The Pressure Is On Mailers
However, Hopkins said that the challenge for distributors is not to remain competitive, but to become more knowledgeable of the pressure seal product. "Remaining competitive implies that pressure seal is a cyclical product that is in decline, and that is not the case," he said. "The successful distributor will be able to take advantage of the growth in this product area."
Yost noted that in order for distributors to remain profitable in the self-mailer market, InfoSeal has developed a number of value-added products, including its PinSeal product. "Value-added products allow distributors to retain even higher margins because they bring more value to the end-user," he said.
To help distributors attain higher margins, the suppliers offered selling advice. Hopkins said that it is necessary for distributors to become acquainted with the full scope of the self-mailer market. "In order to be successful, distributors must understand the paper products, including the equipment that is used to fold and seal the paper, and have knowledge of the printers that are being used," he said.
Hopkins noted that InfoSeal offers a variety of resources for distributors, including industry-wide training and educational programs on an individual distributor level, sales meetings and seminars, and joint sales calls with distributors and their customers. Day said that PrintXcel offers similar resources, including an end-user Web site with an online demonstration, product templates, and cost justification models designed to assist potential users of pressure seal.
Looking ahead, Hopkins said that the future is bright for the self-mailer market. "It is critical to emphasize that while most traditional forms products are in a decline, self-mailers are on the rise," he said. "It is a fast-growing area with lots of potential growth. Distributors who stay abreast of the latest applications and technologies will benefit."
By Cynthia T. Graham