Image is Everything

Spring has arrived, but there is no blossoming economy in sight. Unemployment rates climbed to 8.1 percent as of February, and companies that didn’t resort to layoffs are cutting costs through other methods. The current climate has, in turn, forced everyone to become more image-conscious. A sharp-looking suit, a perfectly coiffed ‘do and manicured nails are essential and so is what an employee or job applicant carries to that meeting. Nothing says polished like a colorful folder or sleek binder.

New York-based Gussco Manufacturing, a supplier of custom-made file folders used for complicated filing jobs and corporate identity, is developing a range of items that make an impression.

“[These items] will fill the bill for other business-to-business promotional demand, especially professional buyers or executives, or [a] salesperson who needs to impress, or the job seeker, in order to stand out among the crowd, which will also give us the opportunity to provide items that can be used for free gifts with purchase promotions—items that are not too expensive to entice buyers to buy something more expensive,” said Alan Snider, vice president sales and marketing.

When it comes to presentation products, Doug Campbell, director of sales and marketing for the Ste. Genevieve, Missouri-based Silvanus Products, agreed it’s all about getting noticed. Campbell noted that material and decoration/art design are what make a presentation product stand out. “The expanded supported materials we use for our seal-cut binders are all derived from the upholstery industry. So, colors change each year as well as patterns and embossing,” he said. “Our specialty decorating technique is still a silk screen or foil combination deboss. We also have a newly-decorated technique called Iceprint, which is essentially multiple hits of silk screening and [it] creates an embossing effect.”

Celebrating its 25th anniversary, Silvanus Products produces highly customized presentation products using vinyl, supported vinyls, polyolefin’s litho labels and coated paper materials. These substrates are, in turn, converted into binders, tote boxes, sample cases, passbooks, wallets and folders. The company works with distributors of varying experience and assists them in educating end-users on materials and capabilities.

Turned-edge products, Campbell commented, is a major growth area for the company. Silvanus Products recently partnered with a company that allowed it to offer a digitally-printed, turned-edge binder with the wrap printed on Ziekon because of the large format. This allows the company to offer binder quantities of between 25 and 1,000 and [they] can be variably printed and personalized, Campbell stated.

Turned-and-sewn products may be an option for end-users searching for durability with a sense of style. Campbell described, “In the construction of a turned-and-sewn binder, a two-step process is required. The first process involves making a sub binder for the internal piece, which in turn, is covered by another outside covering material. The covering material used for the outside is usually a faux expanded/supported material that will virtually last as long as a leather binder.”

Durability is the difference between turned-and-sewn products and turned-edge products. Campbell argued that a turned-edge product makes a nice presentation binder, but not to the same degree that a turned-and-sewn product does. A turned-and-sewn binder can be used multiple times a day for years.

Gussco is finding success with its DesignerPak presentation products. “These folders are made in the same way as a legal expanding file. We use a variety of cover stocks, print four-color to make corporate identity products, seminar packets, training kits, real-estate offerings, closing kits—virtually everything that has to carry documents or little things,” Snider mentioned. “This concept is now being expanded into a variety of other items, such as binders, journals, desk accessories, etc.”

Blanks/USA, headquartered in Minneapolis, knows a lot about options. It specializes in many different areas from die-cut and digital-cut blank substrates to custom manufacturing, targeting commercial and small printers. From its Digital Die Cut products, the Digital Presentation Folder Kit is Blanks/USA’s best seller.

“Small businesses can now produce sales collateral in a customized manner while printers can increase profitability. In addition, to the innovative design and ease of printing these products, what makes these presentation folders valuable is the ability for complete customization on the part of the customer,” said Colleen Quinn, national sales manager.

Previously, Quinn explained, high costs often kept printers from printing large runs of presentation folders. Now, the company can offer customers small and medium runs at competitive prices.

“Printing customers are always looking for ways to stand out from their competition, particularly in this market,” Quinn observed. She continued, “What allows printers to be competitive in the marketplace is satisfying their customers’ needs to branch out with their marketing, advertising and merchandising efforts. ... The marketplace demands flexibility and Blanks/USA products are offering printers the opportunity to utilize products that can satisfy that need.”

Some key features of the company’s presentation folders include a 9x12" finished size, multiple stock options, optional business card slits on pockets and one or two pocket options. Furthermore, the folders are available in quantities of 50, 100 or 250 per pack, are pre-scored for easy folding, are compatible with copier, laser printer and offset press and they also are configured to print on printing systems offering 12x18" or 11x17" printing capabilities.

Campbell realized with on demand and digital printing replacing offset, some customers may want to abandon the use of a ring mechanism for holding papers in their binder products. As a result, Silvanus Products manufactures hard covers that can be punched and bound with the printing, or it produces a binder without a metal. The cover of the book block can be placed inside a die-cut pocket or sealed pocket, which gives the look and feel of a book.

A common factor that all three participants share is their quest to supply eco-friendly presentation products. Blanks/USA recently launched its new line of EcoBlanks, products manufactured using FSC-certified paper, which contains at least 30 percent post-consumer recycled materials.

“More and more, printers are looking for ways to be more environmentally-conscious because that is what the market is demanding,” Quinn said. “The environment is playing a large role in the way that many companies do business and this is Blanks/USA’s solution to eco-friendly, key and relevant products for the printer and their customer.”

Campbell discussed a new polyethylene (of the polyolefin family) that was recently introduced to the market just a few weeks ago. “They are producing all of their stock line with a resin percentage of 50 percent post-consumer and can specially run 100 percent upon request. Any large company that is measured by the Dow Jones Sustainability Index or has created a ‘green policy’ would be interested in these materials,” he added.

Nevertheless, despite efforts to keep up with evolving trends, this particular market niche does have a personal battle to win. In addition to the ailing economy, on-demand sources like Office Max and Staples have traditionally been a convenient source for end-users.

“The large retailers, or e-tailers, are a major threat to all of us. ... We have always been able to combat a low-cost import from a superstore product by offering quality and customization. With our current economic situation, price seems to be the top consideration among end-users. We have begun an e-commerce strategy to rival this that will be ready in the second to third quarter of this year,” Campbell mentioned.

Snider agreed. “Companies like Staples, OfficeMax and Office Depot will always get business if it is demanded of them. Even independent commercial office salespeople do not go out looking for lots of promotional business unless they have a background in selling printed items. ... Most of it is custom-printed stationery and business card items or clothing items,” he said.

Campbell compared this market to the forms market. “Our sales, as well as the whole binder market have declined since 2001. A market study was done at the time and over 300 companies considered themselves to be a loose-leaf manufacturer. By my estimation, and others in our industry, we currently stand at 80,” he said.

Nevertheless, all three participants remain committed to the trade and believe many untapped opportunities exist. Snider encouraged distributors to overcome their fear of selling customized products.

“[Distributors] are afraid of making a mistake. They would rather work hard at selling contracts on stock supply items that are simple to order through catalogs or websites. It is a different mindset,” he said. “There is some effort to duplicate the quick copy center-type of printed presentation products, but I do not see them selling sophisticated or complicated or fashionable items any time soon.”

Campbell noted that packaging and product display are the keys in selling these products and nice presentation products. “The reason they are asking you about a presentation product is to enhance their brand image with the content that was written for the product, or service that will be on the inside of the product. Many companies concentrate so much on the content that how they package it is an afterthought,” he stated.

He continued, “Think of it just as you would the point-of-purchase display offering the latest and greatest at your local convenience store. What will make that product stand out above the rest?”

In other words, make your first impression a lasting impression. PPR