Emerge Travels to The Big Easy

With nearly 1,000 print executives, manufacturers, suppliers and customers in attendance, Consolidated Graphics’ third annual emerge^TM conference was a smashing success. From April 17^th through 20^th, we set up shop in New Orleans, where we transformed the Hyatt Regency into a creative display of large format print, business exhibits and demonstrations of cutting edge print technology.

From personalized invitations to the Kyp webkey guests were given upon check-in, emerge showcased all that Consolidated Graphics and the printing industry is capable of providing to customers. As in years past, the focus of emerge was on pooling the minds of everyone we know who is committed to elevating the print industry and coming up with new and innovative solutions, and continuing to raise the bar of what ink on paper can accomplish.

In addition, emerge 2012 unveiled new groundbreaking developments, including Consolidated Graphics’ partnership with Blurb to create Publish, a commercial book publishing platform that is powered by Blurb and utilizes Consolidated Graphics’ workflow solutions to print as few as one bound unit of collateral or up to as many as our customers’ needs require. We also announced our joint venture with YAMAGATA Corporation in a move to expand our international operations with a dedicated facility in Gero, Japan.

We were delighted to announce our second year of Encore^TM Awards winners, and, as many of the conference attendees will attest, the quality of submitted entries to the competition was significantly higher this year with anticipation already growing to see what our customers will submit for consideration ins 2013. A special congratulations to 2012 Peoples’ Encore Award winner IKON Public Affairs/Can of Creative!

The breakout sessions and keynotes were packed with information (many guests commented that it was the best content yet), and we’ll be posting presentation and taped sessions on cgx.com soon, so you can pass along and share emerge 2012 with your colleagues.

Of course, no emerge conference is complete without a fabulous party to say thanks to everyone for a great few days of spirited discussion about the possibilities of print in today’s marketing environment. This year, we loaded up our guests on 18 authentic Mardi Gras floats, enlisted three local bands, and paraded through the streets of downtown New Orleans, ending the evening at the House of Blues, where we enjoyed a brass band, jazz room, contemporary music and more.

Stay tuned for updates on next year’s event, scheduled April 30^th through May 2^nd at the MGM Grand in Las Vegas!

2012: Print is here to stay

We’re well into a new calendar year, an appropriate time to step back and assess where our industry has traveled the previous 12 months – and share observations for what to anticipate in 2012. From conversations with the Consolidated Graphics executive team, major industry influencers, and our customers, who represent marketers and print procurement professionals from Fortune 500 companies across the nation, here is what we’ve gathered:

The print industry remains a highly fragmented, $50 billion industry. The commercial printing industry in the U.S. includes around 35,000 companies in total. As a ”Top 10” commercial printer in terms of revenues, Consolidated Graphics is unique in its ability to offer a full suite of print and technology capabilities and a national presence. The majority of printers operate one production plant, employ fewer than 20 people, and have annual revenue under $5 million.

Technology is becoming more integrated in print. From data management to web2print, computer power and digital media are playing a much larger role within the print industry. Leading print companies must invest significant capital in cutting-edge technology, and also commit to educating customers on how to maximize their marketing efforts through new capabilities.

Digital is merging with physical. It’s no longer a question of “which is better: digital or print?” Now, digital and print communications experts are working together to create integrated marketing materials. At Consolidated Graphics, we’re utilizing technology like the Sony eBridge Arc, personalized URLs, QR codes and much, much more to link print to the online world. The secret to engaging customers across platforms changes every day, and we have partnered with some of the greatest minds in technology to ensure that we’re providing customers with the solutions they need.

Security has been heightened. With so much data to deal with, and so much more industry regulation occurring, printers have to learn how to properly manage their customers’ data. Everyday, we deal with sensitive information that requires maximum protection and sophisticated systems of checks and balances. As a result, we’re making investments in human resources, like the addition of a Chief Information Security Officer, technology and our multi-million dollar data center, all of which are intended to protect our customers’ most valuable assets.

Print has transformed from manufacturing to service. We learned this lesson some time ago, but it’s becoming more and more important to customers. As with most industries, we’re in an age of doing more with less, and customers are relying on their print suppliers to provide streamlined solutions to their business challenges. The companies that bring the best solutions to their customers are the ones that are succeeding over the long haul.

Clearly the evolution of print will continue in the year ahead, morphing from a standard form of communication to a premium marketing application that fully engages consumers, given its tactile nature. We’re keeping our eye on what the end customer ultimately demands and how that impacts the marketing efforts of companies around the globe, because at the end of the day, if consumers are responding, the industry succeeds.

Getting a job in the print industry

Navigating today’s tight job market is almost a job within itself.  As any astute job seeker knows, searching for the ideal position requires patience, persistence and hard work; however, seasoned professionals and recent graduates alike often tend to rush into the process, failing to adequately prepare for an interview and end up disappointed and stressed.

Following these essential do’s and don’ts will bring you one step closer to tackling the market and landing a position in print.

Do:

+Reach out through networking. 

Networking should become part of your career-related endeavors. When it comes to the hiring process, recruiters turn first to their own networks. You may not be searching now, but fostering valuable relationships with clients and colleagues can lead to referrals in the future. Organizations like Printing Industries of America or the National Association of PrintingLeadership can assist in developing a solid foundation from which your network can grow.

+Develop your personal brand. 

Your personal brand is your reputation and the value you possess. It’s the identity you use to market yourself to companies. Google yourself, just as a recruiter might do. Do the search results represent you well? Communicating your personal brand consistently across all channels and touch points will help you set your own reputation and establish a strong presence.

+Build your experience.

Standing out as an ideal candidate takes a little more effort than just joining networking and professional organizations. Employers seek candidates who are actively involved in organizations and invest time in learning more about industry trends and opportunities.

Contributing to industry growth by mentoring and taking the initiative to finding new solutions to industry challenges will help you set yourself apart in the print industry. Learning new skills, specializing in a certain area or niche, and focusing on technology, social media, and integrated marketing campaigns—not just ink on paper—will also give you a leg up against the competition.

+Brush up your resume and social media profiles.

Keeping both your resume and social media profiles current are crucial. You don’t want to portray yourself as “stale,” but rather as an evolving entity.

Mistakes are all too common when creating a resume. List accurate, specific information in chronological order and zero in on aspects such as the client mix, sales volumes, industry awards and honors, year-over-year growth rates, skills, programs and equipment used and other areas in which you were successful.  Limit it to one to two pages and allow someone to proofread it to ensure there are no grammatical errors.

+Research and practice.

There is truth to the old adage that practice makes perfect. Research the company you are interested in applying. Know the specialties of the company and the equipment it currently uses.  Don’t exaggerate in the interview; instead sell yourself with your strengths and the value in which you can bring to the company. 

Don’t:

+Bad-mouth past employers.

Bad-mouthing past employers only reflects negatively on the candidate and shows a lack of maturity and professionalism. Resist the urge to do so and focus on the positives versus the negatives. Potential employers are looking to hire someone who is an organizational fit and being spiteful will risk your chances of success.

+Be unrealistic.

            Present the skills you have. Potential employers understand that recent graduates and entry-level candidates do not possess the same magnitude of skills that a career veteran does. However, employers do value ambition and an eagerness to learn and grow.

+Be nervous.

You know yourself and what you are capable of better than anyone else, and there is no reason to be nervous for an interview. Just remember to dress professionally and neatly and arrive 15 minutes prior to the scheduled time.  Bring your resume, references and a list of questions about the direction of the company and the role for which you are interviewing.

Treat each interview as a unique, personal meeting with value, preparing for the experience in as much detail as possible. This is your chance to sell yourself to a company as though you are selling a product to a client. 

Political Campaign Printing Expected to Increase in 2012 Election Year

[photo courtesy of Flickr.com]

As the 2012 election cycle draws near, our printing companies specializing in political campaign printing are gearing up for one of the busiest, most productive seasons yet. With President Obama’s campaign expected to raise an unprecedented $1 billion, and total fundraising to exceed $6 billion (over $700 million more than in 2008), candidates are proving that in spite of a tight economy, funding can be found.

For Consolidated Graphics, this means an increased reliance on new technologies and effective communications capabilities to meet anticipated demand for printed campaign material. Russell Price, President of Mt. Vernon Printing, explains that during election season, 80 to 85 percent of the printed campaign volume will be produced within a six-week period focused around the November election. “We usually get extremely busy around September through the last week of October, peaking our production in the final two weeks before the election. It’s a lot of work in a short amount of time, with fast turnarounds.”

Overall volume during election years has seen increases over the past decade, and that trend is expected to continue with next year’s election. “Candidates are raising much more money than they did before and spending more on their campaigns in general,” Price says.

Even though social networks have become popular conduits for broadcasting campaign messages, political candidates and consultants continue to rely on direct mail. Highlighting the validity of both digital and print communications, many election campaigns are now including QR codes and links to social media sites on direct mail to better engage voters.

The most common types of mailers seen in political campaigns are, in order of volume: persuasion mail, fundraising mail, and ballots. The majority of mail printed at Mt. Vernon is persuasion mail, or collateral focused on persuading voters to vote for a particular candidate based on specific positions. These pieces are typically oversized full color postcards or brochures with simple, direct messaging, created with the purpose of catching voters’ attention as they are skimming through their mail. “Most readers review these mailers on the walk from mailbox to trash can, so you have to catch their attention during this short window in order to maximize effectiveness,” says Price.

Some mailers are pretty innovative when it comes to grabbing recipients’ attention. According to Price, a good example of this was a direct mail piece with a sound chip embedded inside, produced by Eagle Press, a fellow Consolidated Graphics company in Sacramento, California.

While printing for the presidential campaign will remain a large focus next year, it’s not Consolidated Graphics’ only forte in this space. It works with political consultants on campaigns of all types and sizes, from presidential to school board elections, providing insight and expertise throughout all stages of collateral production.

UPDATE: See PrintWeek's feature on political campaign printing, featuring CGX's Russell Price.

Veritas Celebrates Investment in Customers

There was quite a buzz on Thursday at Veritas Document Solutions, a CGX company in Buffalo Grove, Illinois, located just outside of Chicago. The main attraction was a ribbon-cutting ceremony celebrating the recent installation of an HP T200 Color Inkjet Web press. You can read more details about the benefits of this cutting-edge technology here, but what is really special about this particular technology is that it's the first inkjet web press designed with the direct marketing needs of commercial markets in mind. At Veritas, prime customers will come from verticals such as healthcare, finance, insurance and gaming/casinos. The possibilities of what can be accomplished with the T200 are limitless, considering it provides high-volume, variable data print capabilities at a competitive price point and at very fast speeds. For example, a single HP T200 can produce 872 four-color pages per minute. Now the only limitation that Veritas and Consolidated Graphics customers will face is the creativity of their campaigns. 

The open house event included customers, suppliers, print executives and prospects interested in learning more about HP’s latest development. Veritas President Michelle Steinberg welcomed guests and reiterated the company's commitment to provide customers with the latest technology to support their businesses. "We clearly state our commitment to technology in our contracts with customers," Steinberg said, "and the HP T200 is evidence of that commitment. Our focus is now on educating them on the possibilities of this technology and showcasing the relevant communications they can create for their target audiences." Veritas and HP hosted breakout sessions that detailed the possibilities of the new equipment, and follow-up meetings will be hosted at Veritas in the weeks ahead. 

"The inkjet web press is a disruptive technology that is enabling companies to communicate more personally with their customers." - Ric Davis, Executive Vice President, Purchasing and Operations, Consolidated Graphics

"It's exciting to have such powerful technology and capabilities behind your platform. Consolidated Graphics can offer any service offering to their customers." - Tom Brooker, President, GPA

"Hewlett-Packard is pushing the boundaries of what is possible, and is responding to the needs of Consolidated Graphics' customers." - Aurelio Maruggi, Vice President and General Manager, Inkjet High-Speed Production Solutions Division, Hewlett-Packard

"We clearly state our commitment to technology in our contracts with customers, and the HP T200 is evidence of that commitment." - Michelle Steinberg, President, Veritas Document Solutions

2011 Annual Shareholders Meeting

Pictured: Chief Financial Officer Jon Biro

Last week was the 2011 Consolidated Graphics Annual Shareholders’ Meeting, and as always it was quite an event. The Grand Ballroom at the Hilton Americas in downtown Houston was filled with guests, including shareholders, Leadership Development Program (LDP) Associates (CGX’s youngest and brightest talent); John Sabel, Executive Vice President of Motion Picture Creative Print for Walt Disney Studios; the Consolidated Graphics Executive Team and Board of Directors, bankers, lawyers, CGX company presidents and more. It was clear that Consolidated Graphics has a solid team supporting our success.

Chairman and Chief Executive Officer Joe R. Davis kicked off the night with a warm welcome. Not surprisingly, technology was a major focus of the evening, from Chief Financial Officer Jon Biro’s discussion on recent and future investments, to Executive Vice President, Sales and Marketing Aaron Grohs’ overview of major events and product and service developments happening within the company. Investors and guests were able to see the benefits of WorkSmart Suite™, CGX’s newly-launched collection of technology products available to customers, and learn first-hand about the level 4 security rating on the company’s brand new data center, which opened earlier this summer.

CGX continues to show significant growth in a challenging economy, showing 6% revenue growth for a total of $1.054 billion and adjusted operating income up 61%. When it seems as though nobody is hiring, we most definitely are, as we continue our search for talented company presidents and bring on 215 college graduates.

The remainder of the year looks encouraging, as political printing will bring in new profits, acquisition opportunities abound, and digital sales, which currently account for 17% of CGX’s revenues, continue to grow.

Packaging In The Retail Space

A consumer’s impression of a product inside a store begins with its packaging. The consumer reads, visualizes, feels and handles packaging before getting to the desired product, all the while building up a sense of anticipation around the product itself. Clearly, packaging differentiates a product on the shelf and ultimately contributes to consumers’ purchasing decisions.

At Consolidated Graphics, our packaging experts work with customers around the country, across all market segments, to assist them in creating effective packaging that makes a positive impression in the retail environment. Here are a few guidelines to help you create a strong presence through packaging:

Keep Your Brand Unique

A well-designed functional package influences customer perceptions and purchasing decisions considerably in the retail environment. Packaging should align with existing sales collateral and brand positioning, while helping a product stand out on the shelf.

Like other marketing elements, packaging is a communication channel that informs consumers whether a product is low or high quality, expensive or inexpensive, meant for you or meant for someone else. The shape, color and design of the package are important factors in drawing consumers toward a product and communicating the features and benefits of that product.

While you want to create a unique presence on the retail shelf or online, it’s important to keep in mind standard perceptions. Children’s toys, for example, often call for brighter colors, while executive office supplies may merit deep, rich colors. Find a way to work within these standards, but still set your products apart from the rest.

Be Safe, but Inviting

Ultimately, packaging serves as protection for the product while in transit, on store shelves, and sometimes for long-term use. That said, the container itself should also be durable enough to withstand damage, as many shoppers will push a bent, torn, or broken package aside in search of a perfect one.

It’s a fine line, however, between durability and impossibility. Just about everyone has wrestled with – and been frustrated by – those plastic electronics packages that require scissors or knives to open. Be aware of your end customer and ultimate product use, and consider the entire customer experience when designing your packaging.

Remember The Inside

The interior design of a package is often overlooked, but is an integral aspect of packaging and impacts consumer perception. Have you ever opened a box just to find cheap Styrofoam that is easily broken down inside? Packaging does not end at the exterior of the package, as consumer perceptions and brand building continue with how the item is housed within the exterior facing carton.

There are a variety of interior packaging materials such as molded pulp, partitions, foam, and thermoform packaging, all of which contribute to the consumer experience and perceived product value. Even heavier paper substrates can be die cut and folded to create a protective interior, while at the same time providing additional print space for brand messages and identity.

Consider the Environment

Many consumers consider environmental impact when making a purchase decision, and want to support products and companies with environmentally friendly practices. In fact, nearly three-quarters of U.S. consumers say they check the packaging labels as a source for environmental information about a product. Effective communication of the sustainable aspects of the product, the packaging itself, and the company can impact a consumer’s brand choice.