Chloe CameronAs one of the leading wholesale trade printers in North America, SinaLite has seen a lot of change during its time in the print industry. With the company’s years of experience, SinaLite looks back and acknowledges that there are a few key lessons that other printers can learn from their 21 years in business.
From business marketing to technical skills, SinaLite has a few key takeaways that other individuals in business can learn from. This article will pinpoint a few important lessons so that you can use them to grow your print business.
To learn more about SinaLite’s 21 years in business, check out these articles:
Take Advantage of High Growth Areas
The print industry has a few high growth areas; take advantage and sell those!
“Often, I hear from printers that are not happy with the growth (or lack thereof) of their business, but then I learn that their business is solely based on marketing collateral printing like postcards or flyers. You need to jump in and sell the high growth products [wide format, labels, and apparel],” says Brian Meshketi, the Vice President of the company.
With so many product and stock options to choose from in the print industry, why not make use of it? Get creative and offer more variety with print. Aside from the standard basics like business cards and postcards, other print products that can appeal to customers include:
- Apparel
- Roll labels/stickers
- Car magnets
- Adhesive vinyl
- And more!
Focus on Marketing
Like every other industry, the print industry is highly competitive, and it’s only continuing to grow. In order to stand out, it’s important to have a well-developed strategy for marketing your business. Despite the fact that many companies are leaning towards online and digital marketing due to the advancements of technology, it’s also wise to make use of your resources. This means incorporating both traditional and digital methods for marketing your business. The more platforms you have a presence on, the more exposure and likelihood of getting noticed from potential leads you’ll get.
Back in the day, business owners relied on word-of-mouth as a strong business generator. However in today’s world, word-of-mouth alone just isn’t enough. With the industry so competitive, there needs to be more effort put into digital marketing strategies. Aside from using traditional marketing strategies, printers should implement focus on digital strategies. This can include:
- Establishing an online presence (eg. Facebook, Instagram, etc,)
- Implementing SEO
- Sending out newsletters for email marketing
- Track KPIs
- Etc.
Value-Added Services are Key
The more services your business offers, the more convenient and reliable you are for consumers. Present services that other not many other printers would have, such as offering an online store front solution that makes it easy to take online print orders, or offer graphic design services and templates for printers and print resellers to use for orders. Generally, it’s easier for customers to do everything they want in one place rather than jump from business to business to get the final result.
While SinaLite has grown to become one of North America’s largest wholesale trade printers, it still very much remains a family-owned business. Print+Promo published a recent article on how family-oriented print companies like SinaLite are thriving. With more than 200 employees in a 100,000 square foot facility, the print business has served more than 10,000 printers and print resellers using the $20 million worth print technology it possesses. While the company has seen a lot of growth and change over the years, SinaLite still follows its three main core values — quality, service and meeting deadlines.
This year, SinaLite hopes to dive deeper into expanding their business, following the launch of a new apparel printing service as well as improve roll label capabilities. Follow SinaLite’s journey to success and stay up-to-date with new product launches at SinaLite.com.
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