Signs of the Times - December 2017 - 21

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TR E N DSET TE R PRO FI LE
ROLAND DGA CORP.

ROLAND DGA CORP.
Andrew Oransky
President

H

ow can sign companies and
graphics providers best compete
and diversify in 2018?
Technology is making it possible
for a print service provider to offer
their customers a one-stop shop.
For instance, the shop who prints
a customer's vehicle wrap can also
print the same customer's corporate
apparel and promotional products
on unique substrates using printers
and RIP software that are very
similar or even the same. Shops
who properly market and deliver
this type of service will open up
new profit opportunities. More
importantly, they will be able to
retain existing customers and expand
their "share of wallet" with those
buyers. The lines between various
parts of the print industry are blurring, but the skills that sign shops
have in fabrication, design and
installation give them a built-in
advantage over many companies
that may be approaching sign applications from other specialties.
How will businesses need to evolve
in the future to meet the demands
of their customers?
I frequently see shops that have
invested in training, skills, and
equipment to meet a huge variety
of needs for their customers, but are

RF-640 VersaEXPRESS 64-in. solvent printer

struggling to acquire new business.
The age of the internet market has
created the opportunity for small
businesses to promote themselves far
more effectively than they could
before, but using available tools
effectively requires discipline and
know-how. I strongly encourage
business owners to invest time in
developing their presence, finding
new ways to interact with their
customers, and showcasing their
brand to the market.
To what extent have the Internet and
social media changed the acquisition
of materials and equipment?
Users and buyers have many more
sources of information than ever
before. More and more often, users
are asking each other for support
and recommendations before even
approaching dealers or manufacturers.
That means that we have to be
active supporters of online communities, and be willing to engage
with them in the places where they
want to engage. Over the past few
years, we have developed an active
presence on both mainstream social
media platforms like Facebook, as
well as industry-specific ones like

Signs101. There is not a single day
that goes by throughout the year
that we aren't approached with a
tech question, request for samples,
or product information inquiry
through one of those platforms.
While I don't believe that sales of
expensive capital equipment are
frequently occurring solely online,
a far greater portion of the process
leading up to those sales is.
Roland DGA is the Americas
arm of Roland DG Corp., a
leading provider of digital
imaging hardware and software, including wide-format
inkjet printers, engravers, photo
impact printers, 3D printers and
milling machines.
Roland DGA Corp.
15363 Barranca Parkway
Irvine, CA 92618
(800) 542-2307
rolanddga.com

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Table of Contents for the Digital Edition of Signs of the Times - December 2017
