Interview with Business Owner of Printing Company
From time to time, I like to interview owners of or people who work for small businesses. This interview is with Dan Bauman, owner of Blue Hill Press. Blue Hill Press of Canton, Massachusetts is not only a small business, it also is a business that provides services to other small businesses. The knowledgeable information he provides is hopefully of value to readers of Websites for Small Biz.
Interview with Business Owner Dan Bauman
Q: How long have you been in business? How many people work at Blue Hill Press?
Dan: Blue Hill press has been in business since 1980, the past 11 years under current ownership. We have 12 full-time employees.
Q: I hear you have a product called Variable Data Printing that can be used with a direct mail campaign. Can you tell us about it?
Dan: Variable data printing (VDP) is a form of on-demand printing in which the text can be changed from one printed piece to the next, without stopping or slowing down the printing process. This makes the marketing material relevant to the consumer because it personalizes the information on each individual marketing piece.
Whatever type of offline marketing your business is doing, your marketing materials can take advantage of variable data printing. Direct mail postcards, newsletters, calendars, brochures and posters can all be customized. For example, a set of personalized direct mail post cards, each with the same basic layout, can be printed with a different name and address on each one. Personalization of direct mail post cards can separate them from junk mail by personally addressing your potential customer. Don’t you like to open mail that is personally addressed to you?
The most basic VDP involves changing the salutation or name on each piece. But, you can also use it to change the message depending on the market segment being addressed, or change the price and scope of a product or service based on demographic instead. Rather than producing thousands of copies of the same marketing piece, use variable data printing to print thousands of unique pieces with a customized message for each customer. Variable data printing allows you and your marketing team to be creative and cost effective.
Did you know that Variable Data Printing can improve the return on your marketing campaign from 1%-2% to 10%-15%? Every business owner wants a higher response rate and more orders from existing or new customers. Use variable data printing to change your text or image and make it relevant to your customer. You will see that customer loyalty can be greatly improved when your marketing materials are delivered with a personal greeting.
Variable data printing has taken marketing to a new level; be it a letter, brochure or customized postcard, your business is bound to benefit.
Q: Why should a customer use your business instead of an online business for printing?
Dan: At Blue Hill Press, we offer personal service, help in formulating concepts, advice on how to contain costs, and guidance on how to comply with USPS regulations.
Q: How has printing changed in the past twenty years?
Dan: Technological advances have reduced the demand for printing. People send e-mails more frequently than they write letters. Organizations often post blogs in lieu of printing newsletters. At the same time, however, technology has fostered the development of powerful software that facilitates the creation of sophisticated marketing materials, including the use of variable data and variable image printing.
Q: Do you foresee even more changes?
Dan: Considering the data that shows how much more effective direct mail marketing is compared to e-mail marketing, coupled with the attractive new programs that USPS is offering to make direct mail more affordable, we envision an increase in the popularity of direct mail as a primary marketing tool.
Q: What sorts of questions should a business person ask before choosing a printing or graphics service?
Dan:
- Can they assist you with paper and ink selections?
- Can they recommend a cost-effective approach to produce your project?
- Do they offer a full range of services, including graphic design, digital printing, offset printing, bindery, and mailing?
- Do they have a thorough understanding of postal regulations?
- What processes do they have in place to assure consistency of quality?
Thank you, Dan. You have given us quite an education about the printing business.
Your Turn, Please
What do you look for in a printing services company? Have you had good or bad experiences with any printing service? Do you think Variable Data Printing might be useful for your business or the business of a client? What other kinds of businesses would you like to read about on Websites for Small Biz?
Have worked with a lot of different printers all around the world, mainly printing newspapers, brochures, headed papers and so forth.
Pleased to see that Dan Bauman is moving with the times and offers Variable Data Printing. Sounds like a good idea for companies who do direct marketing by post.
Would be interesting to know what other innovative ideas he has in the pipeline.
Catarina´s last [type] ..Could your visual presentations be better?
Catarina,
It seems like Variable Data Printing could be a useful service for certain businesses. If one could personalize even more than just the name, such as an opening line that recognizes that one is talking to another business person in a certain area, that would be even more of a plus.
Thanks for your input on this post.
Have you noticed that you’re still receiving a lot of direct mail (notice I didn’t say junk mail) in your mailbox? What Dan didn’t mention is that one intent of a lot of this mail is to provide a richer experience in reading through a catalog in your hands. But the primary intent is to drive you to your computer to buy. People don’t want to spend time filling out order forms, writing a check, putting it in an envelope and mailing it. This formula of print-to-online seems to be working.
Jeannette,
Good point, that a catalog or even a card in the mail sends us to the computer. I noticed for some companies I still do mail to phone … particularly, my seed company, because I ask questions as I place my order.
I’ve seen lots of interesting things done with variable data printing. One that stands out is when my local car dealer sent customized notices to me and my husband, different cars were on the front (suited to our individual styles), as well as, the address/name change. Its a great way of getting the attention of customers. For charities who create full profiles of donors or who target different audiences, I can see lots of great uses. Thanks for the reminder about a great tool.
Debra, thank you for those fine examples of variable data printing. Makes the suggestion come alive with possibilities.
Variable printing has a great advantage over other mass direct mail. It is far more affective then marrigae mail pieces. It may be more expensive, but the results sure can make up for that. It also gives the receiver a much more focus piece of information. Loved the interview BTW. :)
Susan Cooper´s last [type] ..Guest Post By Jon Jefferson/Guinness Irish Stout: Beer
Glad you enjoyed the interview, Susan!
I can’t even remember the last time I filled out an order form and mailed it in… I visited River Street Sweets this weekend in Savannah and they have computer terminals on the back wall so people can place orders to send home then and there. The magazine they send with glossy pictures of pralines, etc. has definitely enticed me to go online and place an order more than once ;)
Sounds like a business that knows its customers, Jeri.
This is really a great idea – personalising the mail without interrupting the run and increasing cost is perfect for direct mailers. They seem to have their pulse on what is happening in the market place.
Becc´s last [type] ..Looking for signs
Becc, it’s hard to keep up; having a personalized product seems like a good route for a business.
Wow, sounds like some pretty cool technology. I never knew this kind of printing process existed. I wonder if this company is based in Massachusetts. My hometown of Canton is right outside of Boston to the South and has “Blue Hills” which is a huge hill a few feet short of a mountain which I think has a number of businesses named after it.
Kelly, I added the geographic information to the post in response to your comment, so, yes, this is the same Blue Hills. I used to go hiking there as a child (I grew up in Newton).
Unfortunately, my last three experiences with printers were not positive. My future daughter-in-law’s maid of honor used a printer to print and mail out invitations to her bridal shower. Some people received cards that had their address as “Their name, Or Current Resident”. Ouch!
I had a program book for a school reunion printed at a printer across the street from where I live. I provided the content on a data stick. I only saw the proof on line, but then in the printing process, one of the pages came out folded, so some of the content was covered. ;-(
I just thought of another disaster, but it was 20 years ago. Our law firm hired a marketing person who prepared newsletters covering our area of law and her printer mailed out the newsletters. The newsletters used our firm information and we had the license for the newsletter in our area. The printer sent another lawyer’s newsletter (from another state) to our mailing list. They let us out of our marketing contract.
Just One Boomer (Suzanne)´s last [type] ..Hawaii Tropical Botanical Garden, A Nature Preserve and Sancutary at Onomea Bay, Big Island of Hawaii
Suzanne,
Good warning stories for us all! Regarding those online proofs, they do make me a bit nervous. And after reading your tale, I understand why.
Thank you for the detailed reports – buyer, beware and be aware.
Sounds like Dan has got a good business and taking advantage of technology. I am wondering why they don’t (or maybe they have) offer online printing as an added service.
Susan Oakes´s last [type] ..Is Your Marketing Strategy Lonely?
Good question, Susan.
I think it’s great he is advancing with the times. That’s the only way to stay in business these days.
Geek Girl´s last [type] ..Author Interview: Kea Alwang
True, one needs to keep up with technology to compete.
It is great to see a small business being able to sustain themselves in this economy and I wish we had something like that where I am from. (We may, I just haven’t looked around yet). The concept for variable data printing is great and definitely something I plan to use as I get the marketing plan underway for my sister’s boutique.
Mary, hope to hear more about your sister’s boutique – sounds like a nice business is in the making.