4over Inc. : Gambling with Success
The Red Tag Project is designed to recapture print consumers who have gone over to the larger direct-to-consumer online printers for their needs, completely bypassing the traditional print seller—4over’s core customer—in the process. Redtagprintsale.com advertises the products, sets the pricing and captures the orders. 4over does the printing, and its participating customers are assigned to provide customer service to the consumers placing orders in their local area (and any consumer the 4over customer refers to the Website). The participating customer is given the consumer’s full contact and order information, and 4over encourages them to market their own product offerings to the consumer. Because they are permanently assigned to a consumer, they also receive a share of the revenue on all orders placed by that consumer.
For example, if a client in Cleveland needs 5,000 sell sheets, 4over prints the order, and if there is a problem the consumer contacts the local print provider—the 4over customer—for help. That means for every order captured by Redtagprintsale.com, a 4over customer is getting a lead to a consumer who it knows is buying print, plus a share of the revenue Redtagprintsale.com gets from that consumer. How 4over’s customers use these leads is up to them. They do not have to share their accounts (whether obtained through Redtagprintsale.com or not) with anyone. Redtagprintsale.com collects a monthly membership fee from participating 4over customers, which is used toward the marketing and constant development of the Redtagprintsale.com Website and product offerings.
Megerdichian is a strong believer in loyalty, which he shows to his customers and vendors. He sees Redtagprintsale.com as a natural extension of that loyalty, but some 4over customers, including two print franchisors (who Megerdichian greatly respects), did not see it that way. They reacted by telling their fellow printers and franchisee members that Megerdichian was selling against their businesses. The trade printer that famously touted ”we will not go behind your back“ in a print campaign was now doing just that, one anonymous person proclaimed.