Putting a Face on a Printing Firm

Yesterday I had the good fortune of meeting Dave Gilson of Gilson Graphics (Grand Rapids, MI) at an event hosted by Fujifilm. While he was there to discuss his excitement about Fujifilm’s new J Press 720 inkjet press, Dave made an impression on me for different reasons.

He talked about the growth of his company, which was founded (I think) by his father. We learned that he—they—embraced and invested in new technologies in the printing and graphics industry, whether it was modem-dedicated PCs or Xyvision systems or computer-to-plate technology. And they continue to do so.

Gilson Graphics is set to be the first U.S. company to have the new J Press 720 installed (before year’s end). I’ll write more about the J Press later.

As I listened to Dave talk about the changes in his company over the years, it occurred to me what a great PR campaign he would make, doing just that—talking. Prospects would appreciate learning from him, a CEO, about how he got to where he is and what his corporate strategy is. It was plain speaking at its purest and very best. He was more interested in telling us how his father set a wonderful example than anything else.

Customers and prospects like hearing from company CEOs. Since most U.S. printing companies are privately owned, I have to believe a lot of you reading this are actively involved in managing your printing businesses on a daily basis.

• How often do customers see your face?
• How often do you reach out to them, and not just as a headshot or e-mail address on your website?
• Do you have meetings with customers?
• Do you have a small video or two on your site, starring you?

I’ll tell you another thing. If there are wrinkles you need to smooth over with a customer—such as problems with a job or a missed schedule—getting a phone call from the CEO with an apology and an explanation is an instant balm on the customer “inflammation.”