Printing: where shall we be?
Women Slow to Move Into Board Leadership in Graphic Arts Industry Office Supplies 锘?a href="">printing services Digital color printing is handled inside a selection of ways and every supplier has their very own secret sauce. Bit depth could be considered a determinant but, it usually represents processing, not rendering. Digital printers tend not to usually use traditional halftone dots -- every one has secret and proprietary algorithms for rendering photographs. How will you evaluate print quality? Look on the samples, or do your samples. Look for: 1. gradients and tints, 2. colors, and 3. skin discoloration. ,Innovative Publishing Solutions Slow to Gain Acceptance: Summary of Cadmus Communication鈥檚 Q3 Earnings Call
By Barbara Pellow September 20, 2006 -- Faced with overcapacity, ever-changing market demands and commoditization of printed materials, graphic communications providers are searhing for to push away decreasing and quite often disappearing profits. Some who're seriously challenged employ knee-jerk tactics that cut margins and often irreversibly damage their businesses. Others are aggressively aimed at using repositioning. Repositioning is usually a strategic decision that builds and expands your core competencies. It can be a long-term redirection of your online business versus a short-term promotion or price cutting created to stimulate quick cash. Repositioning can be a strategic decision that builds and expands your core competencies Repositioning is approximately change. It is all about repositioning your enterprise from the mind of both existing customers and prospects. From a subscriber list marketing perspective, you must be known as creating a portfolio with few credible substitutes after which building the appropriate amount of market awareness. How your small business is defined and perceived from the marketplace is really a significant determinant of success. It determines the amount of sales opportunities you will get. It determines whether you may breeze via your prospect's qualifying rounds for the finals, or whether you'll even obtain a seat for the table. Positioning also determines prices you may charge along with the margins you recognize. Every Tagline Tells a Story In reflecting within the graphic communications market, a amount of firms are striving to reposition their organizations as emails firms, as a possible integral component of supply chain management or to be a document management partner. You are seeing the emergence of recent taglines and strategic direction. For example: * Standard Register has a fresh subject Managing the Documents You Can't Live Without * The Strata Companies tells clients We are not only a design firm, advertising agency or printer, however single source for meeting your entire marketing communication needs * Cohber Press tells clients that they're Bringing you next generation marketing solutions. From basic collateral and marketing support to CRM and strategically driven direct marketing campaigns, Cohber gives clients and agencies 1 source for integrated strategy, production and analytical capabilities. * Henry Wurst, Incorporated, is headquartered in Kansas City, MO and says its mission would be to provide outstanding counsel, information, and communications product or service to facilitate development of the customers' businesses. A Repositioning Success Story This past week, I talked with Doug Hammerseng, Vice President of Sales and Marketing for Minneapolis-based GLS Companies. With revenues in far more than $36 million, GLS was identified inside Graphic Arts Monthly 101 report as you on the top companies to view. President and CEO Gary Garner founded General Litho Services, Inc. (now GLS) twenty six years ago as being a sheetfed offset business. Today, the firm employs almost 300 people in the 161,000 square foot facility. According to Hammerseng, Gary Garner is usually a visionary and is also always looking for your next probability to reinvent the organization for market growth. Gary saw huge opportunity 15 a long time ago in direct mail and invested in the lettershop. Ten a long time ago, Gary realized he needed to back up many of his clients with creative services that can help develop print friendly pieces. Today Garner carries a staff of seven creatives. He broadened the portfolio to add warehousing, distribution and fulfillment. And he expanded both traditional and digital print capacity. GLS added an IT department and hired a chief technology officer. They build internet sites for clients so it will be very easy to work with GLS. The company has repositioned itself being a firm that delivers Integrated Communication Solutions which incorporates creative, print, mailing and distribution services. The repositioning process continues to be done well at GLS. The most successful repositioning strategies start within the fringes of an business' core competencies. For GLS, starting inside the direct mail lettershop was closely aligned with existing skills. Creative services gave the firm a the perfect time to market advantage for key customers; warehousing, fulfillment and distribution was closely associated with traditional print, digital print and direct mail operations. When you check out the GLS web page, the initial statement you observe is, At GLS, we've worked hard at making a solid reputation around great printing. As our clients' needs have changed, we've changed, too--adding technologies and services that permit us to supply an entire array of Integrated Communication Solutions. Gary Garner were built with a deliberate expansion plan dependant on defined customer needs that gave him the capacity to create a larger share of buyers' business. Resource Allocation Repositioning includes there is usually a strong ought to allocate resources. Gary realizes that repositioning means that you simply have to boost the quantity and excellence of communications, and speak more clearly plus much more often to ascertain your brand. It requires incurring additional costs in areas like: * Employee training * Revising a site * New sales materials * Publicity * Signage * Advertising * Direct mail The secret to communicating a brandname repositioning effectively should be to start internally. Firms have to develop the messages and explain the reasons why behind the repositioning and discuss them with all the staff. Everyone for the staff must be on-board and also be capable of consistently articulate the modern messaging. Once the identity is established internally, then it's time for you to give attention to sharing messages externally. GLS has devoted to customers that happen to be trying to find Integrated Communication Solutions. Hammerseng said, Internally, we discuss print programs versus orders. We consentrate on long run print agreements and being the purchaser's primary supplier for comprehensive suite of services. GLS has launched a blue chip customer base that features firms like Piper Jaffray, Cargill, Securian and Graco, Inc. With the Integrated Communication Services messaging received well internally, marketing efforts now use external communications. According to Hammerseng, GLS does 15 customer touches this season to both instill loyalty and look after high visibility and awareness. This includes sending a Thanksgiving card saying thanks to customers for his or her business at the same time being a Holiday card; a custom newsletter called Direct Connections is delivered with a quarterly basis; four client based training seminars are conducted annually and there is certainly contact by direct selling representatives and customer care personnel. The GLS education schedule for that fall includes topics like Navigating Your Way Through Pre-Media and Getting Personal--Making the Most of just one:1 Marketing. To reinforce the marketplace positioning and display its new 43,000 square foot expansion, GLS conducted a receptive house using a clever Vegas-style theme the 2009 June. Visitors were greeted on the main entrance, where they checked into Hotel GLS and received their Club Card & Map that featured each department to be a hotel about the strip. Guests were encouraged for taking the self-guided tour with the GLS Strip and examine all from the exciting changes the organization recently undergone through its remodeling and expansion. The hotels featured were: Paris (Creative), Luxor (Packaging), Mirage (PreMedia), Venetian (Indigo), Bellagio (IT), Caesars Palace (Print), MGM Grand (Finishing), Treasure Island (Mailing) and Excalibur (Distribution). And to top from the event, Elvis was inside building. Repositioning Done Right Gary Garner understood that repositioning was a lot more than a fresh saying appended to some corporate logo. He took the time for you to assess current competencies and industry trends, and followed customer needs. With that input, Garner followed four key principles required for effective repositioning. 1. A deliberate strategy for expanding services aligned featuring its base core competency of printing 2. A concentrate on a combination with the right acquisitions, equipment and infrastructure to provide for the promise of Integrated Communication Solutions 3. Ensuring an employee culture was constantly in place internally and consistent with all the corporate direction 4. Effectively communicating the newest positioning to external customers The effectiveness on the repositioning is apparent. It is demonstrated through business results. GLS grew 36 percent recently, with revenues in way over $36 million and 2006 projections are revenues of in excess of $42 million. With technology, the sole constant in this graphic communications information mill change. Savvy companies have to realize what's forced to effectively reposition their businesses. GLS offers a superb model to follow along with. ,锘?a href="">printing services print solutions