One manufacturer discusses how distributors can succeed in this growing market niche.
Topping the conversations of many independent distributors these days is commercial print. Noted as a market niche with ever increasing opportunities, more distributors are seeking ways to find out how to better sell this product to their advantage. Offering some advice on this matter is Robert McAleavey, president and owner of Specialized Printed Forms, a manufacturer based in Caledonia, N.Y.
Reporting an estimated $1 million in commercial print sales, McAleavey said business for this product continues to grow, since opportunities are available just about anywhere.
"For instance, any market that utilizes newsletters, catalogs or brochures is a good target for distributors," said McAleavey. "In many cases that includes membership organizations or associations."
With that in mind, McAleavey recommended distributors begin selling commercial print within their existing accounts.
"Call on these accounts first and contact their marketing departments," advised McAleavey. "Then find out what materials they require."
Unlike the business form, which has been driven down to a commodity-based product, McAleavey said distributors will find that returns are very good.
"More advertising and marketing is involved in commercial print, therefore folks are not thinking so much about costs," he said. "Commercial print, however, is more about the benefits that distributors can offer."
Know Your Stuff
To get a leg up on understanding such benefits, McAleavey suggested distributors participate in educational opportunities that may be available through the manufacturer they work with.
At Specialized, for example, McAleavey offers a chance for distributors and their clients to visit his plant, stay the night and watch a job run. "We have an entire wing with two suites offered to visitors who want to come and learn about our product," said McAleavey. "Visitors can observe our commercial print operations and sit through a seminar about them."
About 10 times a year McAleavey is host to such educational seminars, which he said turn out to be very informative, eye-opening experiences for everyone involved. "We've discovered un-found synergies every time we offer them," he said. "Distributors always walk away saying, 'I didn't know you did that,' and 'I didn't know you sold that.' "
As a result, more meaningful information is shared between distributors and end-users, and everyone gains a better understanding of each others business. This is particularly helpful when meeting the demand of current trends occurring within the commercial print arena.
The Latest Trend
According to McAleavey, the basic trend with this product is that it almost always has to be printed on coated stock. Typically, two-sided pieces with four-colors on the front and back done in process color printing is also standard, he said. In addition, clients always demand high-quality professional looking pieces. "If you don't have the ability to print with varnishes and on coated stock, then your business won't prosper," warned McAleavey.
To ensure Specialized is on the right track, McAleavey invested in UV dryers, which allows a press to lay down significantly more ink and to print varnishes. A wide-format imagesetter, which holds registration to within plus or minus 1,000th of an inch was also purchased.
McAleavey added that prepress processes are always evolving to accept intricate files since more and more files are embedded in electronic art work. As such, he said that distributors may want to consider using commercial printers that have purchased a faster image processor with more memory. "In fact, we had to install a Roadrunner to handle the unbelievable amount of graphics we receive with text," he said.
"In many cases a new buyer goes to someone else to design ads, then they send the files to us. Basically, everything has already been thought out before we get it."
In terms of run lengths, McAleavey reported that they tend to be smaller—18,000 to 25,000—since the trend is to streamline distribution to more targeted audiences. McAleavey conceded that in the past a lot of commercial print work was sold through regional directs, causing some hesitance among independent distributors to go after their accounts.
However, he added that it has been his experience that the demand for commercial print has grown, making it a product through which more independents can succeed.
By Sharon R. Cole