. Raleigh, NC $5,204,065 41 Documedia Group Irvine, CA $4,562,037 42 SureWay Marketing Services Princeton, NJ $4,298,800 43 SunCoast Forms & Systems Inc. Sarasota, FL $4,086,552 44 IFS (Independent Forms Services Inc.) Joliet, IL $4,032,377 45 Murray & Heister Inc. Beltsville, MD $3,859,130 46 Multi Business Systems (MBS) Bakersfield, CA $3,665,372 47 Spectrum Plus (also dba CF Group) Hauppauge, NY $3,345,776 48 Printcbf Cedar Knolls, NJ $3,270,551 49 Bann Business Solutions St. Paul, MN $3,000,000 50 PrintTek Inc. Greer, SC $2,853,739
Company Spotlight WebbMason – No. 2 in Top 50 PSDA Member Distributors
In response to PSDA’s Top Distributors Survey, Hunt Valley, Md.-based WebbMason — which ranked second in the “Top 50 PSDA Member Distributors” category — said the best decision the company made in 2012 was rebranding itself as a single-source marketing solutions provider instead of just a print distributor.
“We literally removed walls that inhibit innovative ideas and began to enable working relationships that turn good marketing into great marketing. We put the newly constructed Marketing Innovation Center™ @ WebbMason in motion, and the result has been innovative marketing solutions for our clients. The 10,000 square feet of mixed-use space includes a loft work space, 31 octagonal cubes, 11 offices, two new state-of-the-art conference rooms, a new employee gym, a green room and more. It houses marketing professionals, writers, technicians, creatives, social media experts, IT specialists, web developers and analysts. This space breaks down the silos to facilitate collaboration, understanding and synchronicity across the departments — not just metaphorically or virtually, but physically as well.”
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PSDA Members: Company Spotlight Smart Source LLC – No. 5 in Top 50 Beyond the Top 50 PSDA Member Distributors Several PSDA member companies responded to this In response to PSDA’s Top Distributors Survey, New year's Top Print Distributors Survey and had 2012 York City-based Smart Source LLC — which ranked sales numbers that landed them just outside the top fifth in the “Top 50 PSDA Member Distributors” 50. The next 10 companies were, in alphabetical order: category — said the best decision it made in 2012 Centro Print Solutions, Bend, OR was that it “expanded into the social media market and continued to invest in our unique sourcing Commander Printed Products, Oxnard, CA platform. We are working with our customers and FSi GROUP, Pensacola, FL prospects to develop mobile marketing and web applications. These new technology product groups Greenway Print Solutions , Scottsdale, AZ provide opportunities for our customers to grow their Info-Graphix, Drexel Hill, PA revenues while contributing to our one-stop shop platform. Our goal is to provide our customers with m7 business systems, Denver, CO multilevel technology, which will support operational PowerOne Inc., Perkasie, PA spend groups, streamline processes, reduce overall costs and drive profitability. Our social media Safeguard by Steve Ventura & Associates, Folsum, CA development and growth clearly support our mission to continuously add value. We are confident that Spectrum Solutions, Portland, OR our social media initiatives will become a significant Texprint, Houston, TX revenue driver in the coming years.”
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Top 25 Fastest Growing PSDA Member Distributors The following list showcases the fastest growing PSDA member distributors. PSDA identified the member companies with the highest growth rates from 2011 to 2012 by comparing their fiscal sales totals for each year, which are rounded to the nearest U.S. dollar.
Rank Company Headquarters FY 2012 Sales FY 2011 Sales Growth 1 The Sourcing Group LLC1 New York, NY $28,000,000 $12,000,000 133% 2 Innovative Print & Media Group Inc., Phoenixville, PA $27,064,056 $18,570,000 46% a Safeguard business 3 Regency Print Solutions Raleigh, NC $5,232,819 $3,868,000 35% 4 The Printing, Fulfillment and Mailing Group LLC Medford Lakes, NJ $3,091,165 $2,401,877 29% 5 SWAG (Safeguard Web and Graphics), Sparks, NV $6,500,000 $5,200,000 25% a Safeguard business 6 American Diversity Business Solutions Glenwood, MN $19,621,017 $16,404,434 20% 7 iPROMOTEu Wayland, MA $88,264,000 $74,659,000 18% 8 SureWay Marketing Services Princeton, NJ $4,298,800 $3,651,400 18% 9 PowerOne Inc. Perkasie, PA $1,696,130 $1,454,000 17% 10 Bann Business Solutions St Paul, MN $3,000,000 $2,600,000 15% 11 Graphic Information Systems Inc. Cincinnati, OH $9,350,000 $8,331,142 12% 12 WebbMason Inc. Hunt Valley, MD $102,000,000 $92,500,000 10% 13 DocuSource Print Management Tigard, OR $16,908,521 $15,360,019 10% 14 Documedia Group Irvine, CA $4,562,037 $4,154,655 10% 15 DataSource Inc.2 Kansas City, MO $58,000,000 $53,000,000 9% 16 Computer Merchandise Corporation Lakeland, FL $5,867,045 $5,389,645 9% 17 Advanced Business Graphics Inc. Coppell, TX $8,067,122 $7,423,133 9% 18 Prograde Cincinnati, OH $7,903,318 $7,300,688 8% 19 Spectrum Plus (also dba CF Group) Hauppauge, NY $3,345,776 $3,111,439 8% 20 Meridian Loves Park, IL $12,000,000 $11,200,000 7% 21 Centro Print Solutions Bend, OR $1,384,484 $1,299,655 7% 22 m7 business systems Denver, CO $2,632,267 $2,479,232 6% 23 PrintTek Inc. Greer, SC $2,853,739 $2,688,707 6% 24 CTP Solutions Agoura Hills, CA $10,440,000 $9,875,000 6% 25 Tabco Terre Haute, IN $7,970,000 $7,566,000 5%
1 – Includes 2012 sales of Golden Pacific Systems Inc., acquired in 2013. 2 – Includes 2012 sales of IDS (Integrated Document Solutions), acquired in 2013.
Company Spotlight Innovative Print & Media Group Inc. – No. 10 in Top 50 PSDA Member Distributors
In response to PSDA’s Top Distributors Survey, Phoenixville, Pa.-based Innovative Print & Media Group Inc. — which ranked 10th in the “Top 50 PSDA Member Distributors” category — said the best decision it made in 2012 “was to begin our own marketing campaign initiatives. Like the shoemakers children, we helped others with their marketing but ignored our own. We created a newsletter and a direct mail campaign, and each was mailed every other month. Over the course of the year, our customer and prospect list grew by three times, and the direct mail efforts were focused on promo products. The result was that we doubled our promotional product sales.”
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Top 10 Sellers of Commercial Printing The following list features the top 10 PSDA member distributors that reported the highest dollar volume in the commercial printing category. For the purposes of this research, commercial printing-related products and services include marketing pieces, catalogs, brochures, presentation folders and binders, letterhead, envelopes and business cards.
Rank Company Headquarters FY 2012 Sales
1 WebbMason Inc. Hunt Valley, MD $40,800,000
2 American Solutions for Business Glenwood, MN $27,235,914
3 Vanguard Direct New York, NY $18,500,000
4 Innovative Print & Media Group Inc., a Safeguard business Phoenixville, PA $15,379,152
5 Smart Source LLC New York, NY $14,250,000
6 NPN360 Wheeling, IL $11,127,099
7 Fontis Solutions Irvine, CA $9,480,900
8 The Sourcing Group LLC1 New York, NY $8,960,000
9 MHC Associates Inc. Burnsville, MN $8,000,000
10 Quality Resource Group Inc. Plymouth, MN $7,075,406
1 – Includes 2012 sales of Golden Pacific Systems Inc., acquired in 2013.
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Top 10 Sellers of Traditional Products The following list features the top 10 PSDA member distributors that reported the highest dollar volume in the traditional products category. For the purposes of this research, traditional business forms-related products and services include stock and custom business forms, envelopes, checks, mailers, security and pressure-seal documents.
Rank Company Headquarters FY 2012 Sales 1 American Solutions for Business Glenwood, MN $31,175,701
2 WebbMason Inc. Hunt Valley, MD $15,300,000
3 Prime/Ampersand Akron, OH $11,000,000
4 Smart Source LLC New York, NY $8,200,000
5 RBO PrintLogistix Inc. St. Louis, MO $7,008,512
6 Fontis Solutions Irvine, CA $6,320,600
7 The Sourcing Group LLC1 New York, NY $5,600,000
8 NPN360 Wheeling, IL $5,502,455
9 Vanguard Direct New York, NY $4,200,000
10 DFI – Solutions in Print Davenport, IA $4,140,000
1 – Includes 2012 sales of Golden Pacific Systems Inc., acquired in 2013.
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Company Spotlight Cooley Group Inc. – No. 25 in Top 50 PSDA Member Distributors
In response to PSDA’s Top Distributors Survey, Rochester, N.Y.-based Cooley Group Inc. — which ranked 25th in the “Top 50 PSDA Member Distributors” category — said the best decision it made in 2012 was: “We decided to narrow our focus slightly as a company and deal with clients who were looking for a consultative approach to their printing needs ranging from promotional products to print to specialty printing to branded apparel. Customers, regardless of volume, who were looking for a commodity vendor at the lowest price with a lot of demands, were 'fired' or not called on any longer. We are focused on clients who are looking for a trusted adviser for their print and promotional needs.”
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2013 TOP DISTRIBUTORS
Top 10 Sellers of Promotional Products The following list features the top 10 PSDA member distributors that reported the highest dollar volume in the promotional products category. For the purposes of this research, promotional products include ad specialties, apparel and promotional items used in campaigns.
Rank Company Headquarters FY 2012 Sales 1 American Solutions for Business Glenwood, MN $66,385,590 2 WebbMason Inc. Hunt Valley, MD $15,300,000 3 Smart Source LLC New York, NY $13,400,000 4 Quality Resource Group Inc. Plymouth, MN $11,317,358 5 The Sourcing Group LLC1 New York, NY $8,400,000 6 Fontis Solutions Irvine, CA $6,320,600 7 Prime/Ampersand Akron, OH $6,000,000 8 American Diversity Business Solutions Glenwood, MN $5,101,464 9 MHC Associates Inc. Burnsville, MN $4,000,000 10 Vanguard Direct New York, NY $3,900,000 1 – Includes 2012 sales of Golden Pacific Systems Inc., acquired in 2013.
Company Spotlight Prime/Ampersand – No. 13 in Top 50 PSDA Member Distributors
In response to PSDA’s Top Distributors Survey, Akron, Ohio-based Prime/Ampersand — which ranked 13th in the “Top 50 PSDA Member Distributors” category — said the best decision the company made in 2012 was: “We kept ahead of the curve technology-wise, and we also updated all of our marketing material. This allowed us to partner with other companies on projects as we saw fit.”
Top 10 Sellers of Marketing and Creative Services The following list features the top 10 PSDA member distributors that reported the highest dollar volume in the marketing and creative services category. For the purposes of this research, marketing and creative services include creative, web design, email marketing campaigns, etc.
Rank Company Headquarters FY 2012 Sales 1 The Sourcing Group LLC1 New York, NY $5,000,000 2 American Solutions for Business Glenwood, MN $3,983,562 3 Smart Source LLC New York, NY $2,500,000 4 Vanguard Direct New York, NY $2,300,000 5 WebbMason Inc. Hunt Valley, MD $1,020,000 6 MHC Associates Inc. Burnsville, MN $1,000,000 7 Fontis Solutions Irvine, CA $948,090 8 Bann Business Solutions St. Paul, MN $750,000 9 PrintTek Inc. Greer, SC $570,748 10 Innovative Print & Media Group Inc., a Safeguard business Phoenixville, PA $506,342 1 – Includes 2012 sales of Golden Pacific Systems Inc., acquired in 2013.
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2013 TOP DISTRIBUTORS
Top 10 Sellers of Labels and Tags The following list features the top 10 PSDA member distributors that reported the highest dollar volume in the labels and tags category. For the purposes of this research, labels and tags include traditional labels, label/form combinations, integrated labels, RFID, prime labels and all tags.
Rank Company Headquarters FY 2012 Sales 1 American Solutions for Business Glenwood, MN $17,729,038 2 WebbMason Inc. Hunt Valley, MD $15,300,000 3 DFI – Solutions in Print Davenport, IA $5,106,000 4 Graphic Information Systems Inc. Cincinnati, OH $4,675,000 5 Fontis Solutions Irvine, CA $3,160,300 6 American Diversity Business Solutions Glenwood, MN $2,943,153 7 NPN360 Wheeling, IL $2,942,795 8 Prograde Cincinnati, OH $2,800,000 9 Smart Source LLC New York, NY $2,700,000 10 Quality Resource Group Inc. Plymouth, MN $2,454,540
Company Spotlight Suncoast Marketing Inc. – No. 32 in Top 50 PSDA Member Distributors
In response to PSDA’s Top Distributors Survey, Fort Lauderdale, Fla.-based Suncoast Marketing Inc. — which ranked 32nd in the “Top 50 PSDA Member Distributors” category — said the 2012 accomplishment it is most proud of was: “Our sales force has, of course, gone out and gotten us new customers, but we have received a number of new customers from our existing clients. That is what we feel Suncoast is all about: giving the greatest customer service to all our clientele. References are huge. We also used SEO and social media marketing to attract new business.”
Top 10 Sellers of Direct Mail The following list features the top 10 PSDA member distributors that reported the highest dollar volume in the direct mail category. This includes all direct mail services.
Rank Company Headquarters FY 2012 Sales 1 American Solutions for Business Glenwood, MN $15,964,699 2 WebbMason Inc. Hunt Valley, MD $10,200,000 3 The Sourcing Group LLC1 New York, NY $5,600,000 4 Fontis Solutions Irvine, CA $4,740,450 5 Innovative Print & Media Group Inc., a Safeguard business Phoenixville, PA $4,653,897 6 Smart Source LLC New York, NY $2,200,000 7 MHC Associates Inc. Burnsville, MN $2,000,000 8 Midwest Single Source Wichita, KS $1,875,000 9 Vanguard Direct New York, NY $1,750,000 10 American Diversity Business Solutions Glenwood, MN $981,051 1 – Includes 2012 sales of Golden Pacific Systems Inc., acquired in 2013.
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2013 TOP DISTRIBUTORS
Top 10 Sellers of Technology Services The following list features the top 10 PSDA member distributors that reported the highest dollar volume in the technology services category. For the purposes of this research, technology services include e-commerce storefronts, web and/or mobile device application development, online statement processing, etc.
Rank Company Headquarters FY 2012 Sales 1 American Solutions for Business Glenwood, MN $57,098,353 2 MHC Associates Inc. Burnsville, MN $10,000,000 3 Vanguard Direct New York, NY $7,200,000 4 CTP Solutions Agoura Hills, CA $6,000,000 5 Smart Source LLC New York, NY $5,200,000 6 The Sourcing Group LLC1 New York, NY $5,000,000 7 IBF Boise, ID $1,881,569 8 DFI – Solutions in Print Davenport, IA $1,380,000 9 WebbMason Inc. Hunt Valley, MD $1,020,000 10 SWAG (Safeguard Web and Graphics), a Safeguard business Sparks, NV $1,000,000 1 – Includes 2012 sales of Golden Pacific Systems Inc., acquired in 2013.
Company Spotlight Regency Print Solutions – No. 39 in Top 50 PSDA Member Distributors
In response to PSDA’s Top Distributors Survey, Raleigh, N.C.-based Regency Print Solutions — which ranked 39th in the “Top 50 PSDA Member Distributors” category — the company said that, in 2012, it was most proud of the “company’s dedication to sacrifice for the future. Our entire staff has made sacrifices for us to get where we are and that philosophy starts at the top. Ownership is committed to the future and has put aside short- term financial gain to set us up for the long term.”
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New PSDA Member Distributors The following list includes distributors who have joined PSDA since August 2012. Adelaide Business Forms Pty Ltd, Information Design Inc., Adelaide, SA Anchorage, AK
Adiva Group, Baltimore, MD IQ Office Products, Phoenix, AZ Printing Plus, Roselle, IL Bowers & Associates, St. Louis, MO Jaddar Enterprises, Haughton, LA Complete Data Products, Troy, MI Spectrum Resources Inc., JHENN Group LLC (d.b.a New Berlin, WI Connect Marketing Strategies, EnvelopSpot), Kansas City, MO Seven Hills, OH Spectrum Solutions, Portland, OR JP Business Solutions, Scottsdale, AZ Csprint, Sterling, PA Systemax Group, Springfield, IL Kane Printing Services, Bethesda, MD DGVC, Kingston, ON T Group Interactive, Tempe, AZ LYB Printing Solutions, Emasters, Toronto, ON The Medical Print Group Inc., Lincolnshire, IL Naperville, IL FirePower, Denton, TX NTI Data Products Inc., The Solutions Group, Ann Arbor, MI GZ Enterprises, Philadelphia, PA New Hampshire, NH Trackable Graphics, West Palm HM Marketing LLC, Cleveland, OH Printing By Design, New Castle, PA Beach, FL
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Company Spotlight Quality Resource Group Inc. – No. 11 in Top 50 PSDA Member Distributors
In response to PSDA’s Top Distributors Survey, Plymouth, Minn.-based Quality Resource Group Inc. — which ranked 11th in the “Top 50 PSDA Member Distributors” category — said the best decision the company made in 2012 was not “[chasing] every shiny new ball that rolls into our playground.”
“So often I see or hear of companies that attend a conference and then go back and change everything. They tend to confuse their team and the marketplace by lack of focus, consistency and with mixed messages. Our message remains to focus on the needs of the client and to be a resource for them in the area of print, promotion and the related services — to bring the right solution, which may incidentally be a new product or service. Yes, we sell pURLs and other technology services, but we lead with the need to solve problems and not with products or services.”
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Top 10 Non-PSDA Member Distributors The following list features the companies with the highest 2012 distributor-based sales that responded to PSDA’s Top Distributors Survey but are not dues-paying members of the association.
Rank Company Headquarters FY 2012 Sales
1 InnerWorkings Inc. Chicago, IL $798,000,000
2 Proforma Cleveland, OH $430,332,000
3 GBS Corporation North Canton, OH $91,167,800
4 The Shamrock Companies Inc. Westlake, OH $55,000,000
5 Drew & Rogers Inc. Fairfield, NJ $18,850,109
6 Voluforms Jeffersonville, IN $15,906,844
7 AccuSource, a Safeguard business Carrollton, TX $14,000,000
8 Safeguard Forms & Systems, a Safeguard business Columbus, GA $12,000,000
9 ABC Printing Company Chicago, IL $6,700,000
10 Piedmont Graphics Inc. Greensboro, NC $6,388,254
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Company Spotlight Company Spotlight IBF – No. 36 in Top 50 PSDA Midwest Single Source – Member Distributors No. 23 in Top 50 PSDA Member Distributors In response to PSDA’s Top Distributors Survey, Boise, Idaho-based IBF — which ranked 36th in the “Top In response to PSDA’s Top Distributors Survey, 50 PSDA Member Distributors” category — said the Wichita, Kan.-based Midwest Single Source — best decision the company made in 2012 was: “We which ranked 23rd in the “Top 50 PSDA Member decided to re-evaluate our hiring and training process Distributors” category — said the 2012 for the sales department. We have struggled with accomplishment it is most proud of “was the finding and retaining talented salespeople in our growth of sales over the previous year. This was industry. Three members of our sales team (from accomplished with our management staff working different areas, backgrounds and years of service) through the transition of an acquisition and many of were evaluated and interviewed to obtain information. our key players being pulled in multiple directions. This information was used to create a benchmark of Our resources were less, our teamwork was what the sales 'chair' in our company looked like. We increased and, as an organization, we have been then developed a job description and used Affinity made stronger by having to learn to layer multiple HR Group for the recruiting, interviewing and hiring responsibilities. More employees in our organization process. We also took the process one step further learned to do tasks they never had to be responsible and developed a comprehensive onboarding manual for in the past and did so with enthusiasm and to assist with training the new salesperson. It's a quality. We are most proud of our employees and our three to four week process and involves several team leaders for being able to keep our organization modules from the PSDA On-Demand Training library.” running through an incredibly stressful acquisition.”
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2013 TOP DISTRIBUTORS
Company Spotlight Bann Business Solutions – No. 49 in Top 50 PSDA Member Distributors
In response to PSDA’s Top Distributors Survey, St. Paul, Minn.-based Bann Business Solutions — which ranked 49th in the “Top 50 PSDA Member Distributors” Category — said that it is most proud of its “ethics and perseverance. We suffered a big blow from a very large partner who proved to be less than ethical. We had a choice to sue with a high likelihood of winning but chose rather to focus on the future and to spend our time and energy on something positive. We sleep well at night and like our future!”
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2013 TOP DISTRIBUTORS
Company Spotlight PrintTek Inc. – No. 50 in Top 50 PSDA Member Distributors
In response to PSDA’s Top Distributors Survey, Greer, S.C.-based PrintTek Inc. — which ranked 50th in the “Top 50 PSDA Member Distributors” Category — said, in 2013 and beyond, “We will continue to grow at a steady pace. We are adding to our sales and customer service staff to accommodate our growth. We also continue to look for ways to stay current with technology to enable our customers the most efficient and up-to-date means to fulfill their printing and marketing needs. We are also getting more into the promotional marketing items and are working on getting cost-effective ways for companies to promote their organization through label recognition. We are significantly expanding the marketing services, e-commerce and web design aspects of our business.”
Company Spotlight PowerOne Inc. – PSDA Members: Beyond the Top 50
In response to PSDA’s Top Distributors Survey, Perkasie, Pa.-based PowerOne Inc. said the best decision it made in 2012 was “ignoring the fear that comes with growth and pushing forward in spite of possible failure. We made our first acquisition of another company toward the end of 2012, and a lot was learned along the way. We will not know the full impact of that acquisition on PowerOne for another year or two, but even if this acquisition should prove to be unsuccessful, the knowledge gained in the process will be invaluable for future acquisitions. Ultimately, the decisions to purchase another company, as well as hire a new key employee, were the best decisions we made as a company in 2012.”
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Rather than simply quoting on products, some distributors are helping their clients launch projects. These pros realize the value of being involved at the concept stage.
BY DARIN PAINTER
istributors who like to pour their creative juices into marketing projects often hear phrases such as “market research” and “budget parameter.” They might think: What about eye-opening? What about spine-tingling? What about this Dinteractive cross-media campaign is going to rock? Print and non-print communication projects don’t really rock, seasoned distributors know, until they have a foundation. Projects aren’t stirring (not to end users, anyway) until they have scope.
“Understanding a client’s motivation, its strengths, its message, its goals, its competitors — those steps are vital to projects,” said Tsia Carson, co-founder of Flat, a New York City firm specializing in print campaigns and graphic design work. “You wouldn’t slap together a house. You wouldn’t just start nailing some two-by-fours. Same goes for successful print projects.”
Today, as more distributors are evolving their offerings and processes to be known as “marketing services providers,” they’re aiming to be involved as early as possible in projects. Yes, some of their day might be spent quoting on 500 brochures but, increasingly, their focus is on getting in front of whiteboards — asking the right questions, then brainstorming ways to create programs and campaigns that achieve goals. GETTING IN AT THE GROUND LEVEL
Top Distributors Focus on with a lot of demands were fired or not distributors. One handed out 19-cent Client Challenges called on any longer,” he said. pens to visitors at its tradeshow booth. The other armed itself with business Perhaps that’s why only 56 percent To better create and present new of respondents to the 2013 Top information that led to new hires and a marketing ideas to customers, revamped marketing message. Distributors Survey labeled their firms as WebbMason (ranked No. 2) literally “distributors.” (Three other descriptors — removed walls in 2012. At its The firm that handed out pens treated “agency,” “marketing firm” and “other” — headquarters in Hunt Valley, Md., the promotional products as a mere giveaway. accounted for 34 percent.) company constructed the Marketing Its distributor simply filled an order. The Innovation Center @ WebbMason, a other company positioned promotional “There is a huge divide between having mixed-use area that includes a loft work products as a vehicle in an integrated a high-level understanding of what it space, 31 octagonal cubes, 11 offices, two campaign. Its distributor fulfilled a mission. takes to be a marketing services provider state-of-the-art conference rooms, a green and hanging out a shingle,” said David room for video production and more. It “Most distributors don’t think in terms Zwang, principal consultant of Zwang & houses marketing professionals, writers, of what promotional products can Company. “It is critical to understand the social media experts, IT specialists, web actually do for customers,” said David new roles and tools needed to support developers and analysts. Blaise, marketing consultant, speaker and such an effort. The real key is having author of “Top Secrets of Promotional the skills and infrastructure to actually “The result has been innovative Products Sales.” “Too often, transactions succeed at this transformation.” marketing solutions for our clients,” said go like this: The customer realizes it “ Our focus on interactive marketing is helping clients target their prospects more effectively, and helping them engage and keep their customers.” Erin Winchester, Marketing Manager, WebbMason
An important part of that Erin Winchester, WebbMason’s marketing needs something at the last minute and transformation, said Dennis Pottebaum, manager. “Our focus on interactive asks for a quote on mugs. The distributor is positioning your company as a marketing is helping clients target their says, ‘OK, how many do you need, and in consultative resource instead of a product prospects more effectively, and helping what color?’” expert. “Our message remains to focus them engage and keep their customers.” Cassie Omohundro didn’t ask those on the needs of the client and to be a Whiteboard conversations with clients questions when her distributorship’s resource for them in the area of print and often lead to website development, construction client planned a strategy to promotions — to bring the right solution, microsite landing page construction, attract tradeshow traffic at a college job which may incidentally be a new product search engine marketing, social fair. Instead, her Richmond, Va.-based or service,” said Pottebaum, president media programs, email marketing company, SJM Promotional Marketing of Quality Resource Group Inc. (ranked and data analytics projects handled by Agency, recommended the use of a No. 11 by 2012 sales; see p. 26.) “We WebbMason. “trackable” promotional product — an lead with the need to solve problems, not item that would enable the construction with products or services.” (See “Beyond Many distributors who have put in the company to speak with more students the Basics: 8 Questions to Ask at the work to become marketing solutions at the booth, and also learn more about Beginning” on p. 56.) providers are now reveling in the rewards. what resonates with them as they analyze They’re selling solutions instead of just possible employers. Stuart Boyar, president and CEO of products and becoming single-source Cooley Group Inc. (ranked No. 25), partners with their clients. SJM Promotional Marketing Agency said his company recently sharpened its collaborated with its customer and focus on clients that wanted consultative Case in Point: Trackable recommended handing students a two- ideas for their printing and promotional Promo Products color, 30 mil plastic card, each of which projects. “Customers, regardless included the construction company’s logo of volume, who were looking for a Two construction companies recently on the front, and the website address of a commodity vendor at the lowest price purchased promotional products from custom landing page, plus a unique five-
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GETTING IN AT THE GROUND LEVEL
Selling trackable promotional products products, direct mail, and warehouse and requires the same mental shift print fulfillment services. distributors must take when penetrating Beyond the an account on an enterprise level: They Catlett knew that the purchasing need to understand the client’s overall department at the bank’s headquarters Basics: 8 business objectives, specific strengths and ordered print materials for hundreds of Questions to pain points, and then craft a “systems locations. The bank wanted to reduce the Ask at the sell” that resonates with the customer, purchasing department’s responsibility, Omohundro said. “We often ask clients but at the same time keep control of what Beginning to back up and talk about what they’re the branches could order. truly trying to achieve — who they’re Catlett and the bank collaborated on It’s critical to understand targeting, how they plan to deliver the an effective solution. The bank could your client’s overall marketing items, and how they can package content use Progressive Business Solutions’ objectives prior to suggesting and graphics to best blend with the distribution and warehouse center a solution. Here are questions promotional product.” that go beyond the basics: to stock all the printed materials its The construction company hired students branches needed, and use the distributors’ 1. Describe your target who came to the job fair, and used e-commerce platform to place orders, view audience — what makes it answers to the open-ended questions inventory and usage reports, and more. tick, and what are its hopes to tweak its marketing collateral, and fears? The bank liked the idea, Catlett said, but concentrating more on employee benefits 2. How can you best reach this wanted to find out what other printers and the ability for new hires to have were offering. Not willing to give up, audience when its needs are important responsibilities, Omohundro most urgent? Catlett asked the bank, “You tell us said. “It was a great example of how what you want, and we will customize 3. What are your business promotional products can tie in to the the system.” The bank agreed and “we goals? customer’s larger mission. When we gave them 99 percent of the things 4. What was discouraging about engage in a consultative approach to they wanted,” he said. The company previous attempts to achieve selling, we can use promotional items also hired IT employees, customer your goal? to achieve objectives and track results. service representatives and people with That’s powerful.” 5. What data would help you experience in warehousing to ensure succeed? the bank and other customers using the 6. How will you use the data you Case in Point: Customized e-commerce system were well-served. Technology for a Bank gather, beyond the life of the Users at the bank now have a one-stop campaign or promotion? Tim Catlett, president of Raleigh, shop at their fingertips. They can order 7. What resources do you have N.C.-based distributorship Progressive from a wide range of items, including to support this project — Business Solutions, recently wanted to checks, money orders, envelopes, fliers before, during and after? sell to a large regional bank. He called and statements. The bank’s headquarters 8. How will you determine this the bank and landed small printing jobs. also can view reports such as status, project’s success? Gradually, the distributorship gained usage trend, inventory status and low- the bank’s confidence by producing stock status. cost-effective and high-quality products on time. Case in Point: One-to-One digit code on the reverse. Signage at the Marketing to Students job fair told students they could receive Catlett realized large clients, such as the five free song downloads if they came to bank, ultimately would seek technological A prospective college student interested the construction firm’s booth. After the solutions for efficient, streamlined in music theory might not sing the praises processes. “Realistically, if you don’t show, students used their codes to log of a university’s biology department. A have the attitude of offering value-added on to the landing page, which thanked student interested in ice hockey might services, you’re not going to succeed in students for their interest. The page also skate past promotional text about the printing industry,” said Catlett, who the university’s new basketball gym. showcased open positions at the company started the distributorship in October and explained the benefits of working for Problem is, most colleges mail the same 1988. Catlett, who previously worked brochures and “viewbooks” (books that the firm. To access the free downloads, for NCR Corporation as a district sales include many details about the school) to students had to enter their contact manager, has successfully evolved his students requesting information. information and answer open-ended firm from a seller of forms and copier questions about what they sought from paper to a consultative provider of Basically, they’re giving a standard sales future employers. commercial printing, promotional pitch, including information on their
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GETTING IN AT THE GROUND LEVEL
“ The most valuable marketing is driven by the right data, not just by the right media.”
Bill English, Owner, Superior Business Solutions; President, Scope 1 Marketing Technologies
photographs of the college. Instead of waxing eloquent about its 33 fields of study on the inside pages, the college includes only information in which the student expressed interest. Other variable information can include testimonials from alumni who graduated from specific academic programs and financial aid information relative to the student’s home state. The brochure closes with a photo and personalized letter from the student’s would-be admissions counselor (based on the student’s home state). The “mini- colleges’ histories, academic programs, printed and electronic pieces to be viewbook” is digitally printed and mailed to the student, who can choose to receive campus events and extracurricular designed and delivered on the fly. an emailed PDF as well. activities. But some admissions offices are “The more personalized your appeal is on learning a valuable lesson: If you want an emotional level, the better your chance Because the pieces are printed on more students to apply, make them say, of success,” said Bill English, owner of demand, the school doesn’t need to “This information applies tome .” Superior Business Solutions and president worry about inventory, obsolescence and wasted marketing dollars, English said. Scope 1 Marketing Technologies, a of Scope 1. Fulfillment efforts and high postage costs division of Kalamazoo, Mich.-based Manchester College, a four-year are greatly reduced, too. distributorship Superior Business institution in North Manchester, Ind., Solutions, helps colleges and other has used Scope 1 to produce print-on- “The most valuable marketing is driven clients harness the power of one-to- demand, four-color, six-panel brochures by the right data, not just by the right one marketing. Launched in 2000, the with variable text and images. The media,” English said. PS division provides service and consultation variable data is based on information in e-commerce applications such as specified by students in writing or via electronic print on demand, customized questionnaires on the college’s website. Darin Painter is interim editor-in-chief of Print Solutions. He can be contacted at marketing and electronic delivery Each student’s name is emblazoned [email protected]. services. Its marketing technology allows on the brochure’s front cover above
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CASE STUDY
The Perfect pURLs PSDA member The Flottman Company aided Philadelphia-based Penn Herb with a successful marketing campaign using personalized URLs (pURLs).
enn Herb, an herbal supplement VDP Web, Flottman’s reseller partner, pURL, update their contact information and vitamin company located Penn Herb selected personalized URLs and provide feedback to the company. in Philadelphia, was looking (pURLs) as an integral part of its In exchange, they were given the for a personal approach to campaign strategy. opportunity to register for a chance to Pconnecting with customers. Specifically, win a $250 shopping spree. it had five marketing goals: PURLs were chosen for their ability to personalize the outbound marketing The first postcard was 6” x 9”. The second 1. Gather client insights. and related microsite web content and was 4” x 6”. Both had prominent first get clients to “raise their hands” and 2. Improve brand recognition. name personalization, personalized establish a two-way conversation. PURLs URLs and personalized QR Codes that 3. Gather referrals from existing were also chosen for their ability to customers. track recipient interaction, easily collect drove recipients to the pURL. This gave recipients two ways to access the survey: 4. Increase awareness of the Penn Herb referrals and update Penn Herb’s in- house contact file while simultaneously typing it manually and scanning the QR website for traditional in-store and identifying hot leads. Code with their mobile phones. Both telephone customers. cards offered a 10 percent discount with a 5. Improve and verify mail, email and The Campaign coupon code used for tracking. phone contact information. Penn Herb’s March 2012 campaign used The first postcard was sent March 1 to Working with The Flottman Company, two direct mail touches to its full house existing customers and those who had its marketing services provider, and list, asking recipients to respond to the previously inquired about products, even if they had not yet made a purchase. Two weeks later, the second postcard was dropped to nonresponders and those whose addresses were corrected after being found to be incorrect or incomplete (based on undeliverables). Both drops occurred on Tuesday for Wednesday delivery.
The imagery was the same in both postcards, creating familiarity. The second postcard was smaller and had a red alert line across the top that said “Last chance.” This wording was used in several other places, as well.
“The goal was to get it there right before the deadline to respond to the campaign, which was March 30,” said Ed McMasters, director of marketing and communications for The Flottman Company.
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CASE STUDY
The Mechanics Emails were delivered before, during and immediately after the direct mail launch. Penn Herb did not have phone numbers or email addresses for many on its contact list, so one of its goals was to get contacts to complete and update their information. Once respondents filled out the survey, they were removed from the campaign contact list.
The direct mail list included 18,000 contacts. The email campaign was sent to 1,400 email contacts.
The campaign included the following social media and collateral components, as well: t Facebook cross-linking and use of the “like” feature and Twitter t Weekly postings on Penn Herb’s Facebook and Twitter t In-store signage, counter displays, cash register receipts, bag stuffers and mailed product package stuffers t Variety of media contacts, including press releases about the contest and contact with local and regional Philadelphia media
The campaign ran for a period of four weeks.
The Results (“How would you like to receive news Based on the survey data, Penn Herb The pURL campaign had a 4.6 percent and discounts from Penn Herb?”), with learned that existing customers wanted response rate. In total, 600 contacts options for email, text message and mail. the company to carry fresh and organic provided updated information from Questions also gathered information fruit. “We also found out that they want adding an email or phone to verifying on shopping preferences (whether they yoga, smoothies and acupuncture and their address, a tremendous success. shopped online), additional products massage services. So Penn Herb has Penn Herb was also able to grow its and services desired from the company, reinvented its location,” McMasters said. email list by 25 percent, exceeding this and any comments or feedback on the campaign goal. company itself. This kind of helpful information was made possible because of Penn Herb’s More than one-quarter of respondents The campaign results turned into profits. loyal and involved customer base, (28 percent) accessed the site using a Penn Herb’s in-store traffic for the month McMasters said. “We normally tell end mobile device. QR Code scans accounted increased by 15 percent, and monthly users to include three to five questions for almost 20 percent of all pURL visitors. sales increased by 13.5 percent. max on their landing pages,” he said. But Penn Herb offered two versions of the web Penn Herb wanted more and got it. Even The campaign had another benefit, as pages — personalized pages and generic with the extra questions, “855 customers well. Penn Herb was planning a complete versions for unidentified responders from finished the survey,” he said. “That remodel of its facility, tearing down the indirect efforts. The generic URLs added shows how important it is to really know current structure and rebuilding from 421 additional unique responders and your customers.” nearly 1,100 page views. scratch. It wanted to survey customers about its current and future mix of Response tracking gave Penn Herb some Questions were designed to gather (or products and services necessary to better additional information, too. By tracking confirm) gender and contact preferences serve them. which channels customers used to access
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CASE STUDY
percent. It also received more than 1,500 likes from Facebook posts.
Email blasts included the option to “ The results were fantastic. “forward to a friend” and share via social media. Nearly half (47 percent) of email respondents did refer a friend, giving Penn Herb saw an increase Penn Herb a total of 399 referrals. in March sales of more Lessons Learned The campaign involved challenges. For example, the initial batch of personalized than 13 percent and a more 6” x 9” cards was sent first class to more than 18,000 recipients. Of those, 1,400 cards back came back undeliverable, even than 15 percent increase in though this was an in-house list.
“Just because a campaign uses an in- consumer traffic over the house list is no guarantee of success,” Fager said. “If not properly managed and regularly engaged, even house lists previous year.” can have poor response. The high rate of undeliverable direct mail and email Sue Flottman Steller, President, communications underscored the need Flottman Company, Inc. for the client to commit to engaging its existing list on a regular basis.”
Realizing how stale the house lead file had become made a big impression on the client. “We emphasized that regular, cyclical contact with existing customers and leads is one of the best ways to ensure that information stays current,” Fager said. “That’s a lesson that goes beyond any individual end user.”
Marketing Services Provider: Flottman Company (Crestview Hills, Ky.) provided design, printing, social media, email, PR the survey, it determined the ratio of easy to fill out and share. “Complex, and additional fulfillment services. email to print to text messaging used by high-color design isn’t always better,” PURL provider: VDP Web (Boulder, its customers, as well as which customers said John Fager, principal at VDP Web, Colo.) provided the cross-media preferred each channel. which handled the online portion of marketing platform, including the campaign. “The design focuses personalized URLs (pURLs) for direct Keys to Success on organic, clean and simple layouts. marketing, generic URLs (gURLs) Uncluttered white with appropriate Why did the campaign work so well? for in-store marketing and social media Flottman and Penn Herb took a accent colors likely helped response.” sharing, survey functionality and coordinated, integrated effort. The project Social media was also integral to referral collection. shows the power of combining multiple spreading the message and helping the personalized touches and multiple media campaign’s success. Penn Herb’s social Press: KMBiz 8000 to keep a brand and marketing campaign media exposure (including to potential visible and relevant. Paper stock: Blazer 100 lb. customers) was substantial. The campaign Also key was the clean, simple look of the received more than 90 Facebook likes Personalization: Adobe InDesign and landing pages, which made the survey from the microsite, an increase of 6.6 FusionPro RIP PS
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INDUSTRY NEWS COMPILED BY ALEXA SCHLOSSER
general manager of Discount Labels. “As “It’s very special to be honored with News an approved label supplier, we are also this award when you consider both held to very high standards as part of the companies have reached and exceeded Safeguard Completes ongoing authorization process.” the 100-year mark in business,” said Roy Flesh II, The Flesh Company’s CEO. Purchase of Innovative Print Discount Labels is approved to print the “Strong partnerships like ours are the & Media Group Inc. UL mark, both Type L and Type R, on foundation of long-term success.” PSDA member Safeguard recently labels with the following features: full- acquired fellow member Innovative color graphics or PMS ink colors; white The Flesh Company provides top Print & Media Group Inc. Based in the polyester, white BOPP or clear polyester quality, affordable print services in Philadelphia suburb of Phoenixville, Pa., durable stocks that resist tearing; areas such as variable barcode image Innovative is a full-service marketing consecutive numbering; indoor and printing, integrated cards and labels, communications, print distribution and outdoor applications; high-performance label/form combinations, custom label products, full-service bindery fulfillment provider. In 2012, Innovative adhesive that is chemical and solvent and a variety of promotional printing was ranked as the 12th largest print resistant; and any die-cut shape. services distributor in the industry by applications, including 100 percent Print Solutions. Terms of the acquisition, “Navigating the UL mark and UL label “green” printing. FSC- and SFI-certified, which was completed on July 1, were not printing can be complex,” Gore said. The Flesh Company operates under announced. The addition of Innovative “At Discount Labels, we have in-house the premise that each company or to the Safeguard network is the latest experts who are ready to work side-by- division has a distinct core competency transaction involving some of the largest, side with our customers to help them set for its focus, allowing them to provide most recognized enterprises in the up their file, choose the right stock and top-quality products and services for industry. Recent acquisition and related do what is necessary to comply with UL’s everything it offers. transactions completed by Safeguard label-printing standards.” include AccuSource Solutions, Advent Ennis Inc. Acquires Select Business Forms, Blue Moon Promotions, Appvion Honors Assets of Duffie Graphics, Bradley Marketing Group, Consolidated Goodwin Graphics Graphic Communications, DocuSource The Flesh Company PSDA member Ennis Inc. has acquired all Print Management, Intraform, Print In honor of PSDA member The Flesh artwork and production files from Duffie Concepts and Print Data East Coast. Company’s 100th year as a family-owned Graphics. By gaining these files, Ennis business, Appvion presented an award will continue to service current Duffie to Roy Flesh II during a visit to the Discount Labels Approved Graphics customers. The majority of Kansas production facility. The presenters to Supply Full-Color printing for these customers will be done were Jim Holobek, global director of Underwriters Laboratory at the Ennis facility in Chatham, Va. (UL) Labels sales; Chris Hoffman, sales supervisor; and Gary Staponkus, strategic account “We are pleased to announce the PSDA member Discount Labels was manager of Appvion (below). acquisition of Duffie Graphics’ customer recently approved by Underwriters Laboratory to become an authorized supplier of full-color UL labels. Prior to this approval, the company was an authorized supplier of spot-color UL labels.
Founded in 1894, Underwriters Laboratories Inc. provides safety certification, validation, testing, inspection and training to a wide range of clients including manufacturers, retailers, regulators and consumers. Today, it places the UL Mark on more than 22 billion products around the world.
“The UL mark is recognized as a mark of product excellence. Discount Labels is proud to be an authorized supplier to print labels for products that pass the rigors of UL testing,” said Mike Gore,
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files and look forward to servicing its recently holding the position of national Connect Marketing Strategies will customers with high-quality products sales director for trade manufacturer also provide consultative services and services, as well as assisting them Identity Group/Business Stationery. and development training to both with any support or questions they have Prior to that job, Cupach was manager of distributors needing assistance in during the transition period,” said Dale Printed Products with Proforma PFG. marketing their businesses and to Donati, vice president, print segment. printing companies looking to find and “With experience in both the distributor penetrate new channels of trade for top To ensure a smooth transition, Duffie and manufacturer segments, I think I can line growth. Email Connect Marketing customers will be able to continue to bring unique solutions that solve today’s Strategies at [email protected] for contact their Duffie representative for marketing challenges,” Cupach said. more information. quotes, orders and questions. Ennis is dedicated to making this transition as easy as possible and expects that current customers will see minimal change to daily interactions with Duffie Graphics, the company said.
Ennis has also reached a similar agreement with Goodwin Graphics. Current Goodwin Graphics customers can now contact and have their work produced through the PrintXcel facility in Clarksville, Tenn. This facility was chosen because its capabilities are nearly identical to Goodwin Graphics. PrintXcel will continue to offer a majority of Goodwin Graphics’ stock mailers and Docuseal products.
“We are extremely pleased to announce that Ennis has acquired the customer files of Goodwin Graphics effective July 1, 2013. By filling all orders through our PrintXcel facility we will be able to keep current Goodwin customers satisfied by offering the same level of quality and service they have been accustomed to,” said Terry Pennington, vice president of sales for Ennis. “Making this transition as easy as possible for the current customers is our main priority. We expect these customers will experience little change in their order process and production time.”
Connect Marketing Strategies Forms as an Ohio LLC Corporation Connect Marketing Strategies recently formed as an Ohio LLC Corporation located in the Greater Cleveland area. The PSDA member company will provide print and promotional product procurement services, marketing solutions and e-commerce capabilities. President Mark Cupach has more than 30 years of experience in the print and promotional products industry, most
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Victor Printing Launches staff are eager to bring new enterprise logical investments in its quest to add Perfect Binding Service solutions, technology and cost reduction value to its printed products and reward Victor Printing, a PSDA member and tools to our customers.” clients with positive results and ROI. provider of print solutions, recently “We look forward to sharing the benefits launched a perfect binding service. of the expansion with our customers,” Mohawk Debuts Campaign Perfect binding is a bindery method said David Holland, president of Supporting Makers and often used for magazines, soft-cover DataSource. “Our combined capabilities Celebrating ‘Culture of Craft’ books, manuals and work books, and will extend our market presence and take Mohawk, a manufacturer of fine papers, other products. It is created by printing a our industry-leading customer service to envelopes and specialty substrates for cover on a heavy cardstock, then binding another level while fulfilling our strategic commercial and digital printing, recently the internal pages into the spine of the objectives for growth.” launched a campaign designed to support cover using a strong but flexible heated an emerging maker culture and three new adhesive. As the glue cools and dries, DataSource’s document design and publications enhanced with additional it holds the pages tightly in place. The distribution services include national content made possible through Mohawk uneven edges of the sheets are then face- restaurant chains and commercial banks, trimmed to make the edges square. as well as automotive marketplaces, in Live, Mohawk’s new augmented reality addition to well-known brands such as mobile app. Victor Printing’s customers have been Carlson Worldwide, Americo and Blue In a technological era punctuated requesting perfecting binding, and the Cross/Blue Shield. capability is “a very popular method for with email, smartphones, tablets and short run, high page count catalogs,” said texts, Mohawk believes that a new partner and owner Terry Richards. “We’re AccuLink Invests in maker culture is emerging. Mohawk glad to finally have this option available Future with New Press, is supporting this community of like- and look forward to the blitz of orders Upgraded Services minded makers with the introduction from our loyal distributors.” He added PSDA member AccuLink purchased the of three new publications: The Mohawk that the firm’s Sterling Digibinder Plus is Scodix 1200 UV inkjet press displayed Declaration of Craft, Mohawk Craft a great machine for digital color or black- at Graph Expo ’11, representing the first Cooperative and Mohawk Maker and-white products. Both coated and commercial print installation in the Quarterly. The publications feature uncoated stocks are now available. “The United States for the Israeli manufacturer. the stories of printers, designers, addition of our new binding machine will “This digital enhancing capability has manufacturers, artists, artisans, musicians enable us to improve our services and developed new business relationships and all those who make their living save time by keeping your entire print for us with applications ranging from as makers. project in-house,” Richards said. yearbook covers, direct mail, unique business cards, announcements and DataSource Purchases versioned short run packaging products,” Integrated Document said AccuLink co-owner Lindsay Gray. Solutions Carrying on with its focus of investing Managed services provider and PSDA in the future, AccuLink is also installing member DataSource recently purchased the latest Indigo 10000 21” x 29” format Integrated Document Solutions (IDS), press later this summer. “Ours will be a single source provider of business one of the first 20 installations in the communications and document United States, and we believe this is management services, including truly going to upset the status quo in warehousing and distribution. IDS our industry,” Gray said. “No other press controls three major company-owned can offer the range of digital variable facilities and employs 13. The Dallas- capabilities at this size and level of quality, based company provides local and and we look forward to making our national customers with a broad range of new services available to fellow printers business printing and marketing services, who are unable or unwilling to invest in including graphic design, online ordering, technologies such as this.” management, distribution, promotions and direct mail. Additionally, AccuLink recently upgraded its finishing services with on-demand “Joining DataSource is a win-win for our perfect binding and turned edge casebook clients and our team members,” said Walt binding. With more than 30 percent of Smith, CDC, and Philip Templeton, the sales relating to multipage documents, founders of IDS. “Our executives and AccuLink views its new upgrades as
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Mohawk believes making is the most With hundreds of installations and deputy general manager of Ricoh fundamental expression of the human throughout the commercial print and Production Printing Business Group, spirit. The brand’s new “Mohawk Maker” in-plant marketplace, Avanti will now be Ricoh Company. “In the same way campaign and ongoing “What Will You able to bring its MIS tools, including job we automate print workflow, Avanti Make Today” campaign speak directly costing, tracking and billing, scheduling, automates the printer’s back-office systems: to the heart of this maker community. CRM, inventory management, warehouse inventory management, job pricing, For more information, visit www. and direct mail management, to a broader estimating and billing. The investment mohawkconnects.com. global market, the company said. Avanti’s also speaks to our ‘imagine.change.’ core technologies are uniquely positioned initiative — by enabling commercial to complement Ricoh’s offerings and in-plant printers to streamline their Ricoh Makes Strategic with advanced solutions for mixed Investment in Avanti businesses and seek efficiencies to lower environments with wide-format, digital costs, and improve their bottom line.” Computer Systems cut sheet, continuous forms, offset, and Ricoh Company (Ricoh) recently made fulfillment and kitting operations. a multimillion-dollar investment in TEKLYNX Sets Standard in Ricoh is committed to providing printers Avanti Computer Systems, a provider of Barcode Labeling for Food with alternative solutions that support print management information systems Manufacturing Industry open industry standards and connections (MIS) solutions for the print industry. TEKLYNX International, a developer to key production print technologies Avanti provides print MIS software that of barcode labeling software solutions, across vendors, the company said. helps commercial and in-plant printers continues to develop innovative streamline their workflow, resulting “Avanti’s print MIS capability is a perfect applications that support industry- in greater productivity, customer complement to our portfolio,” said specific initiatives. The company’s satisfaction and improved profit margins. Yasuhiko Hosoe, associate director recent focus on the food industry has
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led to several successes, including the pulls data from Sartori Company’s and industry professionals attending installation of its enterprise labeling existing ERP system to fully automate Cal Poly seminars and workshops with solution for Sartori Company, one of the label printing process. The company technology and business practices North America’s leading manufacturers has also taken advantage of TEKLYNX representing the future of the graphic of fine artisan cheese. Sartori Company’s CENTRAL’s centralized administration communication industry,” Levenson said. case study outlines the significant impact features, which coordinate licensing and TEKLYNX CENTRAL has made on its support, resulting in faster installation, It will be used in laboratory classes, product labeling process. upgrades and template definition. by University Graphic Systems, Cal Poly’s experiential student-run, faculty- “When I saw the user interface, I knew Cal Poly Installs Xanté advised printing, publishing and TEKLYNX CENTRAL was the right imaging company, and by the Graphic fit for our team,” said Ted Rostkowski, High-Speed Wide-Format Communication Institute at Cal Poly systems administrator at Sartori. Inkjet Print System (GrCI), the university’s arm for industry “Through the implementation process, Xanté Corp. recently donated an research, testing, product evaluations, we’ve reimagined how we manage our Excelagraphix 4200 inkjet print system training, consulting, seminars, workshop, data, which has made every aspect of our to enhance the digital printing program conferences and publishing. product labeling more effective.” at Cal Poly’s Graphic Communication Department. Harvey Levenson, director One application that Cal Poly will TEKLYNX CENTRAL is a flexible of the Graphic Communication Institute introduce immediately is in the area of software solution that can easily integrate at Cal Poly, said the new system sets the packaging. Colleen Twomey, a packaging into a company’s existing business stage for wide-format printing in speed specialist and assistant professor of processes. Since implementing the and quality. Powered by Memjet, the graphic communication, is heading up off-the-shelf solution, Sartori has seen a Excelagraphix 4200 is one of the fastest the project. significant reduction in labeling errors inkjet-wide format printers on the market. and wasted stock, as secure label template “The Xanté Excelagraphix 4200 access enforces a standardized process. “The Excelagraphix 4200 strengthens Cal printer is a perfect fit for our students’ The TEKLYNX label design software Poly’s commitment to educating students packaging innovation projects,” Twomey
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INDUSTRY NEWS
said. “Within seconds, students can Calif., headquarters facility. The two its facilities, and it uses VUTEk products prototype on flexible and rigid media, new printers have helped Zoo continue exclusively for superwide format work in beautiful full-color graphics. We are its significant growth pace, giving the because of the reliability and quality delighted to work with such state-of- company the ability to provide very high- they offer. the- art technology.” quality, quick-turnaround graphics on a wide range of substrates. “Since installing its first VUTEk printer in 2011, Zoo Printing has developed an Zoo Printing Extends Zoo Printing serves print brokers, innovative model for building a high- National Footprint with its distributors, designers and commercial quality, high-volume inkjet graphics Fifth and Sixth EFI VUTEk print shops. The fast-growing trade business,” said Scott Schinlever, senior Printer Purchases printing company offers national vice president and general manager PSDA advertiser Zoo Printing recently coverage using its strategically located of EFI’s Inkjet Solutions. “These installed its fifth and sixth EFI VUTEk® plants in California, Louisville, Ky., and two latest installations continue a superwide format printers — a VUTEk West Deptford, N.J., with plans currently valued relationship with a customer GS3250r UV roll-to-roll printer and a underway to open additional plants in that is redefining the role superwide VUTEk GS3250LX Pro LED UV flatbed/ Florida and Texas. The company now format graphics can play in the trade roll hybrid printer — at its Commerce, has multiple VUTEk printers in each of printing space.”
The following are only samples of the many exclusive articles available to PSDA members through the association’s partnership with Information Inc. To read more, visit PSDA’s website, www.psda.org, and select “Print Solutions Industry Insights E-Newsletter” from the Publications drop-down menu.
In this section, Print Solutions takes a deeper look at developments throughout the print industry. These exclusive analyses, authored by expert writers at PSDA partner Information Inc., are featured in each edition of the Print Solutions e-Newsletter, which is emailed to PSDA members on the first and third Thursdays of each month.
Is Your Company Ready for Continuous-Feed Inkjet: Workflow Software? Paper Plays a Starring ‘Roll’ Quick Printing (07/13) Riell, Howard Printing Impressions (07/01/13) Miller, Jack More printers are using workflow software, but this could lead to As continuous-feed inkjet digital printing evolves, it is gaining undesirable results if used incorrectly. Eric Wold, vice president share from both conventional offset and electrophotography of California-based Datatech SmartSoft Inc., said that the use or toner-based systems. Challenges for continuous-feed inkjet is growing “in part because its utility is growing outside of the include education, workflow, sales and finishing. The technology usual boundaries. It’s becoming much more achievable to connect itself continues to evolve with improvements to paper and ink, and other upstream and downstream processes in a seamless way.” also to workflow software, as well as to the presses themselves. Before purchasing workflow software, a company must consider its own business model. Wold said that workflow pays off faster The value proposition of digital involves a total system solution for “a ‘nichier’ product,” because it produces a higher volume of around better targeting, better logistics and less waste, which less varied orders, rather than a broad variety of random orders. results in a better return on the customers’ investment rather Business flow must be connected to the workflow, as the utility than a lower per unit cost. The quality of the image may not be as and savings do not just come from making files transform faster, important as economics. “The highest form of printing in the world but from connecting the business intelligence of the orders for museums and photography is inkjet, said Dave Bell, Mitsubishi coming into the enterprise. director of digital paper sales. “The question is not when will inkjet quality be equal to offset, but when will production inkjet Miranda Reeves, senior product manager for Ricoh Production quality be equal to offset.” Print Solutions, said that printers must consider a variety of factors. A solution that will not integrate with investments The promise of continuous-feed inkjet is quality close to offset already made means that a printer would have to overhaul its with short-run and variable data capability, and quality close entire business process. Intelligent tools also need data to work to or equal to electrophotography with greater productivity and with, which means the information must be collected, analyzed lower cost. Mitsubishi Imaging and other firms have developed and organized. Reeves said that a printer is ready for workflow coated inkjet papers in conjunction with press manufacturers software when it has a project that would make it worthwhile. and continue to refine their inkjet coated paper offerings. In a
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The card is compatible with virtually any Products sheet-fed digital color or black and white laser printer on the market today. The Brandt Affixing Introduces MVP Card’s unique construction yields MVP Card an even, straight stack unlike most affixed or integrated cards, which stack unevenly. PSDA member Brandt Affixing of The straight stack allows the use of high Carrollton, Texas, recently introduced the capacity feed trays without paper jams or “MVP Card” — the Most Versatile Plastic misfeeds. With the introduction of the Card. This patented ID card and carrier MVP Card, highly customized, durable features an all-plastic card suspended and professional looking membership additional layouts to its stock product line on a paper carrier. The card is designed cards can be affordably printed for any in the coming months. for digital color or black and white laser size group or association. personalization and can be fully customized For more information, visit the company’s on the front and back of the card. The MVP Stock formats are now available in 1-up and website at www.brandtaffixing.com, where Card’s versatile design allows for full bleeds, 2-up layouts in both 7 mil and 10 mil card you can request a customized MVP Card which maximizes the available print area. constructions. Brandt Affixing plans to add marketing kit.
presentation at the recent Inkjet Summit, Dave Bell said that the Personalized communications outperform generic promotion coating holds the ink on the surface, while allowing the water to across the board, and this personalization should extend to the disperse into the sheet. Although the water evaporates over 24 mail’s content, not just the use of the recipient’s name. Marketers hours, the sheet immediately feels dry to the touch and is ready who leverage digital print-on-demand can boost the flexibility for finishing without any offsetting or smearing. He cited a study of their direct mail usage. The DMA also reports that 3-D or by Canon Solutions America, which showed that, at 25 percent ink dimensional mailings trump standard formats by 250 percent coverage, paper cost is equal to ink cost. Above 25 percent ink while raising the cost per lead by just 50 percent. coverage, it may make sense to use better paper that lowers the ink usage. Growing Demand for Web Why Direct Mail Still Yields Offset Printing Lowest Cost-Per-Lead, Highest Packaging Europe (06/19/13) White, Libby David Muncaster is the director of business development for Conversion Rate packaging at Goss International, a leading player in offset printing. Business2Community (06/13/13) Beasley, Laurie In an interview with Packaging Europe, Muncaster discussed the growing interest in web offset and its advantages for the Sixty-five percent of consumers of all ages have made a purchase packaging market. Muncaster said the key characteristics of web as a result of direct mail, according to the Direct Mail Association offset printing are high print quality, high productivity, fast make (DMA) Factbook for 2013. Direct mail is enjoying a resurgence, readies and low image costs (plates). He said the trend towards with the DMA reporting that the cost per lead of direct mail is shorter production runs and greater personalization was not a level with print and pay-per-click and substantially less than threat to web offset but a major opportunity, and said historically, telemarketing. The Print on Demand Institute also discovered flexo and gravure printing processes were the dominant players for that direct mail beat other channels tested in terms of conversion the longer run lengths. “But as the demand for long run lengths is rates, both for lead-generating “free” offers and one-step “buy decreasing and there are more SKUs, the image cost has become now” offers. Because direct mail also has a longer “shelf life” a more important factor, and makes offset a more cost effective than email, it might pay to assess one’s existing landing pages process for a wide range of run lengths, but in particular in the and offers to determine what can be repurposed to promote via short to medium range,” he said. Web offset has the potential for direct mail. wider adoption in the folding carton segment because it offers The U.S. Postal Service learned that postcards are the mail format the advantage of greater productivity through improved workflow, most likely to be read or scanned, and they offer the advantages reduced work in progress, considerably higher output speeds and of lower printing and mailing expenses than most forms of direct the ability to add in-line finishing, said Muncaster. He also said mail. Testing the messaging on the outer envelope of the direct the main market pressures are cost and responsiveness, and mail product is another helpful strategy, as better wording or there is considerable innovation in design, materials, chemistry phrasing can encourage better pulling. Also important is ensuring and machinery. that the direct mail format aligns with what is being sold.
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BUSINESS FORMS COMMERCIAL PRINTING FOLDERS
SIGNS AND POSTERS
ADVERTISE WITH THE INDUSTRY LEADER Reach the premier audience of print distribution professionals. Contact your Print Solutions sales representative: Dave Merli: [email protected] | 202.367.1219
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ENVELOPES AND STATIONERY
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MAILERS TAGS AND LABELS
DIRECT MAIL
INTERESTED IN PSDA’S PRINT AND DIGITAL REWARDS ADVERTISING OPTIONS? Download the PSDA 2013 Media Planner at www.psda.org/mediaplanner for more information, including the Print Solutions magazine 2013 editorial calendar, ad rates and specifications.
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TAGS AND LABELS
SECURITY DOCUMENTS
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TAGS AND LABELS
Companies that advertise in Print Solutions provide vital financial support for the Print Services & Distribution Association (PSDA) and deliver products and services of tremendous value to print industry professionals. When you seek additional information from these companies, make sure to mention that you saw their display ads in Print Solutions and thank them for their continuing support of PSDA.
ADVERTISER PAGE WEBSITE ADVERTISER PAGE WEBSITE
4over BC www.4over.com Labels West 2 www.labelswest.com Admore 48 www.admorefolders.com Label Works 41 www.labelworks.com Apex Business Systems 13 www.apextax.com Lancer Label 11 www.lancerlabel.com B&W Press 37 www.bwpress.com Magnum Magnetics 67 www.magnummagnetics.com Badger Tag & Label 40 www.badgertag.com Northeastern Envelope 46 www.northeasternenvelope.com BCT 15 www.bctonline.net PPAI 71 www.ppai.org Bradford & Bigelow 39 www.bradford-bigelow.com PSDA 2014 Expo Save the Date 79 www.psda.org Carolina Cut Sheets/US Tag 69 www.champion-industries.com PSDA On-Demand Training 19 www.psda.org/?OnDemandTraining C.E. Printed Products 43 www.ceprintedproducts.com Quick Tab II Inc. 65 www.qt2.com Datatel Resources Corp. IFC www.datatelcorp.com Repacorp Label Products 23 www.repacorp.com DemandBridge 27 www.demandbridge.com Roeda Signs/Screentech 29 www.roeda-signs.com Discount Labels 7 www.discountlabels.com Safeguard 55 www.gosafeguard.com EM Print Group 32 www.emprintgroup.com Team Concept Printing 1 www.teamconceptprinting.com Flexible Innovations 21 www.egrips.com/promo; TFP 57 www.tfpdata.com www.digiclean.com/promo The Flesh Company 45 www.fleshco.com Flottman Company 61 www.flottmanco.com Two Sides 47 www.twosides.us Folder Express Insert 24-25 www.folderexpress.com Ward/Kraft IBC www.wardkraft.com Formax 16 www.formax.com Western States Envelope & Label 49 www.wsel.com F.P. Horak 42 www.fphorak.com Wilmer 9 www.4wilmer.com GDS Business Displays 70 www.gdsdisplay.com Wise Business Forms 5 www.wbf.com Gill Studios 31 www.gill-line.com Wright Business Graphics 59 www.wrightbg.com Highland Computer Forms 50-51 www.hcf.com Xante 34-35 www.xante.com International Label Mfg 33 www.internationallabelmfg.com Zoo Printing 44 www.zooprinting.com iPROMOTEu 63 www.ipromoteu.com Label Art 17 www.labelart.com
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FINAL THOUGHTS
A Lesson at Mile 10 Why Context Matters in Communication BY STACI BLOOMBERG
As a dedicated runner who participates in running events around the country (and Be open – Remember that interpretation in Europe), I am always looking to draw parallels between my passion and my is specific to each individual. No one else professional calling of helping companies manage their employees. has had exactly the same background and experiences as you. Give regular I found one such lesson earlier this year while running a 23 kilometer “metric consideration to what that may mean for marathon” in lovely Stevensville, Md. It was a beautiful April day for a scenic run how you communicate with others at work. along the Chesapeake Bay, where volunteers were placed strategically along the course to ensure participant safety and a few spectators shouted their encouragement Be inquisitive – Ask employees how they along the route. As is typical in these runs, I’d come across occasional messages interpret what you have communicated written on the pavement in chalk — words of encouragement to individual runners to them and make time for eliciting and from family and friends. answering questions and reinforcing the importance of getting everyone on the A few miles into the run, I realized there were several chalk drawings and roadside same page at the beginning of a process. signs supporting someone named Kimm. “Go Kimm!” was the frequent refrain. After Be specific – Use facts versus judgments. a few more miles, I started to wonder who this Kimm person was. She or he was For example, let an employee know they certainly receiving a lot of encouragement from the locals. need to increase sales numbers by 15 I started to obsess about it. Who is Kimm? Where is Kimm? Is she ahead of me or percent in the next quarter versus saying behind me? And then, around mile number 10, it dawned on me that KIMM actually only that they need to “increase sales.” stood for Kent Island Metric Marathon, the official name of the event. All of the Be present – Remember the importance colorful drawings, encouragement to “go, go, go!” and signs staked alongside of the that body language and tone of voice trail were intended to encourage all 200 runners — including me! have in communicating, and deliver all important messages in person. So what does this have to do with managing employees? Think of it as a matter of context. Everyone approaches life based on the knowledge they have accumulated Be careful – Misunderstood emails through their experiences. In my case, I had traveled all the way from Montana and can be a highly dispiriting element in wasn’t familiar with the local shorthand for the race, particularly in the context of workplace relationships. Re-read any something that I normally — and understandably — would interpret as a medium for email that you write before sending and encouraging individual runners. consider the possibilities regarding how it might be interpreted. Think of our individual experiences and backgrounds as a filter through which we “edit” ourselves when communicating with others, and through which we interpret These lessons, while helpful in the what is being communicated to us. This filtering of interpersonal communication workplace, are also relevant in any often leads to misunderstanding, and with more serious consequences than I situation where you are attempting to experienced with “Kimm.” communicate and coordinate action with others. PS Add to these filters the fact that, as a species, we gain 55 percent of meaning through body language, 38 percent through tone of voice and voice modulation, and only 7 percent through the actual words spoken. On top of that, consider that with modern Staci Bloomberg is a contributor for Affinity HR Group, LLC, PSDA’s affiliated technology, we often rely almost entirely on the written word through emailing, human resources partner. Affinity HR Group texting and tweeting. In reality, we are placing an awful lot of importance on a mode specializes in providing human resources assistance to associations such as PSDA of communication that is only 7 percent effective. and their member companies. To learn more, visit www.affinityHRgroup.com. So how can we improve the odds of communicating effectively? Here are some ideas:
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