Feeling intimidated by those big olʼ jumbo rolls? Maybe it's time to confront your fears. According to Allen Simon, president of Monaca, Pennsylvania-based Datatel Resources Corporation, the jumbo rolls sector presents more opportunities for distributors and resellers now than it has in the past, due to key mergers and acquisitions among the major directs.
"The traditional suppliers of this product—the large direct-selling companies—they're going through a lot of changes," he said. "There's a lot of consolidation going on, and there's an opportunity for distributors to go after this business. It can be profitable."
That's not to say it's an easy task. Big product can mean big problems for distributors and suppliers alike. That's why your pals at Print+Promo turned to the experts. Read on as Simon, along with Gary St. Onge, vice president of sales and marketing for AmeriPrint Corporation, Harvard, Ill., and Rita Fry, marketing and sales coordinator for Phoenix Data Inc., Montgomery, Pa., discuss the ins and outs of the jumbo roll market.
Make the Effort
Simon estimated that jumbo rolls currently account for anywhere from 50 to 75 percent of Datatel's overall sales. He attributed this success to the company's ability to adapt and closely monitor production. Datatel most recently upgraded its video monitoring system, which allows staff to monitor the front and back sides of the printing process and identify and correct any issues in real time.
"We spent a lot of time making sure equipment and presses are prepared to run the product," said Simon. "It's taking the extra effort to make sure that our U.V. systems and our mechanical systems are really running and performing at the top of their ability.
"You can't take a shortcut in making sure that your presses are operating at peak condition," he added.
Fry agreed. "Some of the biggest challenges in producing jumbo rolls are to ensure there is no offsetting of print from the front to back of rolls, utilizing the most linear feet of the mill roll possible, maintaining consistent tension on the roll to avoid telescoping, while keeping breaks to a minimum," she said.
It's also vital to know your customer's expectations, St. Onge explained. "It's very important to understand all end-user requirements and expectations, such as core diameter, unwind direction, splicing allowances, packaging, wrapping and pallet requirements," he noted.
Find Your Edge
As competition increases, it becomes more important to find a competitive advantage. For Datatel, that means assisting in the selling process and supplying industry-leading quality. "We run U.V. on the vast majority of all the products that we produce," Simon said. "That ensures that the ink is cured."
Datatel also works to create clean rolls without any splices or flags. "When customers see a value in that—and not all do—but when they do see a value in that, we are willing to quote and produce a product that is 100 percent clean," he added.
Fry discussed Phoenix Data's versatility of production. "One competitive advantage we have is that we have a roll-up re-winder for different presses, enabling us to produce multiple cylinder sizes," she said.
AmeriPrint is investing in new technology to get ahead. Last year, the company equipped its roll press with an on-line inkjet system. "[We] can now offer variable-imaging, barcoding, large and small-format numbering and weighted modulus numbering on most projects," he said.
AmeriPrint also implemented a wide-web four-color U.V. press for its jumbo roll production, and equipped it with a 50" rewind unit.
Be the Solution
While technological advancements help boost business, Simon said the best way to succeed in this market has nothing to do with technology at all. He believes the key to success is to work closely with clients and be the solution to their problems. By doing so, suppliers and distributors can establish new business and create a network of reliable customers who will stick with them for years.
"Users are really looking for new suppliers to meet their needs," Simon said. "We work closely with our customers during the selling process with a 'why not us?' philosophy, in terms of obtaining the business."
Brendan Menapace is the content director for Promo+Promo Marketing.