4over Inc. : Gambling with Success
While Megerdichian acknowledges that “you can’t please everybody,” he is winning over many converts. During the Phoenix opening, a visitor approached Megerdichian and expressed his misgivings regarding the Red Tag program.
“He said, ’I’m selling it for $80 and you’re selling it for $20,’ ” Megerdichian recalls. “I said, ’Do you know that Vistaprint is selling it for $15? Do you know that if a customer goes over there, you’ve lost that customer?’ Right after I made that comment, he was asking me questions about how he could join Red Tag.
“Printers are smart people. We can’t pull a fast one without them knowing. They understand what we can do for them and, because of that, we’ve experienced the growth we have all of these years.”
The lead generation has been substantial. The site offers all of the items associated with commercial work, along with a litany of large-format items (including banners, posters, car magnets, rigid signs and window clings). Personalized calendars and puzzles, as well as photo books, are among the other offerings, and Megerdichian plans to expand into other areas, including t-shirts.
For those printers that simply don’t wish to participate in Red Tag, 4over was (at press time) in the process of rolling out branded Websites that have all the capabilities of Red Tag. This white label offering will allow users to implement their own logos and pricing structure.
Wide-format digital printing capabilities made its debut with 4over in 2008, after much research and customer feedback showed a strong demand for it. After testing it in California, 4over began rolling it out in other facilities, and Megerdichian says wide-format equipment will be in all of the trade printer’s plants by the end of 2011.
If this all sounds like a flurry of activity, well, that was by design. Megerdichian refers to his organization as a “fast-moving train. We cannot slow down and we can’t stop.” This forward-thinking mantra, along with the 4over slogan, “Nothing is impossible. The impossible only takes a few days longer to achieve,” helps 4over maintain a fresh, inventive firm.