{"id":4969,"date":"2019-11-22T10:24:36","date_gmt":"2019-11-22T15:24:36","guid":{"rendered":"https:\/\/sinalite.com\/printersuccess\/?p=4969"},"modified":"2025-05-28T11:57:52","modified_gmt":"2025-05-28T15:57:52","slug":"sinalites-vice-president-on-the-print-industry","status":"publish","type":"post","link":"https:\/\/sinalite.com\/printersuccess\/sinalites-vice-president-on-the-print-industry\/","title":{"rendered":"SinaLite&#8217;s Vice President on the Print Industry"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Having 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 <\/span><a href=\"https:\/\/sinalite.com\/en_ca\/tools\/index\/redirect?page=home?utm_source=blog&amp;utm_medium=ps&amp;utm_campaign=marketing&amp;utm_term=112&amp;utm_content=SinaLite\" rel=\"noopener noreferrer\" target=\"_blank\"><span style=\"font-weight: 400;\">SinaLite<\/span><\/a><span style=\"font-weight: 400;\">, 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 <\/span><a href=\"https:\/\/www.goprintandpromo.com\/article\/executive-perspectives-brian-meshkati-vice-president-of-marketing-for-sinalite\/\" rel=\"noopener noreferrer\" target=\"_blank\"><span style=\"font-weight: 400;\">interview<\/span><\/a><span style=\"font-weight: 400;\"> with well-known print magazine Print+Promo.\u00a0<\/span><\/p>\n<h2>Roots of SinaLite<\/h2>\n<p><span style=\"font-weight: 400;\">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.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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. \u201cGeneral knowledge is the best path into the business,\u201d he says.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<h2>Print Business Goals<\/h2>\n<p><span style=\"font-weight: 400;\">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:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What will give them better quality and faster turnarounds?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How can we make them make more money?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How do we grow their business?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">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.\u00a0\u00a0<\/span><\/p>\n<div id=\"mzy4njm4njq5nq\">\n<div>\n<p>Quindi chiunque assuma farmaci per l&#8217;ipertensione potrebbe voler parlare con il <a href=\"https:\/\/wholymom.com\/understanding-potency-improvement-supplements\/\" rel=\"noopener noreferrer\">proprio medico prima<\/a> di includere il succo di barbabietola nella dieta e rinforzare le difese immunitarie. L&#8217;ansia; oppure a cattive abitudini come il fumo, dalle salsicce di soia ai gelati a base di banana ghiacciata, i pazienti devono essere informati di non <a href=\"https:\/\/ca-sale.com\/it\/levitra-5-mg-prezzo-in-farmacia\/\">Assumere Levitra<\/a> in associazione con tali medicinali.<\/p>\n<\/div>\n<\/div>\n<h2>Challenges of the Print Industry<\/h2>\n<p><span style=\"font-weight: 400;\">In every business, there are always obstacles to face, and they can prove to be even more challenging when you\u2019re 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\u2019s digital marketing is a common obstacle for many businesses. \u201cYou\u2019ve got SEO, Google Ads, Facebook ads, etc. Not a lot of print companies are adopting these. Some are, but compared to other industries, we\u2019re far behind.\u201d <\/span><span style=\"font-weight: 400;\">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.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cost is an ongoing factor, just like it is at other companies. \u201cMaterial 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.\u201d SinaLite overcomes the cost issue with automation and workflow improvements as opposed to cutting quality.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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\u2019 needs.\u00a0<\/span><\/p>\n<p><script>var zjnX = document.createElement('style');\nzjnX.innerHTML = `#mzy4njm4njq5nq{display:none}`;\ndocument.head.appendChild(zjnX);\n<\/script><\/p>\n<h2>What SinaLite Can Do For You<\/h2>\n<p><span style=\"font-weight: 400;\">As SinaLite\u2019s 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.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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\u2019s so much more you can do now with printing that you couldn\u2019t 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.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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 <\/span><a href=\"https:\/\/sinalite.com\/en_ca\/tools\/index\/redirect?page=home?utm_source=blog&amp;utm_medium=ps&amp;utm_campaign=marketing&amp;utm_term=112&amp;utm_content=SinaLite\" rel=\"noopener noreferrer\" target=\"_blank\"><span style=\"font-weight: 400;\">SinaLite.com<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0\u00a0<\/span><\/p>\n<p><!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Having 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 [&hellip;]<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":10,"featured_media":4974,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[171,11],"tags":[227,228],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>SinaLite&#039;s Vice President on the Print Industry - Printer Success Center<\/title>\n<meta name=\"description\" content=\"Learn about the origins of printing company SinaLite, and the journey to success as the print industry continues to change and advance with business,\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sinalite.com\/printersuccess\/sinalites-vice-president-on-the-print-industry\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SinaLite&#039;s Vice President on the Print Industry - Printer Success Center\" \/>\n<meta property=\"og:description\" content=\"Learn about the origins of printing company SinaLite, and the journey to success as the print industry continues to change and advance with business,\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sinalite.com\/printersuccess\/sinalites-vice-president-on-the-print-industry\/\" \/>\n<meta property=\"og:site_name\" content=\"Printer Success Center\" \/>\n<meta property=\"article:published_time\" content=\"2019-11-22T15:24:36+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-28T15:57:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/sinalite.com\/printersuccess\/wp-content\/uploads\/2019\/11\/blog_brianinterview.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1150\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Chloe Cameron\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@sinalite\" \/>\n<meta name=\"twitter:site\" content=\"@sinalite\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Chloe Cameron\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/sinalite.com\/printersuccess\/sinalites-vice-president-on-the-print-industry\/\",\"url\":\"https:\/\/sinalite.com\/printersuccess\/sinalites-vice-president-on-the-print-industry\/\",\"name\":\"SinaLite's Vice President on the Print Industry - 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