Chloe CameronHaving grown up surrounded by print, Brian Meshkati has seen it all in the print industry. As the vice president of marketing for the successful wholesale trade printer SinaLite, Meshkati has years of experience in the print industry that was fueled by his passion for the art. From his goals to the process of how it all gets done, Meshkati talks about his journey with print in an interview with well-known print magazine Print+Promo.
Roots of SinaLite
The Meshkati family started the company over 20 years ago, back when it was only a small basic print shop with a two-color press. As a child, Brian Meshkati would help out with the shop when he could while in awe of the machinery surrounding him. After graduating with his BBA, he decided to join the business full-time and apply his knowledge of finance and marketing that he acquired from business school to the company.
He first started out as a customer service representative for 2-3 years, where he handled customer cases and got to learn about the issues that the customers were experiencing. “General knowledge is the best path into the business,” he says.
He then moved on to work as a production coordinator for about a year, where he handled customer work from docking to shipping. Spending time in these hands-on roles allowed Meshkati to gain an understanding of the fundamental basics of the print industry, and the necessary experience along with his schooling prepared him well to jump into marketing for SinaLite, leading to where he is now as vice president.
Print Business Goals
Regarding setting goals for himself and the business, Meshkati explained that the first thing he does is look at the customers while asking questions such as:
- What will give them better quality and faster turnarounds?
- How can we make them make more money?
- How do we grow their business?
In terms of structure, goals are set quarterly while objectives are set annually; these are usually discussed between Meshkati and other family members in the business, and after receiving input from fellow employees, the plans become finalized. This process is important and should be implemented by other businesses as well, as it ensures that every employee is on the same page and provides an opportunity to discuss ideas and provide feedback.
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Challenges of the Print Industry
In every business, there are always obstacles to face, and they can prove to be even more challenging when you’re the vice president of a large company like SinaLite. On the topic regarding one of the greatest challenges the print industry has to face, Meshkati noted that keeping up with today’s digital marketing is a common obstacle for many businesses. “You’ve got SEO, Google Ads, Facebook ads, etc. Not a lot of print companies are adopting these. Some are, but compared to other industries, we’re far behind.” While this is a challenge for many print businesses, SinaLite has worked hard to keep up-to-date with other industries by implementing SEO, Google Ads, Facebook, and other business tools in marketing.
Cost is an ongoing factor, just like it is at other companies. “Material costs are going up, but, at the same time, we want to maintain competitive prices for our clients for them to maintain competitive prices in the market because they buy and sell.” SinaLite overcomes the cost issue with automation and workflow improvements as opposed to cutting quality.
In terms of print industry trends, digital marketing and optimization will only continue to advance. Commercial printers should stay ahead of the game by keeping up-to-date with the latest refined print-on-demand and web-to-print applications to meet clients’ needs.
What SinaLite Can Do For You
As SinaLite’s sole mission is to help printers and resellers make profits, the company has branched out using different methods in order to attract more clientele. Aside from offering high-quality products, the company is taking a step further in content marketing. From providing weekly content of informative articles on the blog Printer Success to providing a Business Tools page, SinaLite continues to push forward in helping businesses grow while educating them about the print industry with helpful resources.
Many companies are looking to expand their business capabilities, which Meshkati has acknowledged, having seen both ends of the spectrum during his years of experience. There’s so much more you can do now with printing that you couldn’t do before back in the day. From offering custom die-cut business cards to roll labels, businesses are adapting to modern techniques, which is no different from SinaLite.
Merging print and digital together, Meshkati has successfully built up the successful wholesale trade printing company that SinaLite is today, which has helped over 10,000 clients in increasing profits with their business. Want to make more print profits? Join other clients who have grown their businesses with SinaLite by signing up for an account at SinaLite.com.
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