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It's More Than Perception
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Steve Bova, CAE
Executive Director
Perception is reality. Right? How one believes they are being perceived is not always accurate. Let's face it, we're probably the poorest judges of ourselves. We grow as people - and also as companies and industries - by gaining feedback from others and learning about their perceptions.
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This is exactly what the IRgA is doing. Throughout October, independent marketing professionals will be calling between 12 and 15 architectural firms, engineering companies, general contractors and subcontractors to conduct pre-arranged, in-depth interviews with their key reprographics industry contacts. In fact, if there is an AEC customer we should talk to, send me an email with their contact information.
Simultaneously, an additional 12-15 calls will be made to reprographers to gain their current perception of the reprographics industry.
The purpose? To gain a better understanding of how the reprographics industry is perceived by both its members and its customers, to learn our own reality, and to develop a branding strategy for the reprographics industry (define our future).
A Branding Task Force has been working with the IRgA staff and marketing consultants to develop the necessary probing questions. Information gained from the pre-survey telephone interviews will be used to develop a comprehensive survey questionnaire to be sent to a random sample of AEC company contacts throughout North America. The Branding Task Force will continue to provide input as the survey instrument is developed. The survey instrument is scheduled to be mailed at the end of the month.
Data in the form of an executive summary is targeted to be available in time for the February IRgA Board of Directors meeting. This is where the groundwork for a re-branding strategy will begin. The information will also be shared with the IRgA membership for additional feedback.
A thorough report of the findings, as well as a recommended branding strategy, will be presented in Orlando, Florida during the IRgA's 80th Annual Convention and Trade Show. This is perhaps the most exciting and far reaching initiative ever undertaken by the IRgA. We look forward to sharing the information with you.
Members of the Branding Task Force include Michael Shaw, Central Blue Print; John Cronin, PLP Digital Systems, Inc.; Chuck Gremillion, A&E - The Graphics Complex; Chuck Hayes, OCB Reprographics; Betsy Kahn, Copycat Print Shop; and Woodie Rush, PlanExpress.
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Industry News
PLP Establishes New Headquarters
PLP Digital Systems, Inc., a provider of production workflow management applications and decision support tools, recently announced the move of the company's headquarters to the Washington D.C. metropolitan area. PLP has been headquartered in Scottsdale, AZ for sixteen years, but has been building a management team in the Washington D.C. area over the last three years. Read more...
Océ Forms Strategic Alliance with MacDermid ColorSpan
Océ Technologies, B.V., recently announced entering into a strategic alliance with MacDermid ColorSpan, Inc. to market ColorSpan®® products. As part of this agreement, Océ will sell specific ColorSpan wide format inkjet printers worldwide. These products will carry the Océ brand, and will be fully supported by Océ's service and support organization. Read more...
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Drytac is a leading manufacturer of mounting adhesives and overlaminates for all types of graphics. We also offer an extensive line of banner stands, finishing equipment (including laminators and edge finishing, plaquing machines), specialty print media, magnetic materials, mounting and finishing accessories.
www.drytac.com
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Nashua Moves to NASDAQ
Nashua Corporation, a manufacturer and marketer of labels, thermal specialty papers and imaging products, recently announced that it will move the listing of its common stock from the New York Stock Exchange to The NASDAQ Stock Market® effective Tuesday, September 13, 2005, where it will trade under the symbol "NSHA". Until that time, Nashua's stock will continue trading on the New York Stock Exchange under the symbol "NSH". Read more...
Sepialine Integrates With EFI Fiery Color Servers
Sepialine™, a provider of cost recovery solutions, recently announced the immediate availability of Sepialine Fiery® Connector software. Designed using EFI SDK (Software Developers Kit), the newest addition to the Sepialine Cost Tracking Suite, Sepialine Fiery Connector software helps customers capture the costs and expenses associated with high-end graphics output from the multiple EFI Fiery line of print servers. Read more...
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On Center Software, Inc. brings software solutions to the construction industry since 1988. Digital Complete®, On–Screen Takeoff® and Quick Bid focuses on automating estimating, takeoff and project management processes by improving accuracy, effectiveness and time through use of leading edge technology. On Center Software is your innovative solutions partner. www.oncenter.com |
Jiffy Wins 2004 Business of the Year Award
Jiffy Reprographics, Inc. of Clearwater received the Award of Excellence and Best of Category at the 2005 Printing Association of Florida's (PAF) Florida Print Awards, the state's largest and most prestigious competition. Read more...
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Resellers and OEMs - How can you improve your bottom-line?
Spicer Universal Viewers offer powerful imaging tools that serve a range of industries. Customer can scan, view, edit, mark up, print and easily exchange hundreds of business and CAD file formats worldwide. Join the Spicer Authorized Reseller Program today at www.SPICER.com |
VisualEdge Secures $18.5 Million Financing
Visual Edge Technology Inc. recently announced that it has arranged $18,500,000 of debt and equity financing from a highly respected team of capital providers, creating a solid financing partnership to support its active acquisitions of companies in the office copier and wide format reprographics industries. Read more...
Western Graphtec Changes Name To Graphtec America, Inc.
Western Graphtec, Inc., a manufacturer of precision imaging products for the signage, and computer-aided design industries, precision recording and measuring instruments, recently announced a change in name to Graphtec America, Inc. effective October 1, 2005. Read more...
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Mutoh America is a worldwide manufacturer of large format inkjet printers.
Toucan is the perfect solution for the reprographics market with print speeds up to 800 sf/h and resolutions up to 720 dpi. Mutoh carries a wide range of products with a solution to fit every business size.
www.mutoh.com
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Peter Lawrence named Director of Marketing for Technesis
Technesis, a provider of cost recovery solutions for printing, copying and scanning, recently announced the appointment of Peter D. Lawrence to the new position of Director of Marketing. Mr. Lawrence was previously with Océ Reprographic Technologies in Phoenix, Arizona where he held global marketing responsibilities for the Océ Repro Desk® and Océ Plan Center solutions.
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Inside the IRgA
CRA's 50th Convention and Trade Show held in Lincolnshire, IL
CRA's 50th Convention and Trade Show was a huge success. Approximately 200 plus people attended and came away from the nine educational programs with valuable information to take back to their businesses. The Annual Charity Auction raised a record high of $9500 which will be split between the Multiple Sclerosis Association and Red Cross Hurricane Relief Fund. President, Chuck Wingard, thanks everyone who attended and contributed to the successful 2005 convention and invites everyone to Austin, TX in 2006.
Year-Round Networking on IRgA Discussion Forum
IRgA members enjoy year-round networking through the IRgA Discussion Forum. This self-managed email-based forum instantly sends industry questions out to nearly 200 members who have opted in. Recent postings have ranged everywhere from mandatory retirement age to specific product needs such as what binding tape works best for large sets of drawings. Opt in today!
Upcoming Mounting & Laminating Seminars
The Mounting and Laminating seminar October 13-14 in Dallas, TX has been cancelled. The next seminar is November 10-11 in DeForest, WI. Register today!
Last Chance for 2006 Membership Directory
As the printed directory goes into layout, this is one last reminder to visit the IRgA Member Directory and confirm your company is listed and your information correct.
Proud to be an IRgA Member
Download the IRgA logo for use on your website or other materials.
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Feature
Marketing on a Shoestring
Successful marketing is more than advertising - it's reaching your customers on an emotional level. And it can cost less than you think.
By Navina Waterman
Many smaller repro companies hear the word "marketing" and run for the door. Marketing equals big expenditure, right? Wrong! You can get your message out in many ways that cost you almost nothing.
What does marketing mean anyway? It is not only getting customers, but also what happens afterward. Jay Levinson, the author of a number of books on guerilla marketing, defines marketing as "the painfully slow process by which you move people from their place on your customer list, gently taking a grasp of the inside of their minds and never letting go."
Remember that every contact you or any of your employees have with customers or potential employees is a marketing opportunity. If you treat them like gold, they will remember you. If you treat them like dirt, they will not only remember, but tell a bunch of their friends as well.
The full article on this subject will appear in the Nov/Dec 2005 issue of REPRO REPORT.
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For advertising information, contact Erin Beekhuis at IRgA Headquarters: ebeekhuis@irga.com or 800/833–4742. Or, click here to fill out the Advertising Information Request and information will be emailed to you.
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