Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Industrial Print Analysis     European Coverage     Production Inkjet Analysis

Bob Berland on Transforming a Print Company into a Communications Provider

Published on February 14, 2012

Bob Berland, President of Berland Communications discusses how they transformed their legacy company into an integrated communications provider.

My name is Bob Berland.  My company is Berland Communications and we are an integrated marketing solutions company.  The reality is, is our company started back in 1927 and was founded by my grandfather, Sam Berland, and it was called Berland Printing, and we have been Berland Printing for about 84 years.  And just recently we effected our company’s very first name change from Berland Printing to Berland Communications, and that is a huge, huge decision in our organization’s history to make.  And the reason that we did that is because over the last seven to ten years we have transitioned from what was once considered a traditional conventional printing company into a communications organization with a focus on database marketing, and cross-channel strategies are what we use to effect our data base marketing.

And, therefore, we still utilize print.  We still have presses.  But we also integrate email marketing, SMS text messaging, direct mail, driving people to a website, creating landing pages, capturing information, trigger response mechanisms.  And we’ve been doing all of those types of campaigns and utilizing that technology over the last seven to ten years.  So Berland Printing was not a name that really reflected what it is that we do.  And it’s been an exciting journey.  We feel that we are now in a space that has great growth potential.  We’re excited about where we’re at.  We’re excited about the type of work that we’re doing.  We are expert at producing print, but we are also expert at producing cross-channel strategy campaigns.  And it’s an exciting time for our organization, in the history of our organization, to be where we are today.

With change comes resistance, and our company had to get used to the idea of not being perceiving ourselves as a traditional print company, but rather a technology organization.  And that took a lot of effort on behalf of our leadership team and a lot of buy-in from our staff, and it was not an easy transition.  But our staff now, today, is not intimidated by the technology component.  They don’t feel like their jobs are threatened and that they’re going to be eliminated because somebody else is going to come in.  But they have embraced the change, and it’s really exciting to see our team get excited about, and show the pride that they have, about effecting these cross-channel multi-media integrating marketing campaigns.  They’re starting to drink the Kool-Aid.  

And so the change for us has been one that is now starting to reflect everybody’s buy-in, for the lack of a better term.  The future of our organization lies in our commitment to work hard, continue to try to improve on what we’re doing today, to be better for tomorrow.  We’re never satisfied with the status quo.  You know, there’s a saying—you’re either moving forward or you’re moving backwards, you’re never standing still.  And we are continually pushing ourselves to the next level.  Probably the biggest challenge that we face is trying to stay focused on our core competencies and not get drawn into some of the other areas that this integrated marketing arena can kind of suck you into.  So that’s been a challenge but, you know, we’re excited about what we’re doing.

Email Icon Email         

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

 

Recent Videos

 

Video preview: Update on HP's JetFusion 3D Printing Solution from Steve Nigro

Update on HP's JetFusion 3D Printing Solution from Steve Nigro

Published: April 25, 2017

Steve Nigro, President of HP's 3D business, provides an update on HP's JetFusion 3D printing solution, which is now commercially available. After a period of hype, Nigro believes 3D printing is "frothing" again ... and talks about how 3D printing can fit into a graphic arts business, and what new skills are required. He also predicts what market growth will look like.

 

Video preview: What's Happening at ISA Expo 2017?

What's Happening at ISA Expo 2017?

Published: April 24, 2017

Richard Romano visits with ISA President & CEO Lori Anderson from the show floor to talk about the 2017 expo and breaking attendance records once again.

 

Video preview: Frank Visits Cal Poly's Shakespeare Museum

Frank Visits Cal Poly's Shakespeare Museum

Published: April 21, 2017

Frank goes back in time as he visits the Cal Poly Shakespeare Museum. Surrounded by modern printing technology, this collection is a time warp of how printing was in the past.

 

Video preview: After the Honeymoon of Selling Web-to-Print Program

After the Honeymoon of Selling Web-to-Print Program

Published: April 20, 2017

When you sell a web-to-print program, you have a brief honeymoon period that needs to be optimized. Stay focused on the business goals - get orders flowing through the system. Nobody wants to hear from a customer saying, its been six months and we've seen no value!

 

Video preview: Esko's President Shares Thoughts on Being Part of the Danaher Family

Esko's President Shares Thoughts on Being Part of the Danaher Family

Published: April 18, 2017

Udo Panenka, President of Esko, talks about being part of Danaher, the value to the business being part of the Danaher family brings. A toolbox of proven great processes has been key to continuing -- and even speeding up -- the innovation that has enabled Esko to continue to bring new products to market. He talks also about the ability to bring these tools to customers to strengthen relationships and help them improve their businesses as well.

 

Video preview: Eversfrank Gruppe Promotes Real-Time Printing

Eversfrank Gruppe Promotes Real-Time Printing

Published: April 17, 2017

It was a pleasure to speak again with Gerhard Martterer of the Eversfrank Gruppe again at Hunkeler Innovationdays. He always has interesting applications to talk about, and this conversation is no exception. Take a look at the great success the company is having on behalf of its customers with real-time printing.

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2017 WhatTheyThink. All Rights Reserved