Print Solutions Magazine, March 2002 -- 433

Technology:
A Competitive Advantage

Historically, technological advances often have been met with skepticism, anger and fear. In the 1400s, some sought to outlaw the use of Gutenberg's movable type, an invention that led to the Renaissance and mass education. Later, others protested the use of the steam engine, which triggered the Industrial Revolution and the fruits of manufacturing. Similar reactions came with the inventions of the telephone, radio, television and internet, all of which greatly increased the flow of information worldwide.

By embracing new technologies, firms can improve efficiencies
and develop profitable, lasting relationship with
end users.

In today's document management industry, some people say high-tech has replaced high-touch. But others respond to new technologies with enthusiasm, not fear. They realize that technology opens doors to new and profitable opportunities. This month's cover story, "Roping in Clients" beginning on page 30, shows how three distributorships use technology to increase sales and forge closer bonds with their customers.

Using bar coded labels, Custom Print Technologies Inc., Madison, Wis., solved a major warehousing problem at Bemis, a contract molding company in Sheboygan Falls, Wis. "Bar code technology helped us strengthen our relationship with Bemis," says Kristin Esswein, the distributorship's president. "But more important was our ability to listen, to understand our client's needs."

The Labyrinth, Brunswick, Ohio, used its e-commerce system to help Sovereign Healthcare, a nursing care provider in Westlake, Ohio, streamline its ordering process. "At one time, I thought, 'Why would anybody order off the internet?'" says Eileen Harrison, Sovereign Healthcare's purchasing director. "Even though I can order items online,
I still have that personal relationship component with The Labyrinth.
E-commerce hasn't eliminated that."

Gentry Forms & Systems, Mobile, Ala., wowed Century 21 Hope Downey Team, a real estate agency in Mobile, Ala., by using digital printing for the agency's promotional campaign. "[Digital printing] keeps you in touch with the customer," says J. Wallace Walden, Gentry Forms & Systems' owner. "You become part of the customer's solution. If it works well, you become more than a print broker. You become a marketing and digital printing consultant."

Other examples of firms using technology to strengthen relationships with their customers are Data Flow Media Systems, the company featured in our monthly Adding Value department (page 12), and The Shamrock Companies, the firm featured in our monthly Spotlight department (page 18).

All of these distributorships show that by embracing new technologies, firms can improve efficiencies and develop profitable, lasting relationships with end users. In what ways can your company reap the benefits of new technologies?

Kara S. Carpenter

Assistant Managing Editor

kcarpenter@PSDA.org

Editor in Chief

Peter L. Colaianni, CAE

Vice President, Publications & New Media

Brad Holt

Managing Editor

Darin Painter

Assistant Editors

Kara S. Carpenter

Rita Tiefert

Circulation Manager

Diane Saunders

Art Director/Production Manager

Roxanne Rash

Contributing Editors

Mark J. Trumper

J. Buster Weinzierl, CDC

Publications Committee

Gary W. Nelson, Chairperson

Allen Conway

Ric Fisher

Ginger Garrett

Dennis King

Kevin Lombardo

Marvin A. Makofsky, CFC

Markus Marfurt

Dominic Mencarini

Donald D. Patteson, Jr.

Nick Nesci, CFC

Jeffrey P. Townsend, CFC

Mark Trumper

Advertising Sales

Jack Burris

The Townsend Group Inc.

4920 Elm St., Ste. 325

Bethesda, MD 20814

Phone: (301) 215-6710

Fax: (301) 215-7704

jburris@townsend-group.com

Print Solutions Online

Print Solutions, the only industry magazine to win awards for writing and design excellence, is available online at www.printsolutionsmag.com. The site includes daily news, a comprehensive archive of Print Solutions articles, a complete media kit, links to industry companies and other features not included in the magazine.

Print Solutions is the official publication of the Print Services & Distribution Association (PSDA), the Association for Business Printing Independents. Unsolicited manuscripts are welcome. Please address all submissions to: The Editor, Print Solutions Magazine, 433 E. Monroe Ave., Alexandria, VA 22301-1693. Phone (703) 836-6232, fax (703) 549-4966. You can reach us via email at bholt@printsolutionsmag.com Visit our World Wide Web site at www.printsolutionsmag.com.
Volume 40, Number 3, March 2002. Print Solutions (USPS 205-400, ISSN 1535-9727) is published monthly by DMIA, 433 E. Monroe Ave., Alexandria, VA 22301-1693, (703) 836-6232.

Subscriptions: $29/year for DMIA members included in dues, $49 for non-members (plus postage for Canada and foreign). Periodicals postage paid at Alexandria, VA, and additional mailing offices.

Postmaster: Send address changes to Print Solutions, 433 E. Monroe Ave., Alexandria, VA 22301-1693.

Statements of fact and opinion are the responsibility of the authors alone and do not imply approval on the part of the Publications Committee, Officers or Membership of DMIA.

Printed in the USA.

Go to next page

Table Of Contents