 PSDA marks  one-year  anniversary  of change

By Melissa Busch

Two Cents

Here, some PSDA members gave their thoughts on what’s good, bad and in need of improvement for the organization.

Print Professional (PP) asked the following members:

Brian Coats (BC), PSDA board member and sales and marketing at Valmeyer, Illinois-based MAR Graphics

Sam Vignjevic (SV), e-commerce director at Greenville, South Carolina-based growll.com

Mike Fleming (MF), vice president of operations for Golden City, Missouri-based Golden Business Forms

PP: How long has your company been a member of the PSDA?
BC: We have been members since 1973.
SV: One year.
MF: 17 years.

PP: Why did you join?
SV: To show our support of the print services and distribution community.
MF: The organization offered regional and national shows that allowed us to reach out to new customers.

PP: What benefits do you get from your  membership?
BC: We receive access to ideas, customers and general market info that we would not get otherwise. The ability to share and learn from the network of professionals within the PSDA is a wonderful benefit.
SV: To be determined.
MF: Networking with other manufacturers, existing customers and exposure to new customers.

PP: Did you attend the Print Solutions Show in May? If so, what did you think of the show? Did you gain sales, contacts, etc.? Did you find it beneficial?
BC: Yes. Our booth traffic was better than expected. We accomplished our mission of not only garnering additional leads, but also rolling out new products and services to existing clients and prospects.
SV: I thought it was a really good opportunity for us to network and get face to face with print distributors.
MF: Yes, we attended. The show was below average. [We] gained a few new contacts. [It was] not that beneficial.

PP: In your opinion, how did it compare to previous shows? Please explain.
BC: We were pleasantly surprised with the amount of attendees that visited with us. Plus, not only did we draw traffic, we were able to have meaningful conversations about how we could help our distributor customers serve their clients. In a nutshell—the quantity and quality of the leads were better than expected.
SV: We enjoyed the previous year’s show in Baltimore, but this one seemed more upbeat. [There was] more energy and positivity than in the past. We got a ton of contacts and landed a few key customers. [Did we find it beneficial?] Absolutely. As an e-commerce print provider, we enjoy the opportunities to get out and meet our customers.
MF: This show was one of the worst attended in my 10 years with Golden.

PP: Will you attend next year?
BC: Yes.
SV: Already signed up.
MF: No.

PP: Do you see any positive changes in the PSDA compared to this time last year? Please explain.
BC: 1. The visibility of the new EVP, Matt Sanderson, has been great. His willingness to engage with members has been well received. I am really happy to see him visiting members at their location and seeking out conversations with members.
2. The PSDA’s willingness to make difficult decisions regarding the PSDA events and start to implement changes. For example, the local shows are going to change format quite a bit and there will be fewer of them. Let’s face it, we could not continue to hold events in many of the locations every year. It just was not cost effective for the PSDA or the exhibitors.
3. There were some seemingly small changes at the Print Solutions Conference and Expo—one change I really liked was that the keynote and other major speakers were immediately adjacent to the show floor. Plus, I feel holding the reception on  the show floor right after the Expo closed was a great idea.
4. As a board member I am jazzed about all of the ideas bouncing around regarding the education programs. There are a ton of great ideas and programs in the works. The education offering was in a rut and really needed to be revamped. The PSDA staff and a group of member volunteers have worked really hard (and will continue to do so). I think the members will be pleasantly surprised as these programs roll out over the next few years.
MF: No.

PP: What do you think the organization still needs to improve upon?
BC: I think the membership could be better served with a wider variety, and better, education programs plus more local functions. The more we can get members involved on a local level, the more opportunity we have to learn from each other and build friendships—and it is a lot easier to do locally.
SV: Industry reporting. I’m working with InfoTrends on some reporting needs, but I reached out to the PSDA first. I didn’t find the industry-specific (Print Distribution) information that I was looking for.
MF: Location and regional shows.

PP: What do you think the organization does well?
BC: It provides forums to share ideas/info and grow relationships.
SV: We enjoy working with our sales representative and his team.
MF: [They are] very organized.

PP: Did you favor the board’s decision to hire SmithBucklin? Why or why not?
BC: I was cautiously optimistic. I, like many others, was so used to the way things were that to ‘blow it up’ was a little outside my comfort zone. I was actually nominated to the board before I learned of the change along with the rest of the members.
SV: To be determined.
MF: Not sure . . .

PP: Now that nearly a year has gone by since that decision, do you think it was the right thing to do?
BC: Yes. The organization can now have the flexibility to adapt to meet member needs more quickly. As demand fluctuates, the organization can respond appropriately. The staffing level is flexible to meet peak demands and accommodate periods where not as many staff members are needed. Plus, we need to remember, we have hired an organization that does nothing but run hundreds of other organizations. They have access to a broad spectrum of experiences and resources that we did not have before. Really, it may not be all that different than a customer buying from a distributor. We are paying someone to find and utilize the best resources for us. I think the change is good for the long-term viability of the organization.
SV: No opinion yet.
MF: Probably not since the show, in my opinion, was not good.

Almost one year ago, the Print Services and Distribution Association (PSDA) made a decision to shake things up in the name of revamping the 65-year-old organization.

The PSDA tossed out its long-standing business model and hired Chicago-based private firm SmithBucklin to take over operations in the hopes of better catering to members' needs and freshening up the organization. Many members voiced concerns about this move and questioned if or how it would improve the aging organization.

Despite a small loss in membership—approximately 5 percent to 10 percent— following the initial decision, PSDA Executive Vice President Matt Sanderson said the organization doesn't regret the  decision. He said the move gave the organization and its members the boost it needs for the future.

"I would estimate that five to 10 percent of them were in wait and see mode," Sanderson said. "Some may have rejoined or delayed their decisions. We have been more focused on giving value to our members. The PSDA board believes the organizational management change from a year ago is already paying off for PSDA members."

When it comes to membership numbers, figures are a bit complicated. He noted in July 2010 there were 1,000 company members with 10,000 "active, engaged members" prior to the organization's SmithBucklin decision. Sanderson said the numbers "are similar to that now," but he did not provide exact figures.

"We have placed a greater emphasis on satisfying members' needs than on recruiting," he said. "Most new members this year have been through referrals from other members. We are developing programs that focus on re-recruiting."

The PSDA is more concerned with show attendance numbers. The organization held its 2011 Print Solutions Conference and Expo in Chicago in May. This was the first show hosted by the PSDA since it signed with SmithBucklin. The overall attendance at the show was approximately 1,000 distributors plus another 500 exhibitor personnel, Sanderson reported. The three-day conference also included more than 40 hours of educational programs.

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