A few years back, Bridgetown Printing thought it would be a great idea to do a variable data calendar campaign for our clients. Not only would our clients be getting a cool calendar with THEIR name on every page, but it was a unique way to show how we can utilize technology and incorporate it with print campaigns.
Wednesday, December 30, 2009
Variable Data: Adding a Personal Touch
A few years back, Bridgetown Printing thought it would be a great idea to do a variable data calendar campaign for our clients. Not only would our clients be getting a cool calendar with THEIR name on every page, but it was a unique way to show how we can utilize technology and incorporate it with print campaigns.
Monday, November 30, 2009
Communication Lifecycles
Kyle's Article Featured in Printers Trader Northwest Magazine!
Wednesday, November 18, 2009
The Bindery: Start With The End In Mind
Friday, November 13, 2009
No Sugar Coating Around Here!
I recently received this question from a fellow professional in regards to using a varnish vs. aqueous coating on a project:
And that's the truth: I love helping out others and answering questions. If you've got a question that is just really bugging you and keeping you from sleeping at night (or just a normal question), feel free to email me at krichardson@bridgetown.com. Have a great weekend everyone!
Monday, October 5, 2009
Bridgetown's Steve Plattner Featured in Online Article!
"Print With Purpose" Shares Compelling Statistics on the Result-Generating Power of Printed Communications
“Print With Purpose” defines the role of print in the rapidly-evolving marketing landscape and demonstrates its positive impact on the bottom line. This new resource from Appleton Coated is designed to provide insight and inspiration to decision-makers involved in choosing print, and to all who play a role in its creation and execution. Powerful statistics and supporting commentary explain how printed communication drives action and delivers results. To receive a copy, call 1-800-663-1813.
Appleton Coated compiled this data-rich content based on discussions with direct marketing professionals, industry thought-leaders and the most current industry research. “We’ve found print’s role in the marketing mix is as vital as ever,” says Phil Cavalier, vice president of marketing at Appleton Coated. “Its engaging, tactile and interactive qualities create a personal connection, and through this emotional association, brands are built. It’s portable and influential. It’s the preferred format for senior executives for gaining insightful, informative analysis. Generationally, the majority of (Baby) Boomers value printed and posted materials for their privacy, security and reliability. Across all audiences, print ignites action online, sparks interest and trial, and leads to sales, response and loyalty.”
“Print With Purpose” http://www.appletoncoated.com/index.php?GroupID=124 succinctly describes these traits, backs up the observations with facts and figures, and presents the information in a stop-you-in-your-tracks visual package. Appleton Coated’s sales and marketing team previewed the piece with key paper merchants and printers. Cavalier says, “We’re getting a remarkable reception. We’re hearing that the timeliness and importance of this piece is already opening doors that would never have been cracked.”
Steve Plattner, vice president of Bridgetown Printing in Portland, Ore. http://www.bridgetown.com, agrees, “I can claim, ‘Print does a great job and delivers effective results,’ but a customer will ask specifically how print can help their business. This piece helps me answer that question. Instead of talking in vague platitudes or emphasizing the ephemeral and ethereal aspects of paper, Appleton Coated has gathered some strong statistics supporting the significant role print plays in communication.”
“I like that “Print With Purpose” shoots down a lot of myths we’re encountering in our industry. Most importantly, I like how it explains that print and online can work together,” says Tony Harris, vice president of sales and marketing of Monroe Litho in Rochester, N.Y. http://www.monroelitho.com “We keep hearing that print’s going away and everything is moving online. People say this because they think moving to an almost exclusively online presence costs less and that it’s more green. This is not necessarily true. Going online is not necessarily a greener option than printing, nor does printing green mean it will cost more.”
To view the article in its entirety, click here.
Thursday, September 24, 2009
You take our files and Rip them??!!
Prepress...the bane of existence for both printers and designers alike. If the shape of a press shop were that of a bottle, the prepress department would certainly be the neck. Missing fonts, low resolution photos, files saved and packaged incorrectly. Yikes! It's the perfect storm. Since this can be such a headache for many designers, Bridgetown has put together a checklist for you to make this process as painless as possible. The next time you send a job to your printer, take a peek at this list and your life should be much easier!
Monday, August 24, 2009
It’s Back to School Time!
September usually marks the time of year that a child’s summer is cut way too short and they are sent packing to the classroom. After months of brainless activity (ie. movies, camping, ice cream, etc.) their minds are kicked swiftly back into gear for the next nine months. Well I’m here to take YOU back to school! Don’t worry, though…no homework, I promise. What I am going to do is educate you on a few things happening in the printing industry and here at
Bridgetown Acquires New 2-color Ryobi Offset Press!
To meet an increasing demand for short-run, high-quality offset work,
-Paper
-Max Size: 13-3/8 x 17-3/4
-Min Size: 3-1/2 x 5
-Thickness: .0016 - .012
-Max Printing Area: 13 x 17-1/4
-Plate Size: 13-3/16 x 19-3/32
-Blanket Size: 13 x 19-1/2
-Gripper Margin: 5/16
After a few months off for summer vacations and such, the
New Postal Regulations Announced!
The United States Post Office has released new specifications on stitched booklets that qualify as mailers. This is important information for you to know because it could affect the design of your booklet, as well as the postage. To view the official document, click here: New Postal Regulations.
New Postal Regulations
Monday, August 10, 2009
Print is...
Friday, July 24, 2009
Print with Purpose
Yesterday we had a sales rep from the Appleton paper mill visit us at Bridgetown and give a demonstration on the dynamic power of print. He threw around several statistics that were surprisingly compelling. I say surprising because I, even as a print sales rep, was unaware of just how green an option printed collateral is. For example:
Friday, June 5, 2009
We're Not in Kansas Anymore, Toto!
Tuesday, June 2, 2009
Bridgetown Printing adds to the family!
We have also purchased a second machine, a Powis Parker tape binder with a separate foil labeling device. In a word, it is cool. You can order different colors and widths of tape for the binding. They are inserted one at a time into the labeler. You type in the title information on a small keyboard, insert a silver or gold foil cartridge, and feed the label in. It comes out a few seconds later, ready for the tape binder. You take the book block, jog it for a few seconds, place it binding side down in the tape binder, feed the tape in, and in a few seconds the binding is finished. After allowing it to cool for a few minutes, the book is ready to be packed and shipped. You have to see it to appreciate it, but as I said, it’s cool."
Friday, May 22, 2009
Is Printing Money Legal?
I bet you thought that printing your own money is illegal, right? Everyone knows that the perpetrator eventually gets caught, their counterfeit cash is quickly found out, and they are thrown in the slammer.
Monday, April 13, 2009
Printing Stimulus: Maximizing Your Impact While Minimizing Your Budget
There is a lot of talk these days about the stimulus bill that has been released by the government, specifically its effects on the nation's economy and how it will play out in minimizing our financial recession. The problem is that most of us won't see the immediate effects of the stimulus, if any; we have had to cut back on spending and costs astronomically. One of the biggest cuts across the board is usually in marketing. Most companies see a quick, short-term solution in cutting their marketing and advertising budgets and focusing on their existing client-base.
Tuesday, March 10, 2009
Printing: A Changing Industry
It discusses the effects of the economy on the printing industry, specifically regarding a marketing shift that now not only utilizes print media, but online resources as well. Have you heard about CGXSolutions and how it is using print and online media to effectively reach clients?
-Kyle
Friday, March 6, 2009
It's more than just ink and paper
Printing these days isn't just ink on paper anymore. Unfortunately, many print sales reps do not understand this. Let me explain what I mean:
When I meet with someone for the first time, one of the first questions I ask them is not "What sort of printing do you do?" or "Can I quote this piece for you?". Rather, I ask them "what are you doing to market yourself or your clients?" By looking at the bigger picture, I am more able to assess my client's needs and point them in the right direction. After all, why would I try to sell them something that wasn't beneficial to them?
You guys have all heard the saying, "Joe sure is a good salesman. He could sell an ice machine to an eskimo." If Joe would stop to think for a second, he would realize that in a few months when the novelty of owning a new ice machine wears off, little eskimo man will be sitting in his igloo with a huge invoice and probably some frostbite! So call me whatever you want, but unlike Joe, I'm taking my ice machine to Hawaii where I know I'll be giving customers what they need and want!
Tip of the day: Stop selling and start consulting!
Wednesday, February 25, 2009
I Want Your Feedback!
Does 'Going Green' Mean Going Paperless?
Hi All,
I was forwarded this article by a colleague. It's a great resource for anyone who is involved with printing and is moving toward a 'green' direction. Enjoy!
Letter to the Industry: "Don't Print" isn't "Going Green"
Monday, February 23, 2009
In Your Face!
One of the more important lessons I've learned so far during my stint in sales is that it's all about the face time. I try and get out to meet with my prospects and clients as often as I can.
-"John, I've got your quote, mind if I drop by and go over it with you?"
-"Steve, I've got proofs ready for you, when do you want me to stop by?"
-"Lisa, the job looks great, I've got some samples for you. Mind if I swing by with them?"
-"Alex, my baby just rolled-over on his own. Can I stop by and tell you about it?"
Ok, that last one is a bit of a stretch, but you get the idea. There is nothing more important than showing your face around those you want business from; I truly believe that the more people see your face the more they begin to trust you and that's ground for a relationship, baby! And besides, when you get your quotes all ready, attach them to your email, and hit send, how easy is it for the prospect to take a look at it, get confused over pricing or some other issue, and hit delete? In this digital age, way too easy. Imagine how your chances could improve if, when your prospect has a question over the pricing, you are there to explain it to them and work through that process.
Tip of the day: Pop those pimples, pluck those brows, and show your face!
Friday, February 20, 2009
Ice-Cold Call
Me: "Good morning, Mr. Jones, this is Kyle and Bridgetown Printing and I'm calling to follow-up on the letter I sent you a few days ago."
Him: "Hahahahahahahahahuuuuuh!"
Silence
Me: "Did you happen to receive the letter?"
Him: "Hahahaha! Some sales call!" (sarcasm noted)
Me: "I'll take that as a yes?"
Him: "Hold on, I think I got it right here."
At this point, Mr. Jones is still on the other line (I can hear him rustling around), but we remain absolutely silent for about three minutes! Finally, I say...
Me: "You know, Mr. Jones, if you're having trouble finding it, I can summarize it for you quickly."
Him: "I knew it! I knew I could get you to talk! That was my test!"
I'm realizing what's going on here. Either this guy is just flat-out rude or he's trying to have a little fun with me. At this point, I decide to not let it get to me and have some fun back.
Me: "Oh? looks like I jumped the gun."
Him: "Nah, it happens. Tell you what, I'm with a client right now, I'm gonna have to call you back, and I will call you back."
Me: "You promise??"
Him: "Yeah, I got your info right here...it says 5200 Channel Street..."
Me: "Actually, that's 5300 Channel Avenue!"
Him: "Sure, sure, I'll call you."
And you know what, he did call the very next day. By that point I could have sworn he was a completely different person. His demeanor was relaxed and somber, and he spoke with a deliberate authority. I got turned down for a meeting, but this one will forever go in the books as one of the strangest cold-calls of my life!
Thursday, February 12, 2009
Just Stop Talking!
This picture is the result of a recent excavation; archaeologists were astounded when they unearthed the planet's first salesman! This picture cracks me up. I'm sure you can figure out what's going on here. I think all too often as salespeople, we live under this false pretense that we always have to find an answer. Someone asks a tough question, we don't want to look like a fool, so we make something up...usually it comes to stab us in the back later on! I've been in several situations, usually while cold calling, where I feel this intense need to fill the silence, so I just talk. Why do I do that?! Am I afraid of silence? Do I think the other person is expecting something of me? The bottom line is that silence can often be a good thing. I've often been told that while on a cold call, after making a statement simply be quiet. Check this out. Let the other person simmer on the words you just uttered. Often you will find that they will provide more information that way, when they actually have a chance to speak.
Now on to the subject of talking out of your...you-know-what. One of the worst things you can do as a salesperson is lose your authenticity. These days, consumers are smarter, pickier, and more demanding. They don't fall for those quick, cheesy gimmicks anymore. And it's for this reason that they have their eyes out for the truth. What will really save me the most money? Who is going to give it to me straight? How will I know that my investment in marketing will pay off? The best thing you can do is be the one voice of truth that is honestly looking out for their best interest.
Tip of the day: Don't make it up! If you don't know, tell them that and then go find out the answer!
Wednesday, February 11, 2009
I've Been Framed!
As part of my shipping rotation in early 2007, I was asked to handle the packing and shipping of a new project we started in that February. The project was unique because they were variable photographs that were printed digitallyand framed, and then each picture was sent out to real estate investors depending on the property they invested in. Since each picture had to match the appropriate person and property, the most important aspect of the project was to ensure that each investor received the correct photograph, and that the photo matched the pre-printed shipping label. I handled a project very similar to this when we printed custom-made calendars for a computer company, so I was planning on using very similar methods, such as pairing up the shipping labels with the framed photo beforehand.
To accomplish this task, I was given a crew of three people, two of which speak only Spanish and one who cannot speak at all, so needless to say the way I communicated to them had to be effective! Much of my communication was shown through example, such as going through the process myself while they watched, and then watching them while they tried it once. Throughout the two days that we worked on this, we packaged nearly 400 frames and shipped them to about 300 individuals.
Looking back on how things ran, I would say that the project was very successful. The only difficulty we encountered was that about five packages were sent out that had a P.O. box address, and FedEx does not deliver to P.O. boxes.
One of our most commonly used supplies for the project was the bubble wrap that secures the frames in each box, so one way that I made this more cost effective and efficient for Orange County Printing was to research various suppliers and see who has the least expensive product.
The reaction I received from both Tarek (President) and Miguel (CEO), as well as the Account Manager, was of gratitude because I was able to handle the project with such efficiency. The main reason for this is because the estimators quoted the labor portion of the job at four frames packaged per hour per person, when we were actually able to average about ten an hour.
3, 2, 1...GO!
For the past three years (my how they seem like longer than three!), I have been intensively training in the printing industry in preparation for a career in sales. I was recruited by Consolidated Graphics for their Leadership Development Program during my senior year of college as a Graphic Design major. The three-phased program involves spending time out in production (bindery, press room, shipping, fulfillment), management (planning, estimating), and finally sales (sales!).
Why, might you ask, would you devote three years of your life to learning every intricacy of the printing industry?? Great question, and the answer is: I'm crazy! No really, my passion is coming alongside other people and helping them solve their problems and to make their lives easier. I guess you could say this is a great medium for that. Having an extensive knowledge of both the graphic design industry and printing industry allows me to be a link that is, quite often, missing from the puzzle. All too often, the lingo gets messed-up, communication gets confusing, and people get frustrated. I'd like to say that I do a pretty dang good job of being upfront and honest with clients, and being a resource for them.
As a rookie in the sales biz, I'm hoping this blog will be a constructive forum for me to share the ups, downs, and in-betweens of my foray into the world of printing sales. Please feel free to leave any comments and I appreciate any advice you would have to give!