Interviewer: Hi, Cary Sherburne, Senior Editor at WhatTheyThink.com and I’m here with Wade Kellett who’s the Vice President of Sales and Marketing from Weatherall Printing, Tupelo, Mississippi where Elvis was born.
Wade Kellett: Excellent you finally got it.
Interviewer: Finally got it. So you mentioned earlier when we spoke that offset is a dying business and so obviously you and your business came to that conclusion at some point, what was sort of the driving force that made you say, “We got to get into digital and start doing some different stuff?”
Wade Kellett: Oh well, that’s a lot of stuff. Printing is the only thing I’ve ever done. I’ve never drawn a paycheck from another industry so about seven or eight years ago, I mean, it was pretty evident because our business was built around short run color. And so it’s pretty much eaten into that business, so we made that investment about five years ago in the Indigo product. And it’s just so much easier. It’s the intangible part that you can’t put your finger on.
You see crossover points from digital offset but it’s the stuff that you can’t really quanitify, it’s just easier and so our business every year moves that direction.
Interviewer: Moves more and more towards digital?
Wade Kellett: Moves more and more towards digital. We’ve bought our last offset press and it pains me to say that because I’m a printer but it’s over with. And so really we’re just in the information delivery business. We don’t care how we deliver information we just want to deliver information. And so that’s – digital is part of that for us.
Interviewer: You know, it may not feel like it to you but that’s a very forward looking attitude and I think it’s probably a minority of your colleagues in the industry that think that way, so congratulations. That’s really good.
Wade Kellet: Thank you, I appreciate that.
CustomInk Believes Co-Opetition Is a Win/Win for Suppliers, Producers, and Customers in the Garment Decoration Industry
Published: March 21, 2018
Andy Louis-Charles, Vice President of Business Development at CustomInk, one of the largest online custom apparel companies in the U.S., talks about the importance of mutually beneficial partnerships with others in the industry. He believes this practice of "co-opetition" raises the level for everyone in the industry. Custom apparel for events is a $7 billion industry—there's lots of room for everyone and an opportunity to grow the pie. With a bigger pie, everyone gets a larger slice, he says.
Does Your Brand Reflect What You Are Made Of?
Published: March 20, 2018
Robert Prioleau, Partner and Brand Director at the Blue Ion agency, and a principal of Outpost, another agency, explains what he meant during his talk at ThreadX, when he said, "The best brands are defined by what they are made of, not by what they make." What values, purpose, mission and cause are you bringing to the table on top of your great products and services?" Hear what he has to say, and think about how you can apply his advice to your brand.
Is Your Tech Pack Smart Enough?
Published: March 19, 2018
Matthew Cochran, CCO of of Purchase Activated Apparel Technology (PAAT), is building an open digital product development network, looking to augment the traditional tech pack that is the DNA of a product. His Smart Tech Pack (STP) technology is a machine-readable file that takes some of the opportunity for human error out of the garment manufacturing process. The goal of this digital product development network is to move to a design-sell-produce model as opposed to today's design-produce-hope-to-sell model.
“Don’t Put Pictures of Your Press on Your Website”
Published: March 16, 2018
Print business owners need to have an effective “content strategy” for their websites and other online presences. John Foley, CEO of interlinkONE & Grow Socially, talks about the reasons for developing a content strategy, as well as some dos and don’ts for online content.
Published: March 16, 2018
Frank recommends two books, one on sales training and one on applying online print. They are “25 Best Sales Tips Ever” and “Keep Calm and Print On.” This one would be funny if you had pop-ups throughout it.
Analog-to-Digital Transformation Is Disrupting the Textiles Industry
Published: March 15, 2018
Mark Coudray, Founder of Catalyst Plan, has nearly 50 years of experience in graphic communications. He talks about the analog-to-digital transformations that have occurred in the industry over the past few decades. The fourth iteration of analog-to-digital transformation is revolutionizing the discipline of marketing and having a huge impact on the textiles and apparel industries. He offers guidance to buy time and gain breathing room.