20 November 2012
Become a one-stop shop, says Toronto printer
TORONTO—While increasing services can be a daunting task, Jay Mandarino of C.J. Graphics thinks it’s worth the effort. "It's pretty hard to be a one-stop shop, but these days it seems that's what all the big companies want," he said in his Print World management seminar on value-added services.

Mandarino explored many actionable ways to increase profits and business; some of them were common examples including providing art and finishing; others were newer like direct marketing and printing on demand.

Whether it’s typesetting, fulfillment or distribution, Mandarino suggested forming alliances with other local businesses if resources are tight. "By forming strong relationships, it makes you a bigger company," he said. Providing services like storage means building deeper connections with clients. As a result, "you no longer have to be the lowest price," he said.

He also pitched from left field, describing the sometimes-unintentional benefits of charity work, software development, and environmental responsibility.

On the value of doing the highest quality of work possible, Mandarino said entering competitions and winning awards has paid off in the long run. "It's easy to win awards in the States," he said, urging printers to stand behind their work. "The quality of printing in Canada is unsurpassed."

He further developed this theme of relationship building when talking about online solutions and charity. After his clients start using and liking innovations from C.J. Digital, or when their family gets involved with C.J.’s not-for-profit skateboard park, it takes more for them to leave, he said.
— Jef Catapang
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