Dealer Communicator JULY 2016 by Fichera Publications

Dealer Communicator

July 2016

Manufacturer Sponsored NewsJournal

Offset // Digital // Wide Format - Signs Platinum Sponsors

Table of Contents for FlipBook

Click To View Articles Below GENERAL NEWS SECTION

4 Advertisers Index 9 Personally Speaking - by O. Mike Fichera, Publisher 11 Product Focus: Shifting To Digital Products 17 Dealer News 27 News 4 Dealers 41 Sales Corner - Acquisitions vs Alliances: the Basics - by Ed Rigsbee 43 5 Ways to Personalize Your Marketing Efforts - by John Foley 45 How To Talk To Customers Like Hospital Patients - by Mary Redmond 47 The Value Dependability Has In Creating Long-Time Customers - by Bob Licari

New Force Magnetics ISSUE SPONSORS

Manufacturing Directions, Inc.

WIDE FORMAT / SIGN SUPPLY SECTION

50 Major Article: Sign Hardware

William B. Rudow Inc.

HOT DEALER NEWS Grimco Acquires 360 Digital Imaging Solutions More Page 25

Click Arrows Left and Right To Turn Pages

DealerCommunicator • July 2016 • 1

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

Brackett, Inc..................................................13 New Force Magnetics Co................ 2&3,16,30 Graph Expo 2016 ...........................................5 Precision 3D Filament ........................39,44,51 Graphic Arts Show Co....................................5 Primir............................................................51 Independent Lease Review..........................46 PVC Spiral Supply............. 16,18&19,27,30,33 Manufacturing Directions, Inc ......................11 William B. Rudow Inc....................................35 Martin Yale Industries............ 6&7,31,33,36,40 SGIA Expo 2016......................................38,52 MDI...............................................................11 Trade Show Times..........................................4 4 • July 2016 • DealerCommunicator

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Fichera Publications

E-Mail: omike@dealercommunicator.com

1919 North State Road 7, Suite 202 • Margate, Florida 33063

1-800-327-8999 Int'l Phone: + 954-971-4360 2016 • DealerCommunicator

Local 8 •Phone: July

Fax:

1-954-971-4362

PERSONALLY SPEAKING BY

O. MIKE FICHERA, PUBLISHER

Hey, I’m glad you flipped to this page. There’s a lot going on in this incredible industry of ours. The general news editorial on page 11 tells us about the ongoing shift to digital. Will it ever be, that print will be 100% digital? Maybe. But not tomorrow morning.

Is This A Time For Dealers To Be Looking For New Vendor-Partners? If you’re a manufacturer reading this, don’t get nuts. I’m not suggesting dealers dump their valued MFR-Partners. But as print changes, dealers would be wise to be in search-mode. One of the best places to search is at a trade show, but By Appointment Only with a corporate executive. This raises your level of importance, and provides you the opportunity to see product lines with your own eyes and see live demos. Oh one more thing…the one-on-one is an opportunity to look your contact in the eyes and ask crucial questions about their current method(s) of distribution, number of reps in the field, technical help and if there are other dealer(s) in your territory. TALK TO ME: Are you in search of growth opportunities and new vendors? Contact me omike@dealercommunicator.com

COVER STORY

The Grimco acquisition –story on page 25- tells us that our industry is dynamic and characterized by constant change and progress. …………………….... Page 17. Arctic Office Products Celebrates 70 Years ……………………… Page 41. Acquisitions vs Alliance is Ed Rigsbee’s thought provoking article. A must-read. ……………………… Page 49. Sign Hardware. Does that hit your hot button? It should because when your sign shop customers print a job, it’s got to hang, or be attached to something. Don’t you think?

DealerCommunicator • July 2016 • 9

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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

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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!

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Shifting To Digital Products By now it should be clear to all graphic arts dealers that the printing industry has shifted its technology to incorporate digital printing into its arsenal of imaging methods. While offset and flexo printing remain viable methods for

many printed products, digital printing is the mainstay for short run, personalized print but is slowly and surely becoming a replacement technology as new digital inkjet and nano presses make their way into the market.

Continued On Next Page

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DealerCommunicator â&#x20AC;˘ July 2016 â&#x20AC;˘ 11

Shifting To Digital Products - Continued Historically, many graphic arts dealers were slow to respond as prepress moved from being film based to being digital. Typically, the printing industry is slow to accept new technologies since it represents a significant retooling cost into areas that they have little expertise. But once the technology is accepted and has a proven return on investment (ROI) acceptance is quick. Computer to Plate (CtP) had limited success through the turn of the 20th century and then BANG by the early 2000’s film was gone. Likewise, copy shops shifted from duplicator presses to digital presses reducing the sales of offset equipment, parts and supplies to copy shops and smaller printing companies. With all the news about advances in digital printing equipment with offset-like quality and acceptance by not only the commercial

printing industry but by packaging, label and corrugated printing firms it is obvious that digital print is here to stay. So, Dealer Communicator (DC) looked around to see how dealers are handling this shift in product requirements as digital printing becomes mainstream. The first stop on our tour of dealer sites is E. Thomas Brett Business Machines, Inc. in Horsham, PA (www.etbrett.com). Founded in 1969 by Gene Brett, Sr. as a technical support, equipment and supply dealership for offset and duplicator printers, this family business has shifted with the times. While they still sell and support smaller offset and traditional screen printing equipment they have a full range of digital and finishing equipment plus the needed supplies. Brett has a well-organized website that

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Continued On Page 14

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DealerCommunicator • July 2016 • 13

Shifting To Digital Products - Continued features an online store. Their wide range of traditional and digital equipment along with finishing equipment shows that this dealer is moving with the times. It also allows them to sell to a wide range of markets from copy shops to inplants to schools or churches. The next DC stop visited Standard Graphics Mid Atlantic, Inc. (www.standardgraphics.com) is a family owned business that was established in 1983. This dealer specializes in binding equipment and supplies that fit typical small printers, corporations and other businesses that use digital equipment for the printing and have a variety of binding requirements from round cornering to plastic binding. For Standard Graphics the movement toward digital printing is a boon with the expanding number of companies doing using digital

office and production machines to handle their print needs. It has grown the company and expanded its market from the Washington DC greater region into the Carolinas as well. DC next visited Freeman Graphic Systems (www.freemangs.com) began in 1963 as the Walter Floyd Co. of the Carolinas a graphic arts supply dealer. First as a partner, Dewey M. Freeman purchased the company and renamed it as it is known today. During these changes, Mr. Freeman was able to position the company for the digital age. Today, son Bill Freeman runs this family company with the same emphasis on service that is the basis of this dealerâ&#x20AC;&#x2122;s successes. Their special focus is on small and medium sized operations. On the equipment side they offer a range of digital, direct-imaging (DI), or offset presses along with binding

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Digital Products continued machines and related supplies. Recognizing that choosing from so many options, models, and types of equipment can become a challenge within itself Freeman Graphic Systems offers assistance in the decision process for their customers.

do everything from building wraps down to small UV flatbed technology. “We have seen rapid growth in the Wide Format market and it has become our best performing sector.”

While many graphic arts dealers were initially in business to sell and support traditional printing technologies one company that Another approach to the changing has built its digital business from a different root is Arctic Office printing industry showed up Products (www.arcticoffice.com) at Image Depot located in an Alaskan owned and Fort Lauderdale, FL (http:// operated office products dealer. imagedepotus.com) Founded in Established in 1946, they 1993 they started their business employ more than 100 Alaskans by building a “Different and Better” model which has become making them the largest full service office products dealer their motto. The company’s core in the state, providing furniture, strength initially focused on office supplies, office machines, servicing offset printing but over and a factory trained service the years they began to servicing department. The have a full the wide format sign business as range digital presses and wide they expanded their portfolio of services and products. Today, they format machines in addition to supporting binding equipment still sell offset equipment and and supplies. They have an supplies but the growth of their office supply catalog but also business has been in supporting use their website as an ordering the wide format market with machines and supplies that can Continued On Next Page DealerCommunicator • July 2016 • 15

Shifting To Digital Products - Continued site. One interesting business move is that Arctic Office is an authorized distributor within the Federal Strategic Sourcing Initiative (FSSI) under the EZ Print Supplies GSA Contract covering the state of Alaska. This is a potential growth market for dealers.

and equipment are changing their business to meet the changing needs of their customers and the market in general. You should do your own tour and see how your dealership is matching up with some of these industry leaders. If you are adjusting your business to the inevitable trend of the printing industry going mostly digital The point of this DC tour of then cool. But if you are lagging dealers is to illustrate how dealers or still think traditional printing in traditional printing products will dominate then that may be uncool. Survival of dealerships is in a willingness to Click On Ads For Inquiry Form change with the times. DC There’s A New Force In Flexible Magnetic Materials Printable Sheets, Rolls, and Strip

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DEALER NEWS Arctic Office Products Celebrates 70 Years Arctic Office Products is an Alaskan owned and operated dealership. Established in 1946, Arctic employs more than 100 Alaskans. They are the largest full service office products dealers in the state, providing furniture, office supplies, office machines, and a factory trained service department. “Arctic has been fortunate to be in business in Alaska for these 70 years,” stated Bill Borchardt, President, “and I have been fortunate to be surrounded with outstanding associates. Our company has always had the best people and the best products in the Alaska market.” Mr. Borchardt continued, “I would like to add one more thing about how we survived all these years. As a local dealer, we know our customers by first name. We know their businesses intimately. We know what they want and we deliver what they want with the kind of service that calls for a tight, trusting relationship.” More at arcticoffice.com

Continued On Page 18 DealerCommunicator • July 2016 • 17

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DealerCommunicator • July 2016 • 19

DEALER NEWS Continued GSG Appoints Executive VP

Dallas-based GSG (Graphic Solutions Group), a supplier to the screen, sign, digital imaging and embroidery industries, announces the promotion of Rodney Williams to Executive Vice President. A veteran of the company, Williams has worked for GSG for the past 22 years, and most recently served as the company’s Vice President of Sales. “Rodney will be focused on becoming the company’s integrator,” says Mark Granberry, President and CEO of GSG. Granberry adds that Williams’ extensive experience working at GSG “will allow him to manage the big picture initiatives while keeping our most important stockholders in mind: our customers.” More at gogsg.com

Des Plaines Office Equipment Names David Achilli As Branch Manager Des Plaines Office Equipment (www.dpoe.com), the Chicago area’s leading provider of managed print services, managed network services, and related technology, has announced that David Achilli of Rockford, Illinois has joined the company as Manager of the Rockford branch. In this role, Achilli is responsible for all sales and operations activity in the Rockford office, including maintaining the showroom and data network, marketing efforts, and building management. “It’s great to have David on board as our Rockford branch manager,”

20 • July 2016 • DealerCommunicator

DEALER NEWS Continued on next page said Chip Miceli, President of Des Plaines Office Equipment. “His professional background, organizational skills and general commitment to excellence are certain to make him a valuable member of the DPOE team.” shared with Dealer Communicator by

Industry Analysts, Inc. The Place for Print

St. Cloud-based Marco has further expanded its territory in Minnesota with the acquisition of a portion of North Country Business Products’s copier and wide format printer business. That portion of the business will be combined with Marco’s office in Bemidji. North Country will continue to operate its point of

sale, security systems and office supplies and furniture divisions. In a statement, Jim Maleska, Marco’s regional sales director, said the acquisition of the copier and wide format printer business was a good fit for the company. “Marco has been in the copier business since 1975 and has an extensive team of technical specialists. This is the second acquisition Marco has made within the past two weeks. On May 25, the company acquired Plymouthbased Paragon Solutions Group Inc., a 12-person technology company. Marco services clients throughout the country with offices in eight states and employs 1,050 people throughout its 49 locations. More at: http:// industryanalysts.com

DealerCommunicator • July 2016 • 21

DEALER NEWS Continued Prosperity Plus Announced That It Advised Tom Hynes And Ellis Systems On The Sale Of The Business To Wolter Group

systems, vertical lift modules, vertical carousels, and rotary files.

Former RR Donnelley Exec Gary Greis Joins Graphco

Graphco announced that Gary Ellis Systems is a leading Greis joined distributor of high-density storage the Graphco and shelving solutions based in sales team Lake Forest, Ill. Ellis Systems effective June will operate as a member of the 1, 2016. Greis will have dual automated material handling roles including National Sales and storage sector of Wolter Manager for Inpro Grand Format Group, which consists of Illinois Cutters and Territory Sales Material Handling, Wisconsin Manager offering the full line Lift Truck Corp., Ellis Systems, Wolter Power Systems, and Fleet of Graphco print and finishing solutions. “The management, Services. process and production expertise Ellis Systems, founded in 1963 that Gary brings to Graphco as a distributor of filing systems customers will continue to set and equipment, provides solutions our recommendations apart from to customers throughout the other equipment providers,” said Midwest. Its space-saving Chris Manley, Graphco President. solutions include mobile shelving More at www.graphco.com. 22 • July 2016 • DealerCommunicator

DEALER NEWS Continued on next page Rowmark Names Marco Awards Group An Authorized Distributor

Ohio-based engraving substrate manufacturer Rowmark has announced the appointment of South Windsor, Connecticutbased Marco Awards Group as an authorized Rowmark distributor to serve the wholesale trophy component distribution industry. Rowmark vice president of global sales and business development Rich Zydonik says the appointment will ensure that trophy and awards customers now have access to Rowmark’s engravable sheet materials for that market segment.

products are available exclusively through its authorized distributor network. More at www.discounttrophy.com.

A.L. Larsen Welcomes New Business Partner

When he left the Hansen Type Foundry in 1919 to begin his own business with the help of his son Erving, machinist Anton Lauritz Larsen laid the foundation for one of this country’s most successful printing equipment companies. Today, 88 years and three generations later, A. L. Larsen Co., Inc. serves printers in all six New England states. The company is a source for both new and used prepress, press and bindery equipment, Marco will serve Rowmark and certain graphic arts supplies customers from its 31 domestic from a number of outstanding distribution warehouses across the manufacturers. U.S. Rowmark engravable sheet DealerCommunicator • July 2016 • 23

DEALER NEWS Continued A.L. Larsen is now pleased to announce the welcoming of Spiel Associates, Inc. as a new business partner. This partnership brings a wide array of book bindery equipment to the A.L. Larsen product line to meet all of their customers’ short run and large run equipment bindery needs. Spiel Associates has been solving America’s bindery problems since 1963. Welcome Aboard! More at www.allarsen.com.

Merritt Graphics Print Solutions Introduces New Publication Amplify

Marketers are continually being introduced to new technology and platforms, new trends, new buzz words. Merritt Graphics Print Solutions, was looking to deliver valuable content to their customers and package it in one easily accessible resource. Merritt is bringing up-to-date and exciting articles to their customers and colleagues through the quarterly magazine amplify. The articles throughout the publication are written in a “dip in, dip out” style for quick reads for busy professionals. Learn more online at www.merrittgraphics.com/ print-solutions/amplify or call toll free: 800-344-4477.

MtM Now Has Bucket

Merritt Graphics launches an exciting new quarterly publication O’Banners Line Of Color Copier Media for Marketing and Design professionals. The publication MtM, offers valuable insight on (Marketing technology and trends in the fast& Technical paced and ever-changing world of Materials Inc.), a printer media Marketing. 24 • July 2016 • DealerCommunicator

DEALER NEWS Continued on next page supply and support company servicing the print-for-pay and equipment dealer and supply markets, has announced their new Bucket O’Banners line of color copier media. This new line of materials, offered for clients desiring to take advantage of banner printing capabilities on their color laser devices. Contact MtM at (800) 704-4647 to learn more or visit them at: www.mtmimagingsupplies.com.

Grimco Acquires 360 Digital Imaging Solutions St. Louis-based Grimco Inc., a wholesale sign supply company, has announced its acquisition of San Diego-based 360 Digital Imaging Solutions. The company is a full line distributor of equipment and supplies for the wide-format printing market.

“Grimco is excited to welcome the employees, customers and suppliers of 360 Digital Imaging Solutions,” says Keith Pittillo, Grimco’s Executive Vice President. “This acquisition better positions us to assist our customers in Southern California. Our goal is to continue to deliver the great service that 360 Digital Imaging has always provided, while expanding the product offering to the entire customer base.” “360 Digital Imaging Solutions is excited to be part of Grimco and where they are going as a company,” stated Clint Fox, President of 360 Digital. “We believe this is a great move by both companies to join together and expand our business in the Southwest.” More at www.grimco.com. DC

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• July 2016 • 25

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

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

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Xerox Names Ashok Vemuri As CEO Xerox announced that Ashok Vemuri will become the Chief Executive Officer of the Business Process

Outsourcing (BPO) company upon the completion of the separation of Xerox into two publicly-traded companies. Vemuri will join Xerox effective July 1, 2016 and serve as Chief Executive Officer of Xerox

Continued On Next Page

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Business Services, LLC and as Executive Vice President of Xerox Corporation until the separation is complete.

2016 Franklin Award For Distinguished Service Recipient Announced The 2016 Franklin Luminaire Committee has selected Armen Keteyian, award-winning journalist, correspondent, and author as the recipient of the 2016 Franklin Award for Distinguished Service – the highest honor given an individual by the graphic communications community. The coveted award has been presented for over 60 years to renowned leaders in the military, political, business, journalism and communications sectors for their

outstanding achievements and contributions to American society. The award, named for Benjamin Franklin, a printer by trade, will be presented to Mr. Keteyian at the annual Franklin Luminaire Awards on October 19, 2016 (5: 30 – 10:00 pm) at the Lighthouse at Chelsea Piers in Manhattan. The gala is jointly presented by the PIA Graphic Communications Foundation and the Digital Enterprise Education & Research (DEER) Foundation.

Muller Martini Promotes Andy Fetherman To Vice President Of Sales And Technology Werner Naegeli, President and CEO of Muller Martini North America, announced the promotion of Andy Fetherman to the newly created position of Vice President of Sales and

28 • July 2016 • DealerCommunicator

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Technology, effective July 1, 2016. He replaces Vice President of Sales, Carrington Herbert, who is retiring.

of its 20 daily live press demos. Visitor enthusiasm translated

“This is a well-deserved promotion,” remarked Naegeli. “Andy is a familiar face to our customers and is known throughout our industry as a technology innovator and proponent of digital manufacturing solutions. In this new position, they can continue to count on Andy’s vision, expertise and dedication to championing customer-focused solutions that meet their particular finishing challenges and objectives.”

directly into hundreds of sales meetings, with orders taken in all major geographical regions, including the Americas, Europe and Asia-Pacific. Landa reported numerous multiple-press deals, demonstrating market confidence in Landa and its Nanographic Printing presses.

Landa Racks Up Over Euro450 Million/506 Million US Dollars In Orders For Nanographic Printing Presses Landa once again took center stage at Drupa, an estimated 200,000 visitors thronged to the Landa stand to catch a glimpse

Buhl Press, Kelmscott Communications, And Rider Dickerson Merge To Create A Dynamic New Company Named Fuse Three long-standing leaders in the marketing and printing services industry—Buhl Press, Kelmscott Communications and Rider Dickerson—have merged to create a new company named Fuse (www.fuse321.com).

DealerCommunicator • July 2016 • 29

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Kelmscott Communications President Scott Voris will serve as President of Fuse overseeing the day-to-day business. He also will remain President of Kelmscott. Charlie Barkley will remain President of Buhl Press and will serve on the Fuse executive team. Bill Barta will remain President of Rider Dickerson and will also serve Click On Ads For Inquiry Form on the Fuse executive team. Other key There’s A New Force In Flexible Magnetic Materials members of the Fuse Printable Sheets, Rolls, and Strip executive team are NEW FORCE MAGNETICS See Our Product Ad In This Issue John Reilly and Ed Gudonis. Each has more than 30 years Buy Plastic Coil Double Loop Wire of experience in the From One Source marketing services Tel 800-461-9301 <> Fax 208-377-9301 industry.

Together these companies will provide innovative marketing solutions that combine strategy, cutting-edge print technologies, and marketing analytics to help clients reach their business goals. All three organizations will retain their current names and identities as divisions of Fuse.

Email ljfullmer@pvcspiralsupply.com www.pvcspiralsupply.com

Our Dealers Make 2 Sales On One Sales Call. Learn How >>> Pages 2 & 3 30 • July 2016 • DealerCommunicator

SpeedPro Imaging To Enhance Frederick, Maryland SpeedPro Imaging continues its national

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expansion with the opening of its first studio in Maryland this fall. The SpeedPro Imaging of Frederick located at 8430 Spires Way, Ste J in Frederick, MD is the company’s first venture into Maryland, and plans are to open four more studios within the next few years. “We’re eager to delve into Frederick’s thriving market. Our mission is to propel the growth of local businesses by producing visually stunning graphics that physically convey their marketing messages,” said Wil X. Graham,

President and owner of SpeedPro Imaging of Frederick. “We will accomplish this by partnering with our customers to develop the most cost-effective solutions that deliver the biggest impact – all at a quick turnaround.”

USSC Scholarship Recipients Chosen

Each spring, the United States Sign Council (USSC) awards three scholarships to dependents

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 • July 2016 • 31

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of USSC member companies. This year, the committee chose the following three outstanding students for this honor: Haley Brown was sponsored by Sign Effectz of Milwaukee, Wisconsin, Owen Howard was sponsored by N. Glantz & Co., Zachary Panian was sponsored by Graphics 22 Signs of Pittsburgh, Pennsylvania.

brings eighteen years of sales management and improvement to the Gravotech team.

For information about USSC member benefits (including the scholarship program and discounts), call 215/785-1922 or visit www.ussc.org.

InfoTrends has announced that Pat McGrew will be joining the company as Director of the Production Workflow Solutions (PWS) advisory service at the end of June.

Gravotech Hires A New Sales Manager Gravotech is pleased to announce the hire of Mr. Kevin Campbell, Gravograph Business Manager. Kevin

Pat McGrew To Join InfoTrends As Director Of Production Workflow Solutions

In her role, McGrew will have responsibility for forecasting, market analysis, research, and custom consulting related to production workflow software and solution trends within the printing, packaging, and publishing industries.

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Inkjet Industry to Convene In Chicago In Early September

The international inkjet industry’s focus will be on IMI’s Ink Jet

Technology Showcase 2016 at the Renaissance Schaumburg Convention Center Hotel in Schaumburg (Chicago), Illinois, USA on September 7-8, 2016. Visit www.imiconf.com for preliminary brochure and additional details.

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Over two days, ink jet technology suppliers will each give a fifteenminute presentation of their latest developments. Plus there will be ample time during the breaks, lunch and receptions to peruse their displays and have discussions with the suppliers and other attendees.

FASI Web Site Is All About The Sign Industry The Foundation for the Advancement of the Sign Industry (FASI), Cincinnati, Ohio, has now posted its Web site, www.fasi.org. FASI Executive Director Wade Swormstedt explains that the Web site is unique in that it’s not designed just for the sign industry, per se, but for the sign industry to also share with its customers and city planners. FASI has no product or service and doesn’t seek donations or members. It only seeks to provide

information for and about the sign industry. Consequently the Web site is overwhelmingly about signage and its place in society, with only cursory information about FASI. FASI may be contacted at (513) 701-2197 or wade@fasi.org.

David Servine Presented Kirk L. Brimley Distinguished Service Award

David Servine, left, receives the Kirk L. Brimley Distinguished Service Award from ISA board chairman Robert Mattatall David Servine, a longtime sign and graphics industry veteran and leader in codes and regulations,

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was presented the Kirk L. GSG has promoted Rodney Brimley Distinguished Service Williams to executive vice Award during ISA International president. Williams has worked Sign Expo 2016. Servine was in numerous departments over his recognized for his six decades in past 22 years at GSG. In his new the industry, his advocacy and his role he will use his experience service on ISA committees. to ensure all GSG departments The International Sign achieve their corporate initiatives. Association presents the award each year to a leader who has Click On Ad For Inquiry Form made significant contributions to the sign and graphics industry.

New Appointments

Agfa Inc. announces the addition of Alexis Aubre to the Canadian sales organization. Aubre joins Agfa as an Account Manager in the Eastern District and is responsible for the entire Agfa Graphics product portfolio.

William B. Rudow Inc.

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ikeGPS has appointed Dennis Bencala as Chief Financial Officer. Bencala will be responsible for ikeGPS’ finance and administrative functions as well as financial strategy. Kornit Digital Ltd. has named Gilad Yron as Executive Vice President of Global Business. Yron previously served as senior vice president of products at Stratasys.

JDS Names Global Supply Chain Manager Sioux Falls, South Dakotabased JDS Industries, a supplier

of component parts to the awards, gifts and promotions, personalization and sublimation industries, announces the addition of Randy Pullman to the position of global supply chain manager. Pullman began his career in accounting before working his way up into several management positions, including inventory, material and supply chain management.

X-Rite Announces Partnership With SmallHD Grand Rapids, Michigan-based color measurement device

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makerX-Rite has announced a new partnership with SmallHD, Cary, North Carolina, a manufacturer of monitors, viewfinders and accessories for creative video, filmmaking and broadcast professionals. “Our partnership supports our commitment to give customers a more accurate, professional color viewing experience,” says Weston Phillips, SmallHD’s CEO.

Stratasys’s CEO Announces Retirement

Stratasys, a provider of 3D printers and related materials that serves a wide variety of industries with offices in Eden Prairie, Minnesota and Israel, announces the retirement of CEO David Reis. During his tenure as CEO, Reis led the successful merger and

integration of Stratasys and Objet, and oversaw the strong growth that has established Stratasys as an industry leader in 3D printing. Reis also initiated the company’s recent transformation, as it developed a broad, solutionsbased business model that targets new manufacturing applications across key vertical markets. Reis plans to retain his position as executive director of the Stratasys board of directors.

LSI Industries Appoints National Sales Manager Cincinnati-based LSI Industries, a provider of interior and exterior LED lighting solutions, has announced the appointment of Tyler Cobb as a new national sales manager. The company says Cobb will be taking on business development responsibilities.

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InkSoft Relocates Headquarters environment for our team,” says Scott Allen, President of InkSoft. To New Facility

InkSoft, a supplier of software for creating e-commerce websites and Web stores, moves its headquarters to a new facility located in Tempe, Arizona. “The goal with this investment was to create a worldclass work

“Creative environments are known to foster imagination, innovation and collaboration,” says Allen, explaining the inspiration for the lively, modern design of the new office. Allen adds that the larger space also allows for continued growth and expansion of the company.

Imaging Industry Veteran Joins Alliance Technology Corp. Ridgely, Marylandbased Alliance Technology Corp., a manufacturer and marketer of lamination services and developers and distributors of offline UV liquid coating systems and supplies, announces the hiring of wide-format photo/ digital imaging industry veteran

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Continued on next page exhibitors from around the globe will convene on the show floor to present the latest technologies, products and applications available in the marketplace.

Robert Leidlein. In his new role as Vice President of Sales and Marketing, Leidlein brings more than 30 years of expertise to Alliance Technology.

Sold-Out 2016 SGIA Expo Floor Boasts Strongest Imaging Marketplace In North America

The 2016 SGIA Expo (Las Vegas, September 14-16) is less than two months away, where

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Tower Products Announces New Euro-Hub For Technology Products Tower Products, Inc., a leading manufacturer of environmentally sensitive pressroom chemistry for the offset and flexographic printing industry, has announced that they have reached an agreement with RGP Green Solutions of Holland to establish a European Hub and Master Dealership for Tower technology products.

The agreement, reached between the principals of the two companies at Drupa 2016, will expand the distribution of Tower fountain solution and technology products within Europe, the UK and Scandinavia. RGP Green Solutions will service this market from their regional distribution center in Rotterdam to provide quick access and shipping of the products to other distributors and customers within the marketplace. DC

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SALES CORNER

Acquisitions vs Alliances: the Basics By Ed Rigsbee, CSP, CAE In your effort to decide between acquisitions vs alliances there are several important considerations. While the benefits to your organization might greatly differ between the two, so goes for the cost of failure. To help you succeed, first defining the terms might prove extremely helpful to you in your decision process. Acquisitions Acquisitions and mergers are effectively the same thing. Most mergers are really one company acquiring the other. In this acquisition process, the acquiring company receives the good and bad, the positive and the negative resources, liabilities, and reputation. The acquiring organization receives all assets and liabilities of the acquired organization.

Alliances Alliances, generally strategic to an organization’s short or long-term plans, are contractual relationships wherein both organizations remain independent while collaborating to develop a mutually-beneficial result within a specific scope outlined in the contractual agreement. Value in Acquisition Value can come to an acquiring company through: intellectual capital, real estate, equipment, resources, market share and an extensive list of other considerations. Value in Alliances Value can come from alliances in a myriad of ways: immediate market penetration, immediate distribution of a product or service, cost sharing, new product development and the list continues. The down side might be: loss of complete control, divulging of proprietary information, ownership conflict Continued On Next Page

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SALES CORNER continued

of mutually developed products or services, time and resource distraction, and underperforming partners. Alliance Benefit The important alliance benefit in the area of determining acquisitions vs alliances is the ability that alliance first provides in looking before leaping. My Advice From my two decades of helping companies to develop mutually beneficial collaborative relationships, I would advise any organization or groups of organizations that are considering acquisition or merger to first develop a strategic alliance, or a few alliances, with one another to better understand the core strengths, weakness, capabilities, and cultures of all organizations involved. Remember, you deserve the partner you select; synergistic or antagonistic. DC

Copyright © 2010-2012 Ed Rigsbee Ed Rigsbee, Certified Speaking Professional, Certified Association Executive, has been fumbling, bumbling, and stumbling his way through the organizational mazes of forprofits and non-profits for over four decades. For the last two decades, Ed has been an observer, researcher, and teacher; helping organizations of all sizes to build successful internal and external collaborative relationships. Ed travels internationally to deliver keynote presentations and workshops on successful alliance relationships. In addition to serving as the president of Rigsbee Research, Ed also serves as the executive director of a public non-profit 501(c)(3) charity. Ed has authored three books and over 2,000 articles helping organizations to take full advantage of their potential. Contact Ed when you need a speaker or consultant on partnering at www.Rigsbee.com.

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better. From name, to location specific information, right down to how long they’ve been your customer, the more you can personalize, the more individual the message feels.

5 Ways To Personalize Your Marketing Efforts by John Foley, Jr.

Imagine you’re trying to buy a high end gadget, but every time you ask the salesperson about the specs, they respond with the price. You’d soon walk away. Certain frustrating marketing messages can have a similar effect if executed and planned poorly. Instead of making your customer feel appreciated and understood, you run the risk of making it look like you are talking to “any old customer” instead of addressing their needs personally. The result? They’ll walk away from your messages, and the sale is lost. Follow these five tips to avoid alienating your customer by keeping your marketing messages personal. Personalize as much as you can. The more you can personalize your automated messages, the

Use their preferred channels. Not all customers have the same preferences. Some prefer to get messages through email, others prefer social media, and other still like direct mail. Ask and listen to feedback. Communicate with them at the time and channel that they prefer. Get your timing right. Sending an existing customer the same message you’d send a new prospect is a definite marketing faux pas. Tailor your message to suit where they are in the buying process, from initial interest to post-sale follow ups. Pay attention to metrics. Your metrics can tell you a lot about your customers. Whether you’re looking at which messages eventually led to a sale, or the

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information collected from a personalized landing page, reporting can tell you a lot about each of your customers and which campaigns were and were not effective.

customers and their behavior. Take time to give it the personal touch – talk directly to your audience, and they’ll be more likely to spend their money with you. DC

Ask for feedback. Remember our fictional salesperson who you just wanted to communicate with you about what you needed? Do that for your customers. Take time to ask questions and find out what they need, and use that information to build your next campaign.

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.

Marketing correctly has the opportunity to bring you back some vital information on your

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LEASING Why You Should Talk to Customers Like They’re Hospital Patients by Mary Redmond

My husband recently had another surgery. In our 30 years together, he has had fifteen operations. When a loved one is hospitalized, we often spend “quality” time with friends, family and hospital staff including physicians, surgeons, nurses, technicians, therapists, aides, volunteers, nutritionists, cafeteria employees, administrative personnel, and more.

business negotiations apply when advocating for someone in the hospital. Listen. That means hear everything before asking questions. This rule applies to sales negotiators and patient advocates. In business, we may want to dazzle a prospect with product knowledge, but forget to listen to their experiences and problems. At the hospital, the post surgical update will be extremely brief if you frequently interrupt the surgeon with your vast medical knowledge gleaned from online research. The doctor is the expert, not you.

Ask Smart Questions. In sales, we prepare for the We meet folks in stressful prospect by assembling a list situations and may lash out due of appropriate questions. This to a lack of eating and sleeping. demonstrates we’ve done our How do I avoid the title of “Witch homework by researching the Wife of Room #8223”? I embrace customer’s business, personnel, the business communication skills equipment, competitors and that have served me for many more. years. The same principles for Continued On Next Page DealerCommunicator • July 2016 • 45

Prior to and during the surgical updates, you’ll want to know as much as possible about the outcome, unexpected circumstances that will affect recovery, prognosis for future medical needs and comfort measures. Remember the surgeon is a human being, not God, and cannot predict the future. Be Patient with the Patient. They are the reason you are at the hospital. They’re more fearful than you are. Move slowly and deliberately around their room. Speak at a comfortable volume. Ask how you can help. Don’t assume they need assistance. Frequently, they want to resume self-care as quickly as possible. In sales, don’t assume the prospect wants to change suppliers or needs your product or service. Your job is to uncover problems, diagnose needs,

assess areas for improvement and then make a professional recommendation. Know When to Go Home. Do not take up residence in your prospects office or in the patient’s room. There is a time to exit. Know how to recognize the signs that visiting hours are over. I am comforted knowing that business negotiation principles are helpful when I support someone I love. DC

Contact Mary to speak at your next meeting, conference, trade show or special event. Mary@FearLess Negotiator.com, 913-422-7775.

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The Value Dependability Has In Creating Long-Time Customers by Bob Licari, BrainSell Services Our customers have certain things in common within their marketing goals. Well-designed marketing materials are the start. Your marketing needs to have a design that has the “stop and look” effect on a viewer. The MESSAGE you are sending should be presented properly and quickly absorbed by the viewer. Plan out your marketing design, it has to be clear and concise. Use of the right “marketing vehicle” to carry your message to your target audience is equally important. When this is done correctly quality “sales leads” will result. Getting a good response from a well-organized campaign is only half the battle, now you need to sell! This is where a dealership’s proven track record and solid reference base of clients who have already successfully

established a business relationship with your dealership can come into play. The most effective references are the ones that have been developed over a period of time, accumulated over a number of positive interactions with your client, showing consistency and dependability, highlighting customer satisfaction. The dependability of your dealership and its employees to provide solutions and support to your existing customers in a timely manner has tremendous “weight” when a new prospect is deciding on working with you. It doesn’t matter if your client is a home improvement company, insurance agency, bank, convention center, school, government office, or any type of firm; your customers will stay

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with you and generate repeat business for the dealership if you have established the reputation as a dependable team player who has proven that their customers’ best interests are paramount to them. A dealership that has established a reputation for client compassion, reliability and dependability is very hard to beat, even with a lower price! Your managers should be implementing procedures to make sure your services correctly provide the highest level of quality and control in everything you do. The correct marketing piece, going to the right demographically targeted audience, using the correct mailing address, going onto a well-designed postcard using Video-Mail or a well developed marketing sheet folded into the correct envelope, with the correct postage, mailed at the correct time will help find you more potential customers. As much of an accomplishment as this is, we have only fought half the battle for a successful campaign. Use

all the tools you have available to “close the sale” including a strongly presented profile on the success and reliability of your dealership and its track record of satisfied customers in your efforts to convert these qualified leads into new customers and profits. 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.

Leading Press Equipment Importer looking for qualified press equipment salesman for Northeast U.S. Please submit resume to: Dealer Communicator 1919 N. State Road 7, Suite 202, Margate, FL 33063

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WIDE

FORMAT

SIGN SUPPLIES

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

Sign Hardware Should These Words Mean Anything To A Distributor? You Bet They Should. Here’s why……………….. 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’re missing an Income opportunity. 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 SIGN HARDWARE THAT FITS THEIR MARKETING STRATEGY

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 • DealerCommunicator • July 2016 • 49

WIDE FORMAT SECTION

Pop-ups • Panel Displays • Sign Link • Hinge Handles • Sign standoffs • Hardware 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.

SHORT LIST OF PROSPECTIVE BUYERS

First off, be mindful that sign hardware is 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 you to don’t use a catalog. But I am urging you be a guide to help the printer choose or recommend what you both feel Is best for the end-user customer. The worse thing you can say to a sign Continued On Next Page 50 • July 2016 • DealerCommunicator

WIDE FORMAT SECTION

printer is, here’s a catalog, look through it and let me know what you think your customer needs. That’s the kiss-of-death for two reasons. First the printer might not be familiar with sign hardware. 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.

Thanks, for the assist on this article, to Tom Basset and Mike Tiburzi at Image Depot (www.Imagedepotus.com). If you sell hardware for signs and displays write to: dcproduction1@aol.com. We want to know your comments about this article. DC Click On Ad For Inquiry Form

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