PUB TALK.

NO! not the drinking pub.

from the publisher

A great deal of THANKS goes to Dealer Communicator readers and advertisers who encouraged us to join the ranks of internet publications. AND SO, today you have received the first DConline.

This edition supplements the monthly Print Version of Dealer Communicator which readers prefer to do at their leisure. For those that need something to talk about, we left a few typos. Didn’t want to disappoint you.

Comments anyone?....omike fichera

omikefichera@dealercommunicator.com

 

 

In This Issue / July 2006

• Product Focus:
• Wide Format Printing
• Hot News
• Help Line For Dealers
• Dealer News
• Industry News
• Birthdays
• People
• Paper & Graphics Retail Store News
• Trade Show Times Tid-bits
• Sales Corner
• Career Opportunities

 

 

 

Product Focus:

Wide Format Printing

Wide Format Is

CHILI PEPPER

HOT

And Is Open To All Dealers, Resellers, Distributors,

and Systems Integrators

ARE GRAPHIC ARTS DEALERS BECOMING WIDE FORMAT DISTRIBUTORS?

That was the question we asked graphic arts dealers as well as distributors of equipment and media/supplies for wide format imaging. If their comments were a panel discussion, we might have had to quell a knock-down, dragged out debate. Read and email your comments to editor@wideformatdealerinstitute.org

Just think of the DEALER COMMENTS that follow as a roundtable seminar where one learns a great deal simply by hearing (reading) about the experience of others in the same business…

DEALER COMMENTS

From Kim Parkins of Sign Supply USA in Pine Brook NJ

It’s said the toughest job a wide-format dealer has is to understand the software driving the printer. Ultimately that depends on the equipment being used—and its RIP. What we sell here is Roland DGA, whose software is easier to grasp than that of some other manufacturer.

What is essential is that the dealer be capable of installing the printer and then training its end-user. Before the customer chooses his RIP, he should realize that color control is crucial to success. He must fully understand how to integrate scanners, monitors, printers, inksets, and media—these five are the basic components of the process. He must not forget the viewing conditions of the printed product: will it be something large or small, far away or close, etc. Most software is adequate at least 50% of the time. A RIP must be enhanced to a much higher percentage if higher production is required, or if more stations are sending data to the RIP, or if specific options are to be included in a designed RIP. Again, some RIPs are merely used for data files and require their own percentage of adequacy. Training is something the dealer and end-user cannot do without.

Editor’s Note: Dealers are indeed trainers, facilitators, and require a high degree of product knowledge coupled with caring attitude. Dealers that do this are headed for the title: Dealer-of-Choice.

From Steve Martin of 4Site Systems Inc in Minneapolis MN
Dealers who sell wide-format printers should always remember that this equipment 1) is designed to produce output registering high-quality levels of color,
2) is used especially for proofing where quality is critical, and
3) must be tailored to provide a solution to each customer’s specific needs.

Though dealers may have on hand a great number of employees, their personnel may not always be sufficiently trained. We at 4Site Systems hire graduates who possess all the basic skills and knowledge concerning the variety of equipment used by printers—even to the point of their being able to install them on site. Yet, these qualified students often lack the essential information concerning wide-format printing and therefore need specific training in order to adequately represent the dealership. So what my company always needs to do, first, is hire the right people and, second, immerse them in intense training. To sum up — wide-format printers are truly the next frontier in our industry and have great potential to instill growth for dealers and end user customers alike even though it remains a frontier made up of variables requiring tiers of activity in order for the dealer (and his customers) to obtain success. The equipment must be right for the end-user customer. Our techs need to be thoroughly trained to do the RIP software packages. And to help customers provide internet services, we’ve an obligation to integrate the RIP software package to the web. All in all, wide-format printing is a complex of in-line processes that goes beyond printing. It includes finishing such as perfect binding, coating, or laminating. These activities must be properly understood in order to achieve the professional expectations of printing to finishing.

From Craig Steggall of Cascade A&E Supply in Portland OR

Yes, we do sell wide-format printers. We don’t think that a manufacturer would want to establish a monopoly and "force" us to sell only their product and exclude all other wide-format printers. Of course, any manufacturer would enjoy our limiting our sales to only their printer.

From Rick Thornton of Sign Supply USA in Pompano Beach FL

The statement that some manufacturers will not allow us to carry more than one line of printers is most likely false. We’ve carried several lines of printers and no company has ever complained. This open attitude is probably accurate for all other dealers that I know of.

From Miriam Tirado of Caribbean Sign Supply in Guaynabo, Puerto Rico

Even though it has been said that dealers who sell graphic-arts equipment and supplies are really not organized enough nor have the personnel to compete against dealers who sell specifically to sign-making companies, speaking as the Purchasing Agent for Caribbean Sign Supply I would say that statement is partly true and partly false. As the complex technology of sign-making develops year after year, in order to be able to explain the new equipment that we sell, we insist that our personnel absorb the new know-how at shows and seminars and demos furnished by our suppliers. After all, how can we possibly explain to our customers what they need to know about their equipment unless we first of all absorb the new knowledge ourselves in order to pass it on to our clients? "General dealers" should not sell to sign-making companies unless they—the general dealers—are completely informed. Signs and sign-making have become so diversified that total training in the new procedures is crucial.

editor’s note: It appears to us that General/Traditional Dealers had better take their jump into digital wide format with care. In the many interviews we conducted as with those printed on this page, your core graphic arts business is at risk if you make the jump without a lot of product knowledge, training from the vendors, networking with other digital dealers and care for the customers you sell to.

From Dave Thornton of Big Systems in Butler WI

My experience with wide format reveals—at least to me—that the biggest challenge to dealers is in understanding the limited capabilities of the software. The challenge includes updates and revisions, conflicts with other software, and bugs. We all know that basic software is furnished by the manufacturer of the printer, yet it remains merely adequate. So when end-users have problems—for example, in the quality of the color or the length of the run—or both—or anything else, they come to me to get a RIP (Raster Image Processor) that solves their particular problem(s). Naturally, it’s our job to help end-users get the most from the wide-format printers we sell to them. Our goal, therefore, is to offer them a total package that fulfills their needs to satisfy their customers. In essence, to our customers, we need to be a full

From Dan Barefoot of Graphics One LLC in Burbank CA

We don’t look to sell wide-format printers as such; our goal is to sell the whole solution needed by our dealers so they do not have to go source the solution in a piecemeal manner. Conversely if they only want part of the solution, we can provide this as well. That’s why we offer not only the training necessary for the use of the equipment but also a thorough understanding of the different kinds of inks, paper, and media. Purchasers today are far more aware of their needs than they were years ago. Wide-format printers are only a small component of our business: we look to support the business of our dealer’s customers-at a price dealers can make decent margins and their customers can afford. Therefore, we need to be experts, for example, in color management when used for textiles (flags, banners), color separations, Points-of Purchase, car wraps, and all the other procedures that dependent upon color. Resellers should be providing the total solution-even to recommending the ink to be used. In our field, our years of experience create our expertise. Apparently, dealers buy their wide-format printers from us because we are the "Dealer Experts". And because of the service we provide in addition to products, they’ll also buy their media-paper, film-from us because we will again be their "Dealer Experts". No need to go elsewhere to buy media.

MANUFACTURER

From Trevor Lee of Epson America (Pro Graphics) in Long Beach CA

Our concept of dealer is a professional who buys a product and resells to an end-user. The dealer must be knowledgeable about our products: about color control, and work-flow. The products (inkjet printers, ink and related media) are sold into the graphic arts, professional photography, and graphic design segments for the highest quality printing needs including pre-press contract quality proofs, finished fine art and commercial photography printing, and a wide range of creative output in graphic design. How do we at the Pro Graphics division of Epson America determine if dealers can followthrough with their offer to sell our product? It’s done in five easy steps:

1) we visit their facility and talk with their staff;
2) we train them in the product;
3) we expect them to purchase a demo unit in order to show end-users
features and benefits and how the printer works;
4) we expect them to have a direct (outbound) sales force-not the Internet;
5) we prefer that they sell our ink and media (how can they sell equipment
without using the supplies designed specifically for the equipment?)

If all five steps are accomplished, success is just around the corner for Epson and for the dealer we’ve chosen.

SOFTWARE (PUBLISHER) MANUFACTURER

From Alison Johnson of Wasatch Computer Technology, Salt Lake City UT

If your customer simply wants to send data to your printer, they can use the (software) driver that came with the printer. But, if they want to get the kind of quality out of the printer they were hoping for when you sold it to them, then it would be to your advantage to consider selling them an upgrade, third party RIP. Upgrades give users more control over color output so that they can get consistent, accurate color repeatedly.

From the reseller perspective there is benefit to choosing software more to the needs of your customer’s production…and making extra margin on the sale. A bigger benefit is that you can use the RIP to lock your customers in for your consumables business. RIPs use ICC Color profiles, which are unique for each combination of printer, ink, and media. When you give your customer a profile based on your media, you give them strong motivation to stick with what works.

And finally, remember that a "better RIP" isn’t better if your customer can’t learn it on their own, requiring hours of your time to support them. Selecting wide format partners is critical to your success. In the case of software, you need to choose a RIP that is very easy to use, from a company that provides support to users. Partnering with a reputable RIP manufacturer who takes care of your customers and works to get them up and running fast will save you a lot of headaches in the long run.

A Comment About Wide Format From Brian McNamara, President, ISA International Sign Association

Wide Format Digital Printing in the Sign Industry

In recent years, wide format digital printing has become a viable option for a growing number of people in the sign business. Typical applications include tradeshow graphics; vehicle graphics; point-of-purchase signs or displays; murals and banners; and printed, backlit signs. In addition, wide format digital printing has found new and promising markets in the areas of fine art reproduction and interior design.

Wide format has created new opportunities for conventional sign companies, as well as for "one-day sign shops" that previously produced only vinyl signs and graphics using computer aided sign-making (CAS) equipment. Providing the tools to create stunning graphics and photographic-quality images, today’s wide format technology bridges the gap between a sign shop and a digital service bureau.

Thanks to recent advancements in technology, high-resolution prints can now be produced faster than ever before. Creating new and specialized applications, UV-curable printers enable digital images or graphics to be printed on virtually any type of surface. Wide format systems are especially well suited to producing small runs of diverse products within the short lead times typically dictated by customers. As the quality of printers, media and lamination systems continues to improve, sign companies increasingly will have the capabilities to compete in a growing market for wide format graphics.

ISA is a 1,900 member organization composed of manufacturers, users, and suppliers of on-premise signs and sign products produced by more than 400,000 employees in all 50 states and 69 foreign countries. ISA exists to support, promote, and improve the $30 billion-a-year sign industry, which sustains the nation’s nearly $3 trillion-a-year retail industry.

Statistics from I.T. Strategies

I.T. Strategies, a research and consultancy firm out of Boston, says it estimates that worldwide revenues from wide format ink jet and narrow format ink jet hardware, media and chemistry is set to grow to $58 billion by 2009. The 2004 revenues amounted to an estimated $42.1 billion. I.T. says the largest segment is and will continue to be ink, with revenues rising from $20 billion in 2004 to almost $33 billion in 2009, over 50 percent of revenues.

I.T. Strategies says it segments the ink jet market into two broad categories by size: narrow format ink jet printers (24" and wider). Narrow format ink jet printers are generally found in print for pay shops providing printing and imaging services to customers as well as in-house environments such as advertising agencies, retails stores and schools. Revenue figures are provided in aggregate but it is important to realize that each section may be made up of very different types of products. This is especially true in the wide format graphics market which is made up of aqueous, solvent and flatbed printers which use different types of media and ink. Not included are revenues from CAD and from industrial ink jet applications such as ink jet heads used in packaging and mailing configurations.

According to Marco Boer, consulting partner at I.T. Strategies, "Consumables are the profit engine of the printer business. This can be seen in our forecast numbers which show ink revenues growing from $20 billion to $32 billion, a CAGR of 11 percent and media revenues growing from $4 billion to almost $7 billion, a CAGR of 10 percent. In contrast hardware revenues are flat. In terms of segments, in the narrow format ink jet sector in 2009, consumables revenue per printer is about $137. In the wide format sector in 2009, consumables revenue per printer is about $20,000."

Canon USA, Inc. and Office Max

Report Business Agreement

Canon USA, Inc. reported a business agreement with Office Max and will install its large-format imagePROGRAF W6400 pigment ink printers in more than 500 Office Max centers nationwide. OfficeMax will use the printers to produce poster-sized photographic prints, large visual aids and graphs, and customized posters and signage.

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Hot News Item

Pitman Leads The Industry Shift

To Digital Wide Format (and more)

By Buying Charrette LLC

Pitman Company, the leading independent North American graphic arts supplier, announced the acquisition of Charrette LLC, the premier provider of digital and traditional imaging supplies, equipment and services to the graphics, corporate and technical design marketplaces, and the largest provider of wide-format inkjet equipment, supplies and services in the U.S. Terms of the acquisition were not disclosed.

Charrette LLC becomes a division of the Pitman Company and will continue to operate under the Charrette name. John J. Ford III ("Jack"), president and CEO of Charrette LLC, continues to head the new division.

Headquartered in the Boston suburb of Woburn, Massachusetts, Charrette has 22 locations with 404 employees. Charrette continues its operations across the country as before, now serving customers nationwide as a division of the Pitman Company.

In announcing the completed acquisition transaction, Joe Demharter, president of the Pitman Company, said, "Pitman’s purchase of Charrette represents a major advance in our company’s strategy for expansion into new, fast growing industries. With a strong sales, service and distribution organization model, and an extensive product portfolio that complements ours, Charrette offers extraordinary cross-marketing potential. Charrette brings an extended industry perspective that can provide our customers with opportunities to explore channels for their business growth through an additional range of products and expertise."

Mr. Ford noted, "As a division of the Pitman company, Charrette now has access to an additional nationwide network of resources that enables us to reach a wider spectrum of customers while providing continued high-level support and products to our existing customer base. We’re pleased to be part of a visionary company that has built its success, as we have, on a commitment to quality, service and leadership for our customers and suppliers."

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NEW HELP LINE FOR DEALERS

Of All Dealer Calls To The Dealer Communicator Office

53.7% Are For Help To Find Products For Their Customers

answers within 24 hours for equipment, supplies and even hard to find items

like scratch off ink and repair services

WE’LL DO THE SEARCH....YOU BE THE HERO

email: helpline@dealercommunicator.com

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Dealer News

A Message Of Hope

from Ralph Dumoit LSS Digital

LSS Digital has hope to share with my fellow honorable dealers.

In the year 2000 when the industry began its slide and was turned upside down on its head, my company was a corporate partnership. We realized that for survival, one partner’s assets had to be acquired. We did that. The struggle continued, yet in the 2nd quarter of 2005, all of the hard work began paying off. It started slowly but since that moment, we have realized more sales on a broader basis than ever. Capital equipment sales are up by 42% over 2004 and 51% over 2003. These are profitable sales and this will allow LSS Digital Print/Finishing Systems to continue its growth.

LSS Digital is committed to being a respected leader as an independent dealer sales and service organization representing the Printing Industry. We expect to build enduring relationships with employees and clients by operating with integrity and fairness. We are a group of professionals dedicated to sharing our knowledge and experiences with our clients.

JJ Bender Celebrates Independence from Xerox Day

Independence from Xerox Day is a chance for customers to learn about their options in the digital marketplace and discover the actual costs of their equipment. Whether you own a fleet of Xerox iGen3s or a single Xerox DocuTech 6180, you can celebrate your independence from Xerox.

"It’s about time that customers were given the chance to regain their financial independence. At JJ Bender, we believe that customers deserve the flexibility to change the direction of their business based on market conditions," said Jeffrey Bender, President of JJ Bender, as he hung red, white, and blue bunting in front of the headquarters in Fairfield, Connecticut.

"I declared my independence 30 years ago. I’m looking to help fellow business owners declare their independence from Xerox," said Bender.

JJ Bender is an independent equipment provider that is not affiliated with Xerox. All trademarks and registered marks are the property of their respective owners.

Advantage Sign Supply Welcomes New Team Member

Paul Schraber joins Advantage Sign Supply as Sales Manager of Growth Technologies.

Schraber will be responsible for sales of Dilli UV curable printers to the Eastern U.S. He has an extensive background in the digital printing industry, including 10 years with LaserMaster/Colorspan, holding positions as National Sales Manager and Director of Partner Development.

The Dilli UV curable printers are the newest additions to Advantage’s wide format product line. The Dilli NeoPlus and NeoDeluxe are grand format printers capable of printing on both rigid and flexible substrates. Advantage Sign Supply is the exclusive distributor of these products to the Eastern U.S.

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Industry News

MBO America Unveils New Web Site

And New Slogan – "Finishing First"

MBO America has unveiled a new slogan; Finishing First . "Our former slogan, Nobody does it better, served us very well", said President & CEO, Dr. Peter Weiss, "but now is the right time with the right message to illustrate our core values alongside our logo, and Finishing First reflects our core.

Finishing First says that finishing is MBO’s number one focus. Finishing First declares that MBO is #1 in folding equipment because of its commitment to innovation and technology that helps our customers best by bringing them greater production and profit. And it can’t go unsaid that we are committed to Finishing First in the race for their business!"

Weiss finishes, "We are very excited about the opportunities that lay ahead for us. Every year more of our customers and prospects come to us to find solutions for the challenges presented by this highly competitive market. We know that when we finish first, so will our customers."

State Street Consultants, Inc. Announces Its New Study On Metal CTP Purchase Trends

State Street Consultants, Inc. has completed a study of the market for metal CTP devices in the U.S. and Canada. State Street’s goal was to provide leading vendors in the industry with a picture of how the market has been and will be evolving. The study focused on all commercial printing segments as well as packaging, corporate / education / government, and digital trade services. Using PRINT 05 as its transition point, the report provides a quantitative analysis of two groups - sites that purchased a metal CTP system in 2005 before PRINT 05 and sites that bought after PRINT 05 or plan to buy in 2006.

To learn more about CTP 2005/2006: A Market In Transition, call (617) 482-1234 and speak with Dave Costa at ext. 227 or John Windle at ext. 226. You can also email Dave at dcosta@statestreet consultants.com or John at jwindle@statestreetconsultants.com

IBF And CANON

Sign Partnership

During ExpoPrint 2006

IBF Indústria Brasileira de Filmes S.A. and CANON de Brasil Ind. e Com. Ltda officially announced, at ExpoPrint 2006, a partnership to tend the national graphic market with CANON equipment.

During the ceremony that took place during ExpoPrint 2006, IBF and CANON ratified their belief in this partnership and certain that customers of the nacional graphic market will gain a powerful and profitable supply option of equipment and solutions.

This partnership, between the largest supplier of graphic products of Brazil (IBF) and one of the largest investor of technology development in the world (CANON), sustains this certainty, according to the respective Vice Presidents Mr. Luiz Nei Arias and Mr. Jun Otsuka.

Day International Announces Price Increase

For Varn Chemical Products

Day International has announced a price increase for its Varn pressroom chemical line effective June 16, 2006. The increase will apply to virtually all Varn product categories: fountain solutions, web conditioners, washes, coatings, and specialty products. The increase is due to the continuing rise in the cost of materials, energy and transportation.

Jeff Pieper, Senior Vice President of Day’s Chemical Products Division said, "Day International continues to pursue cost reduction and improved efficiency throughout our operations, however, we are unable to fully offset the cost increases caused by current economic forces and higher energy costs. We appreciate the understanding and support of our dealers and users of Varn products during these difficult times."

On Demand 06 Announcements

GBC Commercial Products Group: GBC featured its ProClick Pronto automated desktop binding unit that creates bound documents in seconds.

Spiral Binding Company

Spiral Binding showcased its Plockmatic PL 104 SquareFold booklet maker that enables copy shops and printers to give saddle-stitched booklets a flat, squared spine similar to perfect-bound books but at lower costs.

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Birthdays & Important Events

Half the year is already behind us and now I am working on the July birthday column for all the recipients that are going to shoot fireworks for their big days. Well...here I go!

Lou Bondurant Printers Research July 1st
Andrew Copley Kodak Polychrome Graphics July 3rd
Bill Sheridan Sheridan Associates July 3rd
Howard Harper Base-Line July 4th
Max Kern Enovation Graphics July 4th
Nat Ware G.E. Richards July 4th
Jim Fielding MAC Papers July 4th
Joe Thornhill Enovation Graphics July 5th
Bruce Goodwin Glunz & Jensen July 8th
Dan Heim Allied Photo Products July 13th
Chris Price PAF Anniversary July 13th
Joyce Van Pelt Therm-O-Type July 13th
Todd Puntolillo National Data Network July 14th
William Price San Joaquin Imperial July 16th
Don Trammell Pacific Products July 16th
Marge George By George Advertising July 17th
Bruce Oliva Spinks Ink July 17th
Sara Zacharin IPA July 18th
Marilyn Mueller Mueller Graphic Supply July 21st
Elena Schmitt VEGRA GmbH July 23rd
Robin Carlson Carlson & Assoc. July 24th
Joe Marling July 28th
Jim Parkinson Martin Yale Industries July 30th

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People....More Important Than Anything

Sam Doyle Joins Accel

Accel Graphic Systems is pleased to announce that Sam Doyle has accepted the position as Director of Worldwide Sales, Large Press Products. Sam brings more than 30 years of experience in the graphic arts industry and has held the position of V.P. of Sales and Marketing for both printing companies and large press manufacturers. Lance Carpenter, President of Accel, stated that he is very pleased Sam has joined the group, and feels confident that he will be able to grow Accel’s position in the International marketplace.

PAF Hires New Regional Manager for South Florida

John Savor has joined PAF as Regional Manager for South Florida. John has many years of experience in the South Florida area. Most recently he was employed by Konica Minolta Business Solutions. He brings a great deal to the table with his background and abilities, and he will certainly be a valuable asset in serving your graphic arts and business needs. He will be working out of the PAF Miami office.

ECRM Appoints UK Sales Manager

ECRM Imaging Systems has appointed Tom Fitzpatrick as UK Sales Manager. With 20 years of graphic arts sales experience, Tom will further strengthen ECRM’s sales force in the UK, by driving business for its violet based commercial and newspaper CTP platesetter solutions, and supporting existing customers.

With established UK contacts and significant market experience, Tom Fitzpatrick comments on his appointment, "I am delighted to have joined ECRM, and look forward to strengthening the company’s UK business and brand image. As manufacturers of no nonsense, high quality, value for money CTP platesetters for the newspaper and commercial markets, ECRM’s portfolio presents me with considerable opportunities for future sales growth."

Derek Sizer, ECRM Vice President, Europe, Middle East and Africa, comments, "We are thrilled to have Tom on board. He has a proven track record in sales and has gained a wealth of knowledge and experience that will undoubtedly benefit new and existing ECRM customers. With exciting times ahead for ECRM, we expect Tom to be an invaluable asset to our UK business."

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Paper & Graphic Retail Store News

A Little Respect....

by Randy Krone

It used to be readily accepted that the three R’s stood for reading, writing and arithmetic. Now in business in general, and retail paper sales in particular, it stands for respect, respect, respect.

That respect from customers, vendors, management and employees is essential to being successful in the paper store business.

With customers, a store has to earn their loyalty, trust and confidence since store success is built on repeat business.

"Your clients have got to know that at 4:45 on Friday afternoon they can trust that they can turn to your store and your people to help resolve a last-minute problem," said O-K Paper Center General Manager Alan Proctor. "They have to have the confidence that you have the inventory, the trust that you will get it to them or stay open for them to pick it up and the feeling of loyalty to know that you know that their success spells your success."

With vendors trust is essential to knowing that a store will receive the best product, price, availability date and assistance with mill claims or issues that may arise after the order is sold.

"A vendor that respects you will help you support your store and your customers. They’ll go the extra mile to help you see that your clients are satisfied whether it’s a special order arriving on time or helping to settle an issue on press," Proctor said.

With management the respect is earned internally. Once the respect of management is earned by individual stores or the family of stores as a whole, they can give you the ability to make decisions and the latitude to make each individual store as successful as possible within it’s own market. Each market is different and locations require different pricing concessions, special stock and the ability to handle business in the best way that the store sees fit. As in all cases, that respect is something that is earned and isn’t given lightly. Employees are a different case yet again. While this respect is also internal it is most often earned by example.

"It’s all about hiring the right people and putting them in the best possible position to succeed," Proctor said. "You’ve got to train your people properly and never ask them to do a job you wouldn’t do or haven’t done. There’s also a fine line that is walked between being close enough with your employees to be their friends yet distant enough in case disciplinary action is required."

Whether it’s company management or the employees you’ve hired. The vendors who service your business or the customer who walks through the door, as Aretha Franklin sang, it’s all about "R-E-S-P-E-C-T!"

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Trade Show Tidbits

Increase Tradeshow

Productivity & Profitability

Some Helpful pre-, during, and post show hints

by DayDesign, Inc.

Attending the right industry tradeshow creates face to face business opportunities and provides a unique sales environment to showcase your marketing campaign to a targeted customer base. However, this exposure, and associated costs, must be controlled and stay within an outlined budget plan.

The booth space has been booked, and your company is on the tradeshow exhibitor list. Now what?

Pre-show planning is crucial to cost savings, reducing on-site difficulties and maximizing your marketing investment (ROMI).

The best opportunity to control expenses and better ensure a successful tradeshow is within the months prior to actual show start.

Some Pre-Show pointers to keep in mind:
• Be Proactive!
• Define your theme and message; simplicity is key.
• Set measurable objectives and goals.
• Develop a sensible budget; remember to reference it often during the planning stages.
• Create a realistic schedule, and stick to it.
• Keep your exhibit supplier(s) informed of your objectives; solicit their valuable insight and feedback.
• Invest in pre-show promotions; contact existing and potential customers to inform them of your anticipated show offerings; thus driving more event floor traffic to your exhibit space.
• Present a booth floor plan and design to your Sales staff; set their expectations.
• Pack wisely: your exhibit components, product and collateral will be managed at the Convention Center and billed by weight and ease of handling.
Avoid:
• Missing show service order deadlines; advance orders can receive discounts of up to 50%!
• Murphy’s Law: Don’t expect everything to magically fall into place. Coordination of every detail is imperative.
Show Site:
The planning stage is complete. Now it is time to pull all the details together.
• Check your booth location immediately upon arrival to ensure freight delivery.
• Visit the "Show Services Desk" to confirm submitted service orders and set up installation times.
• Bring all material and service provider contract phone numbers, including cell phone, after-hour and week- end numbers.
• Invest in advertising and sponsorships in show related publications.
• Conduct an onsite booth staff meeting to review exhibit, graphic messaging and show objectives.
• Don’t consider tradeshow time as vacation time. Tradeshow days will test your stamina and endurance. You must be at your best each hour of every tradeshow day. Your customers are expecting it!
Post Show Marketing Follow up:
The successful tradeshow has opened dialog with new potential customers. The momentum must continue to close the sale. Follow up is essential.
• Plan your post show follow up strategies in your pre-show meetings. Too often the show is forgotten after the sales staff leaves the show floor.
• Send a personal "Thank you" to prospects that stopped by your booth.
• Interact with the sales team to ensure leads are followed up.
• Extend your sales possibilities by maintaining contact with prospects.
• Measure Show Results (ROMI).
• Revisit your company’s original goals for the show; evaluate their effectiveness.
• Prepare a written review; share it with the show team and management.
• Determine whether or not to rebook booth space next year.
Don’t let the effort and expense of attending a tradeshow be wasted by not having a follow up plan!

DayDesign Inc.

Founded on a philosophy of minimizing overhead while maximizing resources, DayDesign has been creating and producing exhibits and sales environments since 1985.

Our graphic arts clients include Agfa, Creo, ECRM, Scitex, and XMPie. Whether working within a client’s established program or creating new concepts, DayDesign offers materials, blueprints and services to develop award-winning exhibits and attain desired event results. Questions/Comments: Call toll-free 888-329-0690. www.daydesign.com or email: info@daydesign.com

 

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Sales Corner

Rigs on Biz....

Relationships, Your Secret Tie Breaker

by Ed Rigsbee, CSP

Have you ever wondered, how come the other guy got the business? Great Biz Relationships are the answer.

You know that, your product is as good, your service is as good and your price is as good as the other guy’s. But, you didn’t get the business-Biz Relationships again. Today, ya gotta have a tiebreaker to get the business, and outstanding Biz Relationships is a magnificent tiebreaker. Let’s look at this from the perspective of you being the customer.

So many business owners have told me, "When it all goes to crap, that’s when I know who my real suppliers are." They continue to say, "That’s when relationships really matter!" Don’t you feel the same way? Sure suppliers can fill the pipeline, but what about when supply is disrupted?

If you know, understand and like someone, you are more apt to make an effort to work out challenges, be they a supplier or customer. Better yet, if you trust someone, when things go into the dumper-you absolutely know that you’ll be protected, that they’ll make things right. Isn’t that what you want from your suppliers? Isn’t it also what your customers want of you? You know it is.

To get the Biz, ya gotta build better Biz Relationships

1. You already know that you have to keep your word and follow through.
2. You already know that if you break your word, you can’t be trusted. After all, Biz is about results, not excuses.
3. But, did you know that communication is the most important element in developing and maintaining outrageously successful Biz Relationships?
4. When was the last time you sat over a beverage (away from the office, work site or factory) with your customer and asked, "How can I serve you better?"
5. Over time, many companies have developed "score cards" or "report cards" to more formally communicate with their customers. A number have also done this to better communicate expectations with their suppliers. I believe these reporting methods extremely valuable conduits of developing open communication with customers, and suppliers. This tool can easily become your tiebreaker in the marketplace. If you develop this tool for yourself, focus on the following two key areas: First, it is important to ask, "How are doing?" and second, "What do we need to do to get a higher score or grade?"

The great benefit to you in developing better communication with your customers will be a greater understanding of what "extra" services and activities your customers perceive as being valuable to them. It really doesn’t make much sense doing extra things for your customers that they do not hold as being valuable, now does it?

It will serve you well to build better Biz Relationships through a regular reporting or scoring system with your customers. I believe you will also find this to be an important tiebreaker that you have over your competitors. Do more, sell more and have more!

Ed Rigsbee, CSP is the author of PartnerShift, Developing Strategic Alliances and The Art of Partnering. Rigsbee has over 1,000 published articles to his credit and is a regular keynote presenter at corporate and trade association conferences across North America. He can be reached at 800-839-1520, ed@rigsbee.com, or visit www.rigsbee.com.

You may also access this article at www.rigsbee.com/rigsonbiz1.htm

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