Dealer Communicator JANUARY 2016

Dealer Communicator

January 2016

Manufacturer Sponsored NewsJournal

Offset // Digital // Wide Format - Signs

Bridging The Channels Of Print & Office Machine Dealers Wide Format and Sign Supply Distributors Mailing Machine Dealers

Platinum Sponsors

New Force Magnetics

& ISSUE SPONSORS

Gegenheimer Award Presented To Our Publisher O. Mike Fichera See Page 24 Flip To Page 4 To See

Contents Table ofDealerCommunicator.com

Manufacturing Directions, Inc.

Click Corner To Turn Page

• January 2016 • 1

Click on ad fo

“More Inventory, More Choices Of Magnetic Materials From New Force” & 48”

NEW

Jack Nellessen, President

New Force Magnetics Has

OVER 20,000 ROLLS

Magnetic Strip with or without adhesive

NEW Now Available In

48” Rolls

of Flexible Magnetic Materials

READY TO SHIP

NEW FORCE MAGNETICS A Trustworthy Source For Magnetic Materials

Ph: 303-565-3760 • Fax: 303-565-3762 • sales@newforcemagnetics.com • www.newforcemagnetics.com 2 • January 2016 • DealerCommunicator.com

or inquiry form

Add New Business With The Same Sign Shops You Are Selling To Now OFFER TRANSITIONAL GRAPHICS

Now Up To 60” Wide Magnetic Receptive Materials To Create Removable Signage Call For Free Samples Ph: 303-565-3760

Step One: Stick It

New Force Adhesive Back Magnetic Sheet is adhered to the wall.

Step Two: Print It

A changeable sign is printed on magnetic receptive Transitional Graphics.

Step Three: Change It

To change the sign, a new message is printed on Transitional Graphics.

The old sign is easily removed and replaced by the new message.

DealerCommunicator.com • January 2016 • 3

Table of Contents

Click Article You Wish To Read GENERAL NEWS SECTION 6 .....Product Focus: Dealer Opportunities In Binding and Finishing For Short Run Digital Print 5 .....Personally Speaking - by O. Mike Fichera, Publisher 6 .....Advertisers Index 11 ...Dealer News 19 ...News 4 Dealers 36 ...Sales Corner - Managing Leads 37 ...Listen: Brilliant - by Mary Redmond 40 ...3 Steps To Track And Improve Your Cross Media Marketing ........Campaigns - by John Foley 42 ...Are You Getting The Most Out Of The Information You Have ........On Your Customers - by Bob Licari WIDE FORMAT / SIGN SUPPLY SECTION 45 ...Major Article: by Tim Greene - Finishing Hardware: Be Ready ........With The Right Questions And Info 47 ...The World of Wrap - Richard Romano 49 ...Keeping Up With The Times - Resolutions For 2016 Fichera Publications 1919 N. State Rd. #7 • Margate, Florida 33063 Toll Free: 800-327-8999 • Local: 954-971-4360 • Fax: 954-971-4362 www.dealercommunicator.com pat@dealercommunicator.com 4 • January 2016 • DealerCommunicator.com

PERSONALLY SPEAKING BY

O. MIKE FICHERA, PUBLISHER

SHORT IS BETTER.

But, not when you’re reading a manual to fix your heater in 20 below zero weather

Now that Dealer Communicator is delivering news and product information to you in a digital-FLIPBOOK, the rules are changed.

The Print Edition of all publications –ours as well- had the privilege of printing information in lengthy articles. We learned quickly that internet readers want news and information in “staccato format” – short and to the point.

Because of your feedback about the FlipBook communications that we’re using, I’ve asked our editorial contributors – Mary Redmond, Bob Licari, John Foley and Tim Greene – to cut back on the number of words they write for you. BUT and this is an important BUT ....as experts in their field, I expect them to pack into every article, information “with a singular purpose” ... to educate, to encourage, to offer selling tips, to provide new and improved ways for dealers to go to market.

Internet Publishing in a print industry might seem like a stupid thing to do.

On that note, I’ll share a bit of private information with you. By going digital, Dealer Communicator now provides channel manufacturers a greater reach to dealers and distributors in the U.S., Canada, the Caribbean, Central and South America and the number of contacts in Europe, Africa, and Asia is growing.

AND FINALLY........ Dealer Communicator is available on computers, smart phones and tablets worldwide 24/7.

DealerCommunicator.com • January 2016 • 5

Financial Support By The Advertisers Below Is Why Dealer Communicator Is Free Of Charge To Dealers And Distributors ADVERTISERS INDEX

Click on advertiser below to view ad

Brackett, Inc.......................................21 Count Machinery .....11,12&13,14,26,30 Graphics of the Americas 2016 .........17 Independent Lease Review...............39 Itex 2016....................................7,18,43

Dealer Opportunites In Binding and Finishing for Short Run Digital Print It is clear that the conventional printing market is shrinking for both supply and equipment sales.

But there is a growing market that needs products. Consider the digital corporate or retail market. While once the province of office supply and equipment dealers this market needs graphic supply dealers who can not only supply the printing equipment but can provide binding and finishing needs as well.

PVC Spiral Supply...................15,19,29

The corporate market which including offices of all sorts plus retail stores and churches are purchasing production speed digital printers. While these printers can produce collated pages they lack the finishing end of the production cycle such as finishing machines made by Martin Yale Industries and H.S. Boyd Company. Most the office supply dealers lack the knowledge and equipment to satisfy

Trade Show Times...............................9

Product Focus Continued on page 8

Manufacturing Directions, Inc ...........25 Martin Yale Industries ....11,12&13,14,26,30 Master Magnetics, Inc ..................45,47 MDI....................................................25 New Force Magnetics Co.................2&3,29 Precision 3D Filament ..................27,47

6 • January 2016 • DealerCommunicator.com

Click On Ad To View Enlarged Version

Click Here For Inquiry Form

DealerCommunicator.com • January 2016 • 7

Dealer Opportunites In Binding and Finishing for Short Run Digital Print Continued

this need. You, the graphic arts dealers have the ways and means to satisfy this market. Once in the door you will be able expand your sales of consumables, support and service for not only binding and finishing but for the digital print side as well.

So here is an idea!

Printers generally know what they need in the way of folding, cutting, binding equipment and buy individual pieces of equipment to meet their requirements. Selling to the corporate market is a different proposition. There are inplant facilities that need dealer assistance and experience to put together a combination of optimum binding/ finishing equipment.

Smart Graphic Arts Dealers can put together these packages of equipment to meet specific needs based on the type of work to be produced. Bundle a cutter with a

folder, punch, booklet maker and/ or plastic coil binder and you have a readymade bindery. A corporate office or retail store may need a package with a folder, slitter, cutter and even a counting machine.

While a church or school may want a package that includes a folder, punch and plastic coil binder for presentations.

Dealer Communicator (DC) offers through its Directory and advertising in its on-line publication great sources for binding and finishing packages for the most sophisticated shops. Check out Martin-Yale Industries (http: //martinyale.com), a company manufacturing smaller post press equipment for over 75 years, to find an array of binding, finishing and mailroom equipment designed for the office, small inplants, schools and quick printers. Their equipment can be mixed and matched to fit different types and sizes of businesses with varying requirements.

Add to the post press bundle some binding equipment like the plastic coil binders and coil supplies from another DC advertiser,

8 • January 2016 • DealerCommunicator.com

Click On Ad To View Enlarged Version Continued

PVC Spiral Supply (www.pvcspiralsupply.com). PVC specializes in the manufacture of plastic spiral coil and binding equipment. Not only is this an equipment sale but fits the supply side as well. One other interesting product from PVC, that fits the corporate market, is their 3D Printer Filament used in most 3D printers.

This is a growing segment in a variety of industries. 3D printers are used in many ways for specialty

products, prototyping and making custom objects along with being used by the medical industry.

Another great market opportunity for dealers.

While there are still sales opportunities in the traditional printing market, it is clear that there are more prospects in the corporate world for binding and finishing sales. But these companies will not come to you if they don’t know about you. Find Them, Educate Them and Sell Them. DC

Click Here For Inquiry Form

We Can Drive More Sales Leads To You!

Take A Giant Step Ahead Of The Competition Advertise In > > > > • Promote Your Products in 3 Hand Distributed Issues to 49,000 Attendees • Let Trade Show Times Be Your Silent Salesman At The Entrances To The Show • Trade Show Times Can Bring More Buyers To Your Booth

Rates For These

4 Special Marketing Packages Before The Show - During The Show - After The Show

Package 1 - Full page, 4-C - YOU PAY ONLY $1395 Includes Solo EmailBlast of your product ad to printers - Logo & Booth # on Front Cover

Package 2 - Half page, 4-C - YOU PAY ONLY $935 Includes Group Printer EmailBlast

Package 3 - Third page, 4-C - YOU PAY ONLY $790 Includes Group Printer EmailBlast

Package 4 - Sixth page, 4-C - YOU PAY ONLY $395 For More Information Or To Reserve Your Space Today

Call Pat Leavitt .. 1-800-327-8999 or Email: pat@tradeshowtimes.com

Show Schedule for 2016 Graphics of the Americas 2016

Miami Beach Convention Center Miami Beach, FL – February 18 - 20, 2016 www.goaexpo.com

Graph Expo 2016

Orange County Convention Center Orlando, FL – September 25 - 28, 2016 www.graphexpo.com

SGIA 2016

Las Vegas Convention Center Las Vegas, NV – September 14 - 16, 2016 www.sgiaexpo.com

Hand Distributed At The Show

DealerCommunicator.com • January 2016 • 9

Click On Ad To View Enlarged Version

Click Here For Inquiry Form

Print History Can Be Yours Historical Printing Zinc & Copper Line Cuts For Sale

• Dimensions of the cabinet: 24 3/4” Wide x 25” Deep x 60” High • It holds 30 drawers • I bought the cabinet, with litho stones, over 50 years ago. Cannot remember the Printing Company’s name, although I believe it began with “A” and that the printer was in New Jersey close to NYC. I do not remember the owner’s name, but do remember that it was a Jewish name, and that the man was very kind to me.

• I also have a box of wood type and two very old Type Cases

<<<<<<<<<<<<<<<<<<<<<<>>>>>>>>>>>>>>>>>>>>

We’re asking $4,500 for all // f.o.b. our offices in Margate, Florida Contact: Omike Fichera • Ph: 800-327-8999 • Email: ofichera@aol.com <<<<<<<<<<<<<<<<<<<<<<>>>>>>>>>>>>>>>>>>>> BRIEF HISTORY The birth of letterpress printing in Europe came in the 15th century. Although printing with wood blocks has deeper roots in the Far East, Johannes Gutenberg developed “reusable movable type, the basic principle that was used well into the 20th century.

The invention of movable type allowed Gutenberg to print the first historic 42-line Bible in 1455. This was the first Western massproduced book, also known as the Gutenberg Bible.

Letterpress printing became the method of choice, and for the next four hundred years continued to evolve until the introduction of the linotype machine in the late 19th century. Linotype machines soon replaced letterpress as the primary printing method.

Letterpress printing today is thriving with a great number of individuals personally dedicated to the preservation of this historic art-form. Visit some of the links and you can see some of the important people maintaining this art-from, hopefully for generations or even centuries to come!

10 • January 2016 • DealerCommunicator.com

DEALER NEWS The Mosaica Group Now Offers a Complete Suite Of Dye-Sublimation Solutions

ink, polyester rolls, heat transfer papers and other specialty substrates to finish projects.

The Mosaica Group has announced partnerships with Epson, Klieverik, GeoKnight and others in order to provide a complete line of dye-sublimation solutions from printers, inks, transfer papers, heat presses, fabric and other specialty substrates. Of course, in order to support this newest technology, The Mosaica Group supports the full functionality of dye-sublimation facilities including dye-sublimation

ACS Awarded Novus Imaging West Coast Distributorship Washington-based ACS provides application and processing expertise on integrated workflow techniques and methods. ACS is excited to offer the innovative, made-inthe-USA Novus Imaging ULTRA 5’x10’ UVE Digital Printer, available in three models, to its West Coast partners.

DEALER NEWS Continued on page 14

We Invite Inquiries From Quality-Minded Equipment Dealers Martin Yale 2051 Folder 7 Auto Set Fold Types Stores 10 Custom Folds

&

Click Here To View Double Page Display Ad

DealerCommunicator.com • January 2016 • 11

Click on ad fo

Greg German, President Martin Yale Industries

“Acquiring Count Machinery Expands The Martin Yale Line Of Finishing Machines”

“As A Servicing Equipment Dealer It All Boils Down To This Do You Want To Sell Only One Segment Of The Market? Or Would You Want To Expand Your Income Opportunities

By Selling Two Lines Of Bindery Finishing Business Machines?”

We Invite Inquiries From Quality-Minded Equipment Dealers Ph: 800-225-5644 • Fax: 260-563-4575 email: info@martinyale.com www.martinyale.com Call For A Full Line Product Catalog

12 • January 2016 • DealerCommunicator.com

or inquiry form

& Two Companies • One Focus On Dealers

Martin Yale 2051 Folder

PerfMaster Sprint

7 Auto Set Fold Types Stores 10 Custom Folds

AccuCreaser

Perf/Score System

High Speed, High Vollume Air Feed Creasing System

Count FC 114 Number/ Creaser/ Perf System

AutoPro Touch

Crash Numbering Machine with Perf/Score

Taking Print Making It A Finished Product

Digital Media Creaser

EZ Creaser

Martin Yale Mark Vll High Speed Folder

Auto Feed Digital Media Creaser

Count iCrease

Folds up to 35,000/hour Wide range of paper types

folders, creasers, numbering, perforating, cutters, business card slitters DealerCommunicator.com • January 2016 • 13

DEALER NEWS Reece Supply Partners With Presto Tape Reece Supply partners with Presto Tape for distribution. Presto Tape manufactures removable and respositionable print media for the sign industry. Headquartered in Dallas, TX, Reece Supply is a wholesale supplier for sign, screenprinting, and digital imaging.

Des Plaines Office Equipment Hosted 3D Printing Lunch ‘n Learn In December Des Plaines Office Equipment (www.dpoe.com), the Chicago

Continued

area’s leading provider of managed print services, managed network services, and related technology, hosted a 3D Printing Lunch ‘n Learn on Wednesday, December 16th at office headquarters, 1020 Bonaventure Drive, Elk Grove Village.

The lunch program started from 11:30 a.m. to 1:00 p.m. featured a presentation of the MakerBot® Replicator Mini 3D Printer. Invited attendees had the opportunity to see the product in action and learn more about what is recognized as the communication tool of the future.

DEALER NEWS Continued on page 16

We Invite Inquiries From Quality-Minded Equipment Dealers Martin Yale Mark Vll High Speed Folder

Folds up to 35,000/hour Wide range of paper types

&

Click Here To View Double Page Display Ad

14 • January 2016 • DealerCommunicator.com

Click On Ad To View Enlarged Version

Click Here For Inquiry Form

Model EZ Flex 100 The Crown Jewel of Coil Inserters Binds Books, Manuals, Calendars . . .

• Inserts coils of all sizes & pitches • Switch sizes with turn of a knob • Bind Thick Books up to 2” • The EZ Flex can sit on any flat surface • Marry with Marlon 350 to bind & crimp coil • Use all sizes of SlanTis Binding Sleeves (Patent Pending)

See YouTube Video Demonstration: http://tinyurl.com/keveu72 Equipment • Coil Forming Machines • Paper Punches • Automatic Wire Machines • Coil Inserters

Supplies • Plastic Filament • Double Loop Wire Spools • Plastic Coil and cut to length

Marlon 350 Auto Crimper

• Bind 400 Books Per Hour • Watch video demonstration on the web: www.pvcspiralsupply.com

Model 300I Roller Inserter

• Coil Forming Machines • Paper Punches • Automatic Wire Machines • Coil Inserters “PVC is one of my finest suppliers. Lonnie Bramon and Lisle Fullmer are what I call stand-up-guys. They walk the walk that helps me to get new business. Foreign Made? Why, when I get Marty Boone, President quality, fast delivery and competitive pricing from an American Boone Business Products manufacturer. PVC is simply the best.”

PVC SPIRAL SUPPLY

Inventory & Distribution: Boise, ID • Tampa, FL • Chicago, IL Tel: 1-800-461-9301 • Fax: 208-377-3759 Email: sales@pvcspiralsupply.com • www.pvcspiralsupply.com DealerCommunicator.com • January 2016 • 15

DEALER NEWS “We are certain this was a momentous Lunch ‘n Learn for all those who attended,” said Chip Miceli, President of Des Plaines Office Equipment. “Introducing emerging technologies – the waves of the future – provides us with great satisfaction; we know this was a session those who attended enjoyed and will remember.”

Distributor, RM Machinery, Names Scott Brown to Sales Team

Scott Brown, a 30-year veteran of printing press sales, has been appointed to the position of Vice President of Sales for the Western Region of RM Machinery Inc. enabling RMM to more effectively serve existing and prospective customers.

Based out of Dallas, Brown will be responsible for sales of sheetfed offset presses. West Coast Sales Manager Brent Weaver reports to Brown.

Continued

Brown joins RMM with vast sales experience in the graphic communications industry.

Immediately before his hire at RMM, he served as President of Printing Research, Inc., which manufactures antimarking systems and infrared and ultraviolet drying systems.

“We believe that Scott’s demonstrated sales record, goal achievement and reputation for exceptional customer relationships will serve RMM well in advancing our strategic objectives,” said Marke Baker, President. “Having enthusiastic and knowledgeable sales members allows RMM to build on recent sales momentum.”

BTA Dealer Group Spring Break!

Are you embracing the managed IT services opportunities within your customer base — or are you leaving money on the table while risking having your customers stolen by the competition? Managed IT

16 • January 2016 • DealerCommunicator.com

Click On Ad To View Enlarged Version

Click Here For Inquiry Form

DealerCommunicator.com • January 2016 • 17

DEALER NEWS services can not only provide a new revenue opportunity, but can also help to diversify your services offering and protect your base. With a focus on managed IT services, the Spring Break event, hosted by BTA Southeast, will help you better prepare your dealership to claim a greater share of this burgeoning opportunity.

The Spring Break event which will be held March 18-19, 2016 at the InterContinential New Orleans, New Orleans, Louisiana will feature a keynote session by Dr. Steven Shepard of Shepard Communications Group, a dealer panel focused on emerging technologies, and seven additional

educational sessions presented by industry experts. For more info visit bta.org.

Des Plaines Office Equipment Receives The 2015 Elite Dealer Award Des Plaines Office Equipment (DPOE), the Chicago area’s leading provider of office and technology solutions since 1955, has received the 2015 Elite Dealer Award from The Week In Imaging, a national e-zine which each year selects top office equipment/imaging solutions dealers from all across the United States, through a nomination/ evaluation process. This is the ninth consecutive year that the 60-year old, family-owned business has qualified for the award. Des Plaines Office Equipment was one of 40 dealers nationally who qualified for the designation. DC

Don’t Struggle.

Come Up For Air and Learn What You Need At The Itex Show, Fort Lauderdale, (Florida) Convention Center March 7-9, 2016 For More Details Flip to Page 7, Full Page Ad

18 • January 2016 • DealerCommunicator.com

Click On Ad To View Enlarged Version

News

4Dealers

Mark Andy Print Products Appoints Sales Leadership

Joe Ray to Sales Manager for Mark Andy Print Products in North America. In his new role, Joe will be responsible for direct management of the Mark Andy Print Products direct sales team, set overall direction for customer acquisition as well as account

growth, and implement strategies to grow the flexo consumables market share, supporting Mark Andy’s Total Solutions Partner philosophy.

Mr. Ray brings over 25 years of experience in flexo and offset printing to the position and his technical knowledge and sales experience will be great assets in this new role.

Click Here For Inquiry Form

THICK

If The Books Are Take The Order And . . .

Choose TurboCOIL To Bind Them

Made In America

Made for printers that bind THICK BOOKS TurboCoil Now Available in 3 to 1 Pitch • 50 Colors Available

Contact Us: U.S. Ph: 800 461-9301 • Int’l Tele: 1+208-377-9301 • Fax: 208-377-3759 Email: sales@pvcspiralsupply.com • www.pvcspiralsupply.com DealerCommunicator.com • January 2016 • 19

News

4Dealers

Continued on next page

Brackett, Inc. Enters 2016 With A Positive Vision In contrast to companies hiding and hoping things will get better,

Brackett, Inc. is stepping out from the crowd by launching a massive dealer-oriented advertising and marketing campaign, the largest in its 105 year history.

Known particularly for its Padding Systems, Brackett, Inc. designs, builds and distributes a wide range of bindery equipment for pad gluing, chipboard inserting, taping applications and paper jogging - for printers, binderies and other paper converters.

The company’s president, Mike Murray’s, clear expression is the company’s core statement: “When I took the helm at Brackett, I knew I was standing on the shoulders of

a Giant in the Industry. Therefore my promise to employees, customers, and dealers was that we will not sway, not one inch, from manufacturing first class, quality padding systems exactly like those made by the company’s original owner.”

James Martin Succeeds George Ryan As Printing Association of Florida CEO And Graphics of the Americas President The Printing Association of Florida (PAF) and the Graphics of the Americas Conference & Expo (GOA) has announced that

James Martin is succeeding George Ryan as CEO and President of the two organizaions, respectively.

Ryan will retire after serving as president for nine years.

Martin spent more than twenty years in senior level leadership

20 • January 2016 • DealerCommunicator.com

Click On Ad To View Enlarged Version

Click Here For Inquiry Form

RED HOT PADDING MACHINES That Offer Dealers

MORE for your printing and bindery customers that want to add a “Profit Center”

MORE – and –

ways to increase output of forms, pads, tablets, reports, computer printouts and more for printers with great imagination

MORE Profit

1910 - 2015 A Century of Trust

For Your Dealership On Every Sale Of Either Or Both Of These

Circular Padder

RED HOT PADDERS Who Buys Padders?

Commerical Printers, In-Plant Printers, Binderies, Banks, Direct Mailers

Who Sells Padders?

Dealers Who Know That After Paper Is Printed, It Gets Cut, Folded, Coated, And Padded

Testimonial Steve Tompkins

Bill Tompkins

Automatic Table-top Padmaster 2000 Instant Pads For Your Customers Instant Profits For Your Dealership

Tompkins Printing Equipment Co. has been a Brackett dealer for over 40 years. We have sold countless Brackett high speed Circular Padders, table-top PadMaster padders, Chipboard inserters, and other machines in their line. In three words, their machines are Built-To-Last. As for Brackett’s president Mike Murray, he is a pleasure to work with and is a long-time personal friend of ours.

800-255-3506 • 785-862-2205 • Fax: 785-862-1127 brackett@brackett-inc.com • www.brackett-inc.com DealerCommunicator.com • January 2016 • 21

News

4Dealers

Continued

positions in sales, marketing and product management at both Heidelberg NA and Unisource Worldwide.

Martin has held board positions at both NPES and PIA, continues to participate on the advisory board of Cal Poly, and is Chairman of Clemson’s Sonoco Institute of Packaging Design and Graphics.

Says George Ryan, long term CEO and President, “My sense of responsibility to all of these people makes me comfortable handing the reigns over to James Martin; a forward-thinking, successful professional who will undoubtedly take these organizations to even higher heights. I look foward to seeing what the future will bring.

Moloney Serves Charities As He Serves The Print Industry

Every year in the UK, the BBC holds a charity event called ‘Children in Need’ a TV marathon toward the end of the year; the

purpose is to raise money for children’s causes. BBC Children in Need is the BBC’s UK corporate charity whose vision is that every child in the UK has a childhood which is Safe, Happy, and Secure, a childhood that allows them the chance to reach their potential.

During this open air clubecise event in the Media City Piazza, Danny Moloney, Print Media Partners, enjoyed another very active charity fund raising opportunity.

SGIA Announces 2016 Board Of Directors Hoddy Peck of Meisel Takes Role As Chairman

SGIA is pleased to welcome Hoddy Peck of Meisel as the new Chairman for the 2016 Board of Directors. Peck was appointed along Hoddy Peck with incoming First Vice Chairman Rich Thompson of Ad Graphics Inc.; Second Vice

22 • January 2016 • DealerCommunicator.com

News

4Dealers

Continued on next page

Chairman Edward Cook of ECI Screen Print Inc.; and Third Vice Chairman Thomas Cooper of WestRock Merchandising Displays.

8626 or email Tower Products at info@towerproducts.com or visit them on their website at www.towerflexo.com.

Tower Products Releases New Flexographic UV Ink Cleaner

Imaging Solutions and Taopix Announce New Partnership

SmartFlex UV Flexo Cleaner is an outstanding technology cleaning product for all UV flexographic inks. Its’ low odor and effective formula rapidly cleans UV flexographic ink form plates and machinery. When used as directed, the product will not swell photopolymer printing plates and can be applied by hand or used in an automatic plate cleaning unit.

The product can be mixed with water or used full strength for all UV ink cleaning applications.

More infomation at 800-527-

Both companies, already firmly established in the high-end personalized photo space, intend to give prospects and customers a ‘best of breed’ experience by tailoring their offerings to pro lab owners looking to provide high quality photo products for sale via

Tower Products, Inc., the leading manufacturer of environmentally sensitive pressroom chemistry for the offset and flexographic printing industry, has released its’ new UV flexographic cleaning product, SmartFlex UV Flexo Cleaner.

Taopix and Imaging Solutions AG (ISAG) have announced the formation of a new partnership, starting in November 2015. That cooperation will bring the two photo specialists together to provide a front end design and ordering platform and a back end range of lay flat bookbinding solutions to their worldwide customer base.

their own branded webshop.

DealerCommunicator.com • January 2016 • 23

News

4Dealers

Continued

NPES Presents 2015 Harold W. Gegenheimer Award NPES the Association for Suppliers of Printing Publishing and Converting Technologies awarded its 2015 Harold W. Gegenheimer Individual Award for Industry Service to Orazio “O.Mike” Fichera, President, Dealer Communicator/Trade Show Times.

The award, named for the former NPES president and Baldwin Technology Company chairman emeritus, recognizes leadership and participation in NPES and industry activities, civic leadership and technical innovation. It was presented at the NPES 2015 Annual Conference and PRIMIR Fall Meeting, held October 26-28, in Palm Beach, Florida.

“O.Mike Fichera has supported NPES and our industry for many decades, in the trenches, with no regard for what he would get back, only what he could give. In his publications and to whomever he speaks, he personifies the proverbial

(Pictured above L to R: Ralph Nappi, “O.Mike” Fichera, Michael Ring)

“glass half full”–a selfless promoter focused always on the opportunities that our great industry presents.

We are honored to recognize him for his selfless and longstanding dedication to NPES and our industry,” said Ralph J. Nappi, president of NPES. For his service to NPES, the numbers speak for themselves: 33 years a member; 25 years serving on the association’s Membership Committee; attendance at 10 NPES Annual Meetings, and the numbers can continue.

O.Mike received a plaque, and his name will also be added to a plaque of past awardees on display at NPES headquarters. DC

24 • January 2016 • DealerCommunicator.com

Click On Ad To View Enlarged Version

News

4Dealers

Continued on next page

GOA 2016 Expo Show Floor Packed with New Technology, Live Demonstrations, and Much More

The Graphics of the Americas Conference & Expo (GOA) show floor is bigger in 2016, with even more live demonstrations of the hottest trends and most sought after technologies available today. GOA takes place February 18-20, 2016, at the Miami Beach Convention Center, and registration is available online at: www.goaexpo.com.

Avery Dennison Promotes Graphics Solutions Business Leader

Avery Dennison announced that Bill Podojil has been promoted to senior business director, Graphics Solutions, within the Materials Group North America (NA).

Podojil will lead the Graphics Solutions organization, including the sales, technical service and marketing teams, in developing growth and market share strategies for the business segment.

James Martin, GOA President, says, “Wide format sign and display, Click Here For Inquiry Form direct to garment, vehicle wraps and variable short A Trusted Logo for Floor Model Folding Machine Parts through long length For Over 30 Years runs will be shown on every part backed by a guarantee of satisfaction offset, hybrid and digital presses of every type.

We have partnered with the biggest names in the industry to feature the most profitable and talked-about solutions on the market today.”

DealerCommunicator.com • January 2016 • 25

News

4Dealers

Continued

Mutoh America Appoints Ryan Arakaki As MarCom and Promotions Administrator Mutoh America, Inc. welcomes new hire Ryan Arakaki as Mutoh America, Inc.’s MarCom and Promotions Administrator.

Arakaki’s experience with social media, promotions and freelance marketing jobs makes him the perfect fit for the position.

Working under the guidance of the Director of Sales and Marketing, David Conrad, Arakaki’s main responsibilities will be dealer

support, social media, video production, event coordination and website maintenance. Arakaki will also support the growing marketing efforts in Mutoh America by working one-on-one with industry partners.

Global Imaging Promotes Michael Syverson To Western US Sales Manager Global Imaging has promoted Michael Syverson to Western US Sales Manager, announced Tara Lamb, president of Global Imaging Inc.

We Invite Inquiries From Quality-Minded Equipment Dealers PerfMaster Sprint Perf/Score System

&

Click Here To View Double Page Display Ad

26 • January 2016 • DealerCommunicator.com

Click On Ad To View Enlarged Version

News

4Dealers

Continued on next page

Previously Director of Special Products for PrinterEvolution, Syverson moves into this sales position for Global Imaging as CEO Greg Lamb takes a more prominent role in company-wide product development, business sales and vendor relations for Global Imaging and Printer Evolution, according to Lamb.

Flint Group Announces The Creation of A New Digital Printing Solutions Division and The Acquisition of Xeikon

for the global commercial, document, label and packaging market segments, distributing its solutions through a worldwide sales and service network.

Xeikon’s pioneering products and services will be the foundation of a newly created division to be called Flint Group Digital Printing Solutions. This new division of Flint Group will further broaden the group’s conventional and digital printing solutions, offering a unique proposition of equipment, consumables, and services across its global markets.

Flint Group has entered into an agreement to purchase XBC Click Here For Inquiry Form B.V., a company that holds more than 95 percent of the shares in Xeikon NV. Headquartered in Eede in the Netherlands, with operations in Lier, Ieper and Heultje Belgium, Precision 3D Filament (A PVC Spiral Supply Enterprise) Xeikon, designs, Offers Dealers An Opportunity To Enter The 3D develops and delivers Business With A Full Line Of 3D Filament Supplies. high-end digital color Email: lonnie@precision3Dfilament.com presses and consumables Telephones: U.S. 800-461-9301 ... International 1+208-377-9301

JUMP INTO

3D

With Both Feet

DealerCommunicator.com • January 2016 • 27

News

4Dealers

Continued

We at Dealer Communicator/ CHANNEL NEWS are proud to present in a brief video, Tim Greene, IDC’s research director who heads up IDC’s global large-format-printing research.

Tim will discuss for you --in the distribution channel -- some of the results of a comprehensive study of the U.S. large format display graphics printing market that was commissioned by NPES/PRIMIR (www.npes.org/primirresearch/ primir.aspx).

Greene has been an analyst working in the large-format-printing business for nearly 20 years and in this video (link below) he describes important large format market trends and the findings of this detailed research.

LINK TO VIDEO: https: //www.youtube.com/ watch?v=G9oJaA1YlDs

About IDC: IDC (www.idc.com) is one of the world’s largest IT research and consulting companies with over 1,100 analysts and coverage in 110 countries around the world.

Cal Poly Graphic Communication Receives $2.3 Million to Preserve Printing Industry History Well-known printing industry expert Raymond J. Prince has donated $2.3 million to Cal Poly’s Graphic Communication Department to preserve the history and knowledge of the printing and imaging industry. In announcing the donation, Prince acknowledged the role the university has played in preparing the graphic communication industry’s future leaders and in providing services to the industry through research and training. Prince noted that Cal Poly is the go-to place for graphic arts technical and management information that dates back hundreds of years.

28 • January 2016 • DealerCommunicator.com

News

4Dealers

Continued on next page

Xeikon Appoints David Wilkins Registration for Print UV 2016 Open! Agenda to focus on Vice President Of Sales Value Added UV Processes And Marketing Xeikon, an innovator in digital Celebrating their 9th year of the color printing technology, has “The World’s Best Information underpinned its growth strategy about Printing with UV”, the Print in North America with the UV conference will once again appointment of David Wilkins be held in Las Vegas. Print UV to vice president of sales and registration is now open, offering marketing in the US and Canada. early bird savings for printers Wilkins joins the business from looking to expand their knowledge JV Imaging Solutions, where as of UV techniques in the pressroom. vice president of the distributor of Taking place in Las Vegas at the digital imaging, solvent processing Encore by Wynn Las Vegas from and photopolymer plates to the Click Here For Inquiry Form web and mid web flexographic printing market, he was There’s A New Force In Flexible Magnetic Materials responsible for all sales, Printable Sheets, Rolls, and Strip customer service and NEW FORCE MAGNETICS operations throughout See Our Product Ad In This Issue USA. Click Here For Inquiry Form

&

Buy Plastic Coil Double Loop Wire From One Source Tel 800-461-9301 <> Fax 208-377-9301 Email ljfullmer@pvcspiralsupply.com www.pvcspiralsupply.com DealerCommunicator.com • January 2016 • 29

News

4Dealers

Continued

March 16 to March 18; Print UV expects another consecutive sellout, therefore, early registration is recommended. Please visit www.printuv.com to register.

He has significant experience overseeing the transformation of global industrial mid-market companies with multiple product lines and global locations, with both private equity and public shareholders.

Goss International Corporation Appoints Mohit Uberoi ITEX and InfoTrends Announce As New CEO Partnership For 2016 Goss International appointed Mohit Conference and Trade Show Uberoi as its new President and In Fort Lauderdale Chief Executive Officer. Mohit joins Goss having previously served as President/Chief Executive Officer at B&W MEGTEC. Mohit joined MEGTEC in 1997 and led the business from 2003 to 2015.

InfoTrends has partnered with the ITEX National Conference and Expo to guide the programming and direction for the 2016 conference and tradeshow.

We Invite Inquiries From Quality-Minded Equipment Dealers Count iCrease

Digital Media Creaser

&

Click Here To View Double Page Display Ad

30 â&#x20AC;˘ January 2016 â&#x20AC;˘ DealerCommunicator.com

News

4Dealers

Continued on next page

ITEX, will be held March 7-9, 2016 at the Broward County Convention Center in Fort Lauderdale, FL. The show and conference continues to be the only independent national conference where office technology vendors, dealers, resellers and managed services providers can share perspectives and discuss how to thrive in this evolving industry.

“With ever changing market dynamics, InfoTrends is uniquely positioned to shape the direction of the conference,” commented Jeff Hayes, President of InfoTrends.

“Our mission is to provide the very best insights and tools to help owners, sales, and technology executives develop their strategy and grow their business.”

News From Xaar Xaar appoints Don Whaley as director of sales, Xaar Americas.

He joins Xaar from Piksel Inc. In Additon, the company opens a new sales and support office in TX. The new sales and customer

support office is housed in purposedesigned premises in Grand Prairie, TX, close to the Dallas/Fort Worth International Airport. The facility provides training and demonstration suites and engineering support for Xaar customers in Canada, Latin America and the U.S.

Bunting Magnetics Names Director of Marketing Bunting Magnetics Co. names Paul Hansen as director of marketing. In his new role, Hansen is responsible for translating the company’s strategy into an effective marketing plan to drive revenue and expand the company footprint.

Smith Joins Aurora Christian Smith joins Aurora Specialty Textiles Group as the wide format print media sales account manager for the company’s South Central territory. Smith manages the wide and grand format print markets in that region that includes AR, LA, OK and TX.

DealerCommunicator.com • January 2016 • 31

News

4Dealers

Continued

Durst Adds Coggswell Durst Image Technology U.S. has announced the addition of print industry veteran Don Coggswell to its sales team, filling the newly created postion of director of national accounts. In this role, Cogswell’s primary focus is large national print companies, which he already holds relationships with, as well as direct sales in TX.

Romark Appoints Miller Romark LLC has announced the appointment of Tom Miller to SVP of operations, a newly created role. Miller oversees the company’s overall manufacturing, maintance, quality, engineering, and purchasing/supply chain management functions for both Rowmark and its custom division, Premier Material Concepts. He also plays a key role in ensuring a smooth transition for the manufacturing operations of Rowmark’s engravable sheet division to a new state-of-the-art company facility.

Mutoh America, Inc. Partners With Avery Dennison For Car Wrap Training Classes Mutoh America, Inc., a leading manufacturer of wide format inkjet printers and cutters, has announced its partnership with Avery Dennison to offer the Car Wrap Training Program in ten cities across the United States in 2016.

The Avery/Mutoh Car Wrap Training Program is designed to provide wrap installers with an in-depth understanding of graphic installation mechanics to gain a competitive advantage in the vehicle wrap industry. The three day workshop (optional third day for design instruction and certification test) will focus on all of the critical steps needed to improve the quality and speed of car wrap installations. Classes will be hosted by master installer, Justin Pate.

Details for dates and locations for the 2016 course schedule can be

32 • January 2016 • DealerCommunicator.com

News

4Dealers

Continued on next page

found on the program’s website through www.mutoh.com.

SGIA Releases Upcoming Workshop Schedule for 2016 SGIA has announced the upcoming 2016 SGIA Workshop schedules for both graphic and garment communities.

These onsite workshops with hands-on training teaching essential skills and new applications will take place at SGIA’s state-of-theart laboratory in Fairfax, Virginia.

These workshops will explore everything from essential tricks of the trade to newly introduced technology. Taught by industry leaders, the workshops combine classroom learning with interactive demonstrations, allowing participants to immediately practice their new skills.

Workshops for the graphic community include: Wrap Like a Pro Workshop: March 9-10; Color Management Boot Camp: March

22-14, August 24-26; Operation Sublimation. Mission: Wide Format Graphics: May 3-5; Screen Making: Basic to Advanced May 9-13 Workshops for the garment community include: Totally TShirts! Garment Screen Printing: Basic to Advanced Workshop: April 4-8, October 31-November 4; Screen Making: Basic to Advanced: May 9-13; Mastering Water-Based Ink Technologies: October 12-14 Register for one (or more!) of these critical workshops. The more you know the more likely you will be the “Dealer-of-Choice” to your customers.

I.D. Images Acquires Superior Business Associates I.D. Images LLC, a pressure sensitive label converter with headquarters in Brunswick, OH, USA, has announced the acquisition of certain assets of Superior Business Associates, Inc., located in Greeneville, TN.

DealerCommunicator.com • January 2016 • 33

News

4Dealers

Continued

Superior Business Associates was founded in 1971 and specializes in the design and manufacture of forms, labels and tags. Like I.D. Images, Superior sells exclusively to independent distributors. The acquisition marks I.D. Images’ sixth strategic acquisition since 2009.

“Superior’s capabilities align with our long-term strategic vision,” says Brian Gale, CEO of I.D. Images.

“We are excited about the value we collectively bring to our customer base through this acquisition.”

Marketing Intelligence News from NPES NEWS July/August 2015

Trends In Shipments For Equipment And Supplies And The Total Market In 2014, the market for production digital presses increased nearly 18% to over $2 billion ($1.7 billion in 2013). The total market (traditional printing equipment, graphic arts supplies and production digital color presses) also increased 7% in 2014 to $3 billion (2.8 billion

in 2013). See the chart next page for more details on the total market (annually) 2009-2014.

In the first quarter of 2015, shipments for both traditional printing equipment and graphic arts supplies grew (24% and 2% respectively) from the same period in 2014. Although printing equipment and graphic arts supplies shipments are nowhere near the levels evidenced in 2008, 2009 and the years prior, it is refreshing to see a period of growth. The increases are a welcome change, but only time will tell if this continues through 2015–shipments of equipment ($120 million vs. $97 million) and shipments of supplies ($154 million vs. 152 million).

The bright side continues with total market shipments in 2014 at the highest level since 2009, mainly due to the steady increase in shipment of digital presses, which are also at their highest level since 2009. The increase in digital press shipments has a strong correlation

34 • January 2016 • DealerCommunicator.com

News

4Dealers

Continued

with decreases in shipments of traditional pressroom equipment and the continuing shift of some offset work to digital presses.

As we continue through 2015, it will be interesting to see whether

pressroom equipment will continue its growth. What will happen to digital presses if increases continue in offset? The uncertainty is both encouraging and disconcerting. DC

This report may be found at the link below. Scroll down to page 8. http://www.npes.org/Portals/0/pdf/NPESNewsSeptemberOctober2015.pdf

DealerCommunicator.com â&#x20AC;˘ January 2016 â&#x20AC;˘ 35

SALES CORNER Managing Leads

Every sales professional has heard the old saying, “Sales is a numbers game.” This is true in the sense that on any given list of prospects, a smaller percentage than the total will be ready, willing and able to consider you today. To reach them, you must call or email them.

The majority of seasoned sales professionals do not call prospects on a regular basis. If that describes you, increase your call capacity by adopting one of these strategies:

– Call 10 people before 10 a.m. every morning – Start the day calling at least three people beginning at 8 a..m.

– End the day by calling as least one prospect right before 5 p.m.

Calling 10 people takes about 30 minutes. Calling three people at 8 a.m. takes 10 minutes.

Calling one person at the end of the day rquires you to summon willpower and energy, but it pays off. Calling every day and continually improving will make you a fearsome competitor in your market, arming you with superior

phone skills when you do reach sales-ready buyers.

Examine your list of leads. What do you think about the quality of your list? Why did you select them? Are your leads good enough to help you get where you want to go?

Deliberate practice helps you analyze leads. The perfect time for practicing your skills is while you’re driving. The concept is simple. Select a lead from your list.

The next time you get in the car, spend a few minutes thinking about the lead. Compare the account to you best customers. Make an educated guess on potential dollar volume. List the types of products and services you believe the account buys. If your drive-time analysis makes you suspect the lead has low value, replace it with a better prospect.

Change is tough, and habits are hard to break. Mediocre salespeople quickly lose interest in improvement when it requires work. Don’t let it be you. DC

36 • January 2016 • DealerCommunicator.com

Dealer Communicator’s Seminars In Print

LEASING

Listen: Be Brilliant

by Mary A. Redmond

This is the first in a series of three articles about Listening Tools and Techniques. Improvement in listening skills will result in increased revenue, more satisfied customers, contented employees, improved family relationships and a feeling that “all’s right with the world.

I make no promises about how listening will effect world peace, global warming or the US 2016 Presidential campaign outcome.

Listen: Be Brilliant “Courage is what it takes to stand up and speak; Courage is also what it takes to sit down and listen.”

Sir Winston Churchill One of the biggest obstacles I find to successful communications is

that as soon as we stop talking, many of us begin to plan our next opportunity to share our brilliance.

When we’re toddlers, making constant demands for the starring role in our parent’s eyes may be cute. This process seldom succeeds in adulthood.

Whether selling, negotiating, networking to meet and greet new prospects, or simply relaxing with family or friends, the addiction to the starring role on life’s main stage can destroy careers and relationships.

Great two-way communication begins with an understanding of the payoffs connected to becoming a better listener. If current techniques work, there’s no problem. No problem. No reason to change.

However if you think you might be one who is “Listening Challenged” read further.

Consider these three benefits to listening.

Listening demonstrates respect. It’s the right thing to do. Implement the Golden Rule of Listening: “Listen to Others as You Wish Them to

DealerCommunicator.com • January 2016 • 37

Listen to You.” Avoid Misunderstandings.

Becoming a better listener will save time. You’ll invest less time correcting mistakes that occur because of inattentive or faulty listening.

Build Relationships. Good twoway communication builds trust and respect. Those are two essential building blocks for a business partnership. Who wants to work with an individual who monopolizes every conversation?

The First Three Tools to Improve Telephone Listening Skills Eliminate or Decrease Environmental Distractions when making critical business calls.

Turn away from your laptop or close it completely if it’s unnecessary for the call.

If the call is made through the company phone system, silence your cell phone.

Turn your mobile device so you can’t see those annoying pop-up reminders.

If your work environment is noisy, move to a quieter spot like a conference room.

Advise colleagues that you’re

making an important call and a quieter environment is appreciated.

This courtesy works to benefit everyone.

Be prepared for the call.

Reread previous call notes.

Secure all computer and print resources if you’ll need them to respond to customer questions.

Make sure you have a glass of water or other beverage available in case “dry-mouth” attacks.

Get comfortable. If you sit up straight, not only will your mom will be proud of you, your voice will be more distinct, resonant and audible.

Be Intuitive. Listen for pauses, quick intakes of air, hesitations, gasps, changes in pace, tempo or tenor.

Additionally be aware if you begin to hear increased background noises on the prospects end of the line. If you do, perhaps this is a good time to ask, “Is this still a good time for our conversation.”

Clients appreciate it when you are considerate of unscheduled demands upon their time. Accept that client conditions and schedules change.

38 • January 2016 • DealerCommunicator.com

Give the client the option to reschedule the call to a more convenient and less stressful time.

As Stephen R. Covey warns, “Most people do not listen with the intent to understand; they listen with the intent to reply.” Don’t be one of those people.

In the next article, you’ll learn about three more tools to improve

your listening skills. DC Mary A. Redmond provides highly specialized information for corporations, managers and dealers who negotiate and manage leases. With 28 years in the leasing industry Mary knows leasing. You may reach Mary at 913-422-7775 or mary@fearlessnegotiator.com Click Here For Inquiry Form

Dealers and Manufacturers

Keep Control Of The Sale When Leasing Is Involved

You have the sales talent to close deals, but... are you good at Lease Negotiating? if not, Let Me Be Your Advisor Learn from negotiation expert Mary A. Redmond. She has nearly 30 years in lease negotiations and has represented dealers, leasing companies, customers and manufacturers. She knows all sides of the sale. Get the edge you need!

Contact us:

Mary@fearlessnegotiator.com • 913-422-7775 www.IndependentLeaseReview.com

Click Here For Inquiry Form

&

Buy Plastic Coil Double Loop Wire From One Source Tel 800-461-9301 <> Fax 208-377-9301 Email ljfullmer@pvcspiralsupply.com www.pvcspiralsupply.com

DealerCommunicator.com • January 2016 • 39

Click On Ad To View Enlarged Version

3 Steps to Track and Improve Your Cross Media Marketing Campaigns

by John Foley, Jr.

When increasing the success of your dealership’s marketing efforts, cross media marketing has proven to be a useful tool. Once you’ve executed a cross media campaign, you cannot simply stop. Rather, by spending time analyzing the results, you will be better equipped

Click Here For Inquiry Form to develop and execute a campaign that will perform better than your previous ones.

Here are three metrics that may prove beneficial during the analysis process: Response Timing When did your target audience access or respond to your campaigns? Thanks to the increasing popularity of devices such as smartphones and tablets, people truly can respond to your marketing efforts at whatever time is convenient for them.

Marketers may reap benefits by

Would You Like To Own Your Own Email List Of Dealers & Printers In Mexico?

My name is Gil Carrillo, Global Access Marketing 40 Years Working The Latin American Market

The database contains 6,043 printers in 14 categories and 2,178 dealers and distributors that sell graphic arts and wide format equipment and supply products. approximately 12 cents per contact We know that smaller U.S. manufacturers have an interest in selling products in Mexico, but have nobody on staff to speak, and/or translate messages in Spanish. “FOR THE FIRST EMAILBLAST YOU SEND TO THE LIST YOU PURCHASE, I WILL WRITE YOUR MESSAGE IN SPANISH. And, will provide you a translation to buyer response using terms appropriate to the Mexican market.” <><><><><><><><><><><><><><><><><><><><><><><><><><><><><>

Phone or email us for a hot link to Rates and List Categories

Database Sales Managed by Fichera Publications, Inc. publishers of Dealer Communicator and Trade Show Times U.S. Phone : 800-327-8999 International Tel. +954-971-4360 Fax +954-971-4362 • email: ofichera@aol.com 40 • January 2016 • DealerCommunicator.com

researching and understanding when their customers and prospects are consuming information. Are we pushing out content when it’s convenient for us, or when it’s convenient for our customers?

Conversions Who viewed the landing page but did not submit the form with their information? Yes, sales reps want hot leads, and while that group of people should certainly be given the attention that they deserve, we may reap benefits by looking at another group of folks too.

Take the time to look at who visited your landing page, but did not submit their entry on the response form. Those people have already displayed some kind of interest in your offer, so if you can find a way to target those people in a special fashion the next time, you may be able to push them further through the funnel.

Popular Content Dealers that execute cross-media campaigns with personalized URLs may fall into the path of simply personalizing the most basic of information - first name and

perhaps company.

But, with technology today, it’s easier than ever to learn and understand what someone is interested in. By tracking what links people clicked on in your emails and landing pages, as well as what answers they provided on your response forms, you may be able to truly deliver one-to-one marketing materials that appeal directly to them.

These three metrics are all crucial to understanding and evaluating the success of your cross media marketing campaigns so you can improve upon them moving forward. DC About John Foley, Jr. John Foley, Jr. is the CEO of interlinkONE. John and his team provide an award winning distributed marketing software for dealers, ilinkONEpro. Among other things, their software solution allows for the creation and execution of personalized marketing campaigns, including direct mail, email blasts, and personalized URLs (pURLs). Learn more about John at JohnFoleyJr.com and interlinkONE at interlinkONE.com

DealerCommunicator.com • January 2016 • 41

Are You Getting The Most Out Of The Information You Have On Your Customers?

by Bob Licari, BrainSell Services Marketing successes are achieved by understanding who your Customers are and what makes them different from others who are not buying from you. Identifying what commonalities can be found between those you do business with is a key to success. We hope this information will help you to identify your key Customer profiles and ensure that your marketing is getting to the right people.

There are some essential elements you would need to know about your best Customers, identifying commonalities in income ranges, home values, age, gender and ethnicity help refine your campaigns to your most productive market segments. BrainSell Services has developed proprietary techniques to best accomplish this for our Clients, however there are ways to achieve this on your own.

Take a look at other demographic factors within your Customer lists such as; what type of business ?, what is their distance from your business?, are they renters or are they homeowners? Do they have children?, What have they bought from you before?

The more details and facts you can attribute to your Customer the more area’s you can look for trends that will identify who your best Customers are. Your Customer’s profile will outline common demographics that will direct you to other “Like-Minded” people and businesses who are also more likely to become your Customers.

As important as it is to properly accumulate the data, it is only part of the task. Organizing your data into effective marketing and mailing lists is a task in itself.

Spread sheet formats are a limited

42 • January 2016 • DealerCommunicator.com

way to work with the data if you do not have proper direct mailing software. These types of direct mail software programs such as; Satori Software will not only give you a system to maintain and organize your contact databases but also allow you to correct residential and business addresses. Programs like Satori Software provide exceptional list maintenance and USPS presorting ability and will save you money on wasted printing, postage and misdirected mail. Ensure that your mailings are getting where you intended on them going at the lowest postage rates by using the right tools.

Implementing these steps into your marketing will allow you to create your own effective direct mail

campaigns that are better targeted to find you more customers at the least expense. The power of knowing who your Customers are and where to find more like them is a skill to develop as you continue to grow your business and profits.

Bob provides turnkey marketing solutions and has been serving the Mailing, Fulfillment and Packaging Industries for over 35 years. He can be reached at: BobLicari@ BrainSellServices.com, Ph: 754779-4296 or visit his website at www.BrainSellServices.com.

Don’t Struggle.

Come Up For Air and Learn What You Need At The Itex Show, Fort Lauderdale, (Florida) Convention Center March 7-9, 2016 For More Details Flip to Page 7, Full Page Ad

DealerCommunicator.com • January 2016 • 43

Notice: The Following Pages Focus On Wide Format

44 • January 2016 • DealerCommunicator.com

Click On Ad To View Enlarged Version

Click Here For Inquiry Form

WIDE

FORMAT

SIGN SUPPLIES

Turning The Industry UPSIDE DOWN with news, product information for distributors and manufacturers who sell wide format equipment & sign supplies

Finishing Hardware:

Be Ready With The Right Questions And Info There are two very important things that dealers should remind their large format printing customers when it comes to finishing equipment; they need it and, over time, it will pay for itself. When it comes to selling wide format finishing equipment there are basically two cases; your clients have it or they don’t. If they have it, ask them how old it is.

Many large format printing companies use their finishing equipment for many years, and the thought of replacing it just doesn’t occur to them until their dealer points out that using outdated finishing equipment can be a big bottleneck in their

production process and that the investment in new equipment helps both the top and bottom line.

If your printing customers don’t have any finishing capabilities, there are probably a couple of reasons why, 1) they don’t have Continued on next page

DealerCommunicator.com • January 2016 • 45

Finishing Hardware Continued from previous page

room; 2) they don’t see demand, or enough demand to buy their own. So as a dealer its your job to overcome those objections.

There isn’t much you can do about smaller wide format shops that ether don’t have the money or the room to install all of this kind of equipment, so as a dealer you’re going to want to ask if shop space is an issue. If shop space is not an issue then there is a reason to move the conversation on to how finishing can be a profit center, both by upselling clients with finishing services and by offering finishing services to other shops that can’t afford the equipment or don’t have the space.

Your Customers Need To Know That Laminating Less Than 3,000 Square Feet Can Pay For A $10,000 Laminator While all pricing is local, companies are listing finishing services at quite a nice profit margin. In gross terms we found large format print shops that are able to charge $3.50 per square foot

for lamination. It is easy to find 250-foot rolls of 3-mil lamination film for $25, so minus an average of 15% waste, which will be lower the more experience you get with your laminator, you’d only have to laminate less than 3,000 sq. feet to entirely pay for a $10,000 laminator and the lamination films.

Just to show how realistic these numbers are, an average wide format print shop produces several thousand square feet of print in a month.

Large format cutting systems are typically a larger investment, but they offer similar returns.

Companies often charge on a “per piece” or per linear foot basis for large format digital cutting services. Again, there is an opportunity to offer this service to other printers as well as to end customers. The other opportunity for those that do large format cutting is to grow into specialty applications such as packaging and fabric/textiles. Using a digital cutting systems is faster and reduces waste compared to hand cutting so getting a digital cutter can drive revenue from new sources.

46 • January 2016 • DealerCommunicator.com

There are other benefits for a shop to own their own wide format finishing equipment as well, such as the total control over the production process and the ability to speed up production and turnaround time.

Just as it is with selling other products for the wide format market, selling large format Click On Ad To View Enlarged Version

finishing equipment successfully is about asking the right questions. DC Tim Greene, Director of Wide Format Printing Consulting Services, International Data Corp. (IDC), will field your questions, comments or arguments by email:tgreene@idc.com Click Here For Inquiry Form

We Help Dealers Get Into 3D

Lonnie Bramon President

“Let’s Talk About How To Get Started In The Hottest Technology Of Today”

3D Filament

• 18 Colors In Inventory • Private Label Available • High Dealer Margins

for people who demand quality above everything else Ph: 800-461-9301 • Fax: 208-377-3759 Email: lonnie@precision3dfilament.com www.precision3dfilament.com

We Want Your Feedback

Print Direct to Flexible Magnet 1-888-293-3534

magnetsource.com/one

Tell us how we might improve this new Flip Book email: pat@dealercommunicator.com

DealerCommunicator.com • January 2016 • 47

The World of Wrap

Publisher’s Note: If you’re not a subscriber to WhatTheyThink, you ought to be. Following this comment, is an excerpt taken from WTT January 19, 2016 edition. It will give you directional ideas for your dealership.

There is a bit of news in the world of vehicle graphics, which is an application that has swerved into the fast lane.

First of all, Roland has announced its “Born to Wrap” Workshop schedule. Led by Matt Richart, co-owner of Louisville, Ky.’s Digital EFX Wraps, the workshops are designed for newbies and pros alike. Vehicle graphics are another hot application area, but present challenges—technological, business, and logistical—that differ from more traditional graphics output.

The number of players has increased substantially, aided and abetted by lower-cost printers and materials, and vehicle wrappers will tell you that pricing has become cutthroat, so it is absolutely vital for

companies looking to be successful in vehicle graphics really know their stuff. Roland’s workshops are far from the only vehicle wrapping classes around; substrate manufacturers like Avery Dennison and 3M have their own training and certification programs, and the Professional Auto Detailers Association (PADA) also has a certification program. Be wary of random, unknown certification programs, though; unless its some kind of widely recognized certifying body, a certification may not have a lot of meaning. Still, any opportunity you can get to hone your wrapping chops from professional wrappers is valuable experience. DC Richard Romano, Section Editor/Senior Analyst Richard has written about communication, graphics hardware and software trends for the past 15 years.

Click Here To Subscribe to WhatTheyThink.com.

48 • January 2016 • DealerCommunicator.com

Keeping Up with the Times – Resolutions for 2016

For the past 15 years Dealer Communicator (DC) has seen changes that have refocused the printing industry from craft based to technology driven. Oh, we have had clues starting with the introduction of imposition software early in the 1990’s which led to computer to plate dominance eliminating film in prepress. We saw the introduction of the Xerox Docutech which was considered to be a rich printer’s duplicator.

But this was only the beginning whereby today we are seeing high speed, lower cost full color digital presses who are coming closer to traditional printing method costs and image quality. Like many new things these beginnings start slow and are expensive but as they catch on costs become more competitive as they create trends that can change the world, as we know it, at warp speed.

While we are still an industry using traditional offset presses they are more relegated to specific

applications and longer runs while digital presses have taken over the short-run world and wide format market. We have also seen the incorporation of technology to the analog printing world with automated machine settings using JDF along with the incorporation of computer driven consoles on modern press and finishing equipment that shorten setup times and increase speeds along with throughput. In reality we are in a hybrid world where digital technology often compliments traditional technologies and visa versa.

Printers Need To Fill Customer Needs AND YOU Need To Fill The Needs Of Your Printing Customers As we move into 2016 it is clear that graphic arts dealers need to become hybrid dealers. By that I mean, you, the Dealer-of-Choice, Continued on next page

DealerCommunicator.com • January 2016 • 49

Continued from previous page

have to support traditional and new technologies with supplies, flexibility and knowledge. THAT, does not come without flexing your brain-muscles. Product lines need to be versatile in the sense of meeting the needs of the printers who are mixing technologies to meet the changing needs of their customers especially in marketing which can use all forms of communications from the printed piece to electronic social media distribution.

Speaking for Dealer Communicator, I would suggest that you move into the New Year with a commitment to expand your business opportunities through a broadening of digital printing knowledge, and finding supplies that meet the need of all types businesses that put images on substrates of all kinds. By the way, all that you’ve read includes 3D. DC

Click On Ad To View Enlarged Version

Click Here For Inquiry Form

Would You Like To Own Your Own Email List Of Dealers & Printers In Mexico?

}

The database contains 6,043 printers in 14 categories and 2,178 dealers and distributors that sell graphic arts and wide format equipment and supply products. approximately 12 cents per contact My name is Gil Carrillo, Global Access Marketing 40 Years Working The Latin American Market

We know that smaller U.S. manufacturers have an interest in selling products in Mexico, but have nobody on staff to speak, and/or translate messages in Spanish. “FOR THE

To Order Or

For More Details Contact Fichera Publications U.S. Phone : 800-327-8999

International Tel. +954-971-4360 Fax +954-971-4362

email: ofichera@aol.com

Skype: omike.FICHERA

FIRST EMAILBLAST YOU SEND TO THE LIST YOU PURCHASE, I WILL WRITE YOUR MESSAGE IN SPANISH. And, will provide you a translation to buyer response using terms appropriate to the Mexican market.”

50 • January 2016 • DealerCommunicator.com