Diversification Opportunities -- Getting Creative, By Design
Like LAgraphico, Creative Services at Triangle Printers is self-contained. Offering the services en masse has procured more work for the printer, which relies on freelancers occasionally for copywriting and illustration services. Creative Services was profitable in its first year and, as in the case with its California counterpart, Triangle Printers found the financial commitment to be less than that of a new press, sans the concern of filling capacity.
"As you increase the range of services offered, you better the odds of knocking out the competition," Grier remarks. "If the other guy doesn't have it, clients will come to you."
Saltzman admonishes his colleagues to hire only highly competent and experienced talent. He seeks out creative people with degrees in art or design.
Szillies notes that embracing the creative ideology has been a slow process for the print community. As a member of one industry association, he was surprised and somewhat disturbed to find a general lack of insight during a session on the subject.
"From an industry survival standpoint, offering creative services is absolutely necessary," he says. "What became apparent early on with our discussions to 'go upstream,' was that printers didn't realize what they didn't know about the creative aspect. They often went into it with a very enthusiastic, but fundamentally uninformed, attitude."