WEBVTT
00:00:00.119 --> 00:00:01.659
(Transcribed by TurboScribe.ai. Go Unlimited to remove this message.) At the end of the day, it's just one impression.
00:00:02.319 --> 00:00:07.099
And research shows 8 to 10 impressions to convert somebody into a customer.
00:00:07.480 --> 00:00:16.140
So we do a boost, which is going to take that single impression up to, you know, 8 to 32 additional impressions.
00:00:28.609 --> 00:00:35.890
Welcome to another episode of Struggles presented by NCBI, the podcast where we navigate challenges together.
00:00:43.890 --> 00:00:47.729
Hey everyone, welcome to an episode of Connection presented by NCBI.
00:00:48.009 --> 00:00:53.189
I'm Chris Inman, on the executive team of NCBI, and joining me today is...
00:00:53.189 --> 00:00:54.850
Phil Vetter with Vetter Printing.
00:00:55.170 --> 00:00:55.590
Awesome.
00:00:55.750 --> 00:00:57.929
So Phil, you're on the executive team as well.
00:00:58.109 --> 00:01:01.810
So why don't you tell us a little about Vetter Printing?
00:01:01.810 --> 00:01:05.510
Yeah, so family company, third generation right now.
00:01:06.069 --> 00:01:07.930
We got started in 1956.
00:01:08.950 --> 00:01:19.450
We're, you know, full service commercial print shop where we get our hands dirty, everything from, you know, printing to the bindery and the finishing and mailing and you name it.
00:01:19.609 --> 00:01:19.829
Cool.
00:01:20.269 --> 00:01:23.409
And so printing, there's tons of printers out there.
00:01:23.530 --> 00:01:25.629
What really separates you guys from the rest?
00:01:26.349 --> 00:01:31.250
I mean, what separates us is our wide range of capabilities.
00:01:31.790 --> 00:01:34.530
You know, I don't just have one way of printing something.
00:01:34.670 --> 00:01:36.310
I have five ways of printing something.
00:01:37.129 --> 00:01:49.930
And, you know, so where that sets us apart is, you know, maybe any printer can print that job, but I can print it, you know, the best way, the most cost effective way, you know, to help with pricing and to help with quality.
00:01:50.189 --> 00:01:52.569
And we're talking about large printing.
00:01:52.989 --> 00:01:53.390
Sure.
00:01:53.569 --> 00:02:02.530
I mean, yeah, we do small stuff too, but, you know, 5,000, 10,000, 20,000, you know, of anything really, you know, fits us.
00:02:02.650 --> 00:02:02.890
Yeah.
00:02:02.969 --> 00:02:06.810
And then you guys, you've kind of got into that digital world too with Vetter Boost.
00:02:07.489 --> 00:02:07.789
Yeah.
00:02:07.829 --> 00:02:07.989
Yeah.
00:02:08.008 --> 00:02:09.629
With the digital advertising.
00:02:10.169 --> 00:02:10.349
Yeah.
00:02:10.469 --> 00:02:10.629
Yeah.
00:02:10.629 --> 00:02:16.789
Vetter Boost, you know, what I say is a lot of people try to make it something that's not, you know, we're not an advertising agency.
00:02:16.789 --> 00:02:17.729
We're not trying to be.
00:02:18.090 --> 00:02:21.449
What Vetter Boost really is, is we want to make direct mail work better.
00:02:22.009 --> 00:02:30.490
So people that are already spending the money on direct mail, we want to see it work even better by boosting it through, you know, digital ads and things like that.
00:02:30.750 --> 00:02:31.409
What do you mean by that?
00:02:32.150 --> 00:02:34.629
So we, you know, we love direct mail.
00:02:34.889 --> 00:02:36.430
It's kind of our bread and butter.
00:02:36.610 --> 00:02:37.629
We do a lot of it.
00:02:37.969 --> 00:02:39.930
But at the end of the day, it's just one impression.
00:02:40.509 --> 00:02:45.389
And research shows eight to 10 impressions to convert somebody into a customer.
00:02:45.849 --> 00:02:52.250
So if someone's sending out their postcard thinking that it's going to convert, unfortunately it's not.
00:02:52.789 --> 00:03:01.569
So we do a boost, which is going to take that single impression up to eight to 32 additional impressions.
00:03:02.270 --> 00:03:08.310
Same audience, same call to action, but multiple platforms, multiple impressions.
00:03:08.909 --> 00:03:09.050
Cool.
00:03:09.189 --> 00:03:10.710
And who's some ideal people?
00:03:10.789 --> 00:03:21.610
Like what's a great case study or something you've worked on that Boost has really helped their business, you know, expand that reach from just the mailbox, but also on that digital side as well.
00:03:21.889 --> 00:03:22.050
Yeah.
00:03:22.090 --> 00:03:30.789
So I hate to say everybody, but anybody who's already doing direct mail, when the call to action is to either, I mean, ideally visit a website.
00:03:30.930 --> 00:03:40.870
When the call to action is visit this website, that's when the platform works really well, because all of our touch points are getting somebody to go onto a landing page.
00:03:40.870 --> 00:03:48.810
So whether it's scanning a QR code, clicking a digital ad, clicking the informed delivery, all of those things are going to the website.
00:03:49.210 --> 00:03:53.189
And then from there, we're able to deploy retargeting so that, okay, great.
00:03:53.229 --> 00:03:53.909
They're on the website.
00:03:54.050 --> 00:03:54.509
They left.
00:03:54.750 --> 00:03:56.030
Now we want to re-engage with them.
00:03:56.789 --> 00:04:03.129
So businesses where, you know, there is a strong call to action where it is getting them on the website, you know, those are ideal.
00:04:04.069 --> 00:04:21.410
And I always say B to C, you know, business to business, direct mail can be very challenging, you know, because it's tough to find that business owner and, you know, find them on Facebook, you know, because it's not necessarily tied to their business address versus finding somebody at home is very easy.
00:04:21.930 --> 00:04:22.449
Makes sense.
00:04:23.050 --> 00:04:26.290
Bomb Image appreciates the opportunity to sponsor this podcast.
00:04:26.910 --> 00:04:39.189
Bomb Image provides brand firepower, precision targeted brand messaging and visual identities, empowering small teams in the professional services space to attract their most rewarding and profitable customers.
00:04:40.009 --> 00:04:52.009
We work hand in hand with our client partners, implementing our unique set of processes, focusing on listening, raw objectivity, and accountability to help them present a more impactful brand story.
00:04:52.449 --> 00:04:56.829
Our passion is inspiring clients to create their Bomb Image.
00:04:58.110 --> 00:05:04.689
Who are some awesome strategic partners that you were able to like work with and really help get clients together?
00:05:05.310 --> 00:05:14.569
I mean, graphic designers, you know, I can't print anything without a design and it's not going to be impactful if the design is poor, you know, so great graphic designers.
00:05:15.649 --> 00:05:31.089
I always say, you know, my ideal, my dream referral, right, if we're talking B&I is a graphic designer who's employed full-time by a company, because that's a clear tell sign that that company, you know, does a good bit of print if they have someone full-time on staff who's just designing stuff.
00:05:31.769 --> 00:05:46.029
And then beyond that, you know, graphic designers that freelance because they work with a lot of the smaller companies where maybe they don't do a whole lot of print, but by them having that relationship, you know, they can either run it right through us or they can make that introduction.
00:05:46.610 --> 00:05:49.069
So that's why, I mean, graphic designers are always key for us.
00:05:49.069 --> 00:05:49.689
So that's cool.
00:05:49.769 --> 00:05:57.589
So on the graphic designer side, if they don't have a print shop that they work with, you can help them create their, you know, print them their products.
00:05:58.269 --> 00:06:04.069
Is there a partnership there in some way that they can like create value there and, you know, revenue by working with you?
00:06:04.329 --> 00:06:04.709
100%.
00:06:04.709 --> 00:06:07.370
50% of our business is wholesale, right?
00:06:07.410 --> 00:06:14.250
So a lot of times we're not going direct, you know, for example, the Cleveland Browns, a lot of people don't know we do a lot of printing for the Cleveland Browns.
00:06:14.610 --> 00:06:15.930
We don't do a direct for them.
00:06:15.990 --> 00:06:17.149
They have no idea who we are.
00:06:17.769 --> 00:06:27.290
But yeah, so with graphic designers, if it's something that they want to make a small margin on the print, you know, definitely we'll give them a wholesale price where they can add some margin to it.
00:06:27.589 --> 00:06:33.949
And then they can be that one-stop shop for their customer, you know, so instead of passing it off, okay, hey, here's your design.
00:06:34.250 --> 00:06:35.089
Now you're on your own.
00:06:35.329 --> 00:06:36.629
They get to say, hey, here's your design.
00:06:36.709 --> 00:06:38.350
Okay, let me go and take care of this for you.
00:06:38.709 --> 00:06:39.410
That's awesome.
00:06:39.990 --> 00:06:42.750
What else do you want our listeners to know about that are printing?
00:06:43.889 --> 00:06:52.730
I mean, apparel, you know, we're pretty new to apparel and by new, I mean, you know, we're probably five years into it, but it's something that's definitely growing.
00:06:53.029 --> 00:06:56.529
You know, we're definitely investing in the equipment to bring that in-house.
00:06:57.269 --> 00:07:17.449
And I think our niche there is really the, it's the on-demand, you know, but it's creating these stores, you know, so ideal fit for that is companies that have, you know, 50 plus employees, especially if it's across multiple locations, giving them one channel where they can direct those people to go and order their, their merch.
00:07:18.170 --> 00:07:27.410
And, you know, by streamlining it with our company, we're, they're able to maintain, you know, the brand, make sure that everyone's wearing the appropriate, you know, stuff that corporate picked out.
00:07:28.209 --> 00:07:42.670
And then they can have fun with it too, you know, whether it's, you know, employee of the month, hey, here's a gift card to go shop the store or celebrating anniversaries or, you know, even creating, you know, hey, we just had our 10th anniversary.
00:07:42.670 --> 00:07:48.209
We're going to put a special 10th anniversary sweatshirt on there that you can go and buy, doing fun things like that.
00:07:48.610 --> 00:07:48.730
Cool.
00:07:49.029 --> 00:07:49.410
All right.
00:07:49.589 --> 00:07:52.410
Well, look forward to seeing you at the next NCBI events.
00:07:52.569 --> 00:07:56.529
And if you have any print needs or anything, questions, find Phil.
00:07:56.670 --> 00:07:56.949
Absolutely.
00:07:57.129 --> 00:07:57.430
Thanks Chris.
00:08:05.040 --> 00:08:13.060
Thanks for tuning in to this episode of Struggles presented by NCBI, where we navigate challenges together.
00:08:13.439 --> 00:08:18.939
Don't forget to subscribe, listen, and share this podcast with others who might benefit.
00:08:19.300 --> 00:08:27.439
We'd love to hear about the struggles you're facing or have overcome, and we'd be thrilled to have you as a guest on a future episode.
00:08:28.019 --> 00:08:29.660
Let's continue this journey together.
00:00:00.119 --> 00:00:01.659
(Transcribed by TurboScribe.ai. Go Unlimited to remove this message.) At the end of the day, it's just one impression.
00:00:02.319 --> 00:00:07.099
And research shows 8 to 10 impressions to convert somebody into a customer.
00:00:07.480 --> 00:00:16.140
So we do a boost, which is going to take that single impression up to, you know, 8 to 32 additional impressions.
00:00:28.609 --> 00:00:35.890
Welcome to another episode of Struggles presented by NCBI, the podcast where we navigate challenges together.
00:00:43.890 --> 00:00:47.729
Hey everyone, welcome to an episode of Connection presented by NCBI.
00:00:48.009 --> 00:00:53.189
I'm Chris Inman, on the executive team of NCBI, and joining me today is...
00:00:53.189 --> 00:00:54.850
Phil Vetter with Vetter Printing.
00:00:55.170 --> 00:00:55.590
Awesome.
00:00:55.750 --> 00:00:57.929
So Phil, you're on the executive team as well.
00:00:58.109 --> 00:01:01.810
So why don't you tell us a little about Vetter Printing?
00:01:01.810 --> 00:01:05.510
Yeah, so family company, third generation right now.
00:01:06.069 --> 00:01:07.930
We got started in 1956.
00:01:08.950 --> 00:01:19.450
We're, you know, full service commercial print shop where we get our hands dirty, everything from, you know, printing to the bindery and the finishing and mailing and you name it.
00:01:19.609 --> 00:01:19.829
Cool.
00:01:20.269 --> 00:01:23.409
And so printing, there's tons of printers out there.
00:01:23.530 --> 00:01:25.629
What really separates you guys from the rest?
00:01:26.349 --> 00:01:31.250
I mean, what separates us is our wide range of capabilities.
00:01:31.790 --> 00:01:34.530
You know, I don't just have one way of printing something.
00:01:34.670 --> 00:01:36.310
I have five ways of printing something.
00:01:37.129 --> 00:01:49.930
And, you know, so where that sets us apart is, you know, maybe any printer can print that job, but I can print it, you know, the best way, the most cost effective way, you know, to help with pricing and to help with quality.
00:01:50.189 --> 00:01:52.569
And we're talking about large printing.
00:01:52.989 --> 00:01:53.390
Sure.
00:01:53.569 --> 00:02:02.530
I mean, yeah, we do small stuff too, but, you know, 5,000, 10,000, 20,000, you know, of anything really, you know, fits us.
00:02:02.650 --> 00:02:02.890
Yeah.
00:02:02.969 --> 00:02:06.810
And then you guys, you've kind of got into that digital world too with Vetter Boost.
00:02:07.489 --> 00:02:07.789
Yeah.
00:02:07.829 --> 00:02:07.989
Yeah.
00:02:08.008 --> 00:02:09.629
With the digital advertising.
00:02:10.169 --> 00:02:10.349
Yeah.
00:02:10.469 --> 00:02:10.629
Yeah.
00:02:10.629 --> 00:02:16.789
Vetter Boost, you know, what I say is a lot of people try to make it something that's not, you know, we're not an advertising agency.
00:02:16.789 --> 00:02:17.729
We're not trying to be.
00:02:18.090 --> 00:02:21.449
What Vetter Boost really is, is we want to make direct mail work better.
00:02:22.009 --> 00:02:30.490
So people that are already spending the money on direct mail, we want to see it work even better by boosting it through, you know, digital ads and things like that.
00:02:30.750 --> 00:02:31.409
What do you mean by that?
00:02:32.150 --> 00:02:34.629
So we, you know, we love direct mail.
00:02:34.889 --> 00:02:36.430
It's kind of our bread and butter.
00:02:36.610 --> 00:02:37.629
We do a lot of it.
00:02:37.969 --> 00:02:39.930
But at the end of the day, it's just one impression.
00:02:40.509 --> 00:02:45.389
And research shows eight to 10 impressions to convert somebody into a customer.
00:02:45.849 --> 00:02:52.250
So if someone's sending out their postcard thinking that it's going to convert, unfortunately it's not.
00:02:52.789 --> 00:03:01.569
So we do a boost, which is going to take that single impression up to eight to 32 additional impressions.
00:03:02.270 --> 00:03:08.310
Same audience, same call to action, but multiple platforms, multiple impressions.
00:03:08.909 --> 00:03:09.050
Cool.
00:03:09.189 --> 00:03:10.710
And who's some ideal people?
00:03:10.789 --> 00:03:21.610
Like what's a great case study or something you've worked on that Boost has really helped their business, you know, expand that reach from just the mailbox, but also on that digital side as well.
00:03:21.889 --> 00:03:22.050
Yeah.
00:03:22.090 --> 00:03:30.789
So I hate to say everybody, but anybody who's already doing direct mail, when the call to action is to either, I mean, ideally visit a website.
00:03:30.930 --> 00:03:40.870
When the call to action is visit this website, that's when the platform works really well, because all of our touch points are getting somebody to go onto a landing page.
00:03:40.870 --> 00:03:48.810
So whether it's scanning a QR code, clicking a digital ad, clicking the informed delivery, all of those things are going to the website.
00:03:49.210 --> 00:03:53.189
And then from there, we're able to deploy retargeting so that, okay, great.
00:03:53.229 --> 00:03:53.909
They're on the website.
00:03:54.050 --> 00:03:54.509
They left.
00:03:54.750 --> 00:03:56.030
Now we want to re-engage with them.
00:03:56.789 --> 00:04:03.129
So businesses where, you know, there is a strong call to action where it is getting them on the website, you know, those are ideal.
00:04:04.069 --> 00:04:21.410
And I always say B to C, you know, business to business, direct mail can be very challenging, you know, because it's tough to find that business owner and, you know, find them on Facebook, you know, because it's not necessarily tied to their business address versus finding somebody at home is very easy.
00:04:21.930 --> 00:04:22.449
Makes sense.
00:04:23.050 --> 00:04:26.290
Bomb Image appreciates the opportunity to sponsor this podcast.
00:04:26.910 --> 00:04:39.189
Bomb Image provides brand firepower, precision targeted brand messaging and visual identities, empowering small teams in the professional services space to attract their most rewarding and profitable customers.
00:04:40.009 --> 00:04:52.009
We work hand in hand with our client partners, implementing our unique set of processes, focusing on listening, raw objectivity, and accountability to help them present a more impactful brand story.
00:04:52.449 --> 00:04:56.829
Our passion is inspiring clients to create their Bomb Image.
00:04:58.110 --> 00:05:04.689
Who are some awesome strategic partners that you were able to like work with and really help get clients together?
00:05:05.310 --> 00:05:14.569
I mean, graphic designers, you know, I can't print anything without a design and it's not going to be impactful if the design is poor, you know, so great graphic designers.
00:05:15.649 --> 00:05:31.089
I always say, you know, my ideal, my dream referral, right, if we're talking B&I is a graphic designer who's employed full-time by a company, because that's a clear tell sign that that company, you know, does a good bit of print if they have someone full-time on staff who's just designing stuff.
00:05:31.769 --> 00:05:46.029
And then beyond that, you know, graphic designers that freelance because they work with a lot of the smaller companies where maybe they don't do a whole lot of print, but by them having that relationship, you know, they can either run it right through us or they can make that introduction.
00:05:46.610 --> 00:05:49.069
So that's why, I mean, graphic designers are always key for us.
00:05:49.069 --> 00:05:49.689
So that's cool.
00:05:49.769 --> 00:05:57.589
So on the graphic designer side, if they don't have a print shop that they work with, you can help them create their, you know, print them their products.
00:05:58.269 --> 00:06:04.069
Is there a partnership there in some way that they can like create value there and, you know, revenue by working with you?
00:06:04.329 --> 00:06:04.709
100%.
00:06:04.709 --> 00:06:07.370
50% of our business is wholesale, right?
00:06:07.410 --> 00:06:14.250
So a lot of times we're not going direct, you know, for example, the Cleveland Browns, a lot of people don't know we do a lot of printing for the Cleveland Browns.
00:06:14.610 --> 00:06:15.930
We don't do a direct for them.
00:06:15.990 --> 00:06:17.149
They have no idea who we are.
00:06:17.769 --> 00:06:27.290
But yeah, so with graphic designers, if it's something that they want to make a small margin on the print, you know, definitely we'll give them a wholesale price where they can add some margin to it.
00:06:27.589 --> 00:06:33.949
And then they can be that one-stop shop for their customer, you know, so instead of passing it off, okay, hey, here's your design.
00:06:34.250 --> 00:06:35.089
Now you're on your own.
00:06:35.329 --> 00:06:36.629
They get to say, hey, here's your design.
00:06:36.709 --> 00:06:38.350
Okay, let me go and take care of this for you.
00:06:38.709 --> 00:06:39.410
That's awesome.
00:06:39.990 --> 00:06:42.750
What else do you want our listeners to know about that are printing?
00:06:43.889 --> 00:06:52.730
I mean, apparel, you know, we're pretty new to apparel and by new, I mean, you know, we're probably five years into it, but it's something that's definitely growing.
00:06:53.029 --> 00:06:56.529
You know, we're definitely investing in the equipment to bring that in-house.
00:06:57.269 --> 00:07:17.449
And I think our niche there is really the, it's the on-demand, you know, but it's creating these stores, you know, so ideal fit for that is companies that have, you know, 50 plus employees, especially if it's across multiple locations, giving them one channel where they can direct those people to go and order their, their merch.
00:07:18.170 --> 00:07:27.410
And, you know, by streamlining it with our company, we're, they're able to maintain, you know, the brand, make sure that everyone's wearing the appropriate, you know, stuff that corporate picked out.
00:07:28.209 --> 00:07:42.670
And then they can have fun with it too, you know, whether it's, you know, employee of the month, hey, here's a gift card to go shop the store or celebrating anniversaries or, you know, even creating, you know, hey, we just had our 10th anniversary.
00:07:42.670 --> 00:07:48.209
We're going to put a special 10th anniversary sweatshirt on there that you can go and buy, doing fun things like that.
00:07:48.610 --> 00:07:48.730
Cool.
00:07:49.029 --> 00:07:49.410
All right.
00:07:49.589 --> 00:07:52.410
Well, look forward to seeing you at the next NCBI events.
00:07:52.569 --> 00:07:56.529
And if you have any print needs or anything, questions, find Phil.
00:07:56.670 --> 00:07:56.949
Absolutely.
00:07:57.129 --> 00:07:57.430
Thanks Chris.
00:08:05.040 --> 00:08:13.060
Thanks for tuning in to this episode of Struggles presented by NCBI, where we navigate challenges together.
00:08:13.439 --> 00:08:18.939
Don't forget to subscribe, listen, and share this podcast with others who might benefit.
00:08:19.300 --> 00:08:27.439
We'd love to hear about the struggles you're facing or have overcome, and we'd be thrilled to have you as a guest on a future episode.
00:08:28.019 --> 00:08:29.660
Let's continue this journey together.
