Ironside Press — Old-Fashioned Elbow Grease
"WE KNOW our competition. And, it wasn't who we thought it was!" reveals Bo Forbes, owner of Ironside Press in Vero Beach, FL. "We realized that we're no longer in the business of simply providing printed ink on paper. At the end of the day, our tangible product is printing, but what exactly are we providing?
"Ironside Press isn't merely a printing company. It's a marketing services group," Forbes contends. "We provide a solution for customers who need to communicate something to a target audience: design ideas, production estimates, mailing lists, response management strategies and, ultimately, the tools clients will use to communicate and grow their businesses or organizations.
"We realized that our competition was less about XYZ Printing down the street and more about the Yellow Pages, radio, television, or any other medium out there competing for our customers' limited marketing budgets," he adds. "We started spending less time complaining about the competition and more time thinking about and providing solutions to our customers. I believe that this mindset is at the heart of our success."
Ironside Press has nine employees, operates out of a 7,000-square-foot facility and is on track to exceed last year's sales by 40 percent. The company specializes in direct marketing campaigns, sales collateral, event announcements/invitations and business communications. Clients primarily include local businesses and non-profit organizations situated in the Treasure Coast region of Florida.
Interestingly enough, its owner is a printer who almost wasn't.
Describing himself as "all thumbs" when he was young, Forbes was unenthused about learning the printing trade from his father--who was a print shop manager for the local school district and who also owned a small print shop to earn extra money. "But, despite both of my parents' efforts, I never demonstrated any natural ability in printing. So, they sent me to college instead."