Printing News - July 2018

July 2018

The Resource for Commercial, Sign & Digital Printing

DIRECT MAIL

Best Practices

• Direct Mail Insights for Your Business Needs • Executive Q&A with IWCO Direct's Karen Weil • Today's Trends in Prepress & Color Management

Using Pantone for Package Design PrintingNews.com/12417122

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Table of Contents

On the Cover Direct Mail: Best Practices The latest on how to expand or revise your direct mail marketing strategy.

By Tai Gooden

10

13 Executive Q+A: Karen Weil of IWCO Direct

IWCO Direct’s Karen Weil answers questions about her tremendous impact on the print industry and her 30 years of experience in the print industry.

By Amanda Luz Henning Santiago

16 Neenah Paper, Inc. Innovative beginnings with a huge return.

Columns 05 Editor’s Note

Managing Cross-Generationally

By Rebecca Flores

By Tai Gooden

18 Leading in Print

22 Sales Clinic

Price is Often an Issue, but Not Always a Problem

Taking a look at our carbon footprint.

By Phil Riebel

14 What’s New in Book and Catalogue Printing Companies are working round the clock to innovate book and catalog printing.

Check out the latest on innovations in book and catalog printing.

By Prince Shakur

July 2018

20 Millennial Minute Recruiting millennials requires appealing to their ethical and pragmatic sides.

By Ashley Leone

By Dave Fellman

23 Human Resources Toxicity Goes Both Ways

By Debra Thompson

28 Case Study Looking at Time

By Tom Crouser

Departments 06 Printing Pulse 24 New Products 26 Classifieds/Supplier Directory

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SOCIAL MEDIA & ONLINE CONTENT PrintingNews com

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Featured Publication July 2018

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Events:

DIRECT MAIL

CSA Summer Mixer / Tabletop Join CSA members for the 2018 summer mixer! Industry manufacturers will present their latest products designed to benefit your business.

July 18, Denver, CO

@PrintingNews

Best Practices

• Direct Mail Insights for Your Business Needs • Executive Q&A with IWCO Direct's Karen Weil

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SignConnexion 2018 Mingle and take advantage of exciting seminars to give yourself a hand up in the industry, at SignConnexion 2018.

July 18-21, Biloxi, MS G7 Training - Clemson University This flexography based training for G7 Experts & G7 Professionals will be over three days full of extensive hands-on practical experience and live demonstration as well as in depth discussion on G7 methodology.

August 7-9, Clemson, SC

The Resource for Commercial, Sign & Digital Printing

• Today's Trends in Prepress & Color Management

Printing News

Using Pantone for Package Design PrintingNews.com/12417122

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ince 1928, Printing News has focused on improving efficiency and increasing sales and profits in the print shop. Industry experts share their ideas and technical knowledge on ways to improve operations.

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• Top Tips on Successful Print & Mail Marketing

Vol. 41, No. 10 Group Publisher Kelley Holmes Kelley@PrintingNews.com | 800-616-2252 x8511

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Rebecca Flores Rebecca@PrintingNews.com | 800-616-2252 x8506

Tom Crouser David Fellman John Giles Joe Rickard

Jeffrey Steele Heidi Tolliver-Walker Laurie Weller Joann Whitcher

Ashley Leone Phil Riebel Prince Shakur Tai Gooden

Account Executive Paul Zimmerman Paul@PrintingNews.com | 800-616.2252 x8515

Production Manager Connie Wolf CWolf@SouthComm.com | 800-616-2252 x1679

representing content from Printing News, Wide-Format & Signage, and Inkjet’s Age—is devoted to delivering you timely news and multimedia content on a daily basis.

Printing News (ISSN 0191-4588) (USPS 500-850) Volume 41, Number 10 is published ten times per year in January, April, April, May, June, August, September, October, November and December by Endeavor Business Media, LLC, at 1233 Janesville Avenue, Fort Atkinson, WI 53538. Periodicals postage paid at Fort Atkinson, WI 53538 and additional mailing offices. POSTMASTER: Send address changes to Printing News, PO Box 3257, Northbrook, IL 60065-3257. Canada Post PM40612608. Return undeliverable Canadian addresses to: Printing News, PO Box 25542, London, ON N6C 6B2. Subscriptions: Individual subscriptions are available without charge in the U.S. to qualified subscribers. Publisher reserves the right to reject non-qualified subscriptions. Subscription prices: U.S. $47 per year, $91 two year; Canada/Mexico $69 per year, $128 two year. All other countries $101 per year, $191 two year. All subscriptions payable in U.S. funds, drawn on U.S. bank. Canadian GST#842773848. Back issue $10 prepaid, if available. Printed in the USA. Copyright 2018 Endeavor Business Media, LLC. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recordings or any information storage or retrieval system, without permission from the publisher. Endeavor Business Media, LLC does not assume and herby disclaims any liability to any person or company for any loss or damage caused by errors or omissions in the material herein, regardless of whether such errors result from negligence, accident or any other cause whatsoever. The views and opinions in the articles herein are not to be taken as official expressions of the publishers, unless so stated. The publishers do not warrant, either expressly or by implication, the factual accuracy of the articles herein, nor do they so warrant any views or opinions offered by the authors of said articles.

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• Why White Ink is an Irreplaceable Tool for PSPs

Managing Editor Contributing Writers

PrintingNews.com—the web portal

Exclusive Section

Art Director Barbara Pineiro BPineiro@SouthComm.com | 800-616-2252 x6316

Circulation Jackie Dandoy JDandoy@SouthComm.com | 800-547-7377 x1711

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Inkjet’s Age focuses on the issues surrounding inkjet printing technology. It covers the industry news, trends, products, services, and management issues that will help printers grow business using this technology.

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July 2018

The Premier Source for the Visual Communications Industry

Instant Outcomes:

The Latest On UV Curable Printing

Bringing Efficiency to Wide-Format • Today's Trends in Prepress & Color Management • Industry Insights

Philadelphia Zoo | Inflatable Billboard PrintingNews.com/12416647

Wide-Format & Signage is the business and technology resource for corporate and senior management focusing on issues across the wide-format and grand-format markets.

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Editor’s Note

Managing CrossGenerationally E

very industry has their challenge. Yet the one common issue that gets brought up time and time again among executives and managers alike within print is how to create a pipeline that connects an incoming workforce to the industry. The average age of a print employee is currently 46. As a few speakers astutely pointed out during Ricoh’s Interact 2018 event in Colorado, once industry professionals begin retiring in droves— the workforce “gap” will become a canyon.

Rebecca Flores Managing Editor Rebecca Flores is an editorial professional with more than 7 years experience in content management, corporate communications, and leadership. With a demonstrated history of success in writing and editing, in addition to a keen insight for current trends, she brings an energized approach to coverage of the print and graphics industry. Email Rebecca at rebecca@printingnews.com.

Luckily for business owners, millennials aren’t anti-print or anti-paper, as Ashley Leone, Marketing and Communications Coordinator at IWCO Direct, explains on page 20. But they demand the appropriate resources and clearly outlined advancement opportunities. Millennials want to grow, especially in an economic climate that rewards those who position for the taking.

They’re worth investing in carefully as they (I guess I should say, we) are the ones that will be left to define the industry in decades to come.

The prioritization of people always returns on investment. Neenah Paper, Inc., a global specialty materials manufacterer, is a prime example of such. Although a superior product helps Neenah stay competitive, Neenah Brand and Sales Manager Greg Maze says the ultimate factor in how Neenah distinguishes itself from competition is with its workforce. Leaders at Neenah Paper, Inc. maintain that the best work is done when surrounded by people who challenge you.

I sat at a table across from a gentleman at a publication who complained about his own staff ’s millennial hires. When I inquired who in the office has issues with the way “they” do things, he offered his own complaints.

It sounded like his teammates found their job processes cumbersome and inefficient.

I wondered what opportunities would be possible by thinking outside of the box and asking his (presumably bored) colleagues to take on the challenge of finding a new more efficient way to get results.

Many of us don’t think we are the ones that need to adjust to newcomers or industry shakers but our HR expert, Debra Thompson, shares that can sometimes add to detriment on page 23. After all, managing crossgenerationally means finding opportunity in the divides. It’s there among the fissures that we may find ourselves building something meaningful, together.

Direct Mail for the Masses The Direct Marketing Association (DMA) revealed that direct mail has a 5.3% response rate compared to 0.6% for prospect emails. Find out how to make those numbers work for your business and for your clients on page 10.

Find this article at PrintingNews.com/12417864

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July 2018

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Printing Pulse

Roland’s DGSHAPE LD-80 Laser Decorator Wins Laser Focus World 2018 Innovators Awards Program Gold Honors

HP Helps Brands Stand Out Through New Packaging Possibilities HP launched the Reinvent Packaging campaign to demonstrate the #PowerOfPrint to inspire consumer packaged goods brands to create unique connections and engage with consumers through packaging. HP designed the campaign to create awareness among brands on the power and magic of packaging. By creating unique experiences through packaging, brands will be able to reinvent how they engage with their customers with personalized and memorable experiences.

HP features a series of videos that demonstrate the power of print and how its digital packaging print technology enables brands to increase customer engagement, drive sales, improve supply chain flexibility, and secure their brand. With HP digital packaging capabilities, brands will be empowered to create experiences that are emotional and personalized illustrated through HP’s video storytelling.

PrintingNews.com/12415439

Roland DGA announced its DGSHAPE LD-80 Laser Decorator was a Gold Award winner in the 2018 Laser Focus World Innovators Awards.

Roland DGA Corporation announced its DGSHAPE LD-80 Laser Decorator was recognized as a Gold Award winner in the 2018 Laser Focus World Innovators Awards.

Introduced earlier this year, the DGSHAPE LD-80 Laser Decorator makes it easy to personalize and enhance small, off-the-shelf acrylic, ABS and polycarbonate items with metallized and holographic foils. The LD-80’s small footprint, variable data capabilities, and ability to foil-decorate without a hot-foil stamp, make it unbeatable for on-demand foil decoration in retail stores, at kiosks, or at concerts and other special events.

“We’re extremely proud to have our LD-80 receive a Laser Focus World Innovator Gold Award,” said Andrew Oransky, President, Roland DGA. “In addition to being a compact, cost-effective machine with unique foil decoration capabilities, it’s also compliant with the safest Class 1 International Standard for products equipped with laser devices.”

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Niche is the New Normal Quadpack is prepared with a forward-looking strategy that embraces multiple fields of expertise.

It is every brand’s wish to be different. In fragrance, where aesthetics rule, differentiation becomes even more important. In recent years, this has spurred a trend that has seen more and more niche brands appearing in an ever-crowded market. With a large percentage of the 2,000 global fragrance references launched by these niche players last year, the current status looks to be stabilising. In other words, niche is the new normal. The challenge for packagers

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July 2018

is how to deliver this differentiation. Quadpack is prepared with a forward-looking strategy that embraces multiple fields of expertise.

In the months ahead, Isabelle de Maistre, Head of the Fragrance Division predicts more diversity in components, usage and materials. Her strategy sees Quadpack applying that universal expertise to a roadmap of innovative solutions to be released over the course of the year, as part of Quapack’s portfolio or as bespoke projects. Her message for the niche brands out there?

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Printing Pulse Brandimage Packaging Design for 7-Eleven Private Label Brands Brandimage has been honored with Silver and Bronze awards recognizing packaging design excellence for 7-Eleven in the The Vertex Awards 2018 International Private Brand Design Competition.The Vertex Awards is the only global competition devoted exclusively to the art of Private Brand package design. The awards are judged by highly respected and experienced branding and package design professionals, handpicked from the private brand industry around the world, and awarded based on creativity, marketability, and innovation.

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INX International’s Banke Honored for Best Paper at RadTech 2018 Conference Natasha Banke of INX International Ink Company was recognized with an award for Best Paper at the RadTech 2018 Conference held in Chicago. Over 100 papers were submitted and previous company award winners include PepsiCo, Proctor & Gamble and The Ford Motor Company.

An Analytical Chemist for INX’s Research & Development group, Banke’s paper was about “Residual building block chemicals in raw materials and finished printing inks – a risk assessment approach to manufacturing and detection limits.” She discussed methodology and data regarding the detection of free BPA in raw materials and finished printing inks, and compared findings and how they varied by country and governmental agencies. Banke delivered her report during a two-hour Printing + Packaging session on May 8.

PrintingNews.com/12415415

Ardagh Earns ENERGY STAR Certification Ardagh Group was awarded three ENERGY STAR plant certifications for superior energy performance from the Environmental Protection Agency– the only U.S. glass container manufacturer to earn this recognition. The three Ardagh Group manufacturing facilities, located in Bridgeton, N.J.; Dunkirk, Ind.; and Madera, Calif.; have demonstrated best-in-class energy performance and perform within the top 25 percent nationwide for energy efficiency when compared to similar plants across the country. This is the fourth consecutive year for Bridgeton, the fifth consecutive year for Madera, and the sixth consecutive year for Dunkirk to be awarded ENERGY STAR plant certifications, reflecting a legacy of continued energy savings.

Since 2010, nine Ardagh Group, Glass – North America facilities have received 33 ENERGY STAR plant certifications.Meeting strict energy efficiency performance levels set by the EPA, Ardagh Group’s three recognized glass facilities have improved energy performance by upgrading and optimizing furnaces, utilizing recycled glass, installing energy-efficient lighting fixtures and repairing air compressor leaks.

PrintingNews.com/12415747

Esko ArtPro+ Packaging Editor Esko announced a major new release of its packaging and labels prepress editor, ArtPro+.

ArtPro+ is part of the Esko Software Platform 2018, the latest version of Esko’s market-leading portfolio of integrated software solutions for design, prepress, workflow automation, color management and supply chain collaboration in the packaging, labels, display and sign markets.

This new version of ArtPro+ requires fewer clicks to complete tasks, features faster opening and saving of files with native PDF, and has faster trapping.

PrintingNews.com/12416492

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Printing Pulse

Toyo Kuwamura Announces His Retirement From Canon Solutions America Toyo Kuwamura, Chairman of Canon Solutions America announced his retirement with a letter to the public. Below is an excerpt from Mr. Kuwamura’s letter: “I would like to express my appreciation of your support and partnership over the years, particularly since the formation of Canon Solutions America in 2013. I made a commitment to making Canon Solutions America the best nationwide value services provider and the best choice for our customers, and you have been part of that journey. Exchanging ideas with you and listening to your viewpoints on the industry has helped me keep a fresh perspective. Thank you for participating in our many events, and for helping us promote the One Canon concept to the public.

Mr. Joe Adachi, Chairman and CEO of Canon U.S.A., will assume the additional role of Chairman and CEO of Canon Solutions America. Mr. Shinichi Yoshida, who is succeeding me as Executive Vice President/GM, Business Imaging Solutions Group, will also serve as Vice Chairman of Canon Solutions America. Mr. Peter Kowalczuk will continue in his role as President of Canon Solutions America.”

PrintingNews.com/12416119

Smurfit Kappa Produces Pioneering and Sustainable Primary Packaging for Food The Smurfit Kappa MB12 technology is designed to prevent the migration of mineral oil into packaged food.

MB12’s efficiency has been verified by Eurofins, the world leader in food and pharmaceutical product testing, to give customers full confidence that the primary packaging acts as a barrier to provide robust protection against outside influences. An independent year-long study by the Technical University of Dresden found that Smurfit Kappa’s MB12 was the most effective product on the market for protecting packaged food against potential contamination.

MB12 is made using natural ingredients in recycled board. It is 100 percent recyclable and can be delivered as FSC chain-of-custody certified. Available in a range of weights, MB12 also protects against organoleptic effects of taste and odour into the food.

PrintingNews.com/12413907

Successful Print4All for Koenig & Bauer Print4All in Milan was a success for Koenig & Bauer. The so-called “Active Corner” at the trade fair showcased existing service offerings which have been successfully implemented in web offset presses. These products have now been adopted in Flexotecnica’s product portfolio and will be offered by the Koenig & Bauer subsidiary. It was also shown, for example, how press faults can be corrected faster with the help of augmented reality data glasses. With the data glasses, Koenig & Bauer remote maintenance specialists can see in real time what the customers’ service technician can see on site and possible faults can be remedied. What is more, a raft of new integrated solutions

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aimed at minimizing makeready and waste were presented as well as further optimizations to improve quality and reduce energy consumption.

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Printing Pulse Former Thomas Nelson CEO, Sam Moore, Passes

Computer MCL Experiences Unprecedented Growth with Taopix Computer MCL, has completed its transition to a new photo commerce platform with the addition of Taopix Desktop to its existing Online Designer.

The company began its move to the new platform in 2015 when the Taopix Online Designer was introduced to provi de a browser-based design and ordering experience for its customers. The new Online platform was intended to complement the company’s older, desktop application. Since the introduction of Taopix, Computer MCL has experienced double digit growth in both volume and revenue.

Future plans include the addition of direct to garment printing and the introduction of the Taopix 3D Designer to give customers a 360 degree view of their designs.

PrintingNews.com/12416247

Xaar 502 GS15 O Printhead is Key to Maplejet’s Sustainable Printing Xaar and its OEM partner, MapleJet, are leading the way in quality and sustainability for coding and marking onto corrugated boxes with the industrial Xaar 502 GS15 O inkjet printhead providing much larger print height and industrial robustness in the latest MapleJet ProDigit 70 printers.

TIJ (Thermal Inkjet) printheads used for coding and marking onto corrugated boxes are disposable. Over a two-year period, this can mean the disposing of over 650 printhead cartridges (in a typical use case), wasting both resources, time and money in replacement.1 The industrial design of the Xaar 502 GS15 O printhead, however, fundamentally changes this and ensures the MapleJet printer only uses one printhead throughout the same period and beyond (because Xaar’s inkjet printheads are not disposable), significantly reducing the environmental impact of coding and marking onto corrugated boxes.

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On the afternoon of June 1, 2018, Sam Moore, former CEO of Thomas Nelson Publishers and founder of Royal Publishing, passed away.

Born in Beirut, Sam Ziady Moore was a 19-year-old Lebanese immigrant who moved to America in the 1950s with only 600 dollars in savings and a dream to attend college. He sold Bibles door-to-door to pay for his tuition, and in 1958, Moore established his own company, National Book Publishers in Nashville, Tenn. In 1961, Moore founded Royal Publishing, a fast-growing Christian publisher, by enlisting strategic partners like the late-American entrepreneur Jack C. Massey.

As the CEO of Thomas Nelson, Moore grew the company into one of the world’s largest evangelical publishing houses, acquiring multiple publishers and imprints, with internationally recognized authors. One of Moore’s most ambitious business decisions came in the late 1970s when his then 10-year-old son said he could not understand the King James Version of the Bible. Moore was inspired to initiate a comprehensive 4.5 million-dollar translation project utilizing the expertise of 130 commissioned Bible scholars.

Moore retired in 2005 after nearly 47 years as CEO of Thomas Nelson but continued to remain in close connection to the leaders who followed in his footsteps. In the weeks leading up to his passing, Moore spent his time at home with his family and loved ones.

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Registration for PRINT 18 Learning Experience Sessions Now Open Registration for The Learning Experience at PRINT 18, running September 30 - October 2 in Chicago, is now open. This comprehensive educational event features sessions in business, law, sales, marketing, human resources, operations and technology.

Learning Experience sessions are geared toward helping attendees grow their businesses, learn new skills, discover fresh marketing approaches, boost productivity, improve operations, and pick up new sales tips. The educational programs cover subjects that address the top-level challenges facing the industry, with topics falling into six critical areas. Register for one, two or three day seminar packages, or choose the all-inclusive package for the full Learning Experience seminar program.

PrintingNews.com/12415163

July 2018

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A collection of catalogs.

A variety of Newspapers.

Direct to mail marketing in action.

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July 2018

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Direct Mail:

Best Practices

By Tai Gooden

D

irect mail marketing has been a promotional and informational tool since Babylonian times. Merchants etched their product offerings on stone tablets and delivered them to prospective clients in different towns. The advertising medium experienced slow development until German native Johannes Gutenberg invented the printing press in 1440 and made literacy accessible to different socioeconomic levels. William Claxton brought the technology to England and started producing pamphlets for people to order from his printing press in 1480. The following years saw direct mailing concepts spread as people immigrated to America. Aaron Montgomery Ward produced a single page catalog in 1872 that revolutionized how companies promote their goods and established the foundation for modern consumerism. The introduction of the color printer in 1976 and early digital computers were a major milestone in creating unique and higher quality direct mail marketing pieces.

Is Direct Mail Marketing Relevant?

Now, 121 billion pieces of mail are sent out each year with approximately 100 million adults making purchases from catalogs in 2016. In the same year, the Direct Marketing Association (DMA) revealed that direct mail has a 5.3% response rate compared to 0.6% for prospect emails. These numbers are impressive in a digitally driven world where online/email marketing is taking a piece of the consumer pie.

However, the constant inundation of daily emails and technology gives direct mail a strong foothold in the industry. While emails can fall subject to spam inboxes and rely solely on a headline to entice the reader, mail pieces have the advantage of utilizing quality paper, colors to evoke specific reactions, and attention-grabbing messages. It is an experience that mirrors receiving a letter or package in the mail in contrast to an automated drop in an email inbox cluttered with unsolicited—and potentially dangerous—junk mail. This

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long-standing marketing method still packs power, but it is now integrated with technology.

Testing the Direct Mail Marketing Waters Before you can dive into expanding or revising your direct mail marketing strategy, an assessment of existing practices must take place to determine the gaps. This can be tracked via reports in current customer relationship management (CRM) or production tracking software or, if budget allows, bringing in a professional to audit current practices and how they are impacting the marketing initiatives.

Budgeting considerations also have to be taken into account with the rising cost of postage and with any outsourcing for marketing materials. Research into similar companies and their marketing mix also provides insight into what is working for other successful businesses. You can also test the direct mailing waters on your current

clientele via a dual marketing promotion to gauge their reaction. Chief Marketer, a resource dedicated to multichannel marketing, suggests tying the test to an email alert to tell them to watch their physical mail followed up with a call to action to keep it at the forefront of their minds. Measuring the reaction via this method or a targeted cold mailing piece to thank top clients for their loyalty along with a reward are both substantial tests prior to rolling out a full initiative.

If direct marketing fits into your repertoire, there are additional sources for suggestions on how to facilitate the process. USPS released an extensive guide to direct mail marketing in 2011 and encouraged the integration of current technology into mail pieces. QR codes, calls to action via website engagement or limited time coupons, and visually appealing pieces to attract potential client’s attention were all suggested methods to attract a potential client’s attention. They also offered statistics on mailing types and determined that dimensional mailers and catalogues have the highest response rates at 5.72 and 4.92 percent, respectively.

Of course, this specific format is contingent upon the amount and complexity of information that needs to be conveyed to the reader. Personalization in mailers to existing customers can also drive in repeat business and set reminders for future appointments, referrals, and client appreciation events. And tracking response rates based on generated leads and web/ brick and mortar traffic originating from mailing pieces as well as costs can give an accurate depiction of ROI and

July 2018

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Direct mail marketing is a trustworthy tool with a personal, preffesional touch that has stood the test of time.

so adjustments can be made to satisfy budgeting goals.

New School Tech to Improve an Old School Method Software technology companies are answering client demands by working with others to provide a seamless endto-end solution. For example, Ironsides Technology, an automated tracking software provider, formed a partnership via integration with Virtual Sys-

has collaborated with businesses of all sizes across America since 1980 and recently acquired the Océ VarioPrint i300 inkjet printer from Canon Solutions America. President of Operations Casey Hendrick noted that the move from toner to inkjet was necessary to enhance productivity, reduce costs,

Mercedes newspaper mock-up.

tems, a prominent Print MIS soft ware provider. The partnership improves Ironsides APT (Automated Production Tracking), which integrates into Midnight MIS software, one of the most prominent (and an award-winning) tools to manage the processes an order from inception to invoicing. Midnight users can now automate their production workflow tracking and monitor this information in their dashboard.

Ironside APT users now have the capability to create jobs and have access to tools to track and manage cost for more efficiency, reduced errors, and lowered risk management in terms of abiding

by SLA compliance requirements.

Acquiring software capabilities can translate to a smoother production process and higher quality direct mail marketing end products. Of course, new software capabilities will only go as far as the hardware allows. United Mail, a marketing service provider,

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produce higher quality products, and to continue to add progressive technology to maintain its reputation as an innovative service provider. “Since installation, the Océ VarioPrint i300 inkjet press has enabled us to compete with any type of variable data printing output across numerous verticals and industries,” said Hendrick. Their latest hardware was accompanied by Océ PRISMAsync software to streamline and manage their production workflow.

Future Projections and Employee Engagement The reinvention of direct mail marketing and integration of technology has set the medium up for a solid future. A 2015 Print Industries Market Information and Research Organization (PRIMIR) study projects at .4% increase in direct mail volume from 2015 to 2020 in the B2C segment. The report also suggested a trend in companies

July 2018

adapting new high-speed inkjet presses like the aforementioned United Mail with a special attention to personalization, coating, and other value-added additions. But direct mail marketing doesn’t necessarily have to be focused on those outside of the company. An effective print marketing campaign can incite employee involvement and have a ripple effect on the general population.

Mercedes accomplished this feat in 2014 with their Belgium-based ‘Puts You in the Spotlight” campaign to promote their C-Class model. The marketing team created a direct mail invitation to fleet managers from other segments to test the new vehicles. A picture and personalized headline accompanying a front-page article was made for over 900 newspapers that went out to the managers on their doorsteps.

The initiative was carried out overnight by Symeta, personalized printed communication experts who were up for the extensive challenge. The inclusion of a picture of the managers, who were called star guests of the testing event, made them feel important and sparked worldwide interest.

Mercedez-Benz Fleet & Corporate Sales Manager Gauthier Helleputte noted the results of the mailer “We received more positive reactions due to the originality of this invitation,” he said.

The initiative Mercedes took on was a great way to get employees involved in a new release and also a powerful example of how direct mail pieces affect people. Direct mail marketing can be a powerful tool to integrate in your current marketing mix that allows you to think outside of the box and provide a colorful, quality, tangible promotional piece in a world of emails.

It’s a trustworthy tool with a personal, professional touch that has stood the test of time and will continue to have a place in the B2B and B2C market that will likely be worth the extra effort and postage cost.

PrintingNews com

Executive Q&A:

By Amanda Luz Henning Santiago

Karen Weil IWCO Direct

IWCO Direct’s Karen Weil has made a tremendous impact on the print industry, offering over 30 years of experience, and the praise of fellow industry experts. and Manager of the FSC Multi-Site Certification, and just became a new member of the Steel Partners Procurement Council.

been told I utilize “radical incrementalism.” I always look for opportunities to improve my team, a process, a program, a value to the company or myself.

PN: How long have you been PN: What advice did you in your current role at IWCO Direct?

CEO of IWCO Direct, Jim Andersen spoke highly of Weil, saying: “I have had the privilege of working with Karen for over 30 years. Her commitment to excellence, her professionalism and her integrity are qualities that are superior!

I have also learned a great deal from Karen which we value immensely.”

Printing News conducted a Q&A with Weil to learn more about her current role at IWCO Direct, how she ended up in the print industry, and what advice she would give to industry newcomers.

PN:

Can you tell us a little bit about your current role and the functions you fulfill on a day to day basis?

As the Director of Procurement at IWCO Direct, I lead and develop a team of 11 purchasing professionals.

I collaborate with our sales team for raw material needs on new or changing client programs, and I also work on operations management to optimize performance and pricing for spend categories with supply partners. I strategically advise on projects, options, risks and costs vs. benefits and market conditions on a regular basis.

I’m also a current Chair of the IWCO Direct Environmental Council

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About 16 years collectively. I joined IWCO Direct in January of 2000 to build a corporate purchasing team and support effective inventory management practices. I managed the Estimating department for one year and I then worked part-time for a few years, so I could support family priorities. I returned to the Purchasing Manager role in early 2010 and was promoted to Director of Procurement in 2011.

PN: What did you study in

college? How did you end up in the print industry?

I studied Business Management, Industrial Relations and Economics at Mankato State University (now Minnesota State University, Mankato). Upon graduation, I accepted a job in Purchasing at a local commercial printer. While there, I was energized by Frank Beddor’s leadership, excited to learn about the printing industry, and encouraged by the young professionals being hired alongside me.

PN: Can you tell us what has been the most valuable professional lesson in your career thus far?

My most valuable professional lesson has been to be a difference maker. I have

receive early on in your career that kept you going through the worst jobs/seasons/bosses?

The Director of Operations early in my management career said he appreciated when I reported an issue or problem. I always identify one or two solutions when citing an issue, and have tried to embrace that philosophy over the years.

PN: How can a new person in your company make a good impression on you?

By being consistently reliable and unafraid of hard work. I often notice when new employees are inquisitive, it shows their interest in learning and can tell us if they’re a cultural fit within our organization.

PN: What advice would you give to Millennials and women who find themselves in low numbers within the industry?

Seek out a mentor. There are many industry professionals willing to support and provide insights in this industry. Highlight your skills and assist those you work with to create mutual successes. Join an organization that values their employees and shares common values with you. It will make your career a much more enjoyable experience.

July 2018

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13

w e N s ’ t a h W in BOOK and

By Prince Shakur

CATALOG PRINTING

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ith the advent of recent product technology, companies are working around the clock to innovate book and catalog printing. The creation of the first website to sell e-books in 1993 and the advent of e-book readers, like the Amazon Kindle, which allows customers to read on the go, has intermingled the world of print and digital reading.

“Ricoh is a very different company than it was just a few short years ago and this is the result of decades of investment in new production print technologies that have served to change our industry in many ways,” stated Brian Dollard, Director, Strategic Planning and Business Development, Commercial & Industrial Printing Business Group of Ricoh USA. “Production inkjet, wide format printing, a wide variety of industrial printing technologies, and the adoption of new toner technologies that enable new applications are the ways in which Ricoh is driving change in our industry,” Dollard explained.

Although innovative in terms of media consumption, products, like Amazon Kindle, have forced the marketplace to adapt in new and unexpected ways.

Companies like HP Piazza, a set of independent and interlocking HP, which was cloud-based services that enable publishers to make book manufacturing and distribution more founded in 1939, time- and cost-efficient. are committing to

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July 2018

a long term vision that involves being adaptable to the changing tides of book and catalog printing.

David Murphy, the global Director of Marketing and Business Development for HP Page, spoke to HP’s vision in a changing world, “Technology, economic, and social dynamics are compounding these changes and influencing how the world creates, distributes, and consumes content. From education books to journals to trade and specialty books, there are increasing pressures on deliverability and time-to-market requirements. New and old content must be delivered how, when and where the consumer wants it - across multiple formats. Waste and inefficiency must be reduced, if not eliminated. Time- and cost-efficiency are the publishing world’s new minimum expectations.”

OneVision Software with Automation Suite for book publishing.

Murphy spoke to HP’s strategy as being one that imagines the future, listens to customers and then delivers “innovations that disrupt that status quo and add meaningful value to our customers and their customers”.

One way of furthering innovation is providing a central, digital place for companies to manage products and distribution as opposed to a physical location. With the changing tide of how the average person relates to reading, it is important that

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OneVision software with Automation suite.

companies have a clear understanding of how technology can encourage more efficient book printing.

Christian Musewald, Head of Development at OneVision Software, noted how manual book printing work without a digital center of operations worked in the past,”Manual work is error-prone and time consuming. Only few print jobs can be finalized per day. To reduce the time exposure and the error rare per print job, we set up a prepress suite that not only automates all these steps (and many more) I mentioned before, but also pushes the files through a defined workflow automatically. Customers only need to send in their print data and the entire prepress preparation is done automatically.”

The old model is turned on its head.

Now companies can “sell, then print.”

In addition to companies like OneVision, who introduced the Book Automation Suite in March of this year, HP has done similarly with HP Piazza; launched this year in April at the London Book Fair.

David Murphy of HP said of HP Piazza,”The HP Piazza cloud-based workflow provides publishers with an ‘all-in-one’ view and ‘control center,’ allowing them to better manage, customize, automate, connect, and order digitally printed books from anywhere in the world. Publishers can also fight counterfeiting by leveraging the HP Link solution, providing powerful track & trace capabilities throughout the distribution chain.

For greater consistency and quality, publishers can leverage a worldwide, scalable, automated, and distributed digital book print network enabled by HP PageWide Web Presses and HP Indigo Presses.”

HP is also imagining and creating new technologies to print more effectively. In 2015, High Definition Nozzle Architecture (HDNA) enabled HP PageWide Web Presses to print things at a faster pace for customers. HP’s HDNA printheads “are able to print at twice the native resolution (2400 nozzles per inch) of most other commercial inkjet presses (1200 nozzles per inch).”

This means that the HDNA technology prints more reliably at high volumes, increases press productivity, and creates books with sharp text, fine lines, and more.

“Th is technology has allowed an accelerated transfer of book and catalogue volume from offset presses to HP ink-

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jet,” noted Murphy of HP. Offset printing has been a long time standard in the book printing world (publisher order a certain number of books and attempt to make enough sales to decrease the cost per unit).

On a financial level, the advent of digital book printing allows for publishers to worry less about cost wise and increases flexibility when deciding to publish. The old model is turned on its head and now companies can “sell, then print”.

Ricoh is another company that aims to aid the “transition from traditional paper-based workflows to lean, digital-centric operations” and was named a “Company To Watch Out For” in 2017. The company has continued innovating with INTERACT 2018, invite only events where big thinkers discuss ways to improve their prospective industries and companies.

In addition to Ricoh innovating drastically to meet market demands, Dollard also noted Ricoh’s ability to enable “far greater media capability particularly with offset coated sheets and inks that rival the output of high quality offset printing.” Many companies are innovating the world of book and catalogue printing in their own way. Over the recent years, Total Printing Systems is one of the companies that has made it a priority to upgrade their machines to meet the growing needs of the printing industry.

“We recently installed a Kodak NexPress which offers dimensional printing. This method adds tactile finishes to book covers. It’s really quite amazing…,” said Meg Souza, Marketing Manager of Total Printing Systems,”For example if you have a photo of a brick road it will feel like bricks, orange will feel like an orange, and so on.”

Kodak Nexpress digital press.

Additionally, Total Printing Systems invested in a SigmaTrimming Center, which aids in avoiding costly changeovers by books with different formats.

OneVision follows this model of innovation in its approach “to make printers work more efficiently by automation their prepress and developing soft ware that operates as middleware between web shops/editorial systems/MIS and printing presses.”

In the end, the future of book and catalog printing will continue to change, but these companies prove that change or innovation should be influenced by customer feedback. With less physical space needed for inventory or less bureaucracy via digital workplaces, companies like HP with HP Piazza can “reinvent publishing”. As David Murphy of HP stated, “Simply put, we imagine the future to make things happen.”

July 2018

Printing News

15

Innovative Beginnings with

Neenah, Inc. N

By Tai Gooden

eenah, Inc., a global specialty materials company, focuses on premium niche markets that value performance and image. Formerly Neenah Paper, the company was founded in 1873 in Neenah, WI and started with a focus on paper mill operations. Neenah’s history soon intertwined with Kimberly-Clark Corporation when the latter purchased controlling interest in the company to expand their reach into newsprint in 1893. The city of Neenah’s prime location near Lake Winnebago and Fox River made it a prime industrial hub for waterpower industries. The mill adapted enduring technology like the 93-inch fourdrinier machine in 1902, which remains their present No. 1 machine. The original Neenah Mill, which is still operational today, made progressive strides with the creation of the brank watermark, a practice that has become a symbol of authenticity for business and personal correspondence. Neenah continued this forward trajectory via the introduction of its CLASSIC family of papers nearly 50 years ago. Now, the CLASSIC CREST line is now the most widely recognized premium uncoated paper in America.

The Road to Independence and Expansion In 2004, Neenah was incorporated

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in contemplation of the spin-off by Kimberly-Clark Corporation of its technical products and fi ne paper businesses in the United States and its pulp business in Canada. The spin-off was completed, and Neenah became an independent company.

Neenah Paper changed its name in January 2018 to better reflect its expansive portfolio and future endeavors. in January 2018.

Neenah’s multifaceted product mix includes advanced filtration media, specialized performance substrates used for digital transfer, tape and abrasive backings, labels, and premium printing and packaging papers. A decrease in the fine papers market has led to Neenah Cotton’s launch to effectively promote their cotton fiber papers.

July 2018

Neenah Paper, Inc. product mix includes advanced filtration media, labels, premium printing and packaging papers and much more.

Neenah uses its brand recognition and penchant for innovation in a consulting capacity to help businesses build their brands with superior products, print communication, packaging, and collateral.

Staying Ahead of the Curve A superior product mix helps Neenah stay contemporary and competitive, but Neenah Brand and Sales Manager Greg Maze says the ultimate factor in how Neenah distinguishes itself from competition is with its workforce. “What ultimately differentiates Neenah is its people and the synergy between them,” said Maze. “To do the best work and be the most creative, you always want to surround yourself with people who challenge you. At Neenah, everyone from mill workers to the marketing team continuously

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inspires and pushes each other to perform at higher levels.” Current employees gave the company high praises for clear communication channels, challenging objectives, and a collaborative environment.

“They are very down to earth. I get the opportunity to have conversations with the head of our site on a regular basis. They genuinely care about what you have to say and how you’re doing.” said an in-house planner.

“I’ve heard it said that you never want to be the smartest person in the room.” What this means to me is that you always want to surround yourself with people who constantly challenge you. And that has been my experience at Neenah. I have the privilege of working with an incredibly smart and talented group of people who constantly inspire and push me to perform at an even higher level than I thought possible,” added an in-house creative director.

Sustainability and Market Expansion Neenah’s company culture and clear vision helps it prepare for forecasted industry trends like sustainability and simplicity.

Outside of ensuring Neenah is EPA-compliant and producing FSC-certified papers, the company utilizes a unique tool known as the Environmental Impact Audit Report. Brands can get a breakdown of their singular project or annual overall impact on the environment to see how their carbon footprint has decreased after partnering with Neenah.

Simplifying the buyer experience by creating a “one-stop” shop experience for purchasing, design, and packaging has also helped Neenah maintain a foothold in the industry. Neenah, Inc. is embracing market expansion and setting its sights on the gift card industry.

WalletHub projects the gift card industry will reach an estimated $160 billion by the end of 2018 with a compound annual growth rate (CAGR) of 23% by 2023.

Neenah, Inc. is embracing market expansion and setting its sights on the gift card industry.

The Future of Paper Innovation Consumers still purchase plastic gift cards, but large brands like Amazon are tapping into the sustainability trend with digital and paper options. Neenah has developed a new engineered paper card named NEENAH IMAGEMAX, which boasts 30% PCW and meets FSC certification standards. The paper has a smooth surface and a comes in a bright white shade for superior print quality and accurate color reproduction.

NEENAH IMAGEMAX is compatible with the components found on a traditional gift cards, including magnetic strips, signature panels, and bar coding. Neenah’s continuous expansion is largely dependent on embracing the latest technology and equipping printers with knowledge to empower their clientele.

The Explore series is an interactive platform packed with information, ideas, and sample designs to demonstrate how paper and color quality can produce a more aesthetically appealing product to attract consumers.

New Horizons In April 2018, Neenah targeted the real estate industry with the release of Explore 6: Considerations for Real Estate. Neenah believes Explore 6 has the marketing tools to help professionals in this competitive field differentiate themselves. Users can access 16 print

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samples and pair them with a variety of Neenah papers, which provides a seamless customer experience and simplified creation/ordering process.

“Explore 6 contains creative examples designers and printers can use to help their real estate clients think beyond producing the typical mailer, or printing on the typical white paper, and instead produce marketing materials that will resonate with clients and ultimately convert to sales,” said Greg Maze, Brand and Sales Manager, Neenah Packaging & Retail.

In continuing to build upon their successful brand, Neenah strives to expand into underserved markets and live up to its mission statement: “To create value by improving the image and performance of everything we touch.”

July 2018

Printing News

17

Leading in Print:

Taking a Look at our Carbon Footprint A

By Phil Riebel

iStock

household carbon footprint refers to the overall amount of greenhouse house y those gas emissions generated by all the energy and stuff consumed by on who live in a home as they go about their daily lives. It is a common nge. measure of the contribution of a single household to climate change. ase your Understanding your carbon footprint can show areas where you can decrease ons. The U.S. Environmental energy consumption and, in turn, reduce your production of carbon emissions.

Protection Agency suggests that the average American household produces 54,462 lbs CO2 each year mate Network based at UC from transportation, electricity, heating and waste production. The Cool Climate ded air travel, food consumpBerkeley took a more thorough look at American households and also included tion, services (such as health care, education and entertainment) and goods (such as clothing and personal items) in the household footprint calculation. They came up with an average household footprint of 96,000 lbs (48 tons) CO2 per year.

Countries by Carbon Dioxide Emissions

Source: Wikimedia Commons

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Carbon Footprint of Typical U.S. Household: 48 Tons per Year

Key Facts in Carbon Emissions: • According to NASA, earth’s average surface temperature has warmed by 2.0 degrees Fahrenheit (1.1 degrees Celsius) since the late 19th century.

So where does all this CO2 come from?

The largest share comes from transportation and housing which make up 57,600 lbs CO2 or 60% of the total. That means that driving our cars, heating and/or cooling our homes and running appliances make up the major part of our household footprint. Food contributes another 15% with much of that a result of the large amount of energy required to produce meat. Goods and services each contribute 12.5% with entertainment, clothing and health care the main sources of CO2 in those categories.

And where might our paper consumption fit in? The Cool Climate Network has a category called “office and reading” which includes paper as one component. The whole category represents about 400 lbs of CO2 annually or 0.4% of total household CO2. Similar results were found in Finland where 0.9% of the overall climate impacts of household consumption were attributed to printed products.

Globally, the contribution of the pulp, paper, and printing industries to the global greenhouse gas inventory is about 1%. In 2016, the pulp and paper industry in the U.S. was responsible for generating 37.7 million metric tons of CO2e in 2016 or only 0.5 % of the total U.S. greenhouse gas (GHG) emissions of 6546.2 million metric tons. Overall, print and paper products appear to make up 1% or less of our human carbon footprint. As a comparison, the ICT sector (i.e. computing and digital communications and technologies) GHG contribution is currently 2-3% and this is expected to double by 2020. Various calculations have been made to measure the carbon emissions of paper products throughout their life cycle. For example, the production, delivery, and disposal of a newspaper is said to generate about 0.49 lbs of CO2 and if you subscribe to a daily paper that works out to be 147 lbs of CO2 each year - roughly the equivalent of driving 186 miles. A National Geographic magazine generates 1.82 lbs CO2 during its life cycle. If you get one each month, that is similar to driving 24 miles annually. Paper towels generate about 0.06 lbs CO2 each and even if you use 10 each day, in a year your paper towels would general 219 lbs of CO2 or the equivalent of driving 173 miles. Considering that the average American drives 13,476 miles each year, the amount of CO2 generated by paper products is relatively small.

Overall reduced consumption is always a good idea to reduce our environmental footprint. If you really want to reduce your carbon footprint ride a bicycle or take the bus, eat vegetarian a couple of times per week, turn the thermostat down a few degrees in the winter and reduce your air conditioning use in the summer. It takes just a few small conscious choices to make a big difference.

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• The main cause of the current global warming trend is human expansion of the “greenhouse effect” — warming that results when certain gases in the atmosphere trap heat radiating from Earth toward space. The warming is driven largely by increased carbon dioxide and other human-made emissions (methane, nitrous oxide, ozone and CFCs) in the atmosphere.

• Burning fossil fuels (coal, natural gas, and oil) in industrial, residential, commercial and public sectors, transport and energy supply is responsible for the majority of carbon dioxide increases.

• Sustainably managed forests provide an important ecosystem service in the form of carbon sequestration – the uptake and storage of carbon in forests and wood products.

• Carbon dioxide is removed from the atmosphere by trees and stored for a period before being returned to the atmosphere. Sequestered carbon is stored not only in trees but also in forest products [including paper] for periods ranging from days to centuries.

• Terrestrial ecosystems store about 2100 gigatonnes of carbon in living organisms, litter and soil organic matter, which is almost three times that currently present in the atmosphere. Of this, boreal and temperate forests store about 700 gigatonnes nes and tropical forests another 500.

• In North America, paper is recy recycled cled more than any other commodityy and ben benefi nefitts include: extending the wood ood fiber supply; reducing greenhouse gas as emissions by avoiding methane emissions (released when paper decomposes in landfillss or is incinerated); reducing energy needed for paper production; and saving landfill space.

July 2018

Printing News

19

Millenial Minute

Recruiting Millennials Requires Appealing to Their Ethical and Pragmatic Sides

I

recently got into a fender-bender with a parked car. It wasn’t anything big—the cars were both okay-ish—but I still needed to find a way to contact the car owner. It’s not like I could send them an email or shoot them a quick text. Luckily for me, I keep a notepad in my glove box. I penned a quick apology, slid it under the windshield wiper, and was contacted the next day. The moral of the story (other than the obvious one of checking your blind spot) is that the importance of paper is irreplaceable, even in a digital world.

By Ashley Leone IWCO Direct Ashley Leone is the Marketing and Corporate Communications Coordinator at IWCO Direct.

This is a truth that isn’t widely acknowledged by other millennials, which is why companies in the graphic arts industry have trouble recruiting qualified young professionals. My generation, born between 1980 and 2000, will make up 75% of the workforce by 2020; we’re the generation that grew up with computers, cell phones, ebooks, and among rumors of a dying paper industry.

Starting next month, countless millennials will be returning to college campuses, many still uncertain of their major or what career path they want to pursue. Companies looking for new talent need to remind those starting out in their careers about the true value of paper—including its longevity, sustainability, and purpose. Here are some ways to encourage them to consider a career in our industry:

Offer a Career, not a Job

Find this article at PrintingNews.com/12417288

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Perhaps the biggest deterrent for a young workforce in joining the print industry is the notion that it’s a dying field. For someone who is just starting out in their career, spending years establishing themselves in an industry for a job that might soon not exist isn’t terribly appealing.

But the truth is that print still resonates with consumers. Actually, it’s growing in its effectiveness, despite our digital nature. According to an experiment conducted by the Centre for Experimental Consumer Psychology at Bangor University, printed material makes deeper impressions on readers and is perceived as more authentic than digital documents. Messages

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July 2018

This popular children’s book by Dr. Seuss is one that many millennials grew up with and can provide a few insights in what they want from an employer.

received on paper are also better committed to memory and generate a more emotional response, which prompts action, making it the ideal channel for marketing messages—both now and in the future.

If you can prove that you’re offering positions that translate into a career and not just a job, you’ll start attracting ambitious,

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talented young professionals.

Be the Lorax Dr. Seuss’ book “The Lorax” was a favorite of millennials when we were growing up. It was a staple in libraries and the 70s cartoon was played at least once a year in grade school. It tells the tale of the Lorax, a fictional orange character who speaks for the trees and tries to warn about the dangers of deforestation. It’s a bit of a bummer book; in the end, all the trees are gone, and so is the Lorax.

That’s the image this demographic has when it comes to paper and other tree-based products: a sad little Lorax packing up his suitcase and walking away from a desolate wasteland. Despite the fact that paper is one of the most sustainable, environmentally responsible mediums around, there’s an ingrained perception that it’s not. This is important to millennial workers, who place a significant value on their employer’s environmental policies and ethics.

It’s up to us to show the reality of this renewable resource and prove that our industry is continuously working to become more environmentally friendly.

Like the Lorax, you need to speak up and share facts. According to Two Sides North America: • Reforestation by the paper industry happens at a 2-to-1 ratio (trees planted vs. harvested); • More than 65% of the energy used in North American paper mills comes from renewable sources; • Paper is one of the most recycled products in the world (65–80%); • Approximately 76% of U.S. paper mills use recovered fiber.

Demonstrating the sustainability of paper will also show the sustainability of the industry, and appeal to the ethical side of millennials as well as our pragmatic side.

Restate the Importance of Print These young adults do know the value of paper, even if they don’t fully realize

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it themselves. In fact, a study by TRU, a division of TNS Research Global, found that eight out of 10 millennials say they can’t imagine their lives without paper and nine out of 10 say, despite today’s technological advances, they doubt they will ever give up paper completely.

That’s because printed material has an intrinsic value to it—the material costs money, it takes time to produce, and there’s an effort to it that doesn’t go unnoticed by recipients. Think of it this way: if you had two dates for Valentine’s day, and one mailed you a letter and the other sent you an ecard, who would you think likes you more?

Print is often preferred for meaningful communication and important documents because of its tangible nature. Not only is it easier to keep, but its hardcopy form provides security. Ninety percent of millennials prefer to have hard copies of important documents, and 63% will print out documents for their records even if they have the document saved digitally.

In other words, important things are done on paper; important things are said with paper; and important things are preserved on paper. Paper means something, and for a generation that’s bombarded with a lot of careless communications while on their phones, computers, and tablets, that means a lot.

It’s easier than you’d think to convince a millennial to consider a career in graphic arts because millennials—despite popular opinion—are not anti-paper. Anti- dead-end-jobs and -deforestation, sure, but both of those things have little to do with the print industry anyway. Correct the misconceptions about the longevity of the print industry and its sustainability

Why Does Your Company Need Them?

Millennials Want to Learn & Grow with You • 52% said opportunities for career progression made an employer more appealing.

• 65% said the opportunity for personal development was the most influential factor in their current job.

• 22% saw training and development as the most valued benefit from an employer.

and you’ve got an eager audience. After all, every millennial knows the value of paper and its importance in our everyday lives. We’ve all experienced scribbling notes in class, writing grandparents thoughtful thank-you notes, and penning apology notes for minor automotive accidents (some of us admittedly use this one more than others). Millennials are ready for the workforce—make sure you’re ready for them.

July 2018

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21

Sales Clinic:

Price Is Often An Issue, But Not Always A Problem

I

By Dave Fellman President of David Fellman & Associates Dave Fellman is the president of David Fellman & Associates, Cary, NC, a sales and marketing consulting firm serving numerous segments of the graphic-arts industry. Contact Dave by phone at 919-363-4068, or by e-mail at dmf@davefellman.com. Visit his website at www.davefellman.com.

Find this article at PrintingNews.com/12417187

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got a panic phone call from one of my clients last week. “I have an appointment this morning,” she said. “I sent an e-mail yesterday to confirm it, and I asked if there was anything in particular I should do to prepare for the meeting. I got a response late last night – ‘be prepared to lower my printing cost.’ I think this is one of those ‘Price Monsters’ you talk about!”

As I hope you’ll remember, I think you should let the Price Monsters — people who make all of their buying decisions based strictly and only on who offers them the lowest price — be someone else’s customers. They have a definite tendency to be more trouble than they’re worth.

But I wouldn’t assign this buyer to that category just yet. First, I want to know if this is a price issue or a cost issue. One is a problem. The other may well be an opportunity.

Preconceived Notion Printing salespeople tend to have a preconceived notion about the importance of price. I’ve often been told — by salespeople — that price is all buyers care about. What I’ve always found interesting is that the falsity of that concept is contained in most salespeople’s own experience. Consider this, you almost certainly have customers who give you orders when you don’t have the lowest price. And even if you are the lowest, isn’t it likely that the buyer could find an even lower price by inviting more printers to quote? Yes, there are Price Monsters in the world, but the evidence suggests that they’re a small percentage of buyers.

Now, there is a difference between a Price Monster and a smart buyer, and smart buyers do tend to talk about the importance of price in their buying decision. Why? Because no one wants to pay more than they have to for any product or service.

And “have to” is connected both to the value of the product/service and the courage of the seller.

It’s that courage that’s most important to this discussion. Here’s something that smart buyers know. You can often intimidate a seller into

Printing News

July 2018

lowering the price. All you usually have to do is complain about the price. It’s a fact that most salespeople cave in quickly at the first sign of a price objection. They take the path of least resistance, which is to lower their quote. Victory to the buyer.

Price vs. Cost I hope you’ll also accept that price and cost are not the same. Sure, lower prices will produce lower overall cost, but simply lowering a price is not the only way to accomplish that.

When my client read the words “be prepared to lower my printing cost,” she interpreted that as Price Monster behavior. I encouraged her to look at it as an opportunity instead, and we crafted a strategy that started with a “macro” conversation about the role printing played in the buyer’s business. She asked questions about the purpose and performance of the printing, about quantities and ordering intervals. She spent almost an hour with this buyer, and left with a great deal of information, all of which prepared her to return with some concrete ideas on how to lower this buyer’s overall printing cost. The indications were that my client could save him 3-5% over a year’s time, without discounting her normal prices. Victory to the seller and the buyer!

Bottom Line The bottom line for today is that price is often an issue, especially if you’re dealing with a smart buyer who’s using it as leverage. But it’s not always a problem and sometimes it’s the exact opposite — an opportunity. If you just have the courage to explore that possibility, you’ll get more wins!

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Human Resources:

Toxicity Goes Both Ways

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he article I wrote for the May issue of Printing News dealt with the toxic employee and how to deal with them in the work environment. After this article was published, I got more than the usual number of responses but amazingly most of the responses came from employees (or former employees). Many of them acknowledged that they were more than likely the toxic employee I had described. They felt that they had the talent to perform the job but over time they had developed a bad attitude and eventually it led to their moving to a new job or being fired. Their message to me contained a simple question: “How did I become a toxic employee?”

By Debra Thompson President of TG & Associates Debra Thompson is President of TG & Associates, a consulting firm specializing in “The Human Side of Business” specifically for the graphics industry. Her company provides Virtual HR Services and Customized Staffing Solutions.

Debra can be reached at 520751-8922 or email her at Debra@ TGAssociates.com.

Find this article at PrintingNews.com/12417232

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I often get asked to coach employees because the owner or manager feels that there are some positives in the employee performance but that they need help in getting the employee to display a better attitude and a work ethic that matches the vision of the owner. They want the employee to continue to demonstrate the skills that they like, but they find they can not relate to the employee and there is too much conflict. I usually get a message, “If you can’t help the employee change, we are going to have to fire him.”

Identifying the Issue As I have worked with owners/managers over the last 24 years, I have encountered many that are toxic. I have consulted with these types countless times and I have found that that they never see themselves as they truly are. They brought me in to consult with them on how to fix the culture within their organization, but the actual situation is that the culture is toxic because of them.

They will say they want to change, but it rarely ever happens.

These individuals lack the emotional intelligence to properly manage their employees; they don’t know how to delegate and empower; they are unwilling to understand and correct the real issues. They have many reasons that things can’t change. They are quick to blame others of their behaviors (i.e., “I’m over-controlling because I can’t trust them. I get upset because they can’t follow directions.” And the list goes on and on.)

Employees will have their own unique personalities and, when properly managed, they will use their uniqueness to help build

a successful business. Improperly managed, however, they will turn toxic and eventually jump ship or be let go.

They cite a myriad of reasons for wanting to jump ship, but the bottom line is that they are just not happy. Period.

Why Top Performers Leave Great people want and deserve great managers.

Top performers complain about the presence of marginal and poor employees and about the extra work they have to do because of the slackers.

Great people hate to be taken advantage of just because they are so good. Great employees want more training and to be trusted to make their own decisions. More often it is the lack of recognition and rewards, the lack of appreciation, and the lack of communication that eventually sends the top performer looking for another job.

Keeping with Reality Yet, when I complete my consulting visit and convey to the owners how disengaged and unhappy the staff is, the results are often the same. Very little attention is given to handling the people issues. The marginal performers continue, poor managers are retained in positions for which they are not qualified, and the good performers continue to grow restless. The best people have all the options. Whether they stay with the company or not is up to them. So, as an owner or manager, if you believe you have a toxic employee, maybe you should see if you can answer the question, “How did he or she become a toxic employee?”

July 2018

Printing News

23

Printing Pulse UPM Raflatac PP Silver Lite film UPM Raflatac has expanded its PP Lite range of labeling solutions for the European market with the introduction of a new clear film, PP Silver Lite. The face materials, adhesives, and backing used in the PP Lite range offer brands new ways to achieve their sustainability objectives.

PP Lite label materials offer brand owners the opportunity to differentiate themselves from the competition by becoming a leader in sustainable product labeling while boosting productivity across the value chain at the same time. By combining a lighter face material, a lower coat-weight adhesive, and a lighter backing, products in the PP Lite range optimize raw material use and reduce greenhouse gas emissions, energy and water consumption, and waste.

In line with the PP Lite concept, PP Silver Lite is a multi-purpose label material suitable for labeling rigid containers with smooth surfaces in beverage and home and personal care applications.

“Our Label Life demonstrates that by replacing conventional PP label materials with our PP Lite solutions, brand owners can optimize raw material use and make sustainability gains through a lower environmental footprint,” explains Jan Hasselblatt, Director, Global Business Development, UPM Raflatac. “With the addition of PP Silver Lite, the range allows brands to take their packaging designs one step further while improving productivity and demonstrating their commitment to sustainable packaging.”

PrintingNews.com/12415623

Tna Intelli-sys iPS 3 Tna has introduced the tna intelli-sys iPS 3, a fully integrated, high-performance data collection and reporting tool to provide manufacturers with unprecedented insights into all their production processes. With the new tna intelli-sys iPS 3 software, food manufacturers will be able to use a single, standardized platform to collate, visualize and evaluate

Colordyne Technologies Introduces First Finishing System, the 2800 Series Mini Laser

live and historical information from every part of the pro-

Colordyne Technologies introduced the 2800 Series Mini Laser, an

in a single -plant management system, the tna intelli-sys

off-line or near-line finishing system. It laminates, laser die cuts and

iPS 3 increases visibility, reduces administrative tasks, op-

removes matrix waste in a single pass. This solution is ideal for accom-

timises processes and improves traceability, resulting in a

panying roll-to-roll digital printers, such as the 2600 Series Mini Press,

smarter, more transparent and ultimately more profitable

to complete the short run, custom label and tag production process.

manufacturing process.Compatible with both PLC and

duction chain and across multiple locations.

By integrating data from every process and at every site

The 2800 Series Mini Laser is ideal for finishing labels off-line

PC-based technology, tna’s integrated Production System

or near-line, and it can create custom die cut blank label stock for

(iPS) easily integrates with all existing tna and third party

use on digital benchtop solutions. Since it uses a laser for die cutting

equipment. The tna intelli-sys iPS 3 is a scalable, transpar-

instead of traditional rotary or blade cutting, it can produce more

ent and cost-effective software that provides users with the

jobs in less time, with lower consumable costs. The laser technology

ultimate visibility over every step of the production line,

eliminates the need for expensive dies and knives, making it a more

either locally or remotely through a simple, user-friendly

cost-effective solution long term.

web-capable interface.

PrintingNews.com/12414932

PrintingNews.com/12416527

24

Printing News

July 2018

Printing Pulse Kao Collins Magnetic Ink Kao

Collins

announced

the

launch of their proprietary magnetic ink character recognition (MICR) product. The water-based ink formulation with metal oxide nanoparticles is formulated for Kyocera and HP thermal inkjet print heads and can be adapted to work in other technologies.

For check printing vendors or companies wanting to bring check printing in house to reduce costs, the Kao Collins MICR product has distinct advantages over competitors’. It features increased stability and extended shelf life due to its functionalized formulation.

The metal oxide particles are stabilized in the base chemistry through the use of a surface treatment that is attached using strong chemical bonds rather than a weakly held coating, like in other ink formulations. MICR ink up to a level of 40% magnetic content for superior character readability and to meet the higher Canadian standard. Additionally, the product is less abrasive to print heads, delivering savings over time by extending print head up times and also offers superior decap time when compared to competitors’.

MICR ink has applications beyond financial documents.

PrintingNews.com/12415907

Lecta Creaset Bags One of the main European manufacturers

Trotec TroLase Textures

of shopping bags and packaging accessories, Fiorini International, has produced

Trotec Laser, Inc. is pleased to announce

a new bag for Lecta’s one-side coated

the addition of TroLase Textures. De-

paper Creaset Bags range, introduced at

signed for applications in demanding

the Packaging Première fair, an exclusive

environments, the new heavy-duty lami-

event devoted to luxury packaging held in

nates come with a durable, textured sur-

Milan from May 15 to May 17.

face, making them ideal for indoor and

Creaset Bags is a glossy white one-side

outdoor signage, control plates, and other industrial applications.

TroLase Textures are designed with an acrylic base and a surface layer. This design enables detailed engraving at high production speeds, and minimizes residue and stickiness that can occur after processing. Available in a range of colors and thicknesses, TroLase Textures feature a textured, matte surface which is non-reflective, durable and easy to clean, so the materials are ideal for applications where extra durability and scratch resistance are required. The new laminate products are also UV and weather-resistant, making them suitable for indoor and outdoor use.

PrintingNews.com/12416504

coated paper with excellent tensile and bursting strength resistance. It is available in 90, 100, 110 and 120 g/m2, offers optimum printing quality and is suitable for flexography and offset printing. Creaset Bags is 100% recyclable, biodegradable and compostable. It is manufactured with elemental chlorine-free (ECF) pulp and is available upon request withFSC or PEFCTM certification.

PrintingNews.com/12416490

Canon GBC eWire Pro Canon U.S.A., Inc. has announced that finishing accessories are

fessional Puncher, the device provides an in-line, fully automated

now available as options for the varioPRINT 140 Series of mono-

system for binding with twin-loop wire elements, improving the

chrome digital presses: the GBC eWire Pro for inline twin-loop

process time for wire binding by up to three times versus a fully

wire-binding is one of them.

manual punching and binding process.The GBC eWire Pro is now

The GBC eWire Pro allows print service providers to fully auto-

available for the Canon varioPRINT 140 monochrome digital press

mate what used to be a time intensive and manual or semi-manual

from authorized Canon Dealers.

process. When combined with the optional Multi-Function Pro-

PrintingNews.com/12416529

July 2018

Printing News

25

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Case Study:

Looking at Time W

illiam Bryan was teaching printing in 1975 when he started a garage shop in Denton, Texas. Today that shop, Bryan Printing, has sales of over $2.5 million. Their financial strength is an outstanding 20:1 current ratio and over 150 days cash on hand. What else could they want? Retirement. They want to sell and retire. But what brought them success in the business could be what prevents them from receiving full value. And therein lies their current challenge.

By Tom Crouser Principal Tom Crouser is the chairman of CPrint International, and principal of Crouser & Associates, Inc. You can reach him at 304/541-3714, connect on Facebook and LinkedIn and follow his business tweets on @ tomcrouser.

Find this article at PrintingNews.com/12417718

28

In 1975, William defined being a business founder. He knew how to make something or do something and planned to learn the business part later. His wife, Barbara handled the checkbook. With that, they were off, growing month after month.

In few years, their son David joined the company out of high school. He did what William didn’t want to do. He began by waiting on customers and doing odd jobs. Then he gradually took over estimating, dealing with vendors, employees and pretty much everything else. They grew so fast that, after a few more years, David’s wife, Amy, came in to help Barbara as well as do part-time CSR work and anything else.

Now William and Barbara knew how to do something else very well. They knew how to live within their means, avoid overextending, and to buy current equipment after it proved itself. With these principals at hand, they prospered. At least in the cash sense.

It became a habit for the four of them to work long hours. Forty years later, William still runs the old letterpress as needed. Barbara still handles the checkbook and accounts receivable with Amy’s assistance. And David does everything else.

David oversees the completion of jobs; spends a day and a half each week visiting customers; and produces financial statements. He’s also responsible for financial decisions with Williams’ approval. And I mean serious financial decisions.

Remember, they have cash.

So, what’s the issue?

Sales are flat. While they’re earning nice incomes, buyers like to see a growing company, even at 3-5%.

And there’s more. Not only do business owners need to provide their families with more money

Printing News

July 2018

by having these businesses; they need to be providing them more time. The Bryan’s have the money part down. Time is what’s missing. David works from early morning to at least 6:30 pm weekdays. He and his wife, Amy, haven’t taken a real vacation in years. They hardly stop for holidays. In fact, Amy works until at least 6:30 pm every day. William, at 74, still puts in a full day and even more when needed. And Barbara still maintains tight control on the checkbook from early morning until evening.

Now assume you are the potential buyer.

All you need to do is to oversee all production, spend a lot of time doing estimates after you learn as few others can do them. You’d also spend time making sales calls along with producing financial statements.

And, yes, you will lose not only Mr. “Do It All” David, but will lose your trusted bookkeeper and her assistant at the same time. And, yes, you’ll need to find someone who can run the letterpress in this town of some 100,000. Now that can be done, but buyers won’t pay top dollar for it. Other printers would be interested, but you rarely get top dollar from another printer. Top dollar comes from a downsized executive with a golden parachute.

Did I mention that estimating is still manual? That, by itself will lower the offer on a shop today. Why? Little to no records of past jobs. Long filing times.

And we can lose records easily in a fire.

Why haven’t we computerized? No need. We’re making money, aren’t we?

In short, it is time for these folks to work themselves out of a job. Not training successors in the job functions is one way to limit payroll, but it leaves no one behind to do the work when they sell. After all, just because you run the business through heroics doesn’t mean someone else will want to do so.

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