July 2017 Issue of Dealer Communicator

Dealer Communicator

July 2017

Manufacturer Sponsored NewsJournal

Offset // Digital // Wide Format - Signs

Bridging Manufacturers Worldwide With Print & Office Machine Dealers Wide Format and Sign Supply Distributors Mailing Machine Dealers

Platinum Sponsor

New Force Magnetics

Issue Sponsors

Joe Marling from the publisher We at Dealer Communicator and no doubt many, many others in our industry mourn the loss of another industry leader.

See Page 31

Manufacturing Directions, Inc.

William B. Rudow Inc.

Grow Your Business

McCormick Place Chicago, IL Sept. 10-14, 2017 See ad pages 24 & 25

Dealer Communicator • July 2017 • 1

We Want You To Have An Enjoyable Reading Experience For This Digital-Global Edition of Dealer Communicator On the lower right hand side of the screen you will find a series of buttons

Click “THE MAGIC BUTTON”

It will enlarge the FlipBook to FULL SCREEN for a truly enjoyable reading experience

Now... Click Arrows To Turn Pages

2 • July 2017 • Dealer Communicator

PERSONALLY SPEAKING BY

O. MIKE FICHERA, PUBLISHER

FOR A BETTER READING EXPERIENCE CLICK THE FULL SCREEN IMAGE LOWER RIGHT SIDE WELCOME TO THE 444th EDITION OF THE ONLY NEWSJOURNAL IN AMERICA DEDICATED TO SUPPORTING THE DEALERMANUFACTURER CHANNEL THIS MONTH WE’RE LAUNCHING A SERIES OF VIDEOS TO HELP YOU SUCCEED IN YOUR WORK AND PERSONAL LIFE Before you click the link in the column on the right, stay with me for a tour of this month’s issue of Dealer Communicator Digital Global Edition. /////////////////////////////////////////////////// SOFTWARE Is The Topic In The GENERAL NEWS SECTION Page 9 - Become Dealer-of-Choice with your biggest customers by knowing all about the software you sell. Do This and You Will Take A Giant Step Ahead Of The Competition.

WIDE FORMAT Page 13 Since Tim Greene’s articles are “clicking” so well with our readers, I had this section moved closer to the front cover.

SOMETHING NEW SOMETHING DIFFERENT SOMETHING BEYOND PRINT VIDEO

CLICK THE IMAGE ABOVE TO VIEW SHORT BUT INFORMATIVE VIDEO PRESENTATION OF OG MANDINO’S GREATEST SALESMAN IN THE WORLD NARRATED BY BRIAN JOHNSON OF OPTIMIZE https://www.optimize.me

Dealer Communicator • July 2017 • 3

“More Inventory, More Choices of Magnetic Materials From New Force” New Force Magnetics Has

OVER 35,000 ROLLS of Flexible Magnetic Materials

NEW FORCE MAGNETICS

READY TO SHIP Step One: Stick It

Step Two: Print It

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

A changeable sign is printed on magnetic receptive Transitional Graphics.

A Trustworthy Source For Magnetic Materials Ph: 303-565-3760 • Fax: 303-565-3762 sales@newforcemagnetics.com www.newforcemagnetics.com

Click here to dealer inquiry form

4 • July 2017 • Dealer Communicator

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.

Add Sign OFFE

Now Magne

Call F

& 48”

NEW

Magnetic Strip with or without adhesive

Jack Nellessen, President

New Business With The Same n Shops You Are Selling To Now ER TRANSITIONAL GRAPHICS

w Up To 60” Wide etic Receptive Materials To Create Removable Signage

For Free Samples Ph: 303-565-3760 Dealer Communicator • July 2017 • 5

Table of Contents

Click Article You Wish To Read GENERAL NEWS SECTION 3 .....Personally Speaking - by O. Mike Fichera, Publisher 8 .....Advertisers Index 9 .....Product Focus: ........ Shifting To Digital Product Sales: Software Is The Game Changer WIDE FORMAT / SIGN SUPPLY SECTION 13 ...Major Article: When We Speak Of Sign Display and Sign Hardware ........ We Would Be Wise To Include Accessories For Signage 16 ... 2016 SGIA Specialty Graphics Industry Benchmarking Report 19 ...Dealer News 31 ...News 4 Dealers The Dealer Channel Improvement Center 50 ...Sales Corner - In A Thriving Business Customers Are Not Optional! ........ by John Tschohl 53 ...6 Steps To A Sucessful Inbound Marketing Plan - by John Foley, Jr. 55 ...Adjusting To A New Market - by Bob Licari 6 • July 2017 • Dealer Communicator

Trade Show • Chicago • September 10-14, 2017

Is A One Time Opportunity To Reach Over * 49,000 Buyers Benefits of Advertising With Us: • 2 ISSUES PRINTED & DIGITAL-GLOBAL EDITIONS • NEW Audio Invitation For You To Send To Your Customers and Prospects • EBLASTS To Invite Buyers To Your Booth • Company Banner On Front Cover* • Rates Start At $300

Call For Details 800-327-8999 pat@tradeshowtimes.com *Full page exhibitors

*with pass along copies

Click here to Dealer dealerCommunicator inquiry form •

July 2017 • 7

Positive, Upbeat Story Telling Using Audio Technology Can Help Sell Anything Use Rix Quinn’s Voice To Help Capture Attention For Your Product Messages No matter where your company is located, Quinn says he can help your sales team.

Click Here For Audio Sample FOR DETAILS ...

Contact Rix Quinn at 817-920-7999 email: rix@rixquinn.com

Click here to dealer inquiry form

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

American Ultraviolet .....................................21 PRINT 17............................................... 24&25 Manufacturing Directions, Inc .................11,46 PVC Spiral Supply...............23,27,30,32,33,42 MDI..........................................................11,46 William B. Rudow, Inc...................................37 New Force Magnetics Co...... 4&5,27,30,33,42 Trade Show Times.....................................7,57 Precision 3D Filament .............................39,45 8 • July 2017 • Dealer Communicator

Shifting to Digital Product Sales:

Software Is The Game Changer Every graphic arts magazine, trade show and private discussion about digital printing along with its effect on the printing industry makes it clear that it all affects the entire dealer channel.

typesetting and even platemaking operations were mostly mechanical. Technicians could service and fix these Graphic Arts / Offset-Oriented machines by knowing how to Dealers are aware of the workflows grind gears, refinish cylinders, that have eliminated the traditional change some wiring and replace methods of converting artwork to broken parts. In general, service film, to imposed pages and then people understood the mechanics onto light sensitive printing plates. of the equipment they worked on They’re now talking about toner and had the knowledge and skills and inkjet imaging direct to paper to fix things. Today, servicing as in digital printing. What makes equipment does not just require all the digitally based technology mechanical skills but the work is the software. It is the technician needs to be software element of change in a modern savvy as well. The technical print shop that reduces production staff in every dealership needs time, reduces labor cost, minimizes to understand how to analyze waste and improves quality both the hardware and software throughout the production flow elements in the equipment they including finishing and bindery service. functions.

What makes all the digitally based technology work is the software

Through the early 1980’s printing presses, bindery equipment,

Continued On Next Page

Dealer Communicator • July 2017 • 9

Product Focus continued

Software Integrates Processes Another place where software expertise is helpful is in the integration of processes. Printed jobs must move from function to function as smoothly as feasible.

The key to interconnectivity between prepress, presses and finishing is through software.

Through properly implemented software a print job can be received, planned, imposed and then sent down the print and finishing production line with minimal manual adjustments and physical labor. Dealers that will succeed in this “new age of digital printing technology” are those that understand software is driving the equipment in the production workflow from press through the folders, cutters, stitchers or other binders. Plainly said, our machines are getting smarter through software: when a problem is identified while the press is running, on the fly

adjustments are being made and remembered for the next time.

An example of smart software is a system developed for RR Donnelley’s that prevents web press stoppages due to web breaks.

The system scans the web stream and when it sees a condition that can cause a break it changes the roll tension or even slows the press until it is past the problem.

Dealer Communicator (DC) observes that most graphic arts dealers have shifted their focus to selling and supporting digital workflows and digital machines. But they also need to increase their knowledge to the point where they can offer a variety of software products or upgrades that help traditional production methods integrate into digital or digitally assisted technologies. One example where software upgrades can enhance performance of a press comes from Komori. They point out to their printing customers -many who buy from you, their local dealer, “You can keep your computer and laptop running with

10 • July 2017 • Dealer Communicator

the most up to date software so why shouldn’t the computers in your biggest revenue producer, your press, run the most up to date software?” As an example they reviewed their Advanced Interface that learns the condition of your press and modifies the preset data to ensure the lowest waste possible. While this only works on Komori’s latest presses it shows a direction in the traditional pressroom. Most

of the press manufacturers like Heidelberg, Mann-Roland, offer software upgrades that can further expand the intelligence of their presses. Even if a dealer does not sell the press they can help their customers by being aware of new enhancements.

What Are You Doing To Keep Up With All This?

The role of a graphic arts equipment dealer is to help their

...

Continued On Next Page

A Trusted Logo

By Dealers That Sell & Service Floor Model Folding Machines Every roller backed by a guarantee of satisfaction

Proudly Made In The USA

By Manufacturing Directions Ask For Free Parts Catalog

Manufacturing Directions “The Dealers Choice”

11639 Township Road #76 Quincy Ohio 43343

Toll Free 800-634-0034 • Fax 937-585-5209

www.folderparts.com

Click here to dealer inquiry form Dealer Communicator • July 2017 • 11

opportunity to be what Dealer Communicator has been Product Focus S-H-O-U-T-I-N-G for 37 continued years: sell what your printing customers require, add to that customers find the right software technical knowledge regardless that will integrate the steps used to generate quality print from start of what kind of presses they have. Strive to be their Dealer to delivery with fewer people, (or Distributor) of Choice. It Will higher productivity (setups and Take Commitment, something running) and quality checking dealers have done since moveable with lower waste. There is no type and the printing press were single software package that introduced. DC does it all. The dealer needs to play the role of integrator by offering quality software that can be integrated along with the technical assistance or oversight when facilitating this integration.

There are good opportunities for dealers who will gain the necessary knowledge on selling and supporting prepress software products and software supported enhancements used in equipment.

Finding and implementing software or upgrades to improve machine performance needs to be in your wheelhouse. Expertise in servicing and otherwise supporting this software is essential. The reward is the 12 • July 2017 • Dealer Communicator

WIDE & SIGN

FORMAT

SUPPLIES

WHEN WE SPEAK OF SIGN DISPLAY and SIGN HARDWARE WE WOULD BE WISE TO INCLUDE ACCESSORIES FOR SIGNAGE Should These Words Mean Anything To A Distributor?

You Bet They Should. Here’s why……………………

In an article written by the renowned Richard Romano, we learn that it is important (for dealers-distributors) to recognize that when printing signage, your customers need to note upfront, as with any kind of finishing process, the sign display, sign hardware and skills needed must be part of the whole finishing process. In plain words: YOU…The Dealer / Distributor must be prepared to help your printing customers to choose the right finish to a great print job.

One of the common motivations for paying attention to printing signage is to generate more money. Hold that thought and let’s backup for a moment and ask: Do printers and signshops want to sell sign hardware to their end-

user customers? If the answer Isn’t YES - then you-the-distributor are missing an Income Opportunity.

A sign display system or hardware puts the finishing touch on a great- print-job. In essence, sign printers want to help their end-user-customers to create an effective attention grabber. AND.... nowadays, not only do the endcustomers want a powerhouse way to market their products, but they’re also Looking For What? Looking to keep costs low. So where do you, the distributor, fit into this whole picture?

You Sell Them A Sign Display System And/Or Sign Hardware That Fits Their Marketing Strategy Continued On Next Page

Dealer DealerCommunicator Communicator •• June July 2017 • 13

WIDE FORMAT SECTION

In most cases, sign hardware varies in different forms; basic to top-ofthe-line.

To name a few: Hanging Hardware, Wall Mount Hardware, Corner Mount Hardware, Sign Mounting Hardware, Pop-ups, Panel Displays, Sign Link, Hinge Handles, Sign standoffs, Kits for hanging sign displays or street banners, Banner Stands.

If you’d like to see an unusual line of signage go to www.videoteldigital.com. The Illustrations below are from their website.

Interactive Digital Signage

Solid State Digital Signage Short List Of Prospective Buyers First off, be mindful that banner stands, and sign hardware are used by sign shops around the world.

Prospects are: architects, interior designers, building management companies, real estate sales offices (hundreds throughout the country), sign installers, restaurants, movie houses, trade shows exhibitors. The List Is Endless.

Catalog - The Kiss Of Death I’m not suggesting to you don’t use a catalog to see a unit. But I am urging you be a guide to help the printer choose what is best for the end-user customer. The worse thing you can say to a sign printer is, here’s a catalog, look through it and let me know what you think your customer needs.

14 • June 2017 •• Dealer DealerCommunicator Communicator July 2017

WIDE FORMAT SECTION

That’s the kiss-of-death for two reasons. First the printer might not be familiar with sign hardware or signage accessories. Second, if a competitive dealer salesperson walks in and offers to help the printer in making his/her decision, who do you think will get the order? C’mon I don’t have to spell the answer out.

does guarantee product assembly and performance when the printed Banner is attached to the stand. We have over 10 different retractable Banner Stands on display in our showroom.”

If you sell banner stands, sign hardware and accessories, we want to know your comments about this article. Drop us an email.

We asked Tom Bassett, Image Depot of Fort Lauderdale to add his thoughts to this article.

“Thanks for the invitation to share with your readers. Our #1 seller of sign display hardware are the retractable Banner Stands. See website link (http: //imagedepotus.com/productcategory/wide-format-supplies/ banner-stands/). Most stands are requested by type in sizes up to 33x77” and we feature a “Good, Better and Best” selection to match the stand with the customer’s budget. Our supplier does not offer an extended time warranty, but

Publisher’s Comment: Thanks, for the assist on this article, to Tom Bassett and Mike Tiburzi at Image Depot.

(See website)

Dealer DealerCommunicator Communicator •• June July 2017 • 15

WIDE FORMAT SECTION

2016 SGIA Specialty Graphics Industry Benchmarking Report Graphics & Sign Community Companies in the graphics and sign community primarily serve business-to-business customers.

While 60 percent serve local customers, both regional and national accounts are served by more than 50 percent of companies. The median number of employees is twelve. The median annual revenue is $1,472.000.

sign sector use a wide variety of processes to image the products they produce, digital printing is utilized by nearly 99 percent.

Ninety-two percent of companies report they provide post-print/ finishing services to their customers. It is very common for companies in this segment to work with other printing companies.

Of the types of equipment purchased during 2015, the most common were software for either digital or screen printing production, or prepress production tools. The digital press most purchased during 2015 The number of companies was latex ink roll-to-roll systems classifying themselves as (less than 96 inches in width), “entirely digital,” which were purchased by 11 continues to grow, as has been the percent of those responding, ongoing trend for more than a followed by UVcurable roll-todecade. The number of companies roll systems (more than 96 inches classifying themselves as wide), which were purchased by “entirely digital” or “multi21 percent. The technology most technology, but mostly digital” intended for purchase during equals nearly 79 percent. While 2016 is pre-press production the companies in the graphics and tools for digital printing; the July 2017 16 • June 2017 •• Dealer DealerCommunicator Communicator

WIDE FORMAT SECTION

SGIA Specialty Graphics Industry Benchmarking Report Continued press most intended for purchase is UV-curable hybrid systems (more than 96 inches in width).

Equipment purchases remained brisk during 2015, with 77 percent of companies making a production-related purchase of $5,000 or more. Of that number, 57 percent made a purchase of $50,000 or more.

Companies reported that their primary barriers to growth are downward pressure on prices, finding new customers, and recruiting personnel (sales or production). Among methods undertaken to attract new customers, referrals and company websites are strong leaders. When companies were asked to indicate production strategies they use to gain a competitive edge, the most common responses were adding new product lines, reducing operating costs and lean manufacturing. Among

management and sales strategies used to gain a competitive edge, maximizing value of current customers and improving customer service were the most common.

Nearly two thirds of companies in this sector operate using credit terms of 30 days.The median percentage for outstanding receivables was 6.3 percent.

Editor’s Comment: For full report and to access more of SGIA Benchmarking Reports, visit SGIA.org

Dealer DealerCommunicator Communicator •• June July 2017 • 17

Why Rent When You Can Own A Massive List Of Dealers & Printers In Mexico? ******************************************************************

The database contains 7,709 printers in 14 categories and 2,100 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 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.”

******************************************************************

Contact Us

***************************

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 • skype: omike.Fichera

Click here to dealer inquiry form 18 • July 2017 • Dealer Communicator

DEALER NEWS Continued On Next Page S&T Office Products Joins The Innovative Family S&T Office Products and S&T Office Interiors Group have joined the Innovative Office Solutions family. Since its founding in 2001, Innovative Office Solutions has rapidly grown to become the largest independent office productivity supplier in the Upper Midwest and one of the largest in the country.

Innovative Office Solutions was born in 2001 out of a desire to bring a superior level of service, technology and personalization to local businesses. The next step in the story is the partnership between Innovative Office Solutions with S&T Office Products and S&T Office Interiors Group. For over 40 years S&T has been a highly respected organization and all concerned are thrilled about the talent, experience and

additional solutions they bring to the Innovative brand. This is an exciting time for the customers, employees and supplier partners of both organizations. More info at: innovativeos.com

Independent Stationers Announces IS+ Program For Members

Independent Stationers, an industry-leading nationwide member-owned business products cooperative, announces a new program called IS+ that provides members with additional rebates when they increase their Direct Buy supplier purchases.

The IS+ program is in line with Independent Stationers’ strategic goal of creating multiple membership opportunities that address the varying requirements of all dealer sizes, operating

Dealer Communicator • July 2017 • 19

DEALER NEWS Continued models, and needs. The IS+ program offers additional rebates paid to IS members who support key vendors by growing their direct buy volume of branded and contract products. Vendors participating in IS+ benefit by experiencing increased volume and strengthening their brands’ position in the marketplace. IS+ is available to every IS shareholder who meets the program criteria.

Topp Business Solutions Acquires Raystown Office Equipment Services Inc.

Topp Business Solutions (TBS), one of the largest family owned office automation dealers in Pennsylvania, is expanding by creating opportunity through acquisition.

Joel Vockrodt, Chairman of the The 60-year old company has Board of Independent Stationers acquired Raystown Office said, “Independent Stationers developed IS+ to add more value Equipment Services, Inc. in Altoona, PA, a copier/printer sales to membership by putting more money in dealers’ pockets through and services provider for Konica Minolta. Raystown was founded increased rebate potential. The in 1982 and serves the Central program also supports our key Pennsylvania region. supplier partnerships while bolstering their branded market “This is truly a win-win for all share. It’s a win-win for the involved. Our goal is to expand dealer and vendor communities.” our focus and bring our excellent products and services to all More info at: independent current and future customers,” stationers.coop/ said Paul Falzett, Topp Business Solutions CEO. 20 • July 2017 • Dealer Communicator

DEALER NEWS Continued On Next Page At PRINT 17 Come Visit Us

BOOTH 3858

Click here to dealer inquiry form Dealer Communicator • July 2017 • 21

DEALER NEWS Tim White, one of the owners of Raystown, states that, “When two of the oldest and best office automation companies join forces, it creates positive results for both TBS and former Raystown customers going forward.”

TBS, now in its third-generation of family leadership, employs over 100 people who operate out of its four locations, generated $20 million plus in revenue during fiscal 2016. TBS has provided technology and office automation services to the Northeast, Central and Leigh Valley local industries for over sixty years. More info at: toppcoppy.com

GSG U Offers Educational Classes In August, September GSG, a wholesale distributor of consumables and equipment for the apparel decorating, digital

printing, commercial sign, and electrical sign industries, offers regular monthly classes as part of its GSG U program. The classes are held at one of seven GSG regional offices. Here’s a look at the schedule for August and September: Friday, August 11 and Saturday, August 12, Screen Print Auto, Houston, TX

Tuesday, August 22, Embroidery Basics, Austin, TX

Friday, August 25, Heat Transfer Materials, Austin, TX Thursday, August 31 and Friday, September 1, Wrap Installation, Dallas, TX

Thursday, September 7, Screen Print Basics, Tulsa, OK Friday, September 8, Screen Print Advanced, Tulsa, OK

To see the full year or register, go to gogsg.com

22 • July 2017 • Dealer Communicator

Continued On Page 27

Model EZ Flex 100 The Crown Jewel of Coil Inserters

Binds Books, Manuals, Calendars . . . and, Provides Repeat Supply Sales for Dealers

VISIT US AT PRINT 17 BOOTH 3837

• 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 • Plastic Coil

• Double Loop Wire Spools and cut to length

Marlon 350 Auto Crimper

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

Model 300 I Roller Inserter • Coil Forming Machines • Paper Punches • Automatic Wire Machines • Coil Inserters “PVC is one of my finest suppliers. Lonnie Bramon and Jerry Roberts are what I call stand-up-guys. They walk the walk that helps me to get new business. Foreign Made? Why, when I get quality, fast delivery and Marty Boone, President competitive pricing from an American manufacturer. PVC is simply the Boone Business Products 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

Click hereDealer to dealer inquiry form Communicator • July 2017 • 23

Valuable Tips For Dealers To Grow YOUR Business At

In September, PRINT 17 returns to Chicago to drive new business strategies to the global printing and imaging industry— delivering opportunities to dealers, distributors, and channel manufacturers.

This Is YOUR Event Bring your best customers for demonstrations and to meet new and existing manufacturer-partners.

Explore and Learn About Emerging Market Trends Look to PRINT 17 for the future of the industry. Learn about what your customers need so that you will be prepared to encourage business growth.

Discover the Latest Technologies at the Exhibition In no other place will you see so many of the latest and most advanced technologies, services and products as the PRINT 17 Exhibition. In just a few days at the show, you will be able to reach untapped audiences while impressing your manufacturer-partners by visiting them in person. Imagine how much you will be able to see and do in just a few hours while at the show!

Attend OUTLOOK 17 This event is particularly important for YOU—dealers and distributors.

Why? This annual program provides economic and marketing information, technical reports, and print trends and forecasts. Don’t miss it!

To learn more, visit www.Print2017.com 24 • July 2017 • Dealer Communicator

Dealer Communicator To connect with us click here

• July 2017 • 25

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!

To connect with us click here 26 • July 2017 • Dealer Communicator

DEALER NEWS Kelley Imaging Systems Wins 2017 Itex Perfect Image Award

Kelley Imaging Systems (Kelley), one of the largest privately owned office technology companies in the Pacific Northwest with 16 offices in Washington, Montana and Oregon, was presented with a

2017 ITEX Perfect Image Award for Outstanding Sales Program by Marc Spring, ITEX founder and Chief Business Officer and owner of Evolved Office and Copylite companies. Spring presented seven awards at the annual ITEX National Conference and Expo on April 19, 2017 which was held at The Mandalay Bay Hotel in Las Vegas, NV. The ITEX Perfect Image Awards honor exceptional businesses and dealerships

Continued On next Page

There’s A New Force In Flexible Magnetic Materials Printable Sheets, Rolls, and Strip

NEW FORCE MAGNETICS

See Our Product Ad In This Issue Pages 4 & 5

&

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

See Display Ad Page 23

Dealer Communicator • July 2017 • 27

DEALER NEWS Continued that have shown excellence in office technology and document solutions. In particular, the annual PIAs show superior distinctions within well-defined categories, and award consideration is open to independent dealers and solution providers in office technology and workflow solutions.

“Each award recipient demonstrated exceptional innovation and outstanding performance,” said Spring. “We applaud Kelley Imaging Systems and all of this year’s deserving winners. More info at: kellyimaging.com

has announced that it has been awarded the Defense Intelligence Agency’s (DIA) multiyear maintenance agreement contract for technical, managerial and qualitative analytical support for its official equipment.

Kensington Office Machines will assist DIA to continue to meet, enhance its decision making processes in critical areas such as operations planning and personnel readiness.

Kensington Office Machines is a leading federal contractor for maintenance of government office equipment and IT support, including copier repair services, maintenance and sales in the Washington D.C. region. The Kensington Office Machines DIA, based in Washington, D.C., Wins Defense Intelligence provides military intelligence to Agency’s Maintenance Contract warfighters, defense policymakers For Critical Equipment and force planners in the Department of Defense and the Intelligence Community, in support of U.S. military Kensington Office Machines 28 • July 2017 • Dealer Communicator

DEALER NEWS planning and operations. DIA plans, manages and executes intelligence operations during peacetime, crisis, and war. More info at: kensingtonoffice machines.com

Kirbywest Launches New Blog

Kirbywest Printing Equipment, a new and used printing equipment dealership located in Scottsdale, AZ, has launched a new blog.

Check them out on a regular basis to see updates and new posts related to the print industry and printing equipment. Very mature and thoughtful observations about the industry. More info at: kirbyw.com

news from

Industry Analysts, Inc. The Place For Print News

Coordinated Business Systems Expands Networking Services Coordinated Business Systems has acquired Doman Networking Services, Inc. It is anticipated that all the service, sales and administrative personnel will remain after the acquisition.

According to Jim Oricchio, President of Coordinated Business Systems, “This acquisition solidifies Coordinated’s position as Minnesota’s premier provider of information management technology.”

Oricchio continued, “Doman Networking Services has been a local leader in the IT services arena and their company culture is a good fit with Coordinated’s core values and innovative service initiatives. Now, our combined customer base will be able to

Continued On Next Page

Dealer Communicator • July 2017 • 29

DEALER NEWS take advantage of best-in-class managed IT managed services, document imaging technology, telephone systems and a suite of other Professional Services.”

Stephen Doman, President of Doman Networking Services commented, “In any business, people are the key to success.

I believe that Coordinated is one of those rare companies that puts trust in their people and builds a great team. As a result, I think that the Doman customers will be

well taken care of and have access to more technology solutions.”

Doman added, “I also expect that current Coordinated customers will benefit since they will have access to the enhanced resources of a highly-motivated team.”

DC

There’s A New Force In Flexible Magnetic Materials Printable Sheets, Rolls, and Strip

NEW FORCE MAGNETICS

See Our Product Ad In This Issue Pages 4 & 5

&

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

See Display Ad Page 23

30 • July 2017 • Dealer Communicator

News

4Dealers

The Passing Of Joe Marling Joe Marling represented the printing industry as a man of integrity, a man that cared not only for the companies he worked for, but for the people that came into his life. I for one can tell you that Joe was one of the strongest allies of Dealer Communicator and shared a friendship not easily found in an era when most of us are chasing survival and money.

From Florida we received the following message from Paul Bruno, a long time friend of Joe’s. “If the world was full of people like Joe Marling, we wouldn’t need a police department or the military. He was a friend that people, whether in the print industry or personal, would dream of having. In my case, I was one of the lucky ones. I met Joe 1969, worked with him for many years

later and frankly, the man was who he was before and after a friend and an incredible human being. I will truly miss him.”

Luis Campos (formerly of O&M Folders, Baumfolder, Vijuk) had this to say. . . Every time I think about the years I spent working with Joe Marling, the same question comes to mind: “Have you ever met an honest man, one who was totally and completely unselfish?” If you have, then you met Joseph (Joe) Marling, who, starting in 1973 became my mentor and my friend for 44 years. I don’t want to overdo my message, but I will say this - Joe always extended a hand to anyone who needed help and encouragement. He never asked for more than a handshake. And finally…my advances in the industry started with these words: “young man….it’s time for you to help build the business.” I was an equipment operator and tech guy that never wore a tie to work – sales work, Never! Joe simply said: Trust Me. And trust him I did.

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Epson SurePress Digital Label Press Continues Leadership in Packaging Market

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Birthday Anniversary Announcements

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Epson America, Inc. achieved record sales of the SurePress L4033AW and L-6034VW digital

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Click here to dealer inquiry form 32 • July 2017 • Dealer Communicator

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of its metal decorating plant label presses for the fiscal year ln Charlotte, NC late last year, ending April 30. Epson America and its global affiliates continued its record-breaking momentum with over 250 SurePress units installed worldwide, demonstrating its leadership as a trusted digital label and packaging press provider throughout the world, including North and South INX International Ink Co. America, Europe and China. recently doubled the size of its manufacturing facility in INX Expands Edwardsville Edwardsville, KS. Completed in Manufacturing Facility April, the now 75,000 square-foot Following a successful expansion Continued On Next Page

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Continued

building improves the company’s ability to support continued growth for its highly popular Energy Curable inks and coatings products.

“Our warehouse space also was at maximum capacity, requiring us to seek off-site warehousing for both raw materials and finished goods,” continued Hrdlick. “Less space also made it difficult to support our non-UV customers in the geographical area. The expansion resolves all those issues. We now have floor space in shipping to stage all of the materials for the orders in one place, and we will be eliminating the rental warehousing once we get acclimated to the new space.”

Summa America to Appoint Barry Budwit As Vice President And General Manager In April of this year, Summa NV announced it would set up a

subsidiary organization, Summa America, to develop its business in the Americas. The company has announced that Barry Budwit will be taking on a leading role in developing the organization and business in the Americas, as Vice President and General Manager.

Barry held several leading positions in the Digital Printing and Wide Format market. “I am excited to join Summa and align my experiences in the Commercial Digital Printing Barry Budwit Market with the best in class digital cutting solutions offered by Summa’s product portfolio with a clear and dedicated channel strategy.”

Wim Maes, Summa America’s President added: “Barry brings a unique set of skills and experience to the Summa team. During his career, Barry built an impressive

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Continued on next page

Opening a dialogue is the first step in fully understanding women’s roles in the printing industry, and it’s a step that the Women in Print Alliance is undertaking, according to Marci Kinter, Vice President, Government and Business Start date for the company is Information, Specialty Graphic August 2017.

Imaging Association (SGIA).

Kinter said, “The printing industry is leaving talent on the table. Roughly half the global workforce is female, but women Women in Print Alliance make up just 26 percent of the Sparks a Conversation Industry-wide survey, networking industry. The industry is missing breakfast and panel discussion at out on opportunities to tap into a more diverse bank of experience.”

SGIA Expo expand opportunities The Women in Print Alliance’s for understanding and focus is on attracting, retaining connections and advancing women in Leading Online Wide Format Printing specialist the printing publication for sale in Australia as well as Specialist workforce. To Classified online magazine for the get a snapshot commercial offset industry. Due to bad of experiences, expectations and health, owner must sell. Enquiries to priorities, SGIA Michael at michael@asfisherco.com has launched a network in the Sign & Display market, gathered a lot of expertise in wide format printing, finishing and workflow solutions. We are happy to start the Summa America business under his leadership”

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Continued

survey of women in the printing industry. The Alliance will share the results with the public during its breakfast (October 11, 7:30-9: 00 am) at the SGIA Expo.

Presstek Appoints Yuval Dubois To Chief Executive Officer Presstek, the leading provider of ecofriendly printing solutions,has announced the appointment of Yuval Dubois to Chief Executive Officer. Since joining Presstek in 2013, Dubois successfully spearheaded several critical initiatives in the commercial, newspaper, label and narrow web printing market segments.

Dubois’ vast knowledge in Computer-to-Plate and DI® plate technologies will be invaluable

as he positions Presstek for greater success. Dubois’ drive and proven leadership skills will enable him to effectively lead the management team to develop strategies that will set the stage for Presstek’s long-term growth and profitability.

“It’s an exciting time to be at Presstek. I look forward to working with our talented team to continue to advance Presstek across multiple market segments within the printing industry,” commented Yuval Dubois, Presstek CEO.

New Printing, Publishing, and Imaging Consulting Group Formed…Graphic Communication Advisors

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Continued on next page

A new consulting group, Graphic Communication Advisors, was recently formed to bridge the gap left by association mergers, downsizing, or elimination.

non-print digital imaging.

To find out more visit the Graphic Communication Advisors website: http:// graphcommadvisors.com.

The Directory of Graphic Holography Industry Awards Communication Advisors is Open For Entries the “brainchild” of industry guru Raymond J. Prince. Prince Entries are open to find the reached out to some of the most best commercial holography experienced and sought-after experts in the field and brought them together as a “one-stopshopping” resource for all facets of the printing, publishing, and imaging industry.

This includes print service providers, OEMs, software William B. Rudow Inc. developers, as well as graphic www.suckers.com communication info@rudow.com companies already into, or wanting to develop services in, Click here to dealer inquiry form Dealer Communicator • July 2017 • 37

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Continued

applications with nominations being welcomed for the 2017 industry awards.

The annual Excellence in Holography Awards are organized by the International Hologram Manufacturers Association (IHMA) and will be presented at the forthcoming Holography Conference, which will be held from November 16 - 17 in Barcelona. The awards recognize outstanding achievement and mark those who have been at the forefront of the sector, introducing innovative or commercially viable hologram products or techniques over the past year.

Attended by delegates from hologram suppliers, manufacturers and users from around the world, the conference will also feature displays of products from the winners and runners-up.

TCL Packaging HD Printed Ovenable Films Receive Highest Temperature Certification

Ovenable films from TCL Packaging are the first to be successfully tested by Smithers Pira for ovenable food safety performance up to 225°C 435°F. The packaging is suitable for all food types cooked in both conventional and microwave ovens and is available in pouch and reel format.

Innovative new inks and print techniques have been used to achieve high-density, 150 screen that maintains stability and full integrity at high temperatures.

Consumer demand for ovenable convenience is growing rapidly and it is essential food cooked in plastic packaging is safe. The

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technical team at TCL is aware not all buyers are aware of the complex chemical and molecular behaviours of this type of printed ovenable film under extreme temperatures.

Hederman Brothers Celebrates New One-of-a-Kind KBA Rapida 200 customers, print designers, advertising executives, local 106 Press With Open House With great fanfare, Hederman Brothers, a 119-year old familyowned commercial printer near Jackson, MS recently held an open house at its new 50,000 sq ft facility in Madison County. Over

Thought of the Month If you’re going through hell, just keep going.

government officials, employees, and guests attended the event in late April. They witnessed the operation of the firm’s new KBA Rapida 106 press in action and gained new knowledge

JUMP INTO

Continued On Next Page

3D

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Email: lonnie@precision3Dfilament.com Telephones: U.S. 800-461-9301 ... International 1+208-377-9301

Click here to dealer inquiry form Dealer Communicator • July 2017 • 39

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Continued

into its unique capabilities.

This dynamic new press took centerstage as it ran a live job at 20,000 sph lightening fast speed demonstrating its capability to print UV-cured process printing, spot coating with amazing results on uncoated papers.

WestRock Completes Acquisition Of Five Facilities From U.S. Corrugated Holdings, Inc.

WestRock Company completed the acquisition of certain operations of U.S. Corrugated, a large independent manufacturer of corrugated products for packaging and displays.

WestRock acquired five corrugated converting facilities in Ohio, Pennsylvania, and Louisiana from U.S. Corrugated, through which it provides a

comprehensive suite of products and services to customers in a variety of end markets, including food & beverage, pharmaceuticals and consumer electronics.

The five facilities will operate as part of WestRockâ&#x20AC;&#x2122;s Corrugated Packaging segment. WestRock intends to integrate 105,000 tons of containerboard converted annually by the acquired facilities and another 50,000 tons under a long-term contract with a newly created company formed from the remaining assets of U.S. Corrugated. The transaction is expected to be accretive to earnings in year one.

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Graphic Packaging Agrees To Acquire Carton Craft Corporation

Synergies from the acquisition will be driven by the integration of additional CUK paperboard tons and cost efficiencies.

On a post-synergy basis, the EV/EBITDA multiple for this transaction is expected to be below 6.0X.

Graphic Packaging Holding Company announced that its wholly owned subsidiary, Graphic Printing Industries of America Packaging International, Inc., Opens 2017 Dynamic Ratios agreed to acquire substantially Survey all the assets of Carton Craft Printing Corporation and its affiliate Industries of Lithocraft, Inc. America (PIA) announced the Carton Craft is an independent start of the 2017 converter focused on the Dynamic Ratios. production of paperboard based Since 1921, the air filter frames and folding PIA Ratios have been the industry cartons, and operates two converting plants in New Albany, standard helping printers improve profitability by benchmarking Indiana. their operations against industry The combined businesses profit leaders. The PIA Ratios is generated revenues of the oldest continuously operating approximately $70 million and financial benchmarking program strong converting EBITDA in the private sector of the United margins on an LTM basis.

States.

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Continued

Print industry leaders can begin participating in the survey on May 24, and the survey will close on August 31. All participants will receive a free copy of the final report.

Nazdar Ink Technologies Appoints Stephen Woodall As New Global Segment Manager Nazdar Ink Technologies appointed Stephen Woodall as its new global market segment manager for Aqueous & Solvent Digital.

Woodall will be based in Stockport, although the international nature of the position will see him work closely with regional managers in territories across the world and with Nazdar’s R&D teams in both the UK and USA. He will manage Nazdar’s existing product ranges and oversee the development of new aqueous and solvent ink formulations.

FASTSIGNS CEO Catherine Monson Joins Idealliance Board of Directors

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42 • July 2017 • Dealer Communicator

Catherine Monson, CEO of FASTSIGNS International, Inc., has been selected to

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serve on the Idealliance Board of Directors effective May 5, 2017.

Idealliance is a global visual communications association comprised of content and media creators, print and digital service providers, material suppliers and technology partners. The organization capitalizes on its integrated capabilities to advance proven technical and management best practices, deliver best-inclass research, education and certification, and lead a connected community toward innovation and inspiration.

“I’m honored to join the Idealliance Board of Directors and serve alongside some of the industry’s most respected professionals and leaders,” Monson says. “Through collaboration and forwardthinking, Idealliance provides an open and cross industry platform that promotes a more sustaining, competitive and compelling

visual communications and media industry.”

Onyx Graphics Welcomes Lee Cormier As OEM Partner Manager Onyx Graphics has appointed Lee Cormier to the position of OEM partner manager. Lee is responsible for developing and growing business relationships with global device manufacturers and key partners.

“I am excited to welcome Lee to the Onyx Graphics family,” says Bryan Manwaring, Director of Product Marketing for Onyx Graphics. “Lee comes to us with a strong background in product management and experience working with OEM partners, which will help our global growth as well as the continued success

Dealer Communicator • July 2017 • 43

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Continued

of each of our valued partners.

I am convinced he will be a fantastic asset to our team and Onyx Graphics.”

Krigsman, Lucien, Schick To be Honored with 2017 Luminaire Awards

Event sponsorships are available at early bird rates through July 31.

MBO America Appoints Andrea Duarte to Position of Marketing

Manager MBO America recently Idealliance and Printing Industries welcomed Andrea Duarte as its Alliance announced that Karen E. incoming marketing manager.

Duarte succeeds Ryan Manieri, Krigsman of J.Crew Group, Inc., who will leave the company at Traci L. Lucien of AARP, and the end of June and is currently Joe Schick, recently retired from assisting with the transition.

Quad/Graphics, will be honored She will oversee the day-towith 2017 Luminaire Awards. day marketing efforts of MBO The awards, which recognize America from MBO America’s exceptional professionals for corporate headquarters in their positive contribution and Marlton, N.J. service within the media and visual communications industries, 2016 SGIA Specialty Graphics will be presented at the annual Franklin Luminaire Awards event Industry Benchmarking Report Graphics & Sign Community on Oct. 18 at The Lighthouse at Chelsea Piers in New York City.

– For full report see Wide

Format Section page 16

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NPES And Friends Saddened

By The Passing Of William “Kip” Smythe, Jr. NPES The Association for Suppliers of Printing, Publishing and Converting Technologies sadly announces the passing of

William Kemp “Kip” Smythe, Jr., 67, on June 9 at his home in Cave Creek, Arizona, following a six-year battle with esophageal cancer.

During his tenure at NPES Kip was affectionately known as “kipster” by family members, his staff colleagues, and close industry associates. He was Vice President of Global Programs at

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NPES when he retired, overseeing the trade association’s market data program, market research, international outreach services and programs, as well as safety and international technical

standards. He also served as executive secretary of the International Color Consortium (ICC) for 20 years, and was President of the PRIMIR research organization for more than eight years. In 2013, Kip received the Meritorious Service Award from ANSI and was inducted into the NAPL Soderstrum Society in 1995.

A Trusted Logo for Floor Model Folding Machine Parts For Over 30 Years every part backed by a guarantee of satisfaction

Click here to dealer inquiry form 46 • July 2017 • Dealer Communicator

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DATES TO REMEMBER FOR INDUSTRY EVENTS Integrated Marketing Virtual Conference July 20, 2017 Contact: 215-238-5300 Visit: http://imv.targetmarketingmag.com PRINT 17 Sept. 10-14, 2017 McCormick Place, Chicago, IL Contact: 703-264-7200 Visit: www.gasc.org

thINK 2017 Oct. 9-11, 2017 Boca Raton Resort & Club, FL Contact: 312-245-1061 Visit: www.thinkforum.com SGIA EXPO 17 Oct. 10-12, 2017 Ernest Morial Center, New Orleans, LA Contact: 888-385-3588 Visit: www.sgia.org

PINE Print Management Conference Oct. 1-3, 2017 The Hotel Viking, Newport, R.I. Contact: 202-596-3450 Visit: www.pinepmc.org PSDA 2017 P2P Technology Summit Oct. 4-6, 2017 Sheraton Hotel, New Orleans, LA Contact: 800-230-0175 Visit: www.p2psummit.org

Digital Packaging Summit 2017 Oct. 23-25, 2017 Ponte Vedra Beach, FL Contact: 781-910-3671 Visit: www.digitalpackagingsummit.com IPEX 2017 Oct. 31-Nov. 3, 2017 The NEC, Birmingham, U.K Contact: +44 (0) 20 7017 6986 Visit: www.ipex.org

Dealer Communicator • July 2017 • 47

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48 • July 2017 • Dealer Communicator

Wanted: Telephone Sales Person!

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Dealer Communicator â&#x20AC;˘ July 2017 â&#x20AC;˘ 49

The

Dealer Channel I m p rov e m e n t Center Articles about Sales • Social Media • Marketing • Leadership

And Presentations By John Tschohl John Foley Bob Licari

SALES CORNER

In a Thriving Business, Customers Are Not Optional!

by John Tschohl

Modern consumers have grown up in a world of technology and innovation. They intuitively know how to define as well as expect exceptional customer service.

In a thriving business, keeping customers is not optional, it’s a requirement for businesses to survive.

At Amazon, Jeff Bezos states the following in his 2016 letter to Shareholders: There are many ways to center a business. You can be competitor focused, you can be product focused, you can be technology focused, you can be business model focused, and there are more. There are many advantages to a customercentric approach, but here’s the big one: customers are always beautifully, wonderfully dissatisfied, even when they report being happy

50 • Improvement July 2017 • Dealer Center Communicator • June 2017

continued and business is great. Even when they don’t yet know it, customers want something better, and your desire to delight customers will drive you to invent on their behalf.

No customer ever asked Amazon to create the Prime Membership Program, but it sure turns out they wanted it, and I could give you many such examples. A customerobsessed culture best creates the conditions where all of that can happen.

As our understanding of the makeup of humans increases, so does our ability to create opportunities to improve our performance and create high-value to everyone we come in contact with every day. It’s called disrupting the normal way of doing things, or in Jeff Bezos words…”if you wanna do more of something, make the friction less.

If you wanna do less of something, make the friction more.”

Amazon stays faithful to its principles and core values but includes a willingness to try a lot of things and make many mistakes. Jeff Bezos included both

in Amazon’s corporate values. His number one core value is to be fanatical about customer service.

When a company makes the momentous discovery that customers are really “people”, and when they give customer service at least as much power and influence over decisions as they give financial considerations, then they are well on the road to achieving a competitive advantage and even market dominance.

Repeat customers spend 33% more than new customers Referrals among repeat customers are 107% greater.

Know where your target market is hanging out and go where they are. The perfect example is from Metro Bank’s CEO Vernon Hill… ”There are customers, and there are fans. Customers are those people who come in, who bank with us, and who are almost indifferent to us. We are perfectly happy having customers. But our goal is to convert them to fans Fans are customers who embrace your model and culture, become

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SALES CORNER continued

part of your community, and convert their friends to new customers of your brand.

The dimension that fans add is that willingness, when somebody is whining about their bank or some banking tactic, to say, “Oh, go to Metro, that’s my bank!” Or when they see one of us away from the bank wearing a red Metro “M” pin, they walk up and say, “You work for Metro Bank?” And they quickly add, “That’s my bank. I love that bank.”

Marketing brings a customer in: customer service keeps them coming back.

Your customer services marketing strategy must focus on delivering processes, experiences, and intangibles to customers rather than physical goods and transactions.

John Tschohl is an international service strategist and speaker. He is founder and president of the Service Quality Institute in Minneapolis, Minnesota. Described

by Time and Entrepreneur magazines as a customer service guru, he has written several books on customer service. He will release shortly the 11th Edition of Achieving Excellence Through Customer Service. The Service Quality Institute (www.customerservice.com) has developed more than 26 customer service training programs that have been distributed and presented throughout the world. John’s monthly strategic newsletter is available online at no charge. He can also be reached on Facebook, LinkedIn and Twitter.

“Integrate a focus on the customer throughout your firm and across all functions”. John Tschohl DC

52 • Improvement July 2017 • Dealer Center Communicator • June 2017

6 Steps to a Successful Inbound Marketing Plan John Foley, Jr. (The Social Media Guru)

Outbound marketing is becoming less popular, causing the business community to turn to inbound marketing. Below is a step by step guide on how to create a successful inbound marketing plan: Identify Your Target Market The first step is to find out who your target market is and what they want. Your company needs to produce content that interests your target audience and gives them an incentive to contact you.

Determine Keywords and Triggers After determining your target audience, it’s time to identify

what causes them to research and show interest in your company. By finding which keywords trace back to your company the most often and the products and services you offer, you will be able to adjust the content you share.

Call to Action Once you determine your target market and which keywords help drive traffic back to your website, it’s time to determine the call to action that will appear on your content pieces.

Creating Campaign Pieces Next you must create or repurpose content for your target audience. Venture out of your comfort zone, creating not only textbased articles, but develop infographics, videos, and other marketing materials.

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Dealer Communicator • July 2017 • 53 June 2017 • Improvement Center

John Foley Article Continued Get Social Now that you are fully prepared and have taken all of the necessary requirements to become a successful inbound marketer, it’s time to post online. Be sure to choose sites that are relevant to your market.

Analyze Your Results

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.

Once all is said and done, it’s necessary to track and analyze your results. You need to make sure your marketing methods are measureable to fully take advantage of this technique.

Transitioning from outbound to inbound marketing may seem like a big risk, but ultimately, it will produce results for your company in a quick and cost effective manner. DC 54 • July Improvement 2017 • Dealer Center Communicator • June 2017

Today’s Equipment Dealers Have Had To Adjust To A New Market

by Bob Licari, BrainSell Services As an experienced machinery reseller and successful dealership in any market, you have seen the changes taking place. Aside from the many new competitors that have blossomed, competition is fierce, and well-funded. To stay a leader, you need to know your customers’ existing equipment and their office needs better than they do. This is the only way you can provide leading sales and service, backed by exceptional customer support.

A winning combination if you plan on successfully growing your dealership. Of course, there is more to it, you must be proactive with your customers.

To start with, take extra measures to prevent your customers experiencing down time and service calls by providing exceptional training to their operators allow the customer

to create reference videos of the training to be used anytime by your service teams. Proper maintenance must be encouraged.

Client communications are paramount in creating that positive relationship between dealership and customer.

Although Administration should be proactive in creating this environment between the customer and your dealership, it is your sales person who must keep this rapport with your customer.

You need to make sure the sales people don’t get complacent and sit around the office waiting for something to happen. Get them out on the street to MAKE SOMETHING HAPPEN! They need to be armed with the tools of knowledge. Provide that for them and get them out visiting existing

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Dealer Communicator • July 2017 • 55 June 2017 • Improvement Center

Bob Licari Article Continued and new customers, not to forget the best sale generation action to ever take place….Yes, and force the sales teams to learn to make COLD CALLS a regular part of their week. If you allow them to get lazy, they will.

Train your service department well, hold your service managers accountable in providing the service and support your clients will expect. Don’t forget the proper tools. Your technicians rely on you to provide them with the tools they need to do their jobs well. Don’t fall short here! The investment into proper tool arsenals can make all the difference in your success. Many of you sell feeders and transports; you understand what I mean here.

On many belt transport bases for example, the belt replacements are labor intensive and costly if done completely manually. By equipping your service teams

properly and having the right tools such as a belt-change-kit, the service repair can be made quickly and easily without dismantling the transport base.

This visibility to your clients that you are equipped properly will also give them piece of mind that they have invested with the right company and dealership, YOURS! Wishing you continued success!

DC

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@BrainSell Services.com, Ph: 754-779-4296 or visit his website at www.BrainSellServices.com.

56 • Improvement July 2017 • Dealer Center Communicator • June 2017

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58 • July 2017 • Dealer Communicator

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1-954-971-4362