About the Customer

Customer Service vs. Lowest Price

What does customer service have to do with pricing? I must profess that here I am at a loss to describe any linkage between the two. But here's the rub, I really expect a different level of service as the price goes up for similar products. Is that realistic given the marketplace and the seeming lowball pricing of discounters and no frills business models?

When I see a low price on an item I am interested in purchasing I definitely check it out. But realistically, can you do that with a low cost banner purchased over the internet? Very difficult indeed. Low pricing does get my interest, it may even entice me to purchase if I my budget is constrained. Is this type of business model something that I will be loyal to. What is brand loyalty anyway?

To me brand loyalty conveys a connection that is strong between the consumer and the producer. I know when I buy/purchase brand X, I am getting a top notch product, made at a consistent level, meeting or exceeding my expectations. It's all about the expectation isn't it? Digressing a moment here to the low price scheme. Low prices have a mixed bag of returns until tested. This goes for anything that is low-ball priced, from services to cameras to bulk breakfast cereals. I have not yet to date bought a low-ball priced item blind (I just couldn't pass it up, it was half the cost), that was above my expectations. I must admit though that when I do go down this road, and we all have, that one usually lowers the value in advance. As humans we feel better when expectations are surpassed, rather than lowered. Who likes to feel jipped, any hands?

Gain Loyalty With Customer Service
Case in point. I went shopping with my significant other recently to a well known department store, starts with the letter N, that still caters to customers, making them seem more like clients actually. That is a concept worth watching in action. Helpful sales people, in interactive mode, helping you make decisions, checking stock in the back-room, calling other stores for inventory, offering to ship one to you for free. My wife bought a purse, and I really think that if no one had appeared, the sale would not have happened. To test this sales attention theory, could be a fluke or just a happy new hire, I went to the mens department to check things out. Surprisingly, I received the same level of attention. By the sales persons actions, I was ready to take receipt of a shirt that cost more than I would usually pay. Was the shirt significantly superior to another department stores brand? No, it really wasnt, so I decided to wait. But the more important aspect of the trip was that I would go back to that store, just by the action of an attentive salesperson, that person bonded me to that store and the expectation level. Back to the business at hand, your business.

Don't Forget the Follow Up
A week or so later, in the mail, my wife received a hand written note card form the sales person stating thanks for shopping with us, I hope you are enjoying the new purchase, anything I can do please contact me, pleasure meeting you, etc. My wife exclaimed, WOW, did you see the note? I have never, in my life to date, received a note from any store as a follow up to a purchase. By the way, this was not some outrageously expensive, multi-thousand dollar designer purse mind you.
They made her feel cared about, and as humans, we all want that right?

How is Your Customer Service Operating?
Business that are service oriented should have great customer relations, sadly I have found this in general to be the exception. But a happy medium needs to be reached. A couple of tips I can proffer up are to; operate interactively with all customers, don't be an order taker, listen to all concerns, even if they are the same concerns over and over. Make suggestions that speak to budget minded clients, levels of expectation, and warranty or guarantee protections. Take the time to personally thank (no email, please), call me and ask how the product worked out. If you want to pull out all the stops, a hand written note card.
Does really sound customer service mean you can't offer the lowest price?, or that you are expensive, will clients pay more for superior service?
It has been my experience that the offering of a first rate customer service will build customer loyalty, its only human nature. Can service make a company stand out, even in the face of commoditization? Yes it can, from a marketing perspective, its a vital core of building and sustaining a competitive advantage that is very much brushed aside by printers.

There will always and forever be start-ups, or internet companies, that have little overhead, or whose products can be got cheap. When was the last time you got a hand written note from one of those folks. The ability a company has to change perceived values in a customer is enormous. Embrace brand awareness, integrate building a loyal customer base, create word of mouth,personalize your customer service, hand write a thank you note.

Submitted by: Jeff Burton, SGIA

US Businesses: Do you know about GINA?

Last May, President George Bush signed the Genetic Information Nondiscrimination Act (GINA). This legislation protects Americans from discrimination based on their genetic information when it comes to health insurance and employment.

What does this mean for imagers? Those based in the US will need to display a revised Equal Employment Opportunity (EEOC) poster by November 21, 2009. You can order or print your own copy of the poster at the EEOC's website.

Additionally, this means that any information about an employee's genetics cannot be used in hiring, firing or promotion decisions or health insurance access. For example, if you have an employee that has tested positive for the gene that causes a specific kind of cancer, this information can not be used in employment-related decisions. Nor can this employee be denied access to your health insurance plan if they are otherwise qualified for it.

If you have any questions related to this, please email me at katy@sgia.org.

Submitted by: Katy Lellelid

History of the T-Shirt

The t-shirt is one of the best mediums for self-expression. Whether you express your feelings in words or by displaying the logo of your favorite sports team, your feelings are made known to all who see you. But have you ever wondered how the t-shirt came into existence? Historical photographs are one of the best ways to track how this symbol of American culture got started.
According to legend, American soldiers were jealous of the uniforms their British allies wore during WWI. The Brits had actually worn a white t-shirt as part of their military uniform since the late 1890's. They quickly learned that the t-shirt soaked up the soldier's perspiration which allowed more time between laundering the heavy, wool uniform.
It's not known when the t-shirt actually became a part of the American fashion scene. Webster added "T-shirt" to its dictionary in 1920 and a 1942 cover of Life magazine showed it as being worn by the American military during WWII. Then, Marlin Brando sported a plain, white t-shirt under his leather jacket in the movie "On The Waterfront." James Dean added a pack of cigarettes rolled-up in one sleeve which catapulted the t-shirt into becoming the fashion symbol of America's rebel youth.
In the late 1950's and early 1960's, America's middle-class was epitomized in the Leave It To Beaver television show where the Cleaver boys (Wally & Theodore a.k.a "Beaver") wore plain, white t-shirts under their button-down plaid shirts. Around the same time, Southern California drag racers wore t-shirts that were airbrushed with fancy flames and exotic lettering. Before long, they were turning their artistic talents toward decorating their hot rods.
Later in the 60's, Hippies tied up the t-shirt with string or rubber bands and then dyed the different sections with bright colored dyes, creating unique eye-popping designs. Fast forward to 1984 when the television show Miami Vice tilted the fashion world when its lead star, Don Johnson, sported a plain t-shirt under a designer jacket.
Warner Bros. used the t-shirt as an advertising medium for the first time in 1939 when it distributed Wizard of Oz t-shirts. T-shirts made their first political statement in 1948 when supporters of Thomas E. Dewey wore t-shirts that pronounced "Dew It For Dewey", even though he lost to Harry Truman. In the early 1950's, decorating t-shirts with Disney characters and resort names was catching on in Southern Florida and by the 1960's, the advent of screen printing onto t-shirts allowed for an inexpensive method of self-expression which eventually became a major marketing tool for corporate America.
When the professional sports associations licensed the use of their logos and names, a moneymaker was born. This, of course, was followed by the rock-and-roll concert t-shirt for fans who would (and still do) wear them long after the tour ends, as proof of their devotion. From personal designs to pop icons, Americans tell the world what they think with their t-shirts. Whether you are an animal rights activist or a diehard member of Red Sox Nation, the t-shirt has always helped us shout our passion to the world, and rather inexpensively I might add.

Submitted by
Johnny Shell
SGIA

SGIA Expo: See, Listen and Learn

The upcoming 2009 SGIA Expo (October 7-9 in New Orleans) is the premier showcase for specialty graphics technology, featuring technologies and supplies to support a diverse range of process and end products. It is also this year's best opportunity to learn the latest about our industry, and go home afterward with a stronger sense of where to take your business.

The SGIA Expo will feature sixty educational sessions in a curriculum designed to help you maximize your business. The sessions, organized by tracks addressing digital graphics, screen graphics, screen garment decoration, digital garment decoration and business management (including "corporate level" sessions), are presented by respected experts in the specialty graphics industry. They have the information you need.

For garment decorators, the SGIA Expo is also presenting four hands-on workshops addressing printing on polyester, printing on darks, ink management and special effects printing. These workshops are low-cost, high quality training designed to push your company forward.
To bring added value to the SGIA Expo educational experience, you will be able to apply fifty percent of the fees you pay for Expo educational sessions to SGIA membership, or renewal dues, up to $115. To take advantage of this unique benefit, you must register and pay for the sessions by September 4.

Last, the 2009 SGIA Expo is your opportunity to learn from any of the thousands of industry experts on the exposition floor. Whether they are suppliers, printers or industry pundits, you are urged to meet, greet, and expand your professional network.

The SGIA Expo is like many things in life: You get out of it what you put into it. Simply put, the more effort you put into seeing, listening, learning and asking questions, the more benefit you will receive from your time at the New Orleans event. This, my friends, is your opportunity to grow.

I look forward to seeing you in New Orleans. And remember, if you register prior to September 4, your expo pass is free. Register now for the 2009 SGIA Expo!

Submitted by: Dan Marx, SGIA

Garment Decorators - Social Media is 4 U

Want to reach a growing market? Limit overhead? Maximize production? Take your business viral.

For most businesses, the jury is still out regarding the effectiveness of social media sites like Facebook and Twitter as sales generators, but social media is a great fit for printed garments. Because young consumers -- the people crowding social media sites -- also are the primary market for imaged garments.

The Internet has changed the buying process from a linear step-by-step process to a process with fewer restrictions and an undefined timeline. Online consumers are controlling the buying process. They make buying decisions on their terms. For garment decorators, participating on social media sites isn't about finding sales as much as it is about being found.

We're still learning about social media. We have more questions than answers. We're also learning about decision-making process of young consumers when it comes to what and how they purchase online. But a few things are becoming clear. Social media is a very important community link in today's culture. And, if it fits any business community, it's garment decorators.

Submitted by: Michael Robertson, SGIA

SGIA Expo on Twitter

Closing the Loop on Graphics Installation

The recent placement of PDAA, the Professional Decal Application Alliance, under the broader umbrella of SGIA is an exciting new development for graphics producers and installers alike. The new alliance is important because it addresses a significant area of the production chain by providing reliable support at the end of the process, also referred to as the installation of the finished piece. The word "reliable" is important here, because if all the hard work you do to create eye-popping graphics amounts to nothing because of a fly-by-night installer, your company's bottom line and reputation suffer. When something goes wrong, the blame is on you, the "graphic solutions provider," and not on the unqualified installer who produced numerous bubbles, creases, visible cut marks or worse. That is why installers recognized by a meaningful, objective certification are so important to your business.

If your company currently works with independent graphics installers, or plans to do so in the future, you owe yourself a visit to PDAA's Find and Installer Search, where you can locate PDAA Master Certified Installers nationwide. The "master certified" designation is a calling card that means the installer has the proficiency to do the job right. The truth of the matter is that there are a lot of installation companies in business today, but just because a company has the tools of the trade does not mean they know how to use them effectively. By working with a PDAA Master Certified Installer, you gain assurance, reliability and professionalism, period.

If you employ your own installation team, now is the time to raise the bar on what you offer your customers, by getting your company PDAA certified. The PDAA "badge" means your company is committed to quality from the start of a project to its successful completion. Further, companies that hold master certified status rise to the top section of the PDAA installer search. This offers higher visibility and an increased ability to make valuable business contacts. Small price, big benefit.

In today's business climate, where margins are thin and every penny counts (and, really, shouldn't it always), your company must have the ability to deliver the job as agreed, on time, and done correctly. There is no alternative. By using PDAA certified installers, you close the loop on the process.

Submitted by: Dan Marx, SGIA

Sticky Side Down

My son, Julian, is approaching three years old, and loves to play with stickers. In the parlance of our industry, we use the term "decals," though the difference does not seem to make much difference to him. Recently, he was about to place one of his stickers onto s piece of paper when he looked at me and said, "sticky side down." Good advice.

His words got me thinking that for many in our industry, "sticky side down" ia all that a great number of people in our industry know about vinyl installation. It is easy, right? The answer to that question is yes...and, no. To me, vinyl installation is a lot like playing the drums: Anybody can bang on the them and make some noise, but it takes a great deal of practice and experience to make "Sing, Sing, Sing" swing. It takes a master.

The recent placement of PDAA, the Professional Decal Application Alliance, under the broad umbrella of SGIA, serves to connect masters in graphics installation, those who have had their abilities tested and certified, with those who have graphics to install. PDAA Master Certified installers have the knowledge they need to install on flat surfaces, curves and complex curves with aplomb. Whether they are independent installers, or they work in-house for a graphics producer, they know what they are doing, and they can do the job right the first time.

But that's not all. It goes much farther than that. In a recent discussion with a representative of a major manufacturer of pressure sensitive vinyl, I heard a viewpoint that served to broaden my view of the graphics installation. The next step in my thinking goes beyond the skills needed to wrap a VW Beetle free of errant bumps, image distortion or wrinkles; and it goes far beyond how quickly the job can be done. It has to do with materials awareness.

For those who believe that "vinyl is vinyl," and that every product out on the market is pretty much the same, I offer that the world of adhesive vinyl has grown by leaps and bounds over that past couple of years. This includes the introduction of a growing arsenal of materials that allow imaging companies the chance to diversify their offerings and access new, interesting and profitable new markets. Those companies that will succeed, even dominate, these new markets are those that not only print the image, but also can ensure the print buyer that the print can be installed beautifully, and will stay on the surface - whether it is a window, a brick wall or a car - for its intended duration without peeling around the edges, popping out of concave areas, shrinking, or simply falling off.

A truly qualified installer, one who has used and been tested on the widest variety of materials, is the best possible resource for installations that look as good after a year or two or more as they did the day the job was done. That is the advantage that PDAA's Master Certified installers bring to our community, allowing SGIA members to provide their clients with total imaging solutions - design through installation. SGIA is thrilled to have PDAA on board, and to help SGIA and PDAA members alike make their businesses stronger and more profitable.

Submitted by: Dan Marx, SGIA

Green Grows

One would have thought, perhaps, that in an economic downturn consumers would be universally casting off the sustainability trend (where products tend to be more expensive) in favor of cheaper products. This is not the case according to the BBMG 2009 Conscious Consumer Report. It found that 67 percent of Americans agree that "even in tough economic times, it is important to purchase products with social and environmental benefits." Over half (51 percent), said they are "willing to pay more" for them, as well.

Additionally, the report finds that "green" benefits have increased in importance to consumers since last year when the economic situation was rosier. Locally grown or made nearby was important to 26 percent of respondents last year, but 32 percent this year. Buying products made from recycled materials was important to 22 percent last year but 29 percent this year.

How could this be? Well, in my opinion, the sustainability movement has melded with what some publications are calling The New Era of Thrift (and a little bit of nostalgia for a simpler life). Consumers are prioritizing their purchases and are really focusing on buying what matters. And, if it's important to them, they don't mind paying a bit more for it (although they will still shop around to find the best deal). This idea blends nicely with the "reduce consumption" part of the 3R's: reduce, reuse, and recycle. Reusing also ties into thrift, as evidenced by the popularity of reusable shopping bags, which at some grocery stores give you a small discount off your bill for using them, and the growing number of posts on my local Freecycle (a community listserv where people give away goods they don't want or need).

I'm also seeing businesses embracing the New Era of Thrift. With 71 percent of consumers in the Conscious Consumer Report avoiding "purchasing from companies whose practices they disagree with," now is a good time for businesses to see if their business values match up with their customer's values. How are businesses getting thrifty? Some companies are urging employees only to print out documents they really need and to print them, when possible, duplex or 2 pages on one side. Lights and computers are getting turned off when no one is using them. In addition, using space efficiently on substrates has become a focus. Not only do these measures save the business money but they also, conveniently, are friendlier to the environment.

Are you finding your customers more or less interested in sustainability? And, is your business entering the New Era of Thrift?

Submitted by: Katy Lellelid, SGIA

Ongoing Convergence

Through a mix of changing times and simple necessity, we are forced to redefine ourselves from time to time. In fact, people who know me today know Dan Version 12.0. Numerous friends have seen me through several upgrades. The truth is, given the many changes we have seen in our industry in the past decade, and given the many decisions we have had to make about our businesses in the last year; your business has surely been through an upgrade or two as well. It is the way things go.

Recently, I have seen much more interest by specialty imaging companies to cross industry barriers as a way to increase revenue potential. They are utilizing low-cost-of-entry technologies to branch out, redefine and grow. Here are a few examples I have heard about:

• A garment decoration company purchases a small, sovent-based, roll-to-roll inkjet printer as a way to offer small-scale window and vehicle graphics to existing customers, and to expand business opportunity by reaching out to potential customers.
  
• A company using dye-sublimation inkjet to finish garments branches into new areas by taking full advantage of available, dye-sublimatable products, by offering their customers plaques, ceramic tiles and mugs.
  
• A small sign and graphics shop purchases a direct-to-garment machine as a way to capture additional revenue from customers, particularly from businesses and individuals seeking banners and signage for special events.

Each of these companies has found a way to find additional revenue at a marginal cost. And why not? Increasingly, what we do and how we do it all starts with a digital file. It has become the core of the specialty graphics industry, and it is the common element that ties our still-disparate technologies and end products together. The chasm that once separated certain graphics applications from garment applications is now just a shallow ditch: eminently crossable with just a little bit of effort.

For a small investment, specialty imaging companies of all stripes can install just a bit more hardware, do a touch more training, and branch into a new market area. By doing so, they keep their customers from going somewhere else, and they maximize the potential of a diverse revenue stream.

Submitted by: Dan Marx, SGIA

Making Good Things Happen

Show a group of SGIA members a partially filled glass and some will see it half empty, some will see it half full, and still others will suggest you print your logo on it to enhance your marketing efforts. You really have to appreciate the entrepreneurial drive that resonates through the specialty imaging community. That drive has kept many imaging businesses successful as the world deals with this recession.

I've talked with many graphics producers, garment decorators, distributors and manufacturers as the marketplace has struggled during the past year. Most say business is down, but not dramatically so. And most say they've seen some improvement of late.

We're fortunate that our core technologies -- digital imaging and screen printing -- fit the changing marketplace so well. Successful specialty imaging companies are using the capability of these technologies to better meet the changing needs of their customers. We're seeing less work go off-shore; a higher volume of smaller jobs; and more diversification and customization -- all characteristics that fit our technologies.

I encourage you to really hone your creative edge. Maximize the innovative capabilities of your equipment. Take full advantage of the natural fit that your technologies provide to a customer base that needs tomorrow's solutions, right now. Extra effort during this downturn will reap big benefits as the economy rebounds (next Thursday would be good).

Submitted by: Michael Robertson, SGIA

Risk and Reward

The entrepreneurial spirit is the lifeblood of the SGIA community. Our ranks are filled with business leaders who, through determination and hard work, have battled the odds to build successful companies. Their entrepreneurial spirit leads to new technologies, new capabilities, and most importantly, new opportunities.

If you peel away the layers of what drives an entrepreneur you'll find one motivating factor at the core - the basic, free enterprise concept of risk and reward. Those who step up and take the risk have their sights set firmly on their own defined reward. They want a chance at the brass ring and they are willing to work hard for it.

True, the free enterprise system offers the greatest rewards to those who are willing to take the responsibility, but the system also benefits every facet of society. Successful businesses fund everything - governments, education, social programs - everything.

Recently, the free enterprise system has taken it on the chin. The news is full of mismanaged banks, automakers struggling to survive and a general lack of confidence in the system. We've stooped to focusing on who has a private jet and who's getting a bonus.

We need to see through the whirlwind of economic challenges and political posturing that we are facing today, and support the growth of businesses. Free enterprise is our financial engine. Perhaps making the mistake of excessive government intervention will prove just how important free enterprise is to us all.

Submitted by: Michael Robertson, SGIA

Spring

Spring is almost here! In the DC area, daffodils are popping up everywhere. My itchy eyes and runny nose are further proof that something is blooming and that we are very close to warmer weather. And with spring comes a sense of renewal. Starting afresh. This makes me reflect on what I'm doing and if it still makes sense.

Until this week, I had a filing cabinet in my office that was empty. Instead putting my files inside the cabinet, I would have stacks of file folders all over my office floor and desk. Granted, I knew where everything was, but I began to wonder: Is this system still working for me? Truth be told, it wasn't. I bit the bullet and used color coded hanging folders to organize those files using the same "system" I had going with the stacks.

Sure, it took about an hour, but you know what? My desk is clear. I can focus better on the task at hand without being distracted by my "organized" piles. And, I can actually find things faster now that everything is filed away. I think that the hour I invested to re-evaluate my information organization will be returned by the end of the month by both increased productivity and more focus.

These days economic efficiency is a key to survival. The reason "because this is how we've always done it" isn't a very good one for a process, whether it be how you organize your files or your business' workflow or something else entirely. Is there something that takes 3 steps that could really only take 2? Is that 8 am meeting as productive as it once was?

"Does this still make sense?" It's a simple question worth asking yourself. It can save you both time and money. And there's no better time to ask that question than now.

Submitted by: Katy Lellelid, SGIA

Avoiding Exposure Problems

Too often, improperly exposed screens make their way to printing presses and inevitably cause downtime. There are many reasons this happens. Short cuts, inconsistent procedures, unsubstantiated adjustments in exposure, and hurried attempts to get to press reaffirm our infamous motto, "There's never enough time to do it right, but always time to do it over."

Emulsions used in screen printing are sensitive to wavelengths of light between 340-380 nanometers (nm). Therefore, using a bulb that emits its highest energy percentage within this range is important. If your light source is outside this range, you probably have trouble reproducing artwork accurately due to improper exposure of the stencil.

Time is often used as the metric for exposure. However, time is relative to the light intensity at different exposure distances as well as the age of the light source. When new, a bulb will emit a certain amount of light energy in the desired wavelength range. As the bulb's age increases, the relative energy at the desired wavelength can shift to something outside the preferred range. To prevent this, a light integrator is used. They adjust the actual exposure time to ensure the amount of light energy at the ideal wavelength is received by the stencil. However, once a bulb reaches approximately 1000 operating hours, it should be replaced as the light energy emitted in the desired wavelength is extremely low and an integrator can do very little to improve this.

A major contributor to downtime caused by inadequate stencils is due to the lack of environmental controls in the screen making area, specifically the stencil drying area. Since screen making requires the use of water, the air in many drying areas is too humid for stencils to fully dry. If moisture is not being removed in your drying area stencils will not completely dry and cannot properly expose. Furthermore, the stencil can delaminate from the mesh during printing, can prematurely breakdown on press, can be besieged with pinholes, may expose unevenly and will certainly be difficult to reclaim. Employ the help of a dehumidifier to keep the relative humidity (RH) in your drying are between 30%-50%. Keep the temperature in the drying cabinet between 27C-37C (80F - 100F) and make sure there is plenty of air circulation.

Although many do not realize the impact development procedures have on the quality of the stencil, there are several variables which should be standardized in this step of the process. Water pressure, nozzle pattern, distance, duration, and water temperature all play a role in determining the final stencil quality. Establishing standard operating procedures can alleviate many headaches that arise from inconsistencies in developing the stencil.

Mesh color can influence the quality of your stencil. White mesh, while cheaper, allows light to refract within the threads and cause undercutting in the stencil. If fine detail is present in artwork, the better choice is to use a dyed mesh (yellow, amber, etc) that inhibits light refraction and will produce better detail. White mesh is fine for solid areas of color and bold type but should never be used for fine detail artwork. It's also important to remember that lower mesh counts will require longer exposure times than finer mesh counts. Low mesh counts hold more emulsion and therefore produce thicker stencils than finer mesh counts. As presented earlier, thicker stencils require longer exposure.

Understanding the factors which determine stencil exposure is more involved than one may first realize. Make sure to fully address and establish standards in your shop for the discussion points included here. In the end, you'll realize that properly and fully exposing your stencils will produce consistency in your printed images and provide better longevity and abrasion resistance on press.

Submitted by: Johnny Shell, SGIA

A Glimpse Ahead?

This is an interesting time in our industry. As our economy has contracted severely, consumer spending is poor and businesses are carefully and very cautiously plotting their next moves. But while we are distracted by the economy, something important is taking place.

As I write this, I am reminded of the story of Rip Van Winkle, who, having fallen asleep against a tree and snoozed for a reported twenty years, was shocked to find all of the changes that had happened while he was out. Perhaps the same will happen to us, when we emerged, dazed and a little weary, from the current economic slumber.

As we spend our days wondering if our customers will pay on time, or looking at the dwindling bottom line on our 401K reports, the world is not standing still. In fact, product development continues even as I write this. Ink developers are making adjustments and new formulations that allow for greater print durability, faster ink curing, and an expansion outside inkjet and its CMYK+W present. UV lamp developers are putting significant resources behind UV-LED curing, which, though lightly utilized and slower today, will soon match its traditional mercury-based counterparts, offering longer lamp life, lower operating cost and lower curing temperatures. Inkjet head developers are refining their solutions, allowing for significantly increased print speed, increased detail and access to a broader variety of graphic, garment and industrial imaging markets.

Knowing what is coming down the line even as we are in our doldrums is particularly important, even if you do not intend to invest immediately in new technology. This is because changes in technology inherently alter the business landscape. Ultimately, our choice to stay technologically informed, even in the face of the current economic situation, comes down to this: we can monitor the course of our technology, making subtle changes to our business plans as we move toward recovery, or we can distract ourselves from the change around us, ensuring a strong element of surprise when the big hibernation is over.

Change is happening all around us every day. Whether we choose to understand it, or even pay attention to it, is our choice. The question is: can you afford to not pay attention to technology, when so many of your competitors are?

Submitted by: Dan Marx, SGIA

Enough Bad News Already

Buried deep in today's news...

• "Retail sales in the US made a surprise 1 percent rebound in January 2009"
• "Wall-Mart beat Wall Street estimates"
• "Online spending rose 19 percent in January with clothing and accessories sales soaring by 32 percent"
• "H&M said that sales in December 2008 were 3 percent ahead on the previous year. January's sales are expected to be 8 percent ahead"

Yes, we're battling economic woes, but newspaper and TV bobble-heads are making it worse by trying to out-do each other with doom and gloom. There's nothing like a crisis to sell papers and get face time. The problems we need to address are real, but they are being magnified by fear and uncertainty. It's counterproductive.

I continue to be impressed by the imagers I talk with. They are pushing through the challenging economy by staying focused and delivering value to their customers. The latest SGIA surveys (February 2009) echoes the comments we've heard here at Association headquarters. Printers are feeling the downturn, but working hard to maximize opportunities.

So for the time being, tune in to your favorite (non-news) TV channel and take the batteries out of the remote. As for the newspaper, remember that newsprint makes terrific mulch for veggies and flowers. It retains water and stops weeds. Just lay down several sheets of newspaper, cover with wood mulch, water and wait for new growth.

Submitted by: Michael Robertson, SGIA

Is now the time for sustainability?

US personal consumption fell in 2008Q4 for the second quarter in a row, albeit it less than one percent (0.89 percent to be exact). In this down economy, it may be tempting to put off the sustainability program you planned to implement. In contrast, I would argue a down economy is the ideal time to focus on sustainability-both of your business and the environment.

Why?

Sustainability's focus is doing more with less in a safe workplace while remaining profitable in the process. It's called the three P's: Planet, People, Profit. Nothing is better for your ultimate bottom line than producing more product using fewer inputs and less employee time. It doesn't take a large monetary investment to evaluate your process, but it does take time. Sometimes simple tasks like reconfiguring your sewing area tables to create a better workflow can shave minutes off of the production time. Another idea: make sure print files are laid out efficiently to minimize waste. Look at how your employees work and see if there are ways to streamline it. Engage them in this process. Ask them if they have any ideas on improvements.

Additionally, look at your building and see if there are ways to make it more energy efficient. Making sure that lights are turned off when not in use is a free way to cut down on energy consumption. For a small investment, programmable thermostats can turn the heat or air conditioning to the desired temperature just before employees are scheduled to arrive and turn it down when they leave.

Also, reusing materials not only minimizes waste going to the landfill but also saves the business money. For example, use scrap substrate or the other side of a substrate for a test print. Again, ask your press operators and other employees if they have any ideas on what they could reuse in their job.

All of the above ideas (and the ones generated by you and your employees) are small steps that start your business along a path to become as efficient as possible, which is a big win for profitability, your workers, and the environment.

If you'd like to dig a little deeper into sustainability, I recommend attending the National Environmental, Health and Safety (NEHS) conference in Indianapolis on March 16-18, 2009. It is the only sustainability conference exclusively for the graphic communication industry. The conference gives includes sessions on the criteria needed for SGP Printer certification; best practices for creating a safe, cost-effective and employee-friendly work environment; and networking opportunities with your peers and major brands like Toyota and Kimberly-Clark.

Submitted by: Katy Lellelid, SGIA

Keep It Simple Stupid....?

If there were ever a more over-used phrase, its the title of this entry. Of course "don't fix it if it ain't broken" is running a close second. Could these be "pet peeves" of mine? I doubt it! My only pet peeve is a pet peeve! Is a little explanation necessary?

So we here we are in the 21st century living and breathing high-speed, high-def and high-tech. So why is it that screenprinting as far as most of our industry is concerned is now lower-tech than it was in the mid-90's?
Wait for a second. Let me be fair! The screen printing presses currently manufactured are actually the best and most advanced they ever have been. Central off-contact and peel, optional pre-registration, digital touch screen control, order tracking and on-line diagnostics available. Ok.

So our chemicals are keeping us down? I can't say that either. Chemistry in our industry has moved beyond the basic cry of "drain-safe" of the '90's. We have California compliant, bio-degradable, low toxicity, Low VOC, recirculat-able chemicals available from many manufacturers. There are specialized chemicals designed for ink systems and materials from basic to exotic. This is not to mention the automated and semi-automated application systems that can cut labor time by upwards to 90% in some cases.

So is it the inks? Though many printers might swear that it is on certain days (you know who you are!), the ink systems in play now have never been more varied and advanced. The inks systems available today have features we only dreamed of in the 90's. These inks have modified shear rates for higher speed lower tension demand printing, higher opacity and better fade resistance. The level of modifier chemistry available means that a wider range of substrates and applications can be printed on than ever before. This holds true for both graphic and textile inks. I can't even begin to get into the huge number of industrial, photovoltaic and conductive inks used by the circuit, solar and medical industries in this limited space!
So what is my problem? What exactly is left? Screens, Squeegees, the printer? Were getting warmer!

To speed things up, the squeegee systems of today are basically bulletproof. From single, double and triple durometer advanced composition urethanes, to 7 layer shock absorbing, static dispersing composite squeegee's used by circuit and membrane switch printers on down to my favorite....the molded edge one-time use blade. No its not the squeegee. Screen mesh technology is allowing for finer and more consistent threads diameters, higher open area, higher flow rates and better consistency than ever. No complaints here.

So if we have the tools, it must be how we use them.....right? Yes! It is the printer and what he does or does not do that is holding he or she back!
Maybe now that I have some of your interest, I will simply leave you with some food for thought.
With production of any type of product, printed or otherwise, time and material are money. Defects and rejects are a loss of time and material. Re-made screens are a waste of both as well. Excessively long set-up times are also a waste of both. These habits are to be avoided even in normal times. These are not normal times. Some statistics please!

Between 2000 and 2008:
The number of shops using a pre-registration system: 23% then / 36% now
Shops using an ink mixing scale and system: 42% then / 52% now
Shops with a squeegee sharpener: 39% then / 47% now
Shops with a tension meter: 56% then / 63% now
Shops with a emulsion thickness gauge: 7% then / 12% now
Shops with exposure calculators: 38% then 28% now

I would not say we are moving backwards, just that we are not moving forward very quickly. In general, the higher-end graphic and industrial shops tend to have most of these tools....and actually use them (a subject for a different rant). We should talk about average profit margins for a second (versus the margin you actually quote).

Textile: 45% quoted margin over customer cost with an average of 18-23% final yield.
Graphic: 65% quoted margin over customer cost with an average of 20-25% final yield.
Industrial: 55-60% quoted margin over customer cost with an average of 30-35% final yield.
Solar/medical: 23-25% quoted margin over customer cost with an average of 17-20% final yield.

Simply put, the printers who buy and use technology make the most money per unit cost with an even lower quoted margin. Keeping it "too" simple can keep you poor.
Submitted by: Ray Greenwood SGIA

A Report from SGIA Congress of Committees

Each year SGIA hosts a series of committee meetings to evaluate and plan the Association's support structure. During the week of January 4th, the SGIA Congress of Committees brought together 72 individuals from all sectors of the SGIA community. While the primary purpose of this leadership summit is to help chart a successful course for the Association, the participants also find great value in sharing experiences and opinions. This year's meeting was especially interesting as participants considered the impact of the economic downturn.

As you would expect, most of the printers said that business was down during Q4 of 2008. But they also said that 2008 was a profitable year. Only a few printers said that business was down more than 20% for Q4.

Most are predicting a rough Q1 in 2009, but expect the situation to improve as the year progresses. Many said they were picking up work from new customers as competitors faded or as customer needs change. I heard several comments about new business coming from alliances and combined efforts through value chain networking. (SGIA has several services being announced during Q1 to help members improve their networking opportunities).

The diversity of our imaging processes - both screen printing and digital imaging - is clearly an advantage in today's marketplace. Several printers said their customers were looking for more customization and limited inventory. Whether the service provided involves store graphics, product promotion or the imaged product itself - such as decorated garments - customers need the ability to change direction quickly as the marketplace changes. Screen printing and digital imaging excel at meeting the changing needs of print buyers. Those printers maximizing the capabilities of screen printing and digital imaging are providing a much needed service to their customers. They are providing efficient solutions and increasing their value to their customers.

As the challenges of the economy play out, the stronger businesses will get stronger. They are building on their core competencies.

Throughout the Congress, I was pleased at the optimism I heard from so many of the printers. It's contagious. I am sure their customers appreciate their positive outlook. A positive attitude is certainly a valuable asset.

Submitted by: Michael Robertson, SGIA

The CPSC -- What are they thinking?

It is the holiday season. Shopping is at, or at least supposed to be at, an all time high. Great time for the printing industry. Then, the Consumer Product Safety Commision begins to implement the provisions of the Consumer Product Safety Information Act of 2008 or the CPSIA. In THEORY, this is a feel good piece of legislation. No one wants children exposed to high levels of lead. No one wants children exposed to high levels of any dangerous chemicals. You cannot argue with the premise of the new legislation. It is the IMPLEMENTATION of the new law that is causing headaches across the board.

There are new provisions for testing and certification of children's products for lead. Sounds great. Again, no one wants to expose children to lead. First, Amazon, one of the largest online sellers of books, asked that all books be certified. Or, the books would be removed from sale. This is just the tip of the iceberg. What if the product never contained lead? Do we still need to certify? Do we need to certify every product that is produced or can we certify by "batch"?

No one argues that the CPSC does not have the authority to issue these policies and regulations, but the timing really does stink. In the midst of this holiday shopping season, retailers are asking printing companies to scramble to meet requirements that have yet to be finalized. Where is the logic in that?

SGIA continues to work with the CPSC, comment on the many policies that are being issued, participate in meetings... I would be interested if anyone has a story to share .... Thanks.

Submitted by Marci Kinter, SGIA

Where's My Flying Car?

The new century rolled in almost nine years ago, although it doesnt' seem like it's been that long. Many forcasters at the time said the 21st century would bring unprecidented technological developments. But where is my flying car!
Technological development requires many things, but probably one of the most important is money. It takes money to refine existing products and develop new ones. If you're one of those people who complain about how you live in the future, but still have not gotten a flying car yet I would invite you to take a look at the technological developments in our industry over the last five years and compare that to the developments over the last two decades.
In the late eighties, screen printing was just beginning to incorporate desktop publishing and no one had ever heard of a wide-format inkjet printer, much less a grand format device that could print media over 12 feet wide. Hand-cut Rubylith was a popular practice back then.
Today, technology has moved well beyond where we were in the late eighties. Desktop computers running graphic programs are the norm and process artwork in minutes with tasks that used to take hours or even days. Screen printing products have become highly developed to combat the increasing approach of competition from alternative technologies. Digital has enabled short-run, custom printing for a wide variety of products.
While the last five years have brought many advancements to the equipment and materials used in our industry, they pale in comparison to the tremendous leaps we've seen in imaging technology over the last twenty years. No, we don't have flying cars yet, but I'd bet that if the next twenty years hold as many technological developments as the previous twenty have for our industry, they can't far off into the future.

Submitted by: Johnny Shell, SGIA

Jet-Pack Anyone?

Specialty graphics is and has been a technology-focused industry. Whether for screen printing, digital printing, garment decoration or another technology, we are given a gift each time R&D helps us step forward. It expands the possibilities of what we can do and how we can do it. Whether in equipment, consumables such as ink or media/substrate products, or the software we use, it is the efforts of developers that slowly expand the boundaries of our collective capabilities.

Year after year, we see numerous products introduced into our very specific marketplace, and many of them become commonplace, like tools in our box or colors in our palette. Some, however, take us a step further and provide us with something profoundly new.

But what is that certain something that decides the difference between a new, game-changing technology and a technology that quietly serves our needs until an incrementally-better replacement comes along? To me, I think it is a careful mix of thoughtful product development, an accurate reading of the needs of the industry and where it is going, and impeccable timing. Surely, marketing and good luck also factor into the equation.

So here is an opportunity to let your geek flag fly. I am looking for your thoughts on what great new advancements the specialty graphics industry needs in order to move to the next level. Stretch the limits of your own professional imagination. What is the next disruptive technology coming our way? What is the specialty imaging version of the flying car?

Submitted by: Dan Marx, SGIA

We Can Always Use More Work

I've been touching base with SGIA members to get a sense of how their businesses are fairing as we near the end of 2008. While none of the imagers I spoke with are as busy as they would like to be (that never happens), most are reasonably busy. I was pleased to hear it, considering what we read in the newspapers.

Here are the general results of my conversations:

* Many of the imagers serving retail customers are busy with the last of the holiday work.
* Those imagers working with architects and environmental design houses are also reasonably busy. They are working on projects that have been underway for awhile and have a fairly long timetable for completion.
* The transit business has slowed as customers extend the use of existing graphics. We'll have to wait and see what 2009 budgets look like.
* Garment decorators are getting smaller orders. Consolidation is a factor as the stronger decorators pick up new customers from the weaker businesses.
* All of the imagers I talked with are concerned about the first quarter of 2009.

The stronger companies are preparing themselves to work through the economic downturn. They are improving efficiencies, putting the right people in the right places and strengthening customer relationships. Their efforts will not only help them through a downturn, but also help them take full advantage of new opportunities as the economy rebounds.

Submitted by: Michael Robertson, SGIA

US Printers Creating Opportunity in a Challenging Economy

Until a few months ago, losing print work to non-US based companies was at the top of the worry list for most graphic producers I know. Print jobs have been leaving the United States and heading to China, Mexico, India and other countries.

However as the reality of a global economic slowdown settles in - along with uncertain fuel costs - some print buyers are rethinking their plans to send print work around the globe in search of lower labor costs. Reaping the return on this effort isn't as easy (or as inexpensive) as they might have thought.

Some challenges include quality and consistency. A couple of years ago, the production of membrane switches and other printed electronics were rapidly moving offshore. But little by little, some of the work has been coming back to the United States. The problems created by print errors cost too much.

Another challenge is transportation costs. Fuel prices have driven up the cost of transporting printed goods across oceans. (Note: we are seeing some reduction in fuel costs right now, but I wouldn't expect it to last.) Also, printing offshore requires more lead time and longer delivery times. These delays force print buyers to plan further into the future, which results in increased inventory; and inventory costs money. These added costs are eating into low-cost labor savings.

Response times are a factor, too. Some jobs can accommodate the delay inherent to global production; others can't. As the rate of change in the business world gets faster, the ability to respond to customers needs quickly increases in value.

With the global economy tightening up, print buyers need innovative solutions that give them a competitive advantage. They can't afford quality problems, or the added expense of shipping and storage. They need to move quickly in a rapidly changing marketplace.

SGIA members are stepping up to the challenge by providing cost effective, innovative solutions for their customers. In a slow economy, innovation is at its highest value. Innovative solutions, high-quality service and quick response times will be a winning combination for many US-based businesses in today's marketplace.

Submitted by: Michael Robertson, SGIA

Term of the Day -- Greenwashing

To greenwash: -- verb: the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.

In 2007, TerraChoice Environmental conducted a survey of six category leading big box stores. Further, the surveys identified 1,018 consumer products bearing 1,753 environmental claims. Based on the survey results, six patterns in green washing were identified,now commonly referred to as the Six Sins of Greenwashing. We thank TerraChoice for undertaking this survey, and we offer the following based on their results. Their survey findings suggest that greenwashing is pervasive and the consequences significant. The six sins have been quantified as follows:

Sin of the Hidden Trade-Off: committed by suggesting that a product is green based on a single environmental attribute or an unreasonably narrow set of attributes without attention to other pressing environmental issues. These claims, while not patently false, are most often used to paint a greener picture of the product. An example: paper that promotes it recycled content but no attention is paid to the manufacturing impacts such as air emissions, waste or water discharges.

Sin of No Proof: Any environmental claim that is not substantiated by easily supported and accessible information or by a reliable third party certification. An example: any claim made that is no backed up by data or verified/certified by a third party.

Sin of Vagueness: Any environmental claim that is poorly defined or broad so that its real meaning is lost on the final customer. An example: use of the words green, environmentally friendly or eco-conscious that are meaningless without elaboration. Also see Sin of No Proof.

Sin of Irrelevance: Any environmental claim that may be truthful but is unimportant and unhelpful to consumers in make a decision to use an environmentally responsible product. An example: CFC-free insecticides, when there are no products manufactured with CFCs, as they have been banned for thirty years.

Sin of Lesser of Two Evils: Green claims that may be true, but distract the consumer from a greater environmental impact and when environmental qualifiers are used for products when the product itself is of questionable environmental value. An example: organic cigarettes.

Sin of Fibbing: Committed when the environmental claim is simply false. Only a few products actually fell into this category.

Marketing of green claims is gaining great momentum. And, also garnering a great deal of attention. The Federal Trade Commission is in the process of rewriting its guidance on green marketing claims. And, most importantly for our industry, SGIA has helped to develop the Sustainable Green Printing Partnership in an effort to quell a bit of the greenwashing and introduce a benchmark.

Stay tuned as we continue on this journey! And, if you have a story to tell, let us know. We can learn from each other!

Submitted by: Marci Kinter, SGIA

Introduction - Garment Decorator

Posts labeled - Garment Decorator - pertain to those in the community decorating garments such as t-shirts, jackets, sportswear, caps, bags, etc.

The blog will be updated frequently, providing the SGIA community with insight and opinion on current issues.