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First Y E A R Annual I N
R E V I EW 2017 RSA / COLORADO -1
Re~Prose
YEAR IN REVIEW 2017
Welcome to the Reprographic Services Association
As a part of the continued effort to develop a dynamic brand we introduced a monthly newsletter in January 2017, re~Prose, to the mix of content released by the RSA. re~Prose has finished its first year, and all of us here are very excited and proud of how the newsletter evolved over the course of a year. It began as a concept that was put together in Adobe InDesign by Tyler Hardy, RSA Marketing and Communication Director, and release, to the RSA Membership. We discovered that though the content was good, we were failing to meet the mark with our design; so, in June we contracted with Ruby Velasquez a graphic designer
who has transformed the design of the newsletter to match the quality of content delivered each month. Each of the issues has built upon the last thanks in part to contributions from our RSA Executive Office Staff, our graphic designer, and of course our diverse RSA Membership. Since the newsletter has developed into such an amazing concept, we could think of no better way to end the year than with our first annual Year-In-Review. Enjoy the content! There are many exciting gems inside and we can’t wait for you to experience every single one of them!
January 2017
2017 Timeline
International Home Builders Association Tradeshow – Orlando, FL
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;; 150+ Leads ;; 21 Confirmed Sales ;; 5,000 Email captured for PlotterStore Marketing Retail’s Big Show – New York, NY [[ Few Leads [[ No sales [[ Wrong show for us, as an alternative we will be attending Global Shop in 2018 World of Concrete – Las Vegas, NV ;; 150+ Leads ;; 20 Confirmed Sales ;; 21 Total Gateway Units Sold
February 2017 16 Gateway Units sold in February 36 Gateway Units total for 2017
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March 2017 ConExpo ;; Over 250 Leads Generated ;; 26 Sales One of the largest Gateway Tradeshows to date! 18 Gateway Units sold in March 55 Gateway Units total for 2017
April 2017 Spring Shareholders’ Meeting in Chicago, IL Celeste Killian joins the RSA Executive Office Team Rebecca Beilman celebrates 10-years with the RSA In this month we surpassed the total number of Gateway Units from all of 2016 combined 9 Gateway Units sold in April 64 Gateway Units total for 2017
May 2017 ;; 2 Gateway Units sold in May ;; 66 Gateway Units for 2017
June 2017
July 2017
Kellie Kleinz celebrates 3 years with the RSA
2 Gateway Units Sold in July
Tyler Hardy celebrates 1 year with the RSA
68 Gateway Units for 2017
Dietzgen acquired Azon media division
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YEAR IN REVIEW 2017
August 2017 Kevin Howes celebrates 1 year with the RSA 4 Gateway Units Sold in August 72 Gateway Units for 2017 ¿¿ Hurricane Harvey devastates Texas
Timeline 2017
September 2017 3 Gateway Units Sold in September 75 Gateway Units for 2017
October 2017 National Electrical Contractors Association (NECA) Tradeshow – Seattle, WA
¿¿ Hurricanes Maria and Irma destroy much of the Caribbean, including Puerto Rico, and cause untold damage to parts of Florida.
;; 100+ Leads ;; 5 Sales ;; Sales still funneling in and final numbers will be updated Fall Shareholders’ Meeting & SGIA Tradeshow – New Orleans, LA
2018
;; 6 Gateway Units Sold in October ;; 83 Gateway Units Sold in 2017
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November 2017
December 2017
10 Gateway Units Sold in November
1 Gateway Unit Sold in December
93 Gateway Units Sold in2017
94 Units Sold in 2017
Canon awarded Wide Format Printer Line of the Year 2017
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YEAR IN REVIEW / DECEMBER 2017 ISSUE #12
DECEMBER STORY
How to Fail Acceptably I’m staring at the keyboard wondering how to play this one. Having come up with the blog’s title, I now only need to find the hook (a creative way of getting my thoughts across) and voila, I will have cranked out another pithy blog for the week. However, there is no easy or cute or fun way to put this one, so I’ll just play it straight and move on: There are two kinds of failure: One where you try your absolute hardest and come up short and one where you fail and you could’ve tried harder. Only one is acceptable. In sales, this means fighting for an account that got better pricing from a competitor. It means making one more sales call to try and gain an appointment. It means ignoring an objection as if you didn’t hear it and pushing to close the order. Fail under these circumstances and you and I have no beef. But please, please, please ... go down fighting.
N eed
sales ?
1) www.the90daysalesblitz.com
2) The Sales Challenge: http://aspirefor.com/
Summary: How does it work?
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What would 3 months of intense sales effort do to your new business sales? This is like hiring a personal trainer to keep you motivated and moving forward. It’s not complicated: Set a goal, make the calls daily, improve your efficiency, then reap the rewards. • Set a daily sales activity goal.* • Get prepared for the next day; • Be held accountable for making the calls
An economical sales training program for sales people and selling owners in Print, Mailing, Signage, Promotional Products, Labels, and Packaging. The Sales Challenge will increase, improve, and monitor your sales activity, resulting in more and better sales. All new material! Sign up for only $97/mo
• Improve time management and prospecting skills *How many NEW sales call will you make, at minimum, every day? The cost of the program is $150/mo for three months. It is money back guaranteed.
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What you will learn: • Where to look for prospects • What to say that will get you in the door • How to create an effective prospecting process • Time management • Overcoming Objections • Beating Voice mail • How to sell Digital and VDP …and much, much more
Bill Farquharson can be reached at (781) 934-7036 or bill@aspirefor.com By Bill Farquharson / Author's page Bill Farquharson is a Sales Trainer and Business Development Coach for the Graphic Arts and the president of Aspire For (AspireFor.com). -5
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YEAR IN REVIEW 2017
KEVIN’S CORNER: YEAR IN REVIEW
Here we are in that time of year when we enjoy a festive time of lights, music and gathering with family and friends. It is also that point in the business year where sometimes we lament about how fast it has passed as we race to the finish and prepare for a new season and year. Didn’t I write something about how quickly time passes, the need to prepare for the finish and keeping the tools of the current season handy in previous editions? As we are putting the final touches on the business year at the RSA, I thought I would reflect on the highlights of 2017 and initiatives for 2018.
Digital Marketing In January we restarted publishing the RSA Newsletter which has evolved from a very modest monthly publication to an informative newsletter produced by a graphics professional. We also established a regular cadence for our social media assets including Twitter, Facebook and Linked-In. In support of our Gateway program, Tyler kicked off a regular program of outbound marketing promotion e-mails to a list of 10,000 leads generated from tradeshows and lists. The Plotterstore.com website and logo received refreshes in their look and feel and the website was readied for an e-commerce future.
ÈÈLook for an internal e-commerce solution on the
RSA website early in 2018 followed by an enduser site on PlotterStore.com later in the year.
Gateway January was a busy month for our Gateway program as the team exhibited at the International Homebuilders Association, The Retail Big Show and World of Concrete tradeshows. In May, CONEXPO provided a significant boost to program sales while the National Electrical 6-
Contractors Association show in October has put our unit sales at 92 placements in 2017 versus 63 in 2016. See more
Kevin Howes, Executive Director
"We are about to embark on a bigger upgrade in a few days as we migrate to a thin client complete cloud solution for all of our business programs."
details in Dan Schoenherr’s update. Thanks to all of the members especially Monsen Engineering for their support of the Gateway trade-show program.
ÈÈWe are shooting to eclipse the 100-unit mark in 2018, especially with the new TX series now in the mix.
Vendor Programs Admittedly, the RSA started the year with a significant challenge to our HP Program which has been an RSA industry success story for years. As you are aware, the “single pay” program disappeared a few years back and HP instituted a significant dollar commitment in 2016 for dealers to maintain their reseller status. In fact, the numbers were $100,000 in hardware and $15,000 in consumables. Facing this challenge, the RSA was able to negotiate a good result for the membership. As an RSA member, your annual commitment is $30,000 in hardware and $5,000 in consumables. While not ideal as a cooperative program that we are accustomed to, it was a good outcome relative to unaffiliated competitive repro companies. Special thanks to members Mark Langdon, Richard Monsen and Michael O’Keefe for helping negotiate on behalf of the RSA. Speaking of the RSA and HP, once again the RSA was the leading sales organization for HP in 2017. With our growth in 2017, I would expect the same accolades for this year. Congratulate yourselves!
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Canon continues to be a great partner for the RSA despite an anticipated drop in sales in 2017. Once again, they funded the Gateway program to the tune of $125,000 dollars in addition to providing the most competitive industry discounts and rebates to individual RSA members. I am excited to see RSA members grow their sales of the PRO Series Graphic printers in 2018 and the initial orders for the new TX series of printers. You have delivered orders $225k and 37 units in the first month so we are counting on you to deliver a rebound in 2018 Canon sales. Once again, the RSA was the top reseller organization for Canon in 2016 and likely to be in 2017. Synnex stepped up significantly in their partnership with the RSA in 2017 by providing rebates that were twice their 2016 level. These rebates translate as income and help fund RSA operating expenses. Thank yourselves for the business you delivered through Synnex in 2017 and for this achievement. Synnex also supported us significantly at our annual meetings with Platinum sponsorship in the Spring and becoming our first Spotlight Vendor at the Fall meeting. Their contribution along with all participating vendors, at our meetings helps us cover the costs of these events. Aside from their financial commitment to the RSA, they again hosted the Intelligent Jobsite University for members to learn about new technologies delivering new revenue streams in the reprographics industry. In the fall Synnex held their annual customer technology conference in Greenville, SC which provided an opportunity to meet their technology OEM partners. In June, we saw further indication of contraction in our traditional business with the announcement of the sale of Azon paper to Dietzgen Corporation. Fortunately for the RSA, both are preferred vendors, so there is continuity of programs and rebate income to the RSA. Dietzgen has upped their commitment to supporting our semi-annual meetings in 2018 while delivering the broadest product line in the industry. Not necessarily a further sign of contraction but rather missteps, our distributor partner Wynit filed for Chapter 11 bankruptcy and exited the distribution business. Currently we have Synnex and Essendant as HP distribution partners and National Azon and Essendant as Canon distributors.
ĂˆĂˆLook to our website in early January for the list of 2018 preferred vendors and their program details.
Membership We added Dorado Graphix of Jacksonville, FL. as our newest member in 2017. Welcome to the family Bart and Babs Jordan. Late in the year it was announced that longtime Boston member and industry legend Bill Joyce had completed the sale of the family company, BL Makepeace, to industry veterans Mark DiPasquale and Jane Simmons of Archimedia Solutions Group. We welcome Mark and Jane to the RSA family. 2017 also witnessed member company expansion with Eastern Engineering acquiring a new location in Toledo, Ohio and Coastal Reprographic opening a new location in Paso Robles, CA.
Semi-Annual Meetings While the Spring meeting was light in attendance, we set a record for vendor sponsorships at over $50K and delivered a meeting well received by our members. A big Thanks to Mark Luncsford for opening his shop, his wallet and his employees to host our members on Friday night. It was an impressive night. Thanks Mark. In contrast, the Fall meeting was the top attended meeting in RSA history and a good showing of members and vendors provided a great three days of comradery and learning. -7
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YEAR IN REVIEW 2017
Young Professionals This group of rising reprographic stars from our member companies continues to expand their influence and contributions to the RSA. We had over 20 participants at the meetings and I look forward to this group becoming an RSA committee in the future. Special thanks to Shelby Marshall and Mikel Monsen for chairing this group in 2017.
RSA Headquarters Office
The office saw some significant changes in 2017. We did the first of a few technical upgrades to our systems which allows us to be more responsive and offer work flexibility as needed. Despite some initial hiccups our VOIP phone system has been a welcome upgrade as was utilizing a VPN system and Dropbox for Business to allow us remote and mobile access to important business applications. We are about to embark on a bigger upgrade in a few days as we migrate to a thin client complete cloud solution for all of our business programs. No more buying of computers every couple of years and Microsoft versioning issues amongst users are two of the gains. More comprehensive security and business redundancy for our systems, along with expanded secure remote access, gives us the flexibility needed in today’s business. Oh, and did I say no more snow days as employees can continue to service our members with remote access and phone forwarding. This opportunity is being provided by preferred vendor Sissen and Associates and their partner Avatara. Call me in a few months to discuss our experience. I could continue the highlights for another few pages but I have already exceeded Tyler’s limits and patience for this edition of Kevin’s corner. I wish you, my RSA family, a joyous and peaceful holiday season and good health and success in the new year. In the spirit of review, I leave you with a year’s worth of Kevin’s Corner quotes:
Kevin Howes
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TYLER’S CORNER: YEAR IN REVIEW Tyler Hardy Director of Marketing &
Communication Greetings from the Marketing and Communications Department
I find it hard to believe that a year and a half has gone by since I started my role here at the RSA. I remember on my first day, as Mark Beilman was outlining some of the projects I was working on, feeling completely lost, overwhelmed, and utterly excited. I interacted with each of the board members, and nervously tried to explain to them what I brought, who I was, and why I was there – much to my surprise most of them were welcoming and open to my ideas!
The PlotterStore, though an integral part of the RSA, was branded as a separate and unique identity from the RSA. Connecting the two brands made sense – PlotterStore was relatively unknown, and the RSA was relatively well-known, so leveraging the power of the RSA brand name and incorporating it into the PlotterStore to allow it to piggyback off the name recognition the RSA brings to the brand table. Thus, PlotterStore Powered by RSA was born. This was vital to the development of our brand portfolio as it allows us to diversify our association outside of traditional reprographics into something much more, perhaps "more than repro".
I really jumped into the thick of it at the 2016 Fall Shareholders’ Meeting in Las Vegas. My presentation on digital marketing connected me with the membership in a way that I had not been able to do up until that point. It was certainly one of my proudest accomplishments because I established myself within the RSA. At the next meeting I went into an in-depth analysis of brand management and how to establish the RSA as a powerhouse brand – and that my friend Speaking of more than repro, the slogan became the is my 2017 Year-In-Review topic. tagline of the RSA in early 2017. More Than Repro was chosen as our brand identifier. Perhaps not as The RSA is one of the most unique brands I have powerful as Just Do It, but it certainly has the potential ever had the privilege to be the custodian of for to instantly identify the RSA in conversations; I didn’t several reasons. It is well established as a thought have to mention the company when I wrote Just Do It, leader within the printing and reprographics industry. but you know who I am talking about, because they Additionally, it possessed many brands that were have done such a great job of using this tagline as the industry leaders and strong vendor support the brand identifier. likes of which are not seen in other associations of Moving into 2018 we will continue to refine and a similar company mix. grow the RSA brand. I expect to put out a marketing and communication guideline document in 2018 2017 for me was important because it really the which will refine our communication style to align starting point for me in terms of refining a defined it with the thought leadership we wish to achieve. brand. I did not now, nor have I have I ever intend Though our RSA and PlotterStore websites have on reinventing the RSA as a brand because it would undergone some amazing changes over my time likely lose much of its power if I tried to reinvent here, with the RSA there is still much to be done, so something that didn’t require innovation. you can expect to see some excellent quality of life 2017 highlights were small, but impactful. changes introduced to the website next year that The first change came in the form of our email will make browsing and finding information much signatures. A simple and easy way to align one of easier for you. our more popular communication tools in a way that We will explore this topic more over the course of unified our brand and our messaging. the year, but in the meantime, have a great year and I look forward to another great year The redesign of the PlotterStore logo and digital with the RSA. Here’s to making property was another huge advancement in the 2018 one of our most exciting evolution of the RSA brand. year’s yet!
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YEAR IN REVIEW 2017
A MESSAGE FROM THE RSA TEAM!
REBECCA Beilman
What a whirlwind this year has been! But as it comes to a close, my heart is full as I reflect on those who have shared it with me. If I’ve said it once…*LIFE – it’s always an adventure, not necessarily the one you’d have chosen in any given moment. The trick is to deal graciously, to the best of one’s ability, in whatever life brings. The days seem always to be busy with work, family commitments, and all the things our lives include. During this time of year, I try to take a moment to reflect on all the blessings I have and the wonderful people in my life. However, I didn’t exactly intend to put pen to page and have the “Reader’s Digest” version become part of the RSA 2017 Review. Primarily, 2017 marks a milestone for me as I’ve now served the RSA for a decade! To the RSA shareholders and vendors, I’ve had the privilege of knowing and helping with varied needs over the years, building so many friendships along the way, I am ever grateful. Thanks for sharing this year - and the nine prior with me! I wish you all a Merry, Happy, Joyous, Healthy, Holiday Season and a Blessed, and Prosperous New Year! - Rebecca
CELESTE Killian For me this is more than just a “year in review”. This is more of the story of me starting at the RSA. When I was asked to interview with the RSA, I was hesitant. At the time, I wasn’t interested in a fulltime position. When I came in, I automatically felt a welcoming vibe. After interviewing with Kellie, Tyler, and Rebecca, I remember getting into my car, calling my husband saying, “I want this job!”. The opportunities the job offered and the people I would have the chance to work with were enough for me to grasp at the chance. Since my first day, all the people in our small little office really made me feel comfortable. I could ask questions freely without feeling judged, and I could really be my dorky self. If I made a mistake, which we all do at one time or another as we are all human, I didn’t feel like I was under attack or my job was threatened. They worked with me to correct my mistakes, which, from experience with past jobs, was new to me. Needless to say, I absolutely love my job. In October, I got the chance to experience my first meeting in New Orleans. Not only was I excited to travel back to the state where I used to live, but I also got the chance to meet some of the members I talked to on a regular basis. I also met some amazing people from the Young Professionals group, and learned a lot about the insides of small businesses. As we come near the end of the year, I have to say, I feel grateful to be part of the RSA. I am one to believe that good opportunities don’t come around often, so when one does, sometimes you must be willing to take a leap of faith. I believe I leaped at the perfect time.
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Gateway program
is ahead of
DAN Schoenherr As of this writing the Gateway program is ahead of FY 2016 results by 32 percent in terms of unit sales and by 8 percent in terms of dollar volume. This reflects more than two dozen iPF 670s sold at trade shows in 2017 over what was sold with that unit at higher prices the previous year. Also the hugely successful addition of the Conexpo trade show, which was itself somewhat of a poster child for that phenomenon. At Conexpo these were largely first placements to very substantial and creditworthy heavy equipment companies, one attendee said that he came out to Las Vegas to buy new teeth for his backhoe and a wide format printer. Also noteworthy is almost $16,000 worth of “straggler” sales from the 2017 trade shows, where they eventually purchased the same calendar year without the trade show discount. Plus the fact that a lot of these sales were to people that came close at the same trade show the previous year. We’ve had a lot of success with officers of NECA for example, there seems to be a dynamic where they want to reward us now for participating in their show. BuyerZone sales increased 200 percent year over year and it’s very encouraging that this trend didn’t really start until August. For reasons I’m not completely sure of the that outsourced lead pool business just became more accessible as fall progressed starting with an iPF 840 MFP placement at the Washington DC water department and culminating with the first real world concrete evidence in three years that Canon Solutions America actually does have to allocate the $1100
FY 2016 results
32% in Unit Sales
8% Dollar Value 200%
BuyerZone sales increased 200 percent year over year
MFP Install charge and forgo the Customer Sat rebate just last month. (Unfortunately I can count the number of MFPs I’ve sold from BuyerZone since 2012 on the fingers of less than three hands; this recent trend may be just as much about PlotterPros/Tayva failure to respond?) These were by and large customers whose ability to pay was never in doubt, the latter example was a small city in South Georgia and it closed in less than a week.
$20K
Equipment sales by the Plotterstore.com website Equipment sales generated just by the Plotterstore.com website should exceed $20K by year end, previously we had sold one iPF 785 MFP to a very exotic import-export outfit in Houston from this resource and outside of a few consumables sales that’s been about it.
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A MESSAGE FROM THE RSA TEAM!
"Of all the RSA members who sell Canon equipment in the USA there are today only two remaining who have never placed a Gateway sale." First time Gateway placements were made in 2017 through the following new or existing RSA members. Steed’s Service and Reprographics (Four units total in 2017 including one BuyerZone to local Fortune 1000 Pharma Company) Megasys International (Two Units both trade show) BPI (Three units, all trade show) JARU Associates (Two units, both trade show) A&E Supply of Tidewater (“Straggler” sale, no tradeshow discount) Jackson Blueprints Springfield Blueprints Dorado Graphixs FRV Office Systems of Vermont Of all the RSA members who sell Canon equipment in the USA there are today only two remaining who have never placed a Gateway sale.
DAN Schoenherr
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KELLIE Kleinz 2017, the year... Wow!! 2017 has definitely been the year of change, and I fear we aren’t done yet. As most of you know, being moved into this position put me way outside of my comfort zone. And, like it or not, there were plenty of times that, quite frankly, I was winging it. I can report, however that as the year progressed I learned a lot and have become much more comfortable. My main duty of course being the Shareholders’ Meetings was so new to me. I can say that I believe I’m doing okay. I was 100% more comfortable and not nearly as stressed about things for the New Orleans meeting than I was for the 2 previous meetings. Yay me! I know I still have more to learn, but I am always up for the challenge. I believe that if I’m not continuing to learn, I’m not moving forward. As we move into 2018 I look forward to the upcoming operational changes in our home office, as well as being able to grow and serve all of you as best I can. It is truly an honor to work for all of you, thank you!
Kellie
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2018
PREFERRED RSA VENDORS
Kingnote
ACM Technologies Acco Brands: GBC Bayou Imaging Brand Management Group Canon Canon Solutions America Clune Leasing Commercial Capital Contex Credit.net
Cyrious Software Dietzgen Drytac Essendant Futtura HP Heartland Payment Systems Image Access Ingram Micro KIP
Kingnote National/Azon OpCenter Orbus PhD Imaging OkiData Quality Laminiating and Media N Glantz and Sons ReproConnect Safco
Sepialine Sissen and Associates Spinner Dog Spiral Binding Company Synnex Tehan and Company Thoroughbred Software TST Impreso Web Dynamic Xpress Products - 13
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YEAR IN REVIEW 2017
A note from our Partners.. Thank you for your tremendous support in 2018. In 2017 Canon achieved the number one market share for the first time for graphic large format printers. On the CAD side, with shipments of TX printers in December, we will show nice growth for the CAD business and look forward to what the RSA partnership brings in 2018 as we look to forward to substantial growth. Happy Holidays and thank you for your ongoing support and business"
AMIT BAGCHI
“HP would like to thank RSA and all of the members for another successful and productive year in 2017. We are looking forward to growing and strengthening our partnership in 2018.”
FRANK DeMARTINO
“This years’ experience working with the RSA offices and the membership has proven how strong and successful our partnership can be. We look forward to working together, building on that success and accomplishing even more in 2018”.
KEITH COX
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RSA Membership, “With 2017 in the books and the new year of 2018 upon us, we would like to take a moment to express our deepest gratitude for another year of solid partnership with the RSA. As with any year, 2017 offered many new competitive challenges, but our commitment to the success of the RSA Membership has never been stronger. In 2018, National / AZON will continue to offer our Canon and Contex loyalty programs and focus on several exciting new product introductions and special programs dedicated to the success and profitability of our valued friends at the RSA.”
RICH GIGL - NATIONAL/AZON
“2017 was a year in which Sepialine continued to focus on helping RSA members make more profit per printer through our Argos and Printerpoint applications. In a business where our products have to meet the ever-changing needs of our customers, the feedback we get from RSA members keeps us on course. In 2017 we helped RSA members continue to lower their operating costs, increase their profit margins, and find and develop new sources of revenue. We have a lot of exciting things coming in 2018 so stay tuned.”
BOB PASCHAL
Thank you!
The RSA Family - 15
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COLORADO Photo Credit: 16th Street Mall in downtown: Denver, Colorado, looking Southeast towards the State Capitol Building. © Patrick Charles
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