"I don't think you can just offer printing and survive anymore," says Michael Del Chiaro, senior vice president of national sales and customer astonishment at manufacturer Ward/Kraft, Fort Scott, Kan. Steve Osterloh, director of marketing at DeSoto, Texas-based manufacturer Ennis Business Forms Inc., agrees. "For us to succeed as the printing industry moves forward," he says, "we must go out and help the distributor make the sale."
When distributors discuss criteria for choosing manufacturers, they mention more than equipment and products. They mention value-added services, including marketing assistance. Here are 10 tips manufacturers can use to develop marketing strategies with distributorships:
1. Let distributors personalize. Ennis provides blank versions of its marketing materials, void of any Ennis identification. A majority of the materials can be imprinted with distributors' personal information, such as their logos and phone numbers, Osterloh says.
2. Provide targeted print collateral. The DFS Group, a manufacturer in Townsend, Mass., provides envelope stuffers, handouts, fliers and mailers that showcase its top products, says Jim Warner, the company's director of marketing. Manufacturers can gear printed materials toward specific end users, highlighting strong product sales in their markets, he says.
3. Produce a product manual. Ennis is producing a
product manual, available to select distributors. The manual will include the
company's complete product lines as well as educational information, Osterloh
says. It will be available online and in a printed format, so distributors can
use it during sales calls.
4. Develop a training video. Ennis provides printed and online instructional training videos to give new distributors an understanding of how products such as labels are made, Osterloh says.
5. Create custom calendars. DFS creates calendars that
identify specific days, inform distributors what they should be doing (such as a
reminder to start a holiday card program), and outline what it will take for
them to do it, Warner says. Depending on the distributor's size, DFS also can
suggest quantities of materials or lists to purchase.
6. Provide fact sheets. DFS allows distributors to personalize its fact sheets and use them to broadcast fax their own marketing group. "It's an easy and inexpensive way for them to market their business," Warner says.
7. Create or enhance distributor web sites. Ward/Kraft provides distributors with web sites or bolsters their existing ones by offering blind links to its products, Del Chiaro says. The company's web site has more than 500 constantly updated pages of product information, allowing distributors to "really put some meat behind their web site," he says.
8. Team up. Ennis does joint sales calls with its distributors' high-end customers, Osterloh says. Ward/Kraft sometimes accompanies its distributors on sales calls, and uses its DSU or W/K Live programs to assist many of its distributors with sales calls online.
9. Teach. Four times a year, Ward/Kraft offers Document Solutions University, a 3-day class on the company's products. "We cover in detail how our products are manufactured, where to sell them, and what applications to look for in order to sell them," Del Chiaro says. The class is focused on the company's value-added services and new products.
10. Share resources. "We've received more and more calls from distributors asking for assistance," Osterloh says. While many distributors are able to print their own marketing materials, they often need help with design. Ennis allows some distributors to use the company's resources. "We have the capabilities to give our distributors the artwork, and it doesn't cost us anything except for burning the CD," Osterloh says.
SUPPLIER NEWS
Galaxy Solutions LLC, a business management software supplier based in Santa Fe Springs, Calif., released Eclipse 1.10, a fully integrated, browser-based software program for distributors. Residing on the user's server, the program permits access to core business applications via browsers such as Internet Explorer and Netscape. It's ideal for sales representatives who need remote access to functions such as order entry, according to Galaxy. For more information, call (732) 219-0066 or (732) 219-9018 (fax).
Visit the company's web site at www.galaxyllc.com.
Hammermill® Paper Business, a paper supplier based in Memphis, Tenn., offers the "Spin and Learn" wheel, a customer service guide with eight questions and answers about paper selection. On the back, the guide features products such as Hammermill Laser Print, Jet Print and Tidal MP. Hammermill also offers a similar sales tool for its Great White® multipurpose paper. For more information, call (800) 242-2148.
Avery Dennison, a supplier based in Pasadena, Calif., introduced a catalog for its Fasson® Rapid-Roll® non-adhesive materials. The catalog features user-friendly layout similar to Avery's pressure-sensitive catalog, specification numbers and an expanded product line. New products include 51Ž2 pt. C1S direct thermal tag stock from Appleton Papers, 5.5 mil C25 Valéron film, and four grades of paper- and film-faced laminated pouches for flexible packaging. For more information, call (800) 944-8511. Visit the company's web site at www.fasson.com.
LABELMATE, Henderson, Nev., introduced the Model LD-100 automatic label dispenser, which advances labels up to 4 inches long and wide for instant picking. It uses opto-electronic technology to accurately advance labels, peel them from their backing, and present them in fewer than two seconds, according to the company. The dispenser eliminates mechanical switches and is constructed of durable, heavy-gauge steel and precision parts. In addition, LABELMATE offers the Model COUNT-100 label counting station. Accommodating labels up to 61Ž2 inches wide and any length, it accurately reads the number of labels being rewound. It features durable steel construction and precision parts but no mechanical switches. When used with a LABELMATE CAT-2 label rewinder, rewinding stops automatically at the pre-set count. The dispenser and counting station are backed by 3-year parts and labor limited warranties. For more information, call (877) 833-7149, (702) 435-8535 or (702) 435-8536 (fax). Send email to info@labelmate.com, or visit the company's web site at www.labelmate.com.
Weber Marking Systems, Arlington Heights, Ill., introduced its Alpha 86 label applicator. It automatically peels pressure sensitive labels back from their liner and affixes them to products. It accommodates labels up to 5 9/10 x 39 inches at speeds up to 200 feet per minute. Wider web configurations are also available. For more information, call (800) 225-0883. Send email to info@webermarking.com, or visit the company's web site at www.webermarking.com.
RDP Marathon, Montreal, introduced the RDP-380P, a variable size, exact repeat, full web perfecting press. It allows exact cut-off sizes, with removable, variable-sized inserts in 21 1/2 to 39-inch circumferences. It can be equipped with a variable-sized signature folder providing 8 to 96-page counts. Multiple fold combinations are available for both single and multi-web applications. The 38 1/2-inch wide press operates at speeds up to 1,800 feet per minute. It features fast setup and changeover, a Maraflo V™ 4-form roll design for superior ink laydown, operator-selectable direct or integrated dampener configurations, and drive-train precision for exact register, according to the company. Printers can use the RDP Smart-Set 2000™ press control system's touch screen to access press functions, including job storage and retrieval. For more information, call (450) 687-7262 or send email to jbrown@rdpmarathon.com.
Paxar Corp., White Plains, N.Y., offers labeling/security products for the garment industry, five printers and an online order-management system. Paxar developed Electronic Article Surveillance (EAS) products in conjunction with Checkpoint's radio frequency technology and Sensormatic Electronic Corp.'s Acousto-Magentic technology and anti-shoplifting system. EAS products include woven and printed labels, pocket flashers, graphic tags, price tickets and matchbooks that can be located via transmitters even when concealed. In addition, Paxar offers TracTag, a combination hang tag and bag sticker for garment identification. The 676 LOKPRINT™ thermal transfer labeling system produces wash-resistant care and content labels that maintain their integrity and colorfastness for the life of the garment, according to the company. It can be used for single-color, single-sided printing. Models 611 and 612 electronic thermal transfer label printers produce 1-sided and 2-sided care labels, respectively. Model 686 is a thermal transfer printer for hang tags and pressure sensitive labels. The Monarch® 9850™ tabletop printer runs at 10 inches per second and is ideal for marking high volumes of shipping containers in manufacturing facilities, distribution hubs and warehouses. Paxar also combined its bar code printing technology with TradeLink Technologies' web-based supply chain management applications to create an online order management system. Retailers can use the system to manage orders of EDI-compliant price tickets and carton labels, with real-time data movement. For more information, call (888) 44-PAXAR. Visit the company's web site at www.paxar.com.
Kodak Polychrome Graphics, Norwalk, Conn., added spot color Red Donor to its Kodak Approval Type 2 proofing media for proofing-enabled platesetters. It allows users to represent an alternate fifth plate color on the proof, including fifth-color files, varnishes or die cut lines. For more information, visit the company's web site at www.kpgraphics.com.
UV Process Supply Inc., Chicago, introduced the CON-TROL-CURE® Rad Check™ UV measurement system, which measures UV dosage in applications that are inaccessible by conventional UV radiometers, according to the company. It's designed for environments such as web offset, flexo, CD/DVD and 3-D screen. The system's UV-sensitive compound deteriorates when exposed to UV light. The dosage is measured by a dosimeter, resulting in a numerical value that printers can use to establish dosage benchmarks and to keep track of lamp and system performance. For more information, call (800) 621-1296, (773) 248-0099, (800) 99-FAXUV (fax) or (773) 880-6647 (fax). Send email to info@uvps.com, or visit the company's web site at www.uvprocess.com.
IST America, a Bolingbrook, Ill., subsidiary of IST Metz, offers the IST MBS Minicure UV unit. Rotary label printers can use it to move their UV curing units to accommodate various combination printing processes. It can be used on printing presses with chill roll assemblies or straight web paths. The units feature quick-change, slide-in fixtures with quick-release supply connections, minimizing changeover time, according to the company. A special version accommodates surface printing on tubes and boxes. For more information, call (800) 825-4478, (630) 771-0590, or (630) 771-1190 (fax). Send email to info@ist-uvamerica.com.
Pictorico Ink Jet Media, Charlotte, N.C., introduced its resin-coated Photo Gallery Glossy paper, the 10th product in the company's line of ink jet media. It features Pictorico's patented ceramic-based coating, is compatible with most ink jet printers and resists smudges and water. It delivers outstanding photo reproduction and is virtually indistinguishable from 35mm, lab-processed prints, according to the company. It's ideal for exhibitions, professional portfolios and presentations. For more information, call (888) 879-8592. Visit the company's web site at www.pictorico.com.
Wausau/Mosinee Papers, based in Wausau, Wis., added two paper sizes and 96 brightness to its Exact® Color Copy digital paper grade. New paper sizes include 18 x 12-inch sheets and rolls that measure 121Ž2 inches wide, 15 inches in diameter and 6 inches in core diameter. The sizes apply to the company's 28# writing and 60# cover paper. Ninety-six brightness includes 28#, 32#, 60# and 80# paper. All weights are acid-free with archival quality and are digital, ink jet and laser-guaranteed, according to the company. For more information, call (800) 950-9764. Send email to getpaper@wausaumosinee.com.
International Paper, based in Memphis, Tenn., offers a direct mail piece as part of its "Carolina Makes all the Difference" campaign promoting Carolina Coated Cover paper. Targeted at medium and large commercial printers, the piece includes an envelope printed on 16 pt. Carolina C2S Cover paper with dull and gloss varnish. It also includes samples of Carolina Coated Cover paper featuring embossing, die-cutting and folding techniques. In addition, the company updated its Hammermill Express Pack. The high-moisture barrier carton features simple instructions and a new zip-strip for easy opening. It's lightweight, has no ream wraps to open, and contains 2,500 sheets of 8 1/2 x 11-inch, 84-bright white paper with a basis weight of 20/50. For more information about the brochure, call (800) 221-0809. For information about the pack, call (901) 763-7829 or (901) 763-6396 (fax).
Océ Printing Systems USA Inc., based in Boca Raton, Fla., won a 2001 InterTech™ Technology Award for its DigiStitcher, an in-line, automated saddle-stitching device for book finishing. Océ developed the device with British manufacturer Integrated Bindery Systems. The award, given by the Graphic Arts Technical Foundation, recognizes technological innovation.
MAN Roland, Westmont, Ill., received a 2001 InterTech™ Technology Award for its plateless, digital changeover, offset press (DICOweb). The press offers extremely quick imaging and changeover, according to the company. The modular press can be used as a platform for any cylinder-printed process, including offset, flexo and gravure. The press is suitable for all run sizes and a wide variety of conventional offset inks, dampening solutions and substrates. In addition, MAN Roland offers the Process Electronic Control, Organization and Management system (PECOM) for most of its sheet-fed and web presses. Printers can use PECOM to control workflow, including prepress, finishing and management information systems. For more information, call (630) 920-5851. Send email to Christian Cerontaine at cerontaine@mru.com. Visit the company's web site at www.manroland.com.
Heidelberg Druckmaschinen AG, Heidelberg, Germany, partnered with Enfocus Software to offer Enfocus PitStop PDF preflight and correction technology as an optional addition to Heidelberg's new Raster Image Processing (RIP) and workflow solution, MetaDimension. In addition, Heidelberg offers Handbook of Print Media, published by Springer-Verlag. The book includes more than 1,200 pages describing printing technologies and production methods for the graphics industry. It also includes a searchable CD-ROM version of the handbook.
American PermaLight® Inc., Torrance, Calif., offers a variety of photoluminescent vinyl films that absorb light, store light energy and emit yellowish luminance in full darkness. Depending on its grade, the glow lasts from 6 to 60 hours. Films are rechargeable with daylight or fluorescent lighting for years, according to the company. They function in screenprinting, thermotransfer and solvent-based digital printing processes. For more information, call (310) 891-0924 or (310) 891-0996 (fax). Send email to info@americanpermalight.com, or visit the company's web site at www.americanpermalight.com.
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