Build Profits Through Booklets
Distributors can add to the bottom line through books, booklets and brochures.
Books and booklets come in all shapes and sizes and can be used for many an application. From coupon, ticket and receipt books to manifold, sales and voucher books, these tried-and-true products have provided a steady stream of sales to many distributors for many years. In fact, Bob McAleavey, president of Specialized Printed Forms, Caledonia, N.Y., reported that his company has been selling books for approximately 40 years. He sells stitched books, folded books, books with return envelopes and cards in them, foil-stamped books, books containing security features and, more recently, personalized books and booklets.
Allan Doane, president of Gulf Business Forms, San Marcos, Texas, also supplies his share of booklets—policy jackets for insurance companies, price list packets and employee handbooks for large corporations, transportation logs, and instruction manuals and parts catalogs for manufacturers.
While there is a certain security in selling books and booklets, how can one stand out from the pack when selling such readily available products in an industry riddled with competition? Doane wasn't shy about expressing his opinion on this matter.
"Thirty years ago, distributors could take pride in going to potential customers and explaining how much money they could save the company," he said. "They could explain how their education on designing the most efficient products would come into play, and how that could benefit the company in extraordinary ways. But, over the decades, the sale of business forms has turned into a commodity," he added. "Now, everyone is trying to underbid everyone else because the need for new types of forms hasn't changed in so long, and the pride of designing forms is almost obsolete."
As a result, Doane suggested that manufacturers work with distributors to sell booklet products in a completely different way—one with added value.
New Approach
One way that Gulf Business Forms is practicing what it preaches is by hiring a liaison to help
distributors design an advertising and media package—a package consisting of booklet and brochure products. While this may not seem out of the ordinary, Doane said that many distributors stick with standard forms and avoid venturing down the marketing path.
"A lot of distributors are complacent with current business and are afraid of putting that business in jeopardy by moving into the marketing arena," he said. "We want to help bridge that gap by having a distributor work in tandem with an internal liaison, who will assure the end-user that the distributor is perfectly capable of handling more business than traditional forms."
Creating media packages, however, means that distributors will need to learn how to develop ideas and concepts. And, they will need to be willing to work with people in their end-users' marketing departments to develop sophisticated marketing pieces. "With this type of commercial business, they will need to be creative, to work harder," said Doane. "These kinds of orders do not repeat as easily. More often than not, you have to start from scratch."
While it is true that larger corporations with art departments will shop around for prices on their commercial work and typically go to a direct commercial printer, Doane said that a distributor can prevail over such competition. "If distributors have business within a corporation, have the right knowledge, are competitive and have confidence, they can sell their relationship and diverse product offerings within the company—something the end-user will not get with a commercial print house," he said.
He noted that commercial work is all over the board when it comes to pricing. In fact, until recently, there was a 100 percent spread on pricing, he reported. "This is mainly because some houses are able to gang print—to put 10 different brochures on a press at once. The only problem is that you have to wait an excessive period of time to get the final product," said Doane. "Because we have in-house capabilities focusing on service, we can offer the same work within about six working days."
McAleavey offered a few other alternatives for finding sales in books, booklets and brochures. He said that booklets lend themselves well to direct marketing and direct mail companies in the form of membership materials and are almost always a sure shot for not-for-profit organizations. "Distributors might also want to try retail outfits that send out surveys and price lists," he said.
As far as what seems to be the trend in this product niche, McAleavey said that sales for booklets with foil stamping and die cuts seem to be on the rise, as well as booklets with variable imaging. "We've been getting a lot of orders for personalization on books for financial institutions and the medical fields," he said. "For instance, booklets ordered for three doctors in one office will require three sets, each bearing a different name."
McAleavey added that more and more booklet products are being requested to include security features, such as void pantographs.
"We've also done unique multi-page pamphlets with custom configurations," noted Doane. "It's a one-way mailer with a pamphlet attached internally, which has been used by laboratories sending specimens to other labs. Most commercial houses would not have the capability to do that. We were able to take that idea, capitalize on it and save the end-user additional expenses while creating new opportunities and income for the distributor."
Helpful Hints
Offering some helpful advice on how to sell books and booklets to end-users, McAleavey suggested that distributors try highlighting the products' convenience. "Let customers know that any form or direct mail product can go into a booklet," he said.
He also advised that distributors be aware of how many pages an end-user wants in a booklet, and to compare that with the capacity of the manufacturer's collator. If an end-user has a 27-page booklet and the collator can handle 24 pages at a time, get the customer to narrow the page length down to 24 pages. "You both save time and money, and the client appreciates the effort," McAleavey said.
He also indicated that many end-users may not already be working at the most efficient level and advised distributors to start thinking about what types of forms can be incorporated into a booklet to solve a few problems. "Eliminate the duplication effort for them," he said. "For example, many human resource departments have up to four forms for new employees to complete. Combine those forms into one book, which will reduce filing and inventory for them." In terms of profiting from these suggestions, McAleavey said, "It definitely will be a lot cheaper to combine four forms into one booklet and will be more cost-effective to the end-user."
"There are plenty of opportunities to make profits through books, booklets and brochures," he concluded. "These are the types of products that will remain in the industry for a long time, especially when you consider the need for them in regards to marketing efforts."
By Sharon Cole
- People:
- Allan Doane
- Bob McAleavey