The Print CEO Forum held during Print 09 was packed with information and knowledge sharing. I attended the second day of the forum. The session began with Dr. Joe Webb’s presentation on “Reshaping the economy and our industry.” His presentation was followed by several industry experts who addressed topics including superior manufacturing, setting yourself apart, and transforming your business. The lunch keynote presentation focused on marketing your printing company.

Summaries of the various presentations are below

Reshaping the economy and our industry by Dr. Joe Webb
Some of the reshaping concepts are
• Stay ahead of your clients and ignore the competition
• Traditions such as compensation plans, limit the ability to implement change
• The value creation engine of a renewed printing business is far different than it is today

Superior manufacturing by Bob Rosen
New equipment isn’t the answer to superior manufacturing. Before you invest in new equipment, you should ask yourself; are you running your existing equipment productively? And can your sales team sell enough additional hours to make the new equipment payment? Top performing CEOs set meaningful performance standards and ensure that they are archived. Accepting unacceptable performance is NEVER acceptable.

Setting yourself apart – Printer panel discussion
Executives from successful printing companies including Wilde Direct Marketing Solutions, Associates Graphic Services, and Darwill discussed what they are currently doing to set themselves apart from competitors. Tips include repositioning your business, broadening the range of products and services and focusing on vertical markets and offering marketing solutions. Many of the successful companies are also investing in marketing/business development personnel to lead internal marketing efforts, generate leads and qualify leads for the sales team. They are also “eating their own dog food” …using their solutions to market to current and prospective customers.

It’s time to transform your business by Barb Pellow
The book Borrowing Brilliance by David Murray was the theme for this presentation. There is no longer “business as usual” Printers have to transform to survive. Fortunately printers can borrow ideas from past history. Print is NOT dead…really…print is what starts and maintains the conversation. New and emerging technologies such as Social Media, QR Codes (Quick Response Codes) and Augmented Reality all are excellent ways of integrating Print with electronic media. Some of the opportunities for growth for printers includes:
• Targeting small and medium size businesses with technology solutions
• Packaging and labels
• Books on demand market
• Transpromo

Keynote: Go Market your Printing Company. NOW! By Cindy Woods
Printers are so good at marketing for everybody else. In Cindy’s words…it’s time to market your printing company! Marketing should be viewed as a process – continuum of thought, branding and messaging. Marketing should support sales and business development. A successful marketing plan is flexible, and multi generational. Cindy recommends the following MUST HAVES to begin…
• Database
• Marketing library (online/offline)
• Strategic Focus
• Brand guidelines
• Step by step instructions for Account Executives
• Ability to execute and follow-up
• Guts and plan

As a printing executive you’ve got to set meaningful performance standards, and see to it that they’re achieved. We are doing the best we can is not a viable business strategy…stop fooling yourself! Top performing CEOs aren’t depending on technology as a cure-all. They are building loyal customers by doing what they say they’re going to do!