print illustrated v3-3 | Fujifilm by FUJIFILM print illustrated

Volume 3 Issue 3 Fall 2019

WORD ON THE STREET WHAT BRAND OWNERS WANT

INSIDE IDEALLIANCE RECOGNIZES J PRESS 750S

SCREEN INK SUCCESS

VOL. 3, ISSUE 3 n FALL 2019

illustrated

IN THIS ISSUE 01 ON THE SAME PAGE A letter from Todd Zimmerman

02 WORD ON THE STREET Understanding what brand owners want

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06 IN A LEAGUE ALL ITS OWN J Press 750S achieves ISO/PAS 15339 System Certification and Master Elite status from Idealliance

08 THE WORKS How industry advocates are making a difference

12 PULSE-POINT Impulse Graphic & Display Solutions expands its client base with the superwide Acuity Ultra UV press

14 CONSISTENTLY PERFECT ColorPath® SYNC™ is a printer’s best friend

16 SALES ON SALES Inside today’s selling environment from those who live it

18 SCREEN STAR Stouse, a wholesale trade printer experiences great success with Fujifilm branded screen inks

20 THE LONG PLAY Paper packaging market trends

ON THE SAME PAGE A LETTER FROM TODD ZIMMERMAN

uccessful businesses operate with a crystal clear vision that is shared by everyone. They have the right people in the right roles. They have a finger on the pulse of their operations by watching and managing key metrics on an ongoing basis. They identify and solve issues promptly in an open and honest environment. They document their processes and ensure that they are understood and followed. They establish priorities for each employee and ensure that a high level of trust, communication, and accountability exists on each team. As I think about the success Fujifilm has experienced the past few years, the visionary strategy that our Chairman & CEO Shigetaka Komori put in place 15 years ago is what first comes to mind. Our collective ambition to reinvent a global organization that was powered by analog products into an innovative technology leader is what fuels us today. Being on the same page is critical for

any business to prosper. It is paramount to a business that is trying to achieve a grand vision. Our leadership team is passionate about our clients and they are working hard to balance the service needs of our long-term graphic arts customers with the ever-changing opportunities within new and growing segments. It is truly an exciting time to be part of

this group. This issue of print illustrated is equally exciting. Our cover story, “Word on the Street,” explains what is important to today’s brand owners, while our second feature, “The Works,” reminds us of the importance of being on the same page and getting more people to talk about print. Enjoy and warmest wishes,

TODD ZIMMERMAN Division President, FUJIFILM North America Corporation, Graphic Systems Division Corporate Vice President, FUJIFILM Global Graphic Systems

William Rongey EDITOR-IN-CHIEF wrongey@fujifilm.com

CAN I AFFORD THIS? Purchasing new equipment can be a daunting task for most business owners. Many take a very conservative approach when it comes to investments, with a view of “if what we have is working, then we don’t need to change it.” But recently, I’ve been working very closely with customers considering the purchase of production inkjet presses (in our case, the J Press 750S) and how it compares to an offset press. There are several key areas that begin to help justify the cost of this investment. First, it is the elimination of all costs associated with plates and make-readies. Next is the potential to open up new markets with the ability to produce variable data work with offset quality output. Additionally, when compared with toner devices, the inkjet press delivers substantial savings on turnaround times, labor, ink (clicks) and paper costs with a much higher quality output. Finally, adding an inkjet press onto the floor and eliminating short run work on offset presses, frees up time on the offset press to take on additional longer-run work, which is what a conventional press was designed to do. I’ve seen customers move up to 60% of their projects—representing only 15% of their total impressions—to a J Press, opening up almost a full shift of time on their offset press. Now is the time to apply this analysis approach to your operations.

Press Komori lS 840

Plates Fujifilm SUPERIA LH-PL thermal plates

Screening Fujifilm Co-Res Screening

Coating/Varnish Outside Covers: Gloss UV Coating Reticulating UV Varnish Inside covers & body: Satin AQ Coating

Inks Outside covers: UV 4/c process Inside covers & body: UV 4/c process

SKIP POWERS Senior Advisor FUJIFILM North America Corporation, Graphic Systems Division

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WORD ON THE STREET UNDERSTANDING WHAT BRAND OWNERS WANT

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In its “Expert Outlook 2019: Find Balance” report, global ethnographical market research firm Canvas8 set out to find out what was on the ever-shifting mind of today’s consumer. The body of work, which drew insights from 42 experts in specialties ranging from shopping, health, technology, entertainment, money, careers and citizenship, ended up establishing a blueprint of the strategies brand owners can embrace. One of the more striking revelations was that consumers are searching for balance—equilibrium— in all aspects of their lives: between humans and technology, brand and personal, global and local. There, jumping up from the data, was the formula for success: Today’s brands will need to be authentic, real and human, even as technology drives more and more consumers to think digitally.

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The findings do not surprise marketing thought leaders like Dan Goldstein, who believes the biggest shift in the brandconsumer relationship is the rise of the “Informed Consumer.” With the internet connecting people to countless brands and information, consumers have myriad choices. That puts the onus on brands to guide those choices by building favorable impressions with the right people at the right time. “Getting repeat business has less of a psychological barrier, perhaps, but there’s still a lot of competition for many products and services,” says Goldstein, president and owner of Page 1 Solutions, a full-service digital marketing agency. “Fundamentally, brands have to remain relevant and

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“BUYERS ARE ABLE TO SNIFF OUT SPIN, AND WILL SPEND HOURS RESEARCHING AND LEARNING MORE. TO KEEP YOUR BUYER AT THE CENTER OF YOUR STRATEGY, GIVE THEM WHAT THEY WANT.” — KINDRA HALL, PRESIDENT & CHIEF STORYTELLING OFFICER, STELLAR COLLECTIVE

reliable in the eyes of consumers because the consumers themselves have a power to choose that is the furthest thing from traditional.” The lesson that jumps out is in a brand’s marketing approach. Simple is best. “Customers don’t want complicated,” says Goldstein, who also authored “Win with Multi-Channel Digital Marketing.” “Consumers educate themselves before making purchases, but the brands that get the attention and sales are the ones that use the customers’ own language to connect with them both intellectually and emotionally. Your brand may very well be reputable, but if you over-rely on jargon to market your services or use clinical or technical language rather than speaking to your audience, few

customers are going to take the time to get to know what you do and come to trust that your brand will meet their needs.” In the checklist for connecting brand and consumer, there are a few big business goals that are important today. These include high visibility, where buyers spend much of their time online (websites, social media platforms, digital video, etc.), prominence in online search for the products and services a brand offers, a preponderance of positive reviews testifying to their stellar reputation, and most importantly, leads that convert into new business and revenue. “The most successful brands incorporate several of these marketing strategies into a multi-channel marketing plan,” Goldstein says. “We have found that when our clients implement multiple marketing strategies in a coordinated manner, they experience significantly better results.” THE STORY MATTERS Everyone likes a good story. And in a time when brands are fighting for each and every read, stories matter. It is the strategy that Kindra Hall has drilled relentlessly into the minds of the brands who rely on her guidance, including Facebook, Hilton Hotels, Tyson Foods, Target, Berkshire Hathaway and Harvard Medical School, all of which have followed her lead. As president and chief storytelling officer at Stellar Collective, a consulting firm focused on the strategic application of storytelling to today’s communication challenges, Hall says that every buyer, regardless of where they are playing on the selling spectrum, is skeptical and curious. It is a fact she believes every brand owner should understand. “Buyers are able to sniff out spin, and will spend hours researching and learning more,” Hall says. “To keep your buyer at the center of your strategy, give them what they want. Stories feed their curiosity while simultaneously illustrating that you are the real deal.” And that means being authentic to your story. “Start with the first story—the founder story,” Hall says. “What is the moment the company started? Was it after losing a pair of glasses on a flight (Warby Parker)? Was it noticing the lack of basic footwear for the homeless (Bombas Socks)? Was it trying to pay rent by renting out air mattresses on the living room floor to strangers (Airbnb)? Once you have the story of how and why your brand started, share it in as many ways and lengths and platforms as possible to connect your buyers to you.” In the end, what brand owners want is to communicate the essence of who they are beyond buzzwords and jargon in a way that will stick with their audience and consumers. “They want you to be authentic and memorable,” Hall says. “The alternative leads to questions and harms the delicate relationships brands have with their audiences. Unified, consistent content and storytelling allows brands to build lasting, loyal relationships.”

5 TRENDS EVERY BRAND OWNER SHOULD KNOW As the marketplace shifts away from escaping reality toward the need to address it, brands are having to place a greater emphasis on staying in step with what their communities need. The “Expert Outlook 2019: Find Balance” report by Canvas8 took an introspective look into the wants and needs of today’s consumer. Here are five trends that should be on the radar of every brand today:

RESPONSIBLE CONSUMERISM COMES AROUND While not a new trend, responsible consumerism is going more mainstream. With the ability to stay informed, buyers want brands that help them make better, more responsible choices.

GET REAL, BE REAL The goal for every brand is to be real. That means having a deep understanding of their customers, but also the many diverse needs that cuts across all aspects of their lives.

BRANDS AS EDUCATORS In some ways, brands are becoming the new business schools, both in terms of soft (critical thinking) and hard skills (AI and future-facing preparedness).

AUGMENTED HUMANITY As technologies like Artificial Intelligence (AI) continue to encompass today’s workspaces, customer expectations for convenience are rising. That means brands will have to be cautious about privacy concerns.

PERSONALIZED PRIVACY Digital experiences are better connected thanks to AI, but as stated above, so are privacy concerns. Brands must work harder to facilitate seamlessness while offering new solutions.

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IN A LEAGUE ALL ITS OWN

J PRESS 750S ACHIEVES DIGITAL PRESS AND ISO/ PAS 15339 MASTER ELITE LEVEL CERTIFICATIONS FROM IDEALLIANCE

TALK ABOUT RAREFIED AIR. How’s this for achievements? Fujifilm’s J Press 750S recently obtained Idealliance’s Digital Press Certification and ISO/PAS 15339 System Certification. And if that was not enough, the inkjet press raised the bar by earning Master Elite status, making it capable of achieving all seven of the globally recognized ISO/PAS 15339 Reference Print Conditions. The J Press 750S is now one of only two presses to ever reach this level of certification achievement (the other is Fujifilm’s J Press 720S.) The Idealliance Digital Press Certification verifies a system’s ability to meet or exceed established industry standards for excellence— evaluating the entire press system, including the digital front end, print engine, and paper for testing and certification in areas of color, print properties and print production. As for the other achievement, the ISO/PAS 15339 Certification certifies the capabilities of commercial digital press devices to meet the color space requirements specified by the Characterized Reference Print Conditions (CRPCs). ISO/PAS 15339 describes seven CRPCs, all of which have been created using G7® methodology to align the global print and packaging supply chains. G7 aligns Print Anywhere™, with one calibration, one separation, one file and one aim point as the industry leading set of specifications for achieving nearneutral gray balance across all print technology. The J Press 750S surpassed both the strict digital print production system requirements, as well as the ISO/PAS 15339 colormatic requirements serving as the industry benchmark in quality, reliability and repeatability across all aspects of digital printing. Jordan Gorski, VP of global certification programs for Idealliance, says the achievement puts Fujifilm into a category of its own. “The J Press is ideal for print service providers

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looking to meet the most stringent demands set by print buyers and brands in printing, packaging and graphic communications.” From an industry standpoint, the recognition elevates Fujifilm’s stature for delivering the technology today’s print providers need, says Ed Pierce, product marketing manager, FUJIFILM North America Corporation, Graphic Systems Division. “This recognition reinforces Fujifilm’s J Press 750S and previous generation J Press 720S to truly offer the highest level of quality, breadth of color, versatility and accuracy in the market.”

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THE WORKS HOW INDUSTRY ADVOCATES ARE MAKING A DIFFERENCE

t is designed to be a week like no other. This fall, Sept. 30-Oct. 4, Printing Industries of America (PIA) is organizing “Print Powers America Week,” the first initiative that encourages companies throughout the supply chain to join in a unifying effort to go all in for print. The campaign is asking companies to host an elected official on a facility tour, promote the positive aspects of the industry on social media and to engage employees as part of the grassroots process. The week-long celebration is part of PIA’s “Print Powers America,” an advocacy initiative launched last year to leverage an impactful mix of lobbying, grassroots action and public affairs. PIA’s goal is to strengthen the nation’s public policy commitment to the print and graphic communications industry and enhance its profile as a driving force in the American economy. Print advocates like Lisbeth A. Lyons believe that trade associations are uniquely positioned to facilitate a united message that focuses on industry first; company second. For industry leaders wanting to get started in advocating their profession, the “Print Powers America” initiative is a great place to start. “While it is a PIA program, it’s not limited to PIA members,” says Lyons, the association’s VP of Government & External Affairs. “The financial support of ‘Print Powers America’ are scalable to company size so that individuals, small businesses or large corporations can all participate equally. It’s a one-stop shop for policy education, grassroots calls to action and industry promotion.” And in what Lyons calls one of the most hyper-politically divisive times in her 20 years in Washington, D.C., she says it is more important than ever to unite the industry around the positive role of print. Take a recent bill introduced in the California Assembly that would make the state the first in the U.S. to mandate that retailers offer digital receipts as the

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default to customers starting Jan. 1, 2022. Customers will still be able to request a paper receipt in lieu of a digital receipt. Bill advocates say it will help protect consumers and workers from the toxins that often coat paper-based receipts, while also creating substantial environmental benefits. But as Lyons points out, that depends

on who is making the connection. According to a recent survey by Consumer Action, not everyone wants to go digital. The survey shows that 78 percent of people who get paper bills in the mail said they review the transactions on that statement. Only 43 percent who use electronic delivery said they go online to review transaction details. “Educating and engaging employees on how public policy decisions impact the company’s bottom line, which ultimately affects their personal bottom line, is key to building industry advocates,” Lyons says. “You can’t expect employees to advocate without providing an explanation of the public policy challenge and solutions so that they see how it connects to them and to their families. Again, it all starts with promoting print’s positive values: relevancy, sustainability, accessibility and reliability.” To include advocacy on your to-do list, you need a certain bit of tenacity. Advocacy thought leaders like Mark Pitts knows that keeping the value and utility of paper products close to your heart means you have to understand its criticalness to the industry’s future.

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As the executive director, Printing-Writing, Pulp and Tissue for American Forest & Paper Association (AF&PA), Pitts is on the front lines for many of the industry’s advocacy efforts. A national industry trade association, AF&PA helps public policies that promote a strong and sustainable U.S. forest products industry in the global marketplace. Today, the U.S. forest products industry accounts for approximately 4 percent of the total U.S. manufacturing GDP. Industry companies produce nearly $300 billion in products annually and employ some 950,000 people, exceeding employment levels in the automotive, chemicals and plastics industries. If you want a snapshot of its scope, the industry meets a payroll of approximately $55 billion and is among the top 10 manufacturing sector employers in 45 states. The enormity of those numbers means industry advocates must stay in front of the myriad changes in policies that can impact the bottom line. “Free and fair trade, a competitive tax system and regulatory reforms and process improvement are among the public policies we are working to advance,” Pitts says. “With those tools in hand, our member companies will have the support they need to make new and innovative products that meet the changing needs of new generations.” Another group pushing the power of paper to the industry and consumer masses is The Paper and Packaging Board (P+P B), otherwise known as the Paper Checkoff program. Created in 2014 with authorization by federal legislation, the group helps promote the use of paper products and paper-based packaging by highlighting the value they bring to our daily lives. Part of the group’s efforts is “The Paper & Packaging — How Life Un-

YOUR 3-STEP PLAN TO INDUSTRY ADVOCACY SOURCE: Eric Schaumburg, founder & CEO, Eventr.io

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IT’S ALL ABOUT SPREADING THE WORD TO AS MANY PEOPLE AS POSSIBLE. THE KEY IS TO JOIN A NETWORK OF LIKE-MINDED PROFESSIONALS, GET INVOLVED AND SHARE THE MESSAGE TO EDUCATE THE MASSES.”

— PHIL RIEBEL, PRESIDENT, TWO SIDES NORTH AMERICA

folds®” national marketing campaign, which promotes the benefits and value of paper and paper-based packaging through emotionally rich stories featuring animated characters to generate awareness of and engagement with consumers. “People want to use paper, the oldest technology, and perhaps the most accessible,” says Joan Sahlgren, Senior Director of Public Relations, Paper and Packaging Board. “We make sure to offer them tools they can use to help them succeed and to highlight through video and far reaching advertising and other marketing tools, just how important paper is in their lives.” STAYING AHEAD OF THE CURVE Change and opportunities can come quickly, so standing at the ready is always the best course forward. That’s why groups like Two Sides North America are vital to the industry’s advancing advocacy initiatives. Two Sides President Phil Riebel believes that being able to respond quickly by innovating their products to be more sustainable is something every company must embrace. He says being able to better capture the ROI of print when it comes to marketing, selling and getting people’s attention is critical. Print wins over digital in this area. “It’s all about spreading the word to as many people as possible,” Riebel says. “I

Becoming an industry advocate is as easy as getting started. For some, it is a mindset, embracing the task and passion, and moving forward. Here are three pieces of advice to get you started:

THINK BIG, AND DIG DEEP As an industry advocate, it is not all about your business. You must consider the challenges and trends impacting every business in your industry. Go through the problems and innovations thoroughly, and develop ideas that can benefit everyone.

think over the past seven years since Two Sides launched, we have made a difference and reached many people inside and outside our industry, including the marketing departments of the world’s largest companies. The key is to join a network of like-minded professionals, get involved and share the message to educate the masses.” With its work on five continents, Two Sides has become a global force in helping promote the sustainability of print and paper, including the many social benefits of print such as learning and literacy. It has also spearheaded an aggressive campaign to help remove or change the anti-paper and print environmental claims many brands use to promote digital services over paper-based communications. To date, Two Sides has worked with more than 440 large companies—many of them Fortune 500 brands—to prevent greenwashing and help modify their message so that they focus on facts and not cause unwarranted damage to the print, paper and mail value chain. The biggest step to joining in the industry’s advocacy efforts is taking that first step. Find a group to support and make the call. Join a board or task force. Share regular updates. “It’s important to provide knowledge and training to your employees so that they can be ambassadors of the positive aspects of print,” Riebel says. “That’s a good start.”

BUILD PARTNERSHIPS WITH OTHER ADVOCATES Find like-minded industry people who are advocating for different needs and discuss ways to work together on everyone’s behalf. Seek out individuals with solid influence who are capable of making changes.

TACKLE INCONSISTENCIES IN YOUR INDUSTRY Don’t be afraid to be a disruptor. Speak up and speak loud. Innovators are the ones who succeed.

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PULSE-POINT IMPULSE GRAPHIC & DISPLAY SOLUTIONS EXPANDS ITS CLIENT BASE WITH THE SUPERWIDE ACUITY ULTRA UV PRESS

TALENT AND TECHNOLOGY. The secret to any company’s successful business strategy

lands squarely in the heart of finding the perfect balance of that combination. If you can surround yourself with the best people and the latest, most effective ways of doing business, you win. Alex Cachia believes this. As president of Impulse Graphic & Display Solutions, he lives it every day. The Mississauga, Ontario-based provider of in-store retail signage and display solutions has been meeting client expectations since it opened its doors as Impulse Signs in 1976. The company expanded in terms of scope and equipment and in 2014 re-branded as Impulse Graphic & Display Solutions Inc. “Like any business leader, I rely on a great combination of of talent and technology. I am blessed with a great staff,” Cachia says. “We all live and breathe within the print industry.

Alex Cachia, right, and his team alongside the five meter Acuity Ultra, at Impulse Graphic & Display Solutions, in Mississauga, Ontario, Canada.

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We are a unique print service provider, with clients in various industries, including automotive, food service and pharmaceuticals, that have high expectations.” With an emphasis on perfection, the Impulse team will not sacrifice quality for anything. That means finding the right opportunities and equipment to chase perfection. Take the company’s recent expansion of its wide format portfolio with Fujifilm’s Acuity Ultra, a 5 meter (197 inches) superwide UV press featuring impressive cost-in-use for outputting high quality interior graphics and high speed exterior applications. The Acuity Ultra offers increased size and quality to make the production of

superwide graphics much more profitable. The newest superwide UV printers from Fujifilm, the Acuity Ultra Series is also available in a 3.2 meter (126 inches) version—where high-impact, near-photographic quality is required. With a 3.5 pl drop size ensuring the highest possible quality, the grand format Acuity Ultra is ideal for the high-end indoor display market, especially for luxury brands, with quality rivaling litho output. “With the Acuity Ultra, my team can handle all of the expectations and demands of our clients with great success,” Cachia says. For example, Impulse previously was limited to printing on mostly rigid substrates. But with the Acuity Ultra, this print service provider is able to offer flexible grand format application options. With regard to shipping and packing costs, the Impulse team also is able to offer significant savings with respect to lighter and more flexible substrates, which are also

THE ADDITION OF THE ACUITY ULTRA ENABLES US TO MEET AND EXCEED OUR CLIENT’S EXPECTATIONS, JOB AFTER JOB, AS WELL AS HELPS WITH THE SALES PROCESS TO WIN NEW OPPORTUNITIES.” — ALEX CACHIA, PRESIDENT, IMPULSE GRAPHIC & DISPLAY SOLUTIONS INC.

recyclable. And because they don’t have to rely on outsourcing, the company is able to maintain printing in-house, while experiencing smaller set-up costs, decreased prep time and faster turnarounds. Overall, the Acuity Ultra has fortified Impulse’s presence as a unique print service provider. The press’s massive format size, multi-roll options and impressive speed continue to create new opportunities. “We have the ability to profitably create exhibition graphics, point-of-purchase displays, high-value graphic art, and indoor backlit displays,” Cachia says. “Without question,

the print quality of the Acuity Ultra stands out from any potential competitor in this segment.” THEY SHOOT; THEY SCORE… Given its location in Mississauga, Canada, near Toronto, outdoor ice rinks are plentiful, helping Impulse build even more relationships that can use its services. “The five meter allows us to win even more work with local ice rinks by letting them know we have a larger footprint,” Cachia says. “We are able to print onto a flexible material that can be applied to the ice for marketing and advertising opportunities, which the local rinks do every season. But with the Acuity Ultra, we can save them time and money on their installations. We have developed a strong business base within the local ice rinks by printing onto flexible media that is installed directly into the ice. The five meter output off the Acuity Ultra reduces installation time and costs.” With regard to Impulse’s hospitality and food service clients, volatile organic compounds (VOCs) impact on indoor air quality was a regular topic of conversation prior to installing their Acuity Ultra. “With our previous press, we had to let the rolls sit for upward of two days due to the strong odors” says Cachia. “With the Acuity Ultra, we no longer have that lengthy delay in production.” That has important benefits on the sustainability side. Fujifilm’s commitment to environmental responsibility has been recognized through achieving UL GREENGUARD® certification for its Uvijet GS range of inks. GREENGUARD helps manufacturers create and customers choose interior products that support healthy indoor environments through low chemical emissions. Certification means that a product has been rigorously tested and shown to have low emissions of volatile organic compounds, safe for install in schools and hospitals. Says Cachia, “The addition of the Acuity Ultra enables us to meet and exceed our client’s expectations, job after job, as well as helps with the sales process to win new opportunities.”

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CONSISTENTLY PERFECT MANAGING COLOR ACROSS MULTIPLE PLATFORMS

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WHEN IT COMES TO COLOR, accuracy matters. That’s why more and more

printers are turning to Fujifilm’s ColorPath® SYNC™ Brand Color Optimizer™ to get it right—the first time. One of the most accurate solutions on the market, ColorPath SYNC helps you quickly determine if the desired brand color is accurate and in or out of gamut for a particular print condition. And when it comes to meeting your customer’s expectations—and deadline— the ColorPath SYNC can help raise your game to the next level.

ColorPath SYNC is a printer’s best friend Thanks to the ColorPath SYNC Brand Color Optimizer, you receive fast, accurate, cost-effective brand color libraries. You also are able to easily optimize an entire PANTONE® color library in less than an hour, as well as get quick reports on predicted and actual color accuracy. All you have to do is profile your print condition with ColorPath SYNC DLP, load the profile to predict color accuracy of the library and optimize the library, and print the charts and measure to verify the results.

Whether you use Fujifilm’s XMF Workflow or another workflow system, ColorPath SYNC is designed to be an easy-to-use web platform to manage color across multiple output devices. The cloud-based system also features the ColorPath SYNC Align, ColorPath SYNC DLP and ColorPath SYNC Ink Optimization (IO)—color management solutions designed to meet the highest color standards.

And like any other Fujifilm product, the ColorPath SYNC and ColorPath SYNC Brand Color Optimizer are backed by Fujifilm’s Professional Services team— which offers more G7 experts than any other company in the commercial print industry.

Breaking down your ColorPath SYNC COLORPATH SYNC ALIGN This “Cloud Based” color management solution creates G7 Curves and ISO Curves for the pressroom using iterative and unique color adjustments to achieve the highest color standards.

COLORPATH SYNC DLP A “Cloud Based” color management solution that enables you to continually and efficiently optimize color. The solution is designed to optimize color for digital presses and inkjet proofing solutions.

COLORPATH SYNC INK OPTIMIZATION (IO) The “Cloud Based” color management solution is capable of creating high quality Ink Optimized Device Link Profiles.

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we called the three companies that had a brand position in our brains. We met with them and collected info and then decided what we wanted to buy. Today, we see something cool, we search the Internet, and we find a couple other items that are similar. We decide what we want to buy. We try to find a price and cost justify. Then, we put out an RFP to collect more information. The last thing we want to do is sit in front of a sales rep who still sells like they did 30 years ago. Sales reps today need to be valued consultants and must approach business opportunity as an educational effort. BILL GILLESPIE: For most of my career, the

sales conversations were about processes, technology and production issues. That’s because it took a technician to deliver a quality product. Technology has leveled the playing field with respect to quality. If you’re having the right conversation today, you can talk about client goals, creativity and endless possibilities in messaging. This elevates the rep’s value, by the way.

SALES ON SALES

INSIDE TODAY’S SELLING ENVIRONMENT FROM THOSE WHO LIVE IT

Every day is a new day when it comes to sales. In a commercial print landscape that is ever-evolving, today’s sales professional must be able to adapt. But how do today’s print shops keep their front line salespeople sharp, armed with information and ready to serve? To get a feel for the ins and outs of the game, we sat down with a handful of the industry’s leading sales pros. Our panel includes Gina Danner, CEO, Next Page; Bill Gillespie, VP Sales, Bennett Graphics; Dean Petrulakis, SVP Sales, Lake County Press; Tom Moe, President and CEO, Daily Printing; and Scott Hudson, Director of Corporate Communications, Worth Higgins & Associates Inc. HOW HAS THE SALES PROCESS EVOLVED? WHAT ARE SOME OF THE BIGGEST CHANGES YOU HAVE SEEN? GINA DANNER: The sales process has A evolved from the sales rep holding all Q

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the information—think 30 years ago and needing information on equipment—to the clients having access to information, but no time to research at a level to make a true discerning decision. In the old days, if anyone in business wanted to buy something,

DEAN PETRULAKIS: The biggest change is just how informed and educated the buyers are before you meet them. The days of showing up and throwing out your product and capabilities pitch are over. The clients have done their homework already. By the time they bring you in, they want to know how you will solve their problem better than their other qualified options. You have to be much more consultative today. And you must be willing to give lots of value in terms of content and education to win a buyer’s trust. All that said, from a pure print standpoint, there are lots of younger designers and marketers who don’t know print to the level that the more seasoned print buyers did. This presents a great opportunity to educate and win their trust. In essence, it’s incumbent upon the rep to steer the specs in the direction that helps create the most impact while also honoring the budget. TOM MOE: Sales is no longer about selling

print or being an expert in how to put ink/ toner on media and delivering a nice printed piece. The fact that 65-80 percent of the information stage of the sales process is completed before most salespeople get involved means that the process is not about equipment lists or presses any longer. Today, the process is about delivering business solutions that meet your client’s business objectives and helping them be successful. Nobody wants to buy print; they want to acquire more clients and sell product. Print is just the process of com-

munication that works for many of these objectives. The biggest changes to the process have been related to analytics and test response. We have to be more concerned about measuring if the process worked or not. What used to be five to six steps is now nine to 10. It is no longer about speed, quality and price. Those are now the very basic expectations to be in business. Everyone can tell you why they are the best. Salespeople must have a much higher business acumen and understand the client’s business goals in order to be successful, not just be able to talk about paper brightness, ink dot distortion and who makes the best doughnut in town.

MOE: Our company does not have a sales manager, instead we have a sales consultant on contract. We use this model to stay fresh and in tune with the latest and most successful ideas out there. The consultant also has developed an award-winning sales process on how to sell business insight, not just print. This method has allowed us to learn faster, adapt to the new selling requirements and so on. We started out with a three-day intense session, then went to weekly remote conference webinars; now we do tune-up once a quarter. Our sales team meets weekly, and we share our experiences and help each other avoid or overcome issues. HUDSON: Most of our sales training is

SCOTT HUDSON: One of the biggest chal-

lenges we have seen is that the traditional “print buyer” position has disappeared. Most often, we are dealing with buyers whose main job function is not purchasing print. This type of buyer is often looking for the cheapest price or fastest turnaround as print is a last thought in their minds. As much as it’s been a challenge, we work with sales to dig deeper because many of these buyers are more receptive to a “one-stop shop” if you can offer diversified services to make their job easier. WHAT TYPE OF SALES TRAINING DO YOU OFFER (INTERNALLY AND EXTERNALLY)? HOW OFTEN? DANNER: NextPage has offered both A internal and external sales training to varied levels of success. The best training has involved the account executive having some skin in the game and paying a portion of the cost. If they have a financial investment in the training program, they will study and engage at a much deeper level. Besides, if they apply the principles of a sound program, they will reap the rewards. Beyond sales training, it is critical to hire the right person that has a big view of the world and an internal drive for success. Q

internal and formally offered quarterly.

BUYERS ARE LOOKING FOR KNOWLEDGEABLE BUSINESS PARTNERS WHO CAN GUIDE THEM THROUGH THE PROCESS AND OFFER INNOVATION TO HELP THEM ACHIEVE THEIR BUSINESS GOALS.” — SCOTT HUDSON, WORTH HIGGINS & ASSOCIATES HOW IMPORTANT IS HAVING THE Q RIGHT CONTENT IN THE SALES PROCESS? DANNER: The right content speeds A along the process so that when clients are ready to engage, they know what questions to ask and what opportunities to push forward on. The more content that is available to the consumer, the more empowered they feel.

GILLESPIE: We have internal sales training.

“Sales is a Process” is required of all new reps and offered to all existing reps as a refresher at least annually. In addition, we have specific sales skill sessions quarterly (listening, the right question, why is the client spending money etc.).

GILLESPIE: It’s everything. Being able to

share the story—why you did something rather than what you did—provides context to every case study or sample a printing rep might show. PETRULAKIS: It’s everything. It’s how you

PETRULAKIS: Regular sales meetings and

those with vendors and partners who keep the reps and account managers up to speed on what’s new in the market are important. Also, anytime we put in new equipment or update a service, the reps learn about it so we know what we have to offer.

engage at the top of the funnel today with busy buyers who have learned to cocoon themselves. Plain and simple, if your content speaks to them and is about them, you will start to earn their trust and earn the opportunity to potentially win their business. It’s about demonstrating empathy

and knowledge of their industry. MOE: Very. No one has extra time, and

if you do get a meeting or are fortunate enough to get invited to the strategy table, and you show up with anecdotal information or no information at all, you are wasting the client’s time. You need to do the research ahead of time. It is pretty easy to find over a million things on Google to help, so how anyone cannot be prepared is beyond me. If you do, it shows that you don’t really care about the client or their problem—you are just looking for a transaction. HUDSON: I feel it’s very important. Having the right and regular content in front of prospects and clients to stay top of mind is paramount today. Buyers are getting offers from so many channels, you need content and collateral to make them think of you first every time they have a project.

WHAT’S THE BIGGEST PIECE OF ADVICE YOU CAN OFFER TODAY’S COMMERCIAL PRINT SALESPERSON? DANNER: Read everything you can on A marketing. Print is just one touchpoint out of numerous touchpoints that drive toward a sale. Q

GILLESPIE: Ask yourself why your client is

about to spend money rather than what they are spending money on. Specs are just details. Why is everything. PETRULAKIS: Stop talking about your

equipment. The majority of people don’t care. They want to know what the end result will be by working with you. How was their life before working with you and how much better will it be after working with you. That middle ground is your story and that’s what you should sell. MOE: You need to stop selling print and

start listening to your clients. You need to know what they are trying to do and why. Focus on understanding their business, and be able to talk in their language and terms. Print has the ability to help your client tell a compelling story, and that story will contain a business outcome. If you can do that, you will get invited back. HUDSON: Really take the time to know what you are selling. Being able to be a resource beyond ink on paper is paramount in today’s business environment. Buyers are looking for knowledgeable business partners who can guide them through the process and offer innovation to help them achieve their business goals.

print illustrated ❘ FALL 2019 ❘ 17

SCREEN STAR NOT JUST PRINTERS. PARTNERS. PUTTING CUSTOMERS’ REPUTATIONS FIRST. If there is an edict that the Stouse

team follows on a day-to-day basis, it is about looking out for their distributors. They know resellers are handing them more than just a job, they are handing them their reputation. The philosophy of treating people as business partners, not transactions, is one

Dave Christensen, chief technology officer, at the entrance to Stouse’s 180,000 square foot facility near Kansas City, Kansas.

18 ❘ print illustrated ❘ FALL 2019

of the three tenets that has help fashion the success of the wholesale trade printer. The other two are providing a customer service team that cares about its resellers’ reputation, always helping ensure every print project is successful by asking the right questions and making sure no detail is missed, and delivering high-quality products on time.

The strategy is engrained into the philosophy of the 400-plus employees that help run three shifts, six days a week at the 180,000-square-foot facility near Kansas City, Kansas. Having an up close and personal relationship with their customers is something that the Stouse team takes to heart. For example, all incoming calls during normal business hours are answered by a real person. Customers never get an automated prompt. “Providing excellent customer service is huge for us,” says Dave Christensen, chief technology officer. “We are not just a printer, we are a trusted partner with a quality operation. Building relationships that extend beyond just a sale is the difference between getting the job done, and getting the job done right.” The company, which offers screen, digital and flexographic printing, is also driven by the success of its resources, which include Fujifilm’s AMP and PEL screen inks. The products output on a variety of substrates,

including polypropylene, polystyrene and white vinyl. When it comes to screen ink, conversations typically center on sheets per gallon and square feet per gallon and white ink, which make the topic perfect for the Stouse team. “We are averaging 2,500 square feet a gallon,” Christensen says. “And the white ink is excellent, very opaque. We use a lot of white ink on chromes and clear products where we want a barrier or a real-white background to stand out.” The fact that Fujifilm screen inks are made in America is another benefit for the Stouse team. “To source our screen inks from the U.S., knowing we are supporting American jobs, makes everyone here proud,” Christensen says. “Fujifilm stands behind their products, and our organization views Fujifilm as a partner, because (Fujifilm) helps support us to make sure we consistently have a great product.” BUILT FOR THE LONG HAUL Stouse, LLC was founded as Stouse Sign Service in the early 1950s, where it specialized in sign painting and billboards. In 1977,

the company was purchased and the product line was expanded to include bumper stickers and other screen-printed products. In 1979, it produced its first catalog, a much smaller version of today’s Full Line Catalog. Around that time, the company relocated to an 18,000-square-foot building on Roanoke Road in Kansas City, Missouri and became Stouse Inc. By 1988, already outgrowing its Roanoke Road facility, it constructed a 37,000-square-foot building in its Kansas facility. Over the years, spurred on by the success of its screen and flexo-printed products, Stouse made an addition that more than doubled the facility’s size (in 1992 and again in 1996). As technology and ink durability improved, Stouse continued its growth spurt, adding four forms of digital printing. Several years ago, Stouse management and prior ownership recapitalized the company and changed the name to Stouse, LLC. “For more than 40 years, Stouse has been perfecting its craft,” Christensen says. “It is about creating partnerships with our resellers that are built on trust.”

print illustrated ❘ FALL 2019 ❘ 19

PAPER PACKAGING MARKET TRENDS

THE LONG PLAY Take a look down the road and you will see good things happening in the paper packaging market. According to the latest data from global data firm Statista, the forecasted market value of paper packaging materials in North America will hit nearly $47 billion in liquid packaging cartons in 2022. Here’s a snapshot of how the other categories will fare over the next few years:

Liquid packaging cartons

Carton & folding boxes

(in billions)

Corrugated cases

Others (in billions)

(in billions)

2019

16.5

2020

42.5

24.5

2021

44.5

18.5

25.5

2022

46.5

19.5

16.5

20 ❘ print illustrated ❘ FALL 2019

C OAT E D PA P E R

AVAIL ABLE

NATIONALLY.

U N C OAT E D PA P E R

DELIVERED

LOCALLY. E XC L U S I V E LY F R O M

VERITIV.

Veritiv paper and print brands offer proven performance across a multitude of platforms.

S B S C OAT E D B OA R D

P O LY E S T E R S Y N T H E T I C PA P E R

ENVELOPES

P R E S S U R E S E N S I T I V E PA P E R

For samples and product information, visit

veritivcorp.com/paper-brands Availability of product, sizes, basis weights and finishes may vary by location. Â©2019 Veritiv Corporation. All rights reserved. Veritiv, the Veritiv logo, Endurance, Starbrite, Nordic+, Seville, Showcase, Comet and ViV are trademarks of Veritiv or its affiliates.

M U LT I - P U R P O S E PA P E R

W I D E F O R M AT

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