 Measuring Your Manufacturing Efficiency
Over the last couple of decades, printers have focused more and more on value-added services, marketing services expertise, Web-based skillsets, integrated print services, and other non-print revenue sources. Despite these trends, print remains primarily a manufacturing business. In fact, an overwhelming majority of the cost and revenues of a typical printer relate directly to manufacturing the printed product in spite of evolving toward more of a hybrid manufacturing service model. At the core, printers must continue to embrace a manufacturing mentality, even as they become providers of various non-manufacturing value-added ancillary services.
A new report - free to WSPA members ($250 for non-members), explores key trends and metrics inside the printing plant, including factory throughput and other aspects of print manufacturing. The report is divided into four topic areas.
- The Big Picture: Overall Trends in Print Manufacturing - a perspective on aggregate developments in print manufacturing over the past few years.
- Manufacturing Metrics by Printing Process - an examination of key factory metrics differentiated by printing processes.
- Manufacturing Metrics By Print Market Segments - a review of key factory metrics sorted by various print market segments.
- Manufacturing Metrics By Size of Plant - an analysis of key factory metrics classified by the number of employees.
To get your free copy of this Special Report, simply email June Crespo at jcrespo@wsprint.org.
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 Yes It Does Cost More But...
We read that some marketing execs don't want designers to learn about print because they think that print is more expensive than e-marketing. We certainly agree with that conclusion, but it's illustrative of getting the right answer for the wrong question. Does the marketing exec want to send a message at minimum unit cost or do they want to get the attention of the target audience and inspire action?
If we let the conversation focus on the cost per touch, we're dead. If we focus on getting results from the campaign, we have a great story. We know that print gets attention in a crowded world and we know that print is not destroying the planet - the challenge is to get the client to realize this. There is a wealth of facts and case studies at www.chooseprint.org that you can use in this educational effort. Take some time to review this material and then use it to educate your clients and prospects about the value of print. Remember, we can't credibly sell cheap but we can sell what clients really need - results.
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 Become An Idea-Generating Machine
Generating ideas is a skill that, like any other skill, can be learned. Here are some techniques to try:
- Define the problem
- Let go of preconceived notions
- Be open to anything and everything
- Ask customers about their three biggest challenges
- Think about what annoys you most about an issue
- Have people who are not familiar with the issue question you about it
- See what's being done in other industries
- Focus on quantity, hoping a good idea will come up.
All of these techniques require a commitment of time and energy, but that's the key to great ideas.
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 The Newbie
Communication is especially important during a new employee's first days and weeks. Try this technique to open the lines up right away:
Call each new hire on the Friday of his or her first week. Ask how things are going, ask if he or she has any questions or problems, and remind them of any critical tasks that need to be completed promptly. This gives you a chance to reinforce key messages and deal with potential problems before they grow out of hand.
Have you hired someone new to the industry and want to give then an intensive course which they can take online at their leisure? Visit the i-Learning Center of PIA which offers an Orientation To the Graphic Arts Class. It can be taken 24/7, 365 days per year. Visit www.printing.org/ilearning.
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6 Ways To Connect With Prospects
It can be hard to connect with prospects and clients. A call to each of them is impossible given the limited hours in a day. Plus, with the amount of calls and emails most people receive, many messages are never heard or seen.
That is why it is important to have a multi-channel communication policy. Here are six ways you should be reaching out to all of your potential sales sources:
(1) Direct Mail - after all we are in the printing industry!
(2) Phone Calls - Some people do still like to talk to live human beings
(3) Social Media - This can be a fast and easy way to talk directly with clients and prospects
(4) Live Events - Ever heard of the word networking? Get out of the office/car and go shake some hands
(5) Email - The secret to getting email read is having the right headline! Also, make sure your database is updated.
(6) Printed Newsletters - With the right content, it's possible to get a lot of customer attention this way. Just don't make every story about your company.
Source: Matthew Parker
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 Here To Serve! We appreciate your continued support as a member. Members like you make doing business a real pleasure. We hope you consider us an extension of your business and are only a phone call away for any issue you might have. Please note that the Western States Printing Alliance (WSPA), formerly PIAZ/NM and PIAMS, has a new telephone number. NO matter where you are in the US, local or out of state, please call us at our toll free number 1-844-237-1550. We are here to serve!
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