The printed form is no stranger to criticism. But while tech enthusiasts may claim that print is on its way out, companies are still finding ways to produce strong business. According to Jeff Russell, president of Major Business Systems Inc., Hillsborough, N.C., creative thinking and perseverance can have a big payoff in the continuous and multipart forms sector. "[...] The continuous forms market still represents a viable segment that offers opportunity if you are willing to pursue niches with unique approaches," Russell said. "New technology has portrayed our industry as 'dying' with their aggressive marketing and, unfortunately, we have not countered this. Cost per unit efficiencies still prove that the form does add value on annual business system cost analysis."
Print+Promo wanted to learn more, so we asked Russell and Wade Brewer, general manager of PrintXcel, Clarksville, Tenn. and Mutual Graphics, Powell, Tenn., to share some of their best tips.
Follow the Trends
Continuous and multipart forms might not have the same charms as Apple's latest mobile device, but that's not stopping suppliers from coming up with different ways to add value. Major Business Systems, for example, has been turning to integrated products. "Our approach has been to address niche markets with a value-added focus," Russell said. "We are layering the traditional continuous product with features such as press-applied barcodes, pressure-sensitive label combinations and integrated labels with a best-in-class service approach."
Brewer has found pressure-seal technology—a nice alternative for clients on a budget—to be another positive trend. "One of the products we have seen a switch to is in the VersaSeal (pressure seal) unenveloped mail piece market," he noted. "The end-user can still use the older impact type printing technology, while utilizing this newer type form to give their mailings a new, more modern 'skin,' and avoiding the cost of envelopes."
"Many customers, like most of us, are trying to hang on to every penny they can in these competitive times, resulting in folks continuing to use some older technology in their final printing," Brewer added. "It still works well, and it's paid for. Not to mention the customer avoids the extra consumable cost on the newer technology by at least 25 percent."
Reach Younger Prospects
The next generation of clients and prospective business partners have grown up using new technology their whole lives. The challenge then becomes attracting young blood to a mature industry. Russell cited the number of family-owned businesses as an advantage. "[Attracting younger people] has been the paramount challenge," he explained. "However, our industry has been primarily populated with family-owned companies. This legacy has allowed subsequent generations to realize that there is still good income-producing opportunity [in continuous forms]."
Improve Your Sales Game
In today's competitve business climate, distributors need to work even harder to turn a profit. Russell pointed to a few markets that do particularly well with continuous forms. "Wholesale distribution companies represent a large portion of continuous forms, with health care and manufacturing following."
He said that distributors who go the extra mile and conduct sufficient research are particularly successful. "It is still a significant dollar volume market," he noted. "Many are overlooking it, leaving potential customers ripe for servicing by those who make the effort. There is also much value to be derived by reviewing the customer's business system, and offering newer and better designs of the form."
Russell cautioned distributors against treating the product as just that-a product. "The biggest challenge is avoiding addressing the product as a commodity," he said. "It can still be addressed as a value-added opportunity by layering it with enhancements. This, however, does become a system sales approach, which
takes more of a time investment, but it generally pays off in margin profitability."
Brewer warned that when some distributors think of continuous or multipart forms, they limit themselves to standard two- or three-part crimped forms. While those are a major part of the industry, there are other options that distributors may not be aware of. "There are new avenues for continuous [form printing] that involve some of the newer products on the market," he said. "There seems to be a constant push to try to sell our new clients on the newest technology that most often requires a sizeable investment in printers and post-printing equipment."
The other good news for distributors looking to get into the continuous and multipart forms industry, Brewer continued, is that a lot of these products can be manufactured to produce continuous forms. "This allows the distributor to sell newer technology products that can run on the older technology machines, saving the end-user the cost of a wholesale equipment change," he said.
Look Ahead
So, what can distributors expect in the future? Russell said the need for creativity and innovation will continue to grow. "Our company continues to invest in the multiple part continuous market," he added. "Although overall there is market decline in the traditional form, we have experienced growth in unique applications and niche markets by simply going where the least competition is," Russell said. "Those with a willingness to tackle the tough applications will experience success in this market."
Brendan Menapace is the content director for Promo+Promo Marketing.