TKs Korner Masthead

April 2021

 

Why Work With Tom Kubinski?

 

Why do you choose to work with a particular printing company?

Besides all the differences between each specific company (see issue called What Sets Shapco Apart?, it often comes down to the Print Consultant and the relationship that you share.

What should your Print Consultant bring to the table?

FOR STARTERS, THEY SHOULD…

Have the experience, expertise, and knowledge of the many different papers, inks, techniques, and processes that projects need to go through to make sure it is mechanically possible to produce with the desired results.

Picking the Right Paper and Substrate
Ink Tour—Everything you wanted to know
UV Burn
Press Check Tips

Deliver on their promises — Doing what they say they will.

Show ability to bring value to each project through recommendations or creative ideas/solutions.

Marketing More Effectively
Direct Mail Raise Response, Lower Costs
Why Print in a Down Market?

Understand and show different techniques and samples to enhance your design and layout, making it stand out from the rest.

Creative Coatings Techniques

Offer savings on particular ways to run projects.

Ways to Save Money

Communicate — Be easily reachable when needed. Create the feeling that even if a project is out of sight, it’s never out of mind.

Free up your time to work on other things that are important to you.

BEYOND PRINT…

It doesn’t stop there. In today’s marketplace, your print consultant needs to be proficient with multichannel technologies as well. These might include:

Marketing Consulting

Data-Driven Communications

One-to-One Variable Messaging

Marketing Automation Technologies

Channel Marketing Synchronization

Real-Time Campaign Management

Optimizing Fulfillment Logistics

Creative Services

ROI Analytics

Here are ways Tom has helped his clients make Great Impressions...

Recommended unique tools and printing techniques

A unique pre-die-cut template helped the client stand out from their competition and provided a solution for economical, personalized, short-run production:

• Consulted with the client on mechanics of creating a telescopic slide rule self mailer — and worked closely with the post office to ensure campaign success

• Provided creative coating solutions (spot-raised UV, soft-touch aqueous, and strike-through varnish) for a “stand out” marketing tool

Results: Made the project affordable by eliminating long-run production and post-printing die cutting.

Here are just a few of Tom’s Success Stories...

Cost Saving Measures for Marketing Logistics and Distribution

Uncovered the disconnect between marketing material use and lack of sales generation. Conducted an analysis of my client’s marketing supply chain and the process used by their sales reps to distribute the materials. Upon completion of the analysis and with the issues identified, was able to automate the marketing material ordering process through innovative online technologies — making it easier and quicker than ever for reps to receive materials. Instead of weeks or months, 95% of orders now could be fulfilled in less than 24 hours (the rest within 48 hours). The improved efficiencies (reducing the ordering system from 13 steps to six steps) even allowed human resources to free up one full-time warehouse employee. Also implemented tracking capabilities. For the first time, the client could measure which materials were being used. Additionally, they could see sales rep ordering activities and follow the highest performing reps to deduce the most effective material use.

This streamlined, automated system shaved days from previous fulfillment times:

• Reduced the ordering/fulfillment process from 13 steps to six steps — and freed up the equivalent of one full-time employee to concentrate on other activities

• Provided printing economies by grouping projects based on quantities and production methods

• Identified redesign solutions of several pieces for more efficient production

• Incorporated a web-to-print solution for a more targeted and personalized approach to target audiences

Results: First-year cost savings alone exceeded $100,000.


Fundraising Campaign Morphs to Present Relevant Appeals

Saint John’s University designed a fundraising appeal campaign for their baseball team, with plans of implementing the same appeal campaign for their tennis and soccer programs. Donors were encouraged to visit online portals to learn more and support the university. Avoiding the expense of three separate microsites, I proposed the use of Personalized URLs to present relevant messages using a single site. When donors visited their personalized microsites, a database was first referenced. Information contained in the database “instructed” the site which personalized message to display (baseball, tennis, or soccer). Among several additional benefits of the PURL program, Saint John’s development personnel could receive real-time alerts when potential donors visited the site — even if they didn’t take action at that time.


Relevant Marketing Program Nationally Recognized

A program I put together for one of my clients was recognized as a National Case Study for PODi. PODi is recognized as a leading industry organization and proponent of relevant, one-to-one marketing driven by digital print. Case Studies published by PODi showcase highly successful applications with an impressive combination of innovation, technical expertise, and the delivery of excellent, measurable results. PODi’s searchable, online database is the most comprehensive source of digital print solutions with over 470 case studies. Visit http://tkskorner.com/may14.html and click here to view my PODi Case Study.


* PODi - Digital Print Success Story


Unique Print Solutions Meet Client Marketing Objectives

A 3M client came to me with a brand new product — a blue pad that scours easier and faster than the traditional green one, and it didn’t scratch stainless steel. It was impressive! They asked me how to reflect this in a marketing piece. What an exciting challenge and partnership!

I came up with ten different paper stocks, 4 different coatings, and 5 different scratch-off coatings for a total of 42 different samples for the 3M R&D department to test.

The result was that we nailed it perfectly in one combination. The material had to “bite enough” or hold to show the scouring rub without completely falling away like a normal scratch-off. The non-scratching stainless steel I accomplished by contacting a sheet metal fabrication company and acquiring cut down shims that were applied using 3M’s heavy duty, double-sided tape.

The whole product line was a huge success and was developed in three languages. It truly was exciting to be a partner and make it happen!


So what does YOUR Shapco Print Consultant, Tom Kubinski, bring to the table?

TK I partner with my clients and make suggestions on how to improve their copy, design, and layout and on which marketing vehicles to select. I do this in order to hit the client’s target audience in a more effective and efficient manner as well as to utilize new technologies — generating more interest, increasing response rates, and improving ROI.

TK I will take the time to understand your business and what you do, listen to your program details, and make suggestions where you might consolidate or “re-engineer” a project to become more cost effective.

TK I’ll be honest and let you know if it fits Shapco capabilities, and be upfront with all costs associated with a particular project to help establish resources that can save you money.

TK I will keep you in the loop, as communication is imperative to ensure that your project stays on track and avert potential problems.

TK I’m proficient in all printing-related elements, plus the strategic and social media channels. (The PODi case study really speaks to this PODi - Digital Print Success Story.)

TK TK’s Korner is my personal website, where I research and write a monthly newsletter on a variety of topics beyond print. Here you’ll learn about PURLs, QR codes, microsites, social media, integrated marketing, and a whole lot more. (Check out the other issues listed at the end of this newsletter for subjects you may find of interest.)

Three of these issues have been published in a national magazine, Print and Media Buyer (see them listed below).

TK Shapco seminars have become another resource for my clients and prospects to learn more about print and more.

What my clients have to say:

Being in the industry more than 30 years, Tom knows the printing business inside & out. Is always up-to-date with technology & Keeping my projects a priority. He’s; honest & upfront on expectations, offers ideas to better the end result. The _Printing Consultant Who Helps You Make Good Impressions-rings true to describe Tom. It’s been pleasure working with Tom for > 20 years. He’s my Go-to-Printer for me & my clients! Sign up for _TK’s Korners_ a digital newsletter filled with helpful info. over the scope of the trade, written for the novice to professional.

— Jody Kunz Clark

I’ve had pleasure of working with Tom Kubinski since 2007. He’s my trusted partner-delivering gorgeous, high quality, cost-effective integrated mktg tools. No job was ever too big/too small for Shapco to handle – collateral, launch kits, merchandising, digital campaigns. My requests usually started with phone call – _Tom, I need this project YESTERDAY! Can you help?_ Tom always patiently took time to fully understand my needs to ensure Shapco delivered exceptional service/products. Without fail, he always met my deadlines & exceeded expectations. Shapco's SOC2 documentation makes them a select group to offer high-level data security to customers. Reach out to them today!

— Jessica Kelley

Tom is a valued business partner & plays an integral role on my marketing team. I look to Tom for expert advice on everything from printing & project coordination to strategic marketing & fulfillment. His honesty, integrity & keen attention to detail help ensure that my projects stay on track & within budget. Tom’s commitment & dedication to each & every client mean our marketing dollars are being spent wisely. He works to ensure that our brand stands out among the competition & our response rates continue to increase. Ultimately this can have a positive impact on our ROI, & everyone is happy.

— Bonne Sather

Just wanted to reach out briefly and give you a huge THANK YOU for all your work and turning those jobs around so quickly. In my 3+ years of working here I've never experienced anything quite like that onslaught and your help could not have been more needed and appreciated. Comparing the new stuff to our old collateral is like night & day! I'm also glad I was able to see the Shapco facility - thanks for showing me around. Let's definitely get in touch after the Final Four to discuss more - we'll have our Direct Mailer project coming up quickly. We'll be happy to take you to Fong's here soon! Thanks!

— Nick

Tom is easy to work with and offers several options and solutions to meet my printing and material development needs. It is a pleasure to work with someone who delivers on their promise with quality and on time.

— Valerie B.

Hi Shawn and Tom – I just wanted to drop a note to let you know that the store-front for ordering patient education brochures was super slick this morning! I love that it is user-friendly and everything just makes sense when going through the ordering process. A bonus is getting an email confirmation within less than a minute of placing my order for the sales rep. Thank you for putting this portal together! It’s very much appreciated. Have a great weekend!

— Steph

“The ten-second elevator speech about Tom Kubinski would sound like this: An amazingly knowledgeable, high-energy printing consultant who knows how to get the work done on time and on budget. One warning: DO NOT WORK WITH THIS MAN IF YOU HAVE HAD RECENT SURGERY. You are sure to pull out a few stitches from laughter. Seriously, besides being a fabulous guy, Tom really knows this industry inside and out and I rely on him for advice as well as for printing. He’s a straight shooter and will tell you what he can’t do for you as well as what he can, (although there’s not much he can’t do!) I look forward to reading his TK’s Korner newsletter and always learn a thing or two about printing. I don’t give recommendations lightly, and I don’t hesitate in my recommendation of Tom (except for the surgery thing).”

— Kat Dalager, Manager of Print Production

I’d love to show you how we have been able to partner and make substantial savings in not only time, but more importantly, in dollars for other companies. Let me see if we can do the same for you and your team.

Before we go...

If you have a production issue not discussed above that you would like me to address, or a project that needs to be looked at, please give me a call or send me an email.

As always, I will do whatever it takes to ensure you receive the best value for every marketing dollar you invest.

Connect with me on LinkedIn

You can also check out my profile, join my network and view more client comments on LinkedIn at: http://www.linkedin.com/in/tomkubinski


Referrals are greatly appreciated. If you know someone I can help, or who might like to receive TK's Korner, please let me know.


Take care and have a great day!

Successfully,

Tom Kubinski

Printing Consultant Who Helps You Make Good Impressions

TKubinski@shapco.com
Direct: 612-278-1568
Cell: 612-760-3700


Did you miss an issue of TK's Korner? Click below to view!

Branding - 22 Laws Of
Brand Warfare
Clear Dry Ink
Creative Coatings Techniques
Desktop Techniques
Digital Printing - Variable Data or Business Development
Direct Mail Raise Response, Lower Costs
Duotones-Tritones-Quadtones
FSC Certification
In House Mailing Capabilities
Ink Tour—Everything you wanted to know
Marketing More Effectively
Microsites
Paper Mill Tour - Coated
Paper Mill Tour - Uncoated
Picking the Right Paper and Substrate
PDF Formats
PDF Info & Quark vs. InDesign
PODi - Digital Print Success Story
Postal Changes, Mailing Requirements & Rates
Press Check Tips
PURLs
PURL - Avoid Dog House Campaign
QR Codes
Save Disk Space
Social Media -- The Basics
Social Media vs. Print
Top File Issues
UV Burn
Ways to Save Money
What Sets Shapco Apart?
Why Print in a Down Market?
Why Work With TK?

 

 

Tom Kubinski
Printing Consultant
TKubinski@shapco.com
Direct: 612-278-1568
Fax: 612-334-5879
Cell: 612-760-3700



www.shapco.com
1109 Zane Avenue North
Minneapolis, MN. 55422
Phone: 612-375-1150
Fax: 612-334-5879
Toll Free: 1-800-230-2828


Did you miss an issue
of TK's Korner?
Click to view!