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The Next Generation of Commercial Printing Arrives at Wallace Graphics

Georgia printer takes the lead in the Atlanta market by adopting the latest in offset print technology.

Heidelberger Speedmaster CX 102

Duluth, Georgia (June 4, 2019) — Wallace Graphics announces the purchase of Heidelberg’s advanced offset press—the Speedmaster CX 102. This latest press model coupled with their Prinect Axis Control brings a new level of integration between software and the printing press. The automation, run speed and color accuracy produces print collateral with a consistently higher print quality and a significantly lower production time. After seeing a demonstration of the CX 102, Jonathan Wallace, President of Wallace Graphics made the decision to purchase the new press to enhance their offset capabilities.

“Our set-up times have gone from 25 minutes down to five minutes, and we now have the ability to preset multiple print jobs in a production environment. It allows us to offer our customers more cost-efficient printing in a wider range of quantities with quicker turnaround times.”

Jonathan Wallace, President, Wallace Graphics

The architecture of CX 102 press also makes it an efficient solution for print projects with multiple versions and multi-page catalogs.

With speeds of up to 16,500 sheets per hour, Heidelberg’s newest press analyzes each sheet on the fly for never before seen color consistency. Color is monitored and adjusted based on how the human eye sees color rather than ink density.

Paper waste with the new Speedmaster is also a fraction of other offset presses for the most environmentally friendly press in its class. The intelligent control of the press is designed to eliminate carbon dioxide (CO2) emissions and reduce energy consumption, while running at peak performance.

Wallace Graphics is an award-winning commercial printer located in Duluth, Georgia. They offer offset, digital and large format printing along with direct mail and fulfillment services. Founded in 1987, Wallace Graphics is the printer of choice for a wide variety of industries ranging from small businesses to global brands. For more information, please visit www.WallaceGraphics.com

Custom Digital Wall Murals While You Wait

The Lile Wellness custom digital print wallpaper project.

No, we can’t produce and install a mural for you while you wait in our lobby, but we learned recently that we can do it pretty fast. Wallace Graphics was asked by the Whitehouse agency to produce a set of custom digital print wallpaper murals based on their creative concept for the Lile Wellness Partners Alpharetta, Georgia location.

Lile Wellness Partners offers a holistic approach to wellness services through compounding, thermography and DNA make up. Its patients are interested in better living through tailored programs to increase stamina, appearance, and longevity.

The project presented several challenges. The first being a time frame of 48 hours for the production and installation of the custom digital wallpaper prior to the grand opening of the new location. Next, the offices for Lile Wellness were still under construction, and one of the custom wallpaper murals continued on from the wall and onto the ceiling.

Our initial step was to measure and prep the walls and ceiling where the murals were to be installed. Working around the contractor’s and builder’s schedule was not a major issue, however, the night crew of painters painted over the prepped walls, which reduced our installation time to 24 hours. The final challenge was the amount of custom cutting required for the ceiling mural due to the number of lights, air vents, and sprinkler heads.

We chose Bali Hai Wallscapes by Ultraflex for the wallpaper material, because of its mild texture, low sheen, and durability. In a commercial setting, a higher grade of wallpaper material is needed for its scuff resistance and easy cleaning without impacting the digital print.

In the end, we made the deadline and Monica White, owner and creative director at Whitehouse responded to our follow-up by stating, “We are in love with the end project.  Lots of changes and the toughest deadline yet…could not have done the project without Wallace Graphics and Ginger as the project manager.”

Whether you’re in a hurry or not, we can help with your next custom digital print wallpaper project. Let’s talk.

5 Ways to Get Your Prospects to “Yes”

Simple sales techniques to convert opportunities into customers.

When I was 12 years old my dad asked if me I wanted to make some money. I did. He said a great place to start was in sales. My family owned a printing company, so he printed business cards for me, handed me a large book of Christmas card samples, an order book and told me to put on a suit. He dropped me off in a business park and sat in the car while I made my way from business to business.

I did make few sales that day, more than likely out of sympathy for a nervous pre-teen wearing a suit, than for my powers of persuasion.

My dad gave me a lot of things for my initiation into sales, but there’s one important thing he didn’t give me–training on how to sell.

Everyone is in sales from time to time, whether it’s your day-to-day profession or selling something on craigslist. Over the years I’ve learned a few truths about selling successfully.

How to Make Successful Sales

#1 If You’re Not Memorable You’re Not a Choice
Research shows that it takes an average of five touch points to convert an opportunity into a sale. 10 years ago, my wife and I purchased a home through an independent real estate agent. Since then, each family member receives a handwritten card on our birthdays and on the anniversary of our home purchase. It’s obvious that he does this for all of his past clients, but even that small effort puts him in the “first in mind” category when others mention buying or selling a home.

Reminding prospects that you are available and willing to help is an investment in the future. If they don’t know you’re out there, you’re not a choice. When you do contact them have something valuable to share. It can be an industry update, a new service or an improvement on a product.

One final note. A handwritten note on a preprinted card has far more impact than an email or a call. It shows that the prospect is important enough to dedicate the time and effort to write and mail a note to them. Writing is becoming a lost art and it can be a positive separator from your competition.

#2 Likability is as Important as Knowledge
It’s not difficult to be likable, and the 20/80 rule works in any conversation. Simply talk 20% and listen 80%. Drop the elevator pitch, because it focuses on you rather than your prospects needs and it’s easily perceived as being rehearsed.

Show genuine interest and curiosity in your potential customer’s industry and offerings. Start with open-ended questions, because they require more than a yes or no answer. For example, you can ask, “What’s the overall response from your market since the new product launch?” or “What changes do you see coming to your industry with the new regulations?”.

Being a good listener demonstrates that you care about your prospects needs. Repeating back the essence of your prospect’s conversation tells them you not only hear them–you understand them. For example, your prospect says that deliveries from their current vendor occasionally arrive late. Your response could be, “Late deliveries delay your production lines, so I can see why you would be frustrated. Our shipping department sends out real-time updates to our customers so they always know their shipping status and we have a 97% on-time delivery rate.”

#3 Use The Rule of Three
A study by UCLA found that three is the perfect number when making sales points. Pick three unique selling points that your competitors cannot claim. There’s no reason to repeat them in a conversation or touch point because if they truly are unique and valuable to your prospect they will be remembered.

Surprisingly, it can be an advantage to mention a strong point of your competitor, because it demonstrates that you know your industry and the competition. I make sure that it’s not a critical need of the prospect. I present it as, “They do a great job of (strong point), but we surpass them in three important areas…”. It’s never a bad strategy to be genuine about what you can and can’t do, because it presents you as an honest and credible resource.

#4 If You Don’t Mean It Don’t Say It
I shop at a local grocery store because it is clean, has good prices and I know the layout of the store. Unfortunately, the managers of the store have instructed all of their employees to engage every customer they see with either “How are you today?” or “How is the day going for you?”. I know they have no interest in my day, so being asked that repeatedly makes me shop faster and avoid the aisles with employees in them. The intent is to make customers feel welcome, but in my case, the false sincerity reduces my purchase amounts and thus my customer lifetime value.

Small talk and superficial interest wastes everyone’s time and doesn’t further your agenda of making a sale. Taking a genuine interest in your prospect’s needs in a casual, honest and conversational style leaves a good impression and moves you closer to “yes”.

#5 Prepare to be Excited
I used to perform public demonstrations of a product that I truly enjoyed using myself. I got a great deal of satisfaction in demonstrating the features and sharing the tips that I used to get the most out of the product. I even steered some attendees away from more expensive models when a smaller version would fulfill their needs.

Occasionally, someone would ask me if I was the owner of the company. It was apparent that my enthusiasm, knowledge and use of the product led them to that conclusion.

Let your prospects see your passion if you truly feel that way. Unfortunately, not every product or service is exciting. In those cases, having a passion for solving problems and sharing how others have benefited from using your product or service goes a long way to closing the sale.

Conclusion
In the end, effective selling is about making connections in a genuine, intelligent and casual manner. Make a habit of staying in touch with your prospects with relevant information and make the effort to put at least one of your rotating touch points in writing.

On the topic of writing–one of my Christmas card orders had a typo and had to be reprinted. My dad made the point that I had lost all of the profit on the sale due to my mistake; teaching me the importance of accuracy. That point still follows me today.

Communicating in print is effective and it should be a consistent element in your overall strategy to move your prospects to a “yes”. Let’s talk.

What Your Customers Expect–Even if They Don’t Tell You

 

The first step to retaining and growing your marketing share.

Consumers have more influence on the growth of your business than ever before. Social media and online reviews tipped the scales years ago to the point that consumers now have a direct and significant impact on customer service policies and even product improvement and development. Why not? They’re the ones using the product or service.

None of the above is news. On the other hand, how your customers are served says a lot about you or your company. It’s easy to become so emotionally or financially involved that you can’t see things from your customer’s perspective–especially entrepreneurs. Let’s look at an example of a customer interaction and see how you would choose to resolve it.

A Typical Customer Experience

A customer calls about a broken part on an $800 mountain bike that they bought from you 18 months ago. The part comes with a 1-year warranty and your cost for the part is $3 ($9.99 retail). Do you:

A.) Kindly remind them that the part is out of warranty and you would be happy to email them the link to purchase a replacement or you can take their order over the phone (you make $6.99 on a sale).

B.) Kindly remind them that the part is out of warranty and you would be happy to ship it free if they would like to purchase the replacement part (you make $6.99 on a sale).

C.) Kindly remind them that the part is out of warranty, but you would be happy to send them the part free of charge and it will go out today (your cost is $7 with shipping).

What’s Your Choice?

If you picked “A” it’s likely that you still use a flip phone and fax machine, because you’re doing business like it’s 1999. “B” is not a terrible choice, but it’s doubtful that your customer will be telling everyone how they got free shipping. “C” is the best choice if you want to convert your customers into ambassadors for your business–consider the cost an advertising expense.

What Your Customers Will Tell You if You Listen

Your customers have expectations for you and your business. If you’re listening, this is what they would tell you.

“I consider myself an informed consumer and I rarely buy on impulse. I like to do some research before I make a purchase, and the higher the cost the more the research I do. I often read company websites, independent product reviews, customer reviews, ask friends, and sometimes even visit a few stores to inspect the items in person. In the end, I am placing my trust in you and what you have to offer.”
   
“I have clear expectations about what I have purchased from you. If I contact you in the future it is because I have a question or a problem. I hope that you will have a friendly attitude and a willingness to help me. If I leave a voicemail or send you an email, the response time tells me how important I am to you.”
 
“If a mistake is made on your part, please do your best to make it right. Please let common sense rule over policies and procedures. If you resolve the situation beyond what I expect I will be thrilled.”

“I am interested in hearing from you occasionally if you have information that enhances my experience or educates me about your product or service. Please do not share my contact information or consider it an open invitation to place other items in front of me several times a week.”
 
“Please be clear on the costs and anything else related to what you are offering. If I am unpleasantly surprised I will be unhappy. It is likely that I will take my business elsewhere in the future, and tell others about my poor experience.”
 
“Do what you do best and don’t offer more than you can deliver. Referring me to another product or service if you can’t help me is impressive and it motivates me to do business with you in the future.”
  
“In the end, I hope that you delight me more than you satisfy me. If I am delighted, I will tell others about you and be unreachable by your competition.”

Are you ready to wow your customers? We’d love to hear about your next print marketing project–we’re good listeners. Let’s talk.

There’s Nothing Better Than a Good Story

A simple and powerful way to create connections.

Since the beginning of time, stories could transport us to a different time and place. More importantly, they have the power to insert us into the story as if we are experiencing it ourselves. Great stories resonate with us because they share a belief or value that we embrace. That’s why they’re memorable and persuasive.

Movies are a great example of powerful storytelling. It’s why we laugh, cry, cover our eyes, or yell at the screen when one of our values are violated. If you think about it, most of the information we experience in our everyday lives are in the form of a story: texts, news, sports highlights, reality shows or even a conversation with a co-worker.

In its purest form, a story has three most basic elements: 1. a character 2. overcoming an obstacle 3. reaching a goal. The same features apply when you build your business story.

Building a Powerful Business Story
Let’s apply the format to your business. A business with a product or service (the character) wants to bring awareness (the obstacle) to consumers to make a purchase and share their positive experience with others (the goal).

That’s a simplistic example, but creating a powerful and lasting connection between your business and your customers is a complex marketing journey.

What a Powerful Business Story is Not
The standard business story goes something like this,

“Tom needs a lawn mower to cut his grass, so he goes to the store and buys a Lawn Monster 27 mulching lawn mower with premium direct drive, ultra mulching blade technology, and electric start. Tom loves how great his lawn looks, and it takes less time to cut than with other lawn mowers. Buy a Lawn Monster mower today!”

The story does communicate the product, points of difference, and a call to action to buy one, but it’s a pretty dull story. It creates no connection because it’s product-focused rather than customer-focused.

A Better Approach
Now let’s reword it to create a connection.

“To the homeowner who understands the value of reliable lawn equipment, considers a well-trimmed lawn a reflection of themselves, and who politely dismisses the compliments from friends and neighbors, but quietly feels a sense of pride. Lawn Monster mowers don’t cut grass; they make lawnscapes.”

The difference between the two stories is undeniable. The first one has no personal connection; the second one puts the consumer into the narrative by connecting what the brand stands for with what the consumer believes or values.

Connections like the above are far more likely to turn consumers into customers and hopefully into cheerleaders for your business.

Nike is a good example. It sells all types of athletic equipment, but what it sells is entirely different from the story it tells. Nike brand stands for achievement, perseverance, discipline, and dedication.

You can see it in their tagline, “Just Do It.”. It resonates on a deep level because it’s the same thing that little voice in our head says when we’re deciding to go to lunch or to go for a run.

All long-term relationships are built on shared values–not products.

12 Reasons Print Still Matters in the Digital Age

Print is Tangible
Your message in print is something your audience can touch, feel, and even smell in some instances. It creates a physical interaction between you and your audience, as they open it, turn the pages, or remove a special offer or mail-in response.

Print is Credible
Communicating in print has an implied level of credibility to the recipient. The investment made by you to convey your message in print means that it has value.

Print is Personal
In many ways, a direct mail campaign is like a digital advertising campaign. Reach targeted segments of your market their interests, income, or many other audience demographics.

Print is Engaging
Consumers (even millennials) continue to retain a higher level of interest in printed material. They read at a rate as much as 30% higher versus digital text. It increases the chance that your message will be read, understood, and better yet, not diluted by off-topic comments or other advertising in the sidebar.

Print is Memorable
Communicating in print has a “stickiness factor”. Research in neuromarketing reveals that print has a much higher retention rate than digital content. Another finding is that your message is more persuasive. Your audience can only respond if they remember that you’re a purchase option.

Print is Polite
Print is voluntary, so your message never interrupts or intrudes on your intended audience. Digital, TV and radio advertising is often an obstacle to get to the intended content. Your message in print is an invitation to be viewed when your audience on their terms.

Print is Responsible
Today’s print production processes and materials are renewable and recyclable. Sustainability standards for paper production, the availability of post-consumer paper and water-based inks means that the message you convey in print is a responsible one.

Print is Competitive
An online presence and social proof should be a consistent element of your marketing strategy. Print is a cost-effective channel for enhancing your digital brand and increasing your market share.

Print is Multilingual
Speak to your audience in their language. It reinforces the connection you have with your audience and multiplies your reach. Printed content also has the added advantage of communicating multiple languages simultaneously.

Print is Multidimensional
Print goes well beyond height, width, and depth. Shapes, textures, colors and high-quality images add dimensionality to your message that goes well beyond it being viewed on a screen.

Print is Measurable
QR codes and targeting landing pages give you the metrics you need to measure your ROI. A  direct mail campaign with message subsets gives you the insight to refine and adjust your message for a higher response rate.

Print is Multidirectional
Print is an excellent channel for pointing your market to your digital presence. QR codes and personalized landing pages seamlessly transport your audience to highly targeted information offerings.

It’s likely that we can help you with your next print marketing project in a tangible, credible, engaging and personal way–for starters. Let’s talk.

Wallace Graphics Branding has won GOLD in the 2018 Hermes Creative Awards

Hermes Creative Awards is an international competition for creative professionals involved in the concept, writing and design of traditional and emerging media.

Hermes Creative Awards is administered by the Association of Marketing and Communication Professionals (www.amcpros.com). The international organization consists of several thousand marketing, communication, advertising, public relations, digital media production and freelance professionals. AMCP oversees awards and recognition programs, provides judges and awards outstanding achievement and service to the profession.

Judges are industry professionals who look for companies and individuals whose talent exceeds a high standard of excellence and whose work serves as a benchmark for the industry. There were
about 6,500 entries from throughout the United States and 21 other countries in the Hermes Creative Awards 2018 competition. Of the entries, 22 percent won the Gold Award.

Being a Gold Winner is a tremendous achievement that is symbolized by the intricately detailed Hermes Gold awards. The name Hermes (Greek messenger) and the idea for the award were chosen to represent our roles as the messengers and creators of marketing and communication materials and programs.

 

SunTrust Park/Delaware North Window Film Printing and Installation

19 windows were output and installed on site The customer wanted the look of RTA vinyl, but liked the idea Of using an optically clear film and printing the graphics on – so Fans could not pull the individual pieces of vinyl off the windows.

The look was achieved using optically clear film and printing color Images backed with white ink. The panels were installed on the face Of the windows because the windows had been tinted already.

It was a great look, and the hope is to generate more sales by letting fans know that the building is a restaurant.

 

L3 Custom Lobby Interior by Wallace Graphics

L3 asked Wallace Graphics to assist with updating their lobby. We suggested a large mural for their main lobby wall and dimensional Acrylic logo to add depth to the image selected by the customer.

Wallace’s team output the wallpaper, fabricated the dimensional type and installed it all on site in Alpharetta, Georgia.

The customer was so happy, that 6 more wall murals were designed and installed in the rest of the facility!

 

Wallace Graphics Acquires MegaBytes Digital

Local, Family-Owned Printing Business Expands Large Format Service Lines with Strategic Acquisition

(STONE MOUNTAIN, GA) – Wallace Graphics Inc., Atlanta’s premier printing solutions provider, has acquired Alpharetta-based firm MegaBytes Digital, a leading large format and signage business. The acquisition represents the company’s strategic move to grow and expand its service lines to large format printing, as well as broaden existing digital services. The combined business will operate under the Wallace Graphics brand from our new, 70,000-sf freestanding building in Duluth, GA.

Founded in 1987 by John Wallace, Wallace Graphics Inc. has grown steadily over the past three decades to offer a wide range of print services, expert customer service and industry changing value. Family-owned and currently operated by Wallace’s two sons, Wallace Graphics focuses on maintaining a youthful, high-energy approach to offering superior printing solutions to a loyal customer base of thousands of successful clients.

With the addition of MegaBytes Digital, Wallace Graphics now offers turnkey print solutions – from digital and sheet-fed printing to custom signage, and large format capabilities for retail and point-of-purchase displays, trade show graphics, wallpaper murals and automotive wraps. The expanded business serves as a single source provider for full marketing campaigns from design, digital, small format printing, large format printing and direct mail.

“The acquisition of MegaBytes Digital has diversified and expanded our business,” says Jonathan Wallace, President of Wallace Graphics Inc. “In our 30 years of business, we have grown from a single small printing press to a larger operation that can provide complementary design and production services for digital campaigns all the way through physical signage. By bringing MegaBytes Digital into our evolving team, we run the gamut of services we provide to clients.”

With 75 full-time employees and steady growth, Wallace Graphics is relocating to its new facility in Duluth on December 15 to accommodate the company’s expansion. The new facility is designed to optimize efficiency among the creative workforce and centralize the company’s service lines in one dynamic space. With the larger, all-inclusive facility, the team can better collaborate to brainstorm ideas and offer our clients tailored approaches and continuity to comprehensive marketing campaigns. Wallace Graphics has plans to hire high-energy employees at its new location at 2450 Meadowbrook Parkway in Duluth. A ribbon cutting is also planned for December 15 at 11:30 a.m.

“By providing visually-stunning print products, we offer local and national customers the opportunity to showcase their products and services,” continued Wallace. “We are excited to help growing businesses achieve continued success with our improved, customized delivery services.”

About Wallace Graphics Inc.

Founded in 1987 in historic downtown Stone Mountain, Georgia, Wallace Graphics Inc. provides comprehensive printing services for clients in a variety of markets. With a mission to provide the best printing and most helpful service in its community, the company offers handcrafted offset and digital printing solutions with a distinctly human approach each and every day. The company takes pride in printing the strikingly beautiful documents that contribute to our clients’ success. Wallace Graphics prioritizes respectful relationships with its customers and vendors to offer premier printing services while maintaining its uncompromising principles of good service and community development. For more information, visit www.wallacegraphics.com.

Media Inquiries

Jerry Carbone

Director of Marketing

Wallace Graphics Inc.

P: 770-723-0202

E: jerry@wallacegraphics.com