Innovative Marketing in Print: Strategies and Stories with Alex Fechner

In this episode of Printing's Alive, delve into creative marketing with a special guest as we explore video marketing highlights and the synergy between direct mail and digital marketing. The discussion emphasizes the importance of authenticity and taking risks, showcasing successful companies that have modernized the printing industry. Discover the impact of generational shifts on digital presence, employee-generated content, and print's role in everyday life. The episode advocates for a national print awareness campaign and provides insights into direct mail strategies, sales training, and engaging content. Personal stories illustrate brand development, relationship building, and a call to action concludes with an invitation for future guests.

Episode Transcript

(00:10):
Hey, all.
Welcome back to another podcast, Printing'sAlive.
Today, we're gonna have a good one.
If you notice, my hair has grown quite a bitsince the last one.
Today, we have another special guest, a blessedguest.
All my guests are blessed.
That's thanks to John Bailey because I came upwith that on, I wanna add him as a guest.

(00:33):
So we have Alex Feshner fromadvertisingprinting.com.
What's happening, Alex?
How you doing, Warren?
I am doing great.
I'm having actually quite a hairy day today,which I'm
not used that sounds great.
Yeah.
Okay.
So real quickly, I'm gonna show everybody justone video that will give you the reason why I'm

(00:56):
wearing the wig today.
And here's the share my screen.
Give me one moment and I'm gonna play it.
Hello.
Hello.
Hello.
Hello, my lovelies, and welcome to the DirectMail Dating Game.
A game show that matches contestants with themost eligible direct mail print providers on

(01:21):
the market today.
Our contestant today hails from Saint Louis,Missouri.
She is the vice president of sales andmarketing for a large advertising agency and
she is currently looking for a partner who canhelp her clients get more exposure, actionable
data, and a greater return on their investment.
Our first provider enjoys sailing, traveling,and volunteers at the local animal shelter.
But their campaigns don't integrate withdigital ads, and they just can't generate

(01:42):
enough interested quality leads to maximizeyour ROI.
Oh, you know what that sound means.
Talk about a lot of flash, but not enough cash.
Our next eligible provider likes to take longwalks on the beach, romantic dinner.
Okay.
So we're we're gonna cut that short, but my wigis a little bit like the one you were wearing.

(02:02):
Yes, sir.
And the reason Alex is sitting here today isbecause every time I see his stuff marketing
online, it just slays me.
It leaves me laughing.
It leaves me cracking up.
And I always say to myself, why?
I guess maybe I also feel a little bitconnected to him because I used to do kind of

(02:23):
stuff like that.
But I'm always like amazed at the folks who dofun stuff that appeal to all kinds of people
versus those that don't.
So I just got to ask you, Alex, how long haveyou been doing this kind of marketing and
outreach and really what's come from it?

(02:44):
So, you know, the marketing really, really gotmoving when our one hundred year anniversary
was coming up and that was in 2023.
And, one of the things I always noticed in mycareer, I've been in the printing industry full
time for about seventeen years now.

(03:05):
And one of the things I always saw was printerscan do the marketing for everybody else, but do
a terrible job of marketing for themselves,which I thought, all right, well, there's an
opportunity.
And, you know, anytime I give anyone a tour ortell them about the industry, they're always
way more engaged than they had no idea how muchgoes into it, how many details there are, how

(03:25):
much machinery is involved and how every job ispretty much custom.
And I wanted to really celebrate our onehundred year anniversary.
So we talked to four different filmingcompanies or video marketing companies, and it
wasn't until the last one to where I just feltlike it was a really good fit.

(03:46):
And being a huge movie and show guy, myexpectations were super, super high.
And when they made our one hundred yearanniversary video, I mean, it brought me and
most of my employees close to tears.
They nailed our culture, our overall feel, ourhistory.

(04:07):
And the feedback I got from that one hundredyear video was just overwhelmingly supportive.
And really just people were saying, why aren'tyou doing more marketing?
It seems like you guys got a good fit in thecompany you're working with.
You've got a great story to tell.
Why aren't you marketing more for yourselves?
And that was a thought I had had from the verybeginning.

(04:28):
And I thought, no better way to put yourselfout there, you know, find the right fitting
customers for you than showing who you are as acompany through these short videos that is just
about the only thing people are willing to dotoday.
Mean, if you don't catch their attention rightaway, you've lost
So true, so true.
So what did this do?

(04:52):
I mean, you being the head of the companymarketing, etcetera, what do you think this
added to the culture of the company and to thepeople within it?
It so it definitely got people really got ouremployees really, really excited.
Our team was really, really excited to jump in.
The clip you just showed, Warren, thecontestant was my bride and she did a great

(05:17):
job.
And I don't know if anyone saw the direct maildetective video, but she's also in that one
too.
But the other three contestants, everyone inthat video, they're all employees of
advertisers and they're all willing and excitedto step up and take part in these videos.
And it definitely caused some excitement in thebuilding and people are more collaborative on

(05:39):
the ideas.
And from the series, the one video you justshown from the city, a series of direct mail
dysfunction, That was a really, really funcampaign to build.
And we had a lot of feedback from not only ourvideo marketing team, but our company as well.
And that four part video series did so well.

(06:02):
And we got so much great feedback on that, thatwe're gonna keep doing this video marketing
thing for the foreseeable future for sure.
It's going to be a part of our everydaystrategy.
Yeah.
No.
I asked the question because I remember backwhen I did that infamous video, Printing's
Alive.
I will point out, Printing's Alive, the samename as the book and the podcast, always got to

(06:26):
do a plug.
But when we did the video, Printing's Alive,aside from it being a little loud and different
than what people are accustomed to, the wholecompany embraced it.
It was like, oh my God, he's the owner of thecompany and look what he's doing.
And it kind of gave everyone a little bit of a,you could really be yourself and have your own
identity, even though that's not who I am.

(06:48):
Well, maybe sometimes, but it just brought ittogether and it brought everyone together and,
you know, we had everyone marching together atthe end of the video and we actually did a
second one.
And I think just from a culture perspective, itmakes it not just a workplace, right?
Which is most important because we do spendmore time with the people we work with in our

(07:11):
own families.
So you wanna make it comfortable.
More importantly, oh, actually, with thevideos, are you doing direct mail at the same
time to reach customers?
Yes, we did do a postcard and we're gonnafollow-up with another postcard because the
direct mail detective was the final video andwe have one more customer testimonial coming

(07:31):
out from one of our accounts.
And from there, we're going to send out onefinal reminder postcard with a PQR code that
we'll actually be able to track the scans on.
And that's gonna drive to a website that willallow us to host a webinar showcasing our
unique offering and the omnichannel approach todirect marketing.

(07:52):
So I was just gonna say if what I just heard,you are using everything at your disposable
disposable.
Everything at your disposed everything that'savailable to you.
I can't use the word get the words out today.
But everything that's available to you from amarketing perspective, very important that you
always, you know, every printer, use print inyour promotion.

(08:13):
Okay, never wanna hear just we did an emailcampaign because that's bullshit.
But you're using the print, you said the omnichannel, so you're using, you know, your
pearls, you're using your direct mail, peopleare getting the message they're seeing after
the webinar.
I mean, that's really what everybody should bedoing today because we are printers,

(08:33):
absolutely, but everything goes hand in handand you can't do one or the other.
But so my big question now is of the audiencethat you're sending it out to, right?
And your customers, A, what did the customershave to say when they saw it?
And did you notice any increase in business, beit picking up new accounts, more important

(08:57):
actually than just revenue?
So the feedback was overwhelming and positivefrom all of our customers.
We had over 40 form submissions in the threemonths that this was running, four new
advertisers connects campaigns.
And just from our campaign alone, theengagement rate was almost 35%.

(09:24):
We got almost 62 impressions per postcard wesent out.
The digital ads we tied to it were, let's see,we had 41,000 Google display ads, 60,000 social
media ads and 34 QR code scans.

(09:45):
And from all of that, we generated almost 900new leads with two of the leads actually being
from our direct mail list.
So inquiries are way up.
We did get some new campaigns out of it.
And there's a lot more interest in our uniqueoffering.
And without the campaign, it would just be amuch slower climb and uphill battle of doing

(10:08):
that.
That being said, not everyone was a fan of thecampaign.
You learn quickly that sometimes your marketingisn't for everybody, but we viewed everything
based on the feedback we got from our testaudiences that some of our stuff was a little

(10:30):
risky, but everyone gave us the green light.
And the leadership team ultimately decided thatwe had more to gain than we had to lose.
And, you know, unfortunately, one of ourcustomers was upset.
But, from the leads and everything that rolledin, I wouldn't change a thing.
I I do feel bad that it didn't hit witheverybody, but I also don't regret doing

(10:57):
anything we did because it really showed ourpersonality and fun as a company.
If you're gonna market, I feel like it's reallyimportant to be true and authentic and try and
do something that is going to hook theattention of the viewer right away.
I didn't wanna do the same old same old b two bcampaign that was safe.
I wanted to kinda be out there and kinda raisesome eyebrows.

(11:21):
And, I can say with certainty that a lot ofeyebrows were raised mostly mostly with laughs
and, curiosity and a couple with I don't knowif I would have gone with that messaging, but I
digress.
Well, listen.
You know what?
I mean, when I did the the video and it wasseen by, you know, whatever.

(11:42):
I won't say millions and millions and millionsof people, maybe just a million.
But everybody laughed, and I got one phone callfrom one lady in all the years who accused me
of abusing my son because I was screaming athim in the video.
Like, did you do your printing exercises?
Right?
And I'm kinda laughing, and I I said to her,I'm sorry you feel that way.

(12:03):
I said, but, you know, after that video, hishead was so big, I couldn't even get him in the
house.
So I don't know why you're feeling that way.
He's feeling a little different.
I wanna touch on the negative, but justquickly, the complaints you had about it, what
really was it about?
Like, did you do, did they think you didsomething morally wrong or did it just rub them

(12:23):
the wrong way?
I think it just rubbed them the wrong way.
And one of our videos kind of teased a medicalcondition that males suffer from.
And considering how the trend today is to kindof make fun of men and bash men anyway, so I
thought I was just jumping on a bandwagon anddoing something that was already teased.

(12:49):
I watch Bluey with my three daughters and I'veseen advertisements for this particular male
condition while I've been watching it with mydaughter.
So it's already flooded.
The market's already flooded with that.
Hello, it's the blue pill.
Like that's why it's out there, right?
And when I was thinking of a unique way ofmarketing this offering, I was laying on my

(13:12):
couch thinking we enhance mail, direct mailenhancement, mail enhancement, direct mail
enhancement, direct mail dysfunction.
And it was a light bulb moment for me.
And that's, I believe they thought it was inpoor taste of in business marketing.

(13:34):
But again, I don't want to be like every othercompany, you know?
No.
I'd be lying to myself if, you know, a lot'schanging with AI and, you know, there's less
opportunity out there and the shopper or yourprospect or customers, their minds made up
before they even pick up the phone and callyou.

(13:56):
So if you aren't doing something unique andspecial and trying to stand out and putting
your neck on the line, you know, trying to riskyou know, taking some risks to make to
differentiate yourself, I think you're gonnadie a slow death.
And I'd rather put myself out there, and Inever want to offend anyone.

(14:19):
Never what I try to was hoping that this wouldmake people smile and, they'd be curious about
what our unique offering was.
But, you know, like I said, you're not going tobe friends with everybody.
You're not going to be the best fit foreveryone.
But ultimately, I love and respect people whohave different opinions of me.

(14:42):
And if they feel like that was distasteful, I'msorry I hurt their feelings, but I'd rather do
that and do what's best for my company and myteam than not do anything at all.
So I'm sitting here, like, just trying tocontain myself because my brain is going
sideways a little.
I'm just curious.
The the client, was it a man or a woman?

(15:03):
It was a team of of both both genders, and Idon't know all the details, but
No.
No.
I was asking because if you were gonna say itwas a man, I'm gonna say now I know why, you
know, he cut you because he was just upsetdealing with this problem.
And if it was a woman, I was gonna say,obviously, she's not happy with her partner and
feels offense.

(15:24):
Well, okay.
But at the end, sorry, but at the end of theday, what comes to mind is, and I'm gonna quote
like Gary Vanderchuck, right?
Because he's got a LinkedIn, I think he's got a5,000,000 followers and he's everywhere and all
the young people are listening to him.
And what is he saying?
What I've heard him say is, Be yourself, beauthentic.

(15:45):
So I've kind of, I think I'm like a pre GaryVanderschuk because I've always done that.
You know, people have called me out fordifferent things, but at the end of the day, I
don't claim to be righteous, but I think I'mpretty moral and ethical and walk a straight
line.
I'm never out to offend anybody or disrespectanybody, But sometimes along the way you can't

(16:07):
control how some people think and react or howthey take it.
Right?
But yeah, so anyways, I go along with you needto keep doing what you do.
You need to put yourself out there.
If hopefully that one person or team comesaround one day because for all the years you've

(16:28):
serviced them, you serviced them and, you know,it was never an issue.
And the truth is you didn't create the bluepill.
No, no.
And
we love and appreciate the years of partnershipwe have and we're here to help them if they
ever wanna come, if they ever wanna resolve thesituation or discuss it, Happy to make things

(16:49):
right, tried to make things right, butunfortunately we weren't given the opportunity
to do so.
And there's a lot of great printers in St.
Louis and there's a lot of great printers inMissouri and I'm sure there'll be taken care of
if all of the business goes elsewhere.
So I wish him the best, and we're here to helphim if
Yeah.
I agree.
It just you know what?

(17:09):
Business is business.
Sometimes for whatever the reason, you justlose somebody.
And Yeah.
It's Obviously, when you're you're losingsomeone it's not what you want to do and you're
never happy but you know what if they ifthey're listening and they know how much you
care they'll come back anyways we'll move onfrom there so let's so marketing marketing in
the printing industry To everyone listening,like keep listening because you've heard me say

(17:34):
it before.
I don't know why more printing companies don'tdo any marketing or complain or don't wanna do
the right marketing or don't wanna spend.
But like you said earlier, we do it foreverybody else.
Yes, sir.
Right?
And I'll start off by, first of there are a lotof great companies out there that do do
marketing.

(17:55):
You know, I always think of Hatteras as a greatmarketer.
Don't I
stop
always the lighthouse and I've told Bill andhis team before they're literally a lighthouse
for advertisers.
They're just, they're unbelievable.
And they, you know, strive to be like theircompany and their marketing correctly and and
doing it in such a cool way too.

(18:16):
And it is leadership.
Yeah.
And and there's there's there's a lot of othercompanies out there and maybe I'm gonna make a
list and find them and talk about them becauseI find myself talking more about the companies
that don't do any marketing.
Right?
I'm not gonna mention names because I'm notable to call anyone out, but I go to websites
and I still see printing presses on there.

(18:37):
I see them talking doing the I, I, I don't seethem talking about what they wanna do for their
customers.
Why do you think that is?
You know, it's really, it is a symptom ofhaving ink in your blood and being in industry
for a while.
I don't understand because the customers don'tcare.

(18:57):
They don't care what kind of equipment youhave.
They don't care about all these printer lingothat you're spouting out there that printers
are just kinda, I'm not trying to put us downhere, but just we speak
like We ourselves and that's okay.
Well, we love our speak and we love the lingoand we talk like everyone's gonna be like, Oh

(19:18):
yeah, G7, four color process, FSC, bleeds,lineup, that's wonderful.
And if you're in the design world andeverything, that's great.
But the expectation of the world today is fastquality and competitive pricing.
And that's just how things are today.
And why printers aren't simplifying themarketing and their messaging And to your point

(19:49):
even more, why they aren't doing anything atall baffles me.
But like you said, like I had mentionedHatteras, Dope Marketing does a very good job
with their quick videos.
Dave Carroll is a friend of mine.
There are companies out there that are doing agreat job and growing and profitable, and you

(20:09):
can just see they've got a rock solid culture.
Yeah.
No.
I I love it.
And well, so then this is the other thing.
Like, you know, I was chatting with a companythat had just spent millions of dollars on new
equipment, and beautiful equipment, and a greatcompany.
And when it came time to, you know, marketthemselves and we're chatting, you know, I

(20:32):
suggested a few things.
And the first thing I suggested is that youneed to start with a playbook.
Like you need to know what your plan is, whoyou are, what you do, who you sell.
And I'm just frustrated because theconversation, everyone talked and it sounded
okay.
And then after it was like, no, well, we're notready to do that yet.

(20:53):
And I'm thinking, what the holy fuck?
You just spent millions of dollars on equipmentand you don't wanna spend $10.20, $30 to
educate your team, your company, and then yourcustomer, and tell everyone listening.
I mean, and this was the scenario or theanalogy that I gave, right?
Well, there's a lot of football fans out there.

(21:14):
There's a lot of basketball hockey fans, sportsfan teams, you know?
Imagine that, you own a team and you go out andyou spend that $500.700000000 on your payroll.
Don't tell me you're not going out onto thefield, onto the court without a playbook.
We are the exact same thing.
Printing is a sport, and our equipment are ouris our team players.

(21:35):
So I'm really frustrated with how many people Italk to that don't wanna finish the
conversation or look the other way or or, Idon't even know what to say.
I I just truthfully, I wanna grab some peopleby the neck and just shake them and go, what
are you fucking thinking?
It's, it's and and Warren, I mean, we areguilty of that too.

(22:00):
We've been going for one hundred and two yearsand a lot of printers, us included, I think for
many years had the mentality and it worked,build it and they will come.
So you just buy this new piece of equipment,you add this new offering.
And yeah, that may have worked in the 70s, 80sand 90s.
But after that, after 02/2008 and the recessionand the digital boom and the internet and now

(22:21):
AI, you can't just buy a piece of equipment andlet it fill up.
Now I say all this, and we're still doing thatto a degree.
But what I have noticed is when there is amarketing plan and you do actually educate your
people, the business rolls in faster, yourprocesses get figured out much quicker, and you

(22:43):
really figure out what your niche is much, muchfaster than just adding the equipment, crossing
your fingers and telling your sales reps, well,this is what the machine does, go sell it.
And it's very backwards.
Yeah.
No.
It's, oh my god.
You said so much stuff there that, I was gonnatry to, like, take it out of the bag in order.
Number one, yes, we all buy equipment.

(23:04):
All the equipment today, if you're in digital,digital cut sheets, you're in inkjet, or you're
in offset, I don't care what anyone says, it'sall good.
If it wasn't good, it wouldn't be on themarket, it wouldn't be sold by all these
companies.
You know, who you buy from comes down to whoyou like and whatever they hang in front of you
and whatever they throw at you and all thatother stuff, and then you just pray that you're

(23:24):
gonna get the service and that they're gonnalive up to everything that they say.
But making the purchase is the easy part,right?
Even if you have to finance and do all that,and it's a pain in the ass, but it's what you
do after.
And then this is the other thing withmarketing.
And I just had this conversation the other day.
One of the problems in our industry is it'sgetting really old.

(23:46):
Right?
Yeah.
It's getting old quick.
And by the way, I'm no spring chicken.
I just but I could still stay out later than mykids.
So I know that I still got some, you know, somerunning me left.
But all these companies out there that aregetting old, right, and we can't find people to
work and they complain about the young peopleand this and that.

(24:06):
And this is what I say to everybody.
I go I I ask them, I go, so you're going tolook for a new customer.
I said, or you meet someone, what do you what'sthe first thing you do?
You check out their website.
Then you go and you check out their LinkedInpage to see who they are.
I said to the guy or the girl, because I don'tdiscriminate much, and I said, so, okay, so

(24:28):
you're meeting a new young person to come intothis industry.
The first thing they do is they look at yourwebsite, they look at your LinkedIn, they go
look at some of your competitors.
And guess what?
They're not calling you back.
Why?
Because what they're doing on their phone andhow they're moving around is already superior
to where you're at, but you haven't even takenthe time to update, to be present with what's

(24:51):
going on in the, I'll just say thetelecommunication world between the internet,
the audio, video, and you're not even showinglike it's fun.
We we get to use our marketing not just tobring in customers.
Right?
We use our marketing to let the world and theworkforce out there know who we are so that

(25:13):
when they're looking for work, they get to goon and see something or maybe get excited.
Or the more we put out there, they have abetter chance of finding something that they
can catch an interest in.
Right?
Or they wanna be in a fun company or a companythat's moving and doing things and they see the
employees are doing a lot of videos andthey're, you know, printing I mean, I've seen

(25:34):
some printing TikToks that have sixty, seventy,80 thousand views on them of just ink being
poured into an inkwell, right?
Sure, yeah.
Or ink, not inkwell, ink tray.
Sure.
And I'm just sitting there and I'm just goinglike, holy moly.
So again, what are all these print ownersthinking by not marketing themselves and not

(25:54):
spending the money?
You know, I think a big part of it is like,just like you said, and Warren, yeah, you
definitely run with the best of them and yourhead's in the right spot because you're
pointing out a major problem in our industry.
And I think a big issue is the changeover ofgenerations and whether or not a printing

(26:14):
company has done a good job of building asuccession plan for the future.
Now, I see with a lot of these companies thatthey don't have a son or a daughter or a nephew
or a niece or someone coming into the industrythat is going to bring new ideas and try and
lift the company up and bring it to the timesthat it is now.

(26:37):
And they're kind of just like, you know, I'vebeen doing this for thirty, forty years.
I'm tired.
I don't wanna make another major investment.
I don't wanna have to do all this work.
I think I'm just gonna kind of ride the waveuntil I'm ready to retire.
And either I'll get bought out or I'llliquidate or, you know, hopefully someone will

(27:00):
step up and take over the company.
So I think it's getting those, you know, freshminds into the industry and really listening to
what they see and what they have to say.
And another thing, kind of off topic point, butI think it's relevant to what we're discussing,

(27:20):
from the new hires that we've made of theyounger people that we've brought into the
company, the green ones learn faster, they takeyour processes faster, they bring better ideas.
So there are great young people out there thatif they fit your culture, they're gonna help
bring your company to the next level and helpyou with your website and help you with your

(27:43):
processes and help you with your marketing.
Just because someone's been doing it or in theindustry for twenty, twenty five years, that
doesn't always mean that they're gonna bringnew fresh ideas to your company.
So I guess
They're not, no, no, no, no.
Are not going to bring for the most part freshnew ideas unless they're, they've been in the

(28:09):
industry twenty five years, but they'rehipsters.
Yes.
And it's not that they've definitely, some havecome in and definitely helped with processes
and clean things up that way, but new freshideas that's gonna help you stand out and
that's gonna help you with your marketing?
Never, not in my experience.
But these new young people, I mean, this womannamed Michelle that we just hired had some

(28:34):
great ideas after she had her baby.
And we got some great videos of her bringingher son in.
And, you know, she's been such a huge part ofour company and she knew nothing about
printing, but she seemed like she'd be a greatfit.
And she's one of our top producers now.
I hope she wants to stay with us for many, manyyears.

(28:58):
But hiring green, young people that fit yourculture and your industry have done great
things for our company as a whole andespecially our market.
And for any position.
Right?
Because Any position.
Like like position.
When I you know, when we think when people hearprinting, they think dirty.
Right?
They think newspaper.
So and that's you know, and print is muchalive, so, there's a few less newspapers, but

(29:22):
they made your clothes dirty anyway, so bigdeal.
But people that think printing is dirty don'twanna go near it.
We need to put the word out there that print isclean.
Not only is print clean, it's leading insustainability.
Paper is one of the more renewable resources,right?
And by doing that and attracting young people,it's better.

(29:46):
I mean, and I'm thinking all the automation inthe press room now, you're not getting so dirty
anymore.
Guys are not going home like mechanics used towith ink under their nails that don't come out
for twenty years.
Yeah.
Now machines with the canisters and the ink andeverything's cleaner, you know, even the wash
up stuff is cleaner.
The folding machines have presets where you'repushing dials.

(30:07):
You're not folding paper to adjust your paperthickness on the folder anymore.
Like all this automation makes it clean.
A lot of the print shops are air conditionedand beautifully kept.
So the environment is good.
I mean, I've been to a few not long ago thatare still living in the 70s, right?
And they have every envelope box that's stillhalf full that they never used piling up with

(30:29):
three inches of dust on it.
Yes sir.
Which is kind of like a flashback but no butthe marketing is not just for customers.
It's for you to promote the company.
I have seen so many bad websites.
I have seen and we're in 2025.

(30:53):
You could whip up for minimal money a greatlooking website might not have all the SEO and
all the stuff that you want for your lead gen,but make it look good.
You need to have a mobile website, even ifyou're not selling online and no one says
everyone has to go web to print, but LinkedInpages that aren't done.
Like, you know, and every owner and everysalesperson should think about how they

(31:18):
interact when they're going out as a buyer ofsomething, right?
They go in to buy a fishing boat.
I just think of that because of the fishing.
Sure.
Or you go out to buy a car or you're buyingclothes or you're buying audio equipment.
You wanna be treated a certain way.
Well, But we don't necessarily, we don't,sorry, we don't necessarily treat people back

(31:39):
that way in our industry.
Well, yes.
And I couldn't agree with you more.
And it's, printers tend to make things harderthan they need to be.
And I mean, And we've done it too.
And myself and my leadership team is doingeverything we can to try and make things much

(32:00):
easier.
But why make things harder?
Why make things more difficult when you could?
The first thing you do when you're interestedin anything at all, you Google.
Just like you said, you Google it or you usewhatever search engine you've got, you go to
the website And we're actually in the processof updating our website right now, and we've

(32:24):
done a really good job of rebuilding it andeverything.
But you could have a great video, just likeyou're saying, you could be doing great
marketing.
And if they land on a page that looks like it'sfrom 1990, it's not gonna play out well.
People are gonna be confused.
They're gonna say, is the same company who didthat video?
Well, if I go on websites where people havenews, like their latest news, and it's three

(32:46):
years old.
Yes.
So take that section down.
Or now it looks like 2021.
Right.
But then it looks like you don't do anything ifthe news is two years old and you're not
updating it.
Yes, sir.
Right?
So like take it down.
If you've got young people in the company andthere and there's a lot of them and they all
like fun, you know, have a little internalcontest for doing little videos on products or

(33:12):
things you do or employees and let them post itand and put it on the company site.
Right?
You might not get it, but the younger peopledoing that, the people seeing it that get it
now could relate to it and causes aninteraction within their brain and perhaps a
phone call.
It's gonna resonate with someone somewhere.
It's gonna resonate with someone.

(33:32):
And if you're not putting it out there, hope isnot a strategy.
So you've got to be putting yourself out there.
And even if it's an employee walking arounddoing a selfie video, just we're printing this
really, really cool job right now.
Like, look the spot look at the foil.
Look at the spot gloss.
This pocket folder has business card slits.

(33:54):
We're going to bring this to a trade show.
But just little tiny explainer videos likethat.
I think everyone's just scared.
You know?
And I was I was definitely worried.
I mean, that, like, I was gonna look stupidand, you know, that I'm wearing a wig right
now.
What are you talking about?
Yeah.
You you can
take that off.
I wore that in mail.
I'm taking it off.

(34:14):
Yeah.
I haven't had hair I haven't had hair in years.
I'm sweating and itchy.
We call that litho pattern baldness, Warren,here at here at Those who have been here longer
than ten years, definitely, there's therethere's a there's a similarity in all the men
that have been here more than ten years.
Couple still have their hair.
Bastards.
Hey.
When I started in print, I had an afro.

(34:34):
Right?
Yeah.
Hey.
I had
a No.
But you're you're you're you're so right withall of that.
You know?
I just I think we are in the greatest industryin the world.
Right?
And I've said it before, and I will tell youwhy.
And for everyone listening, like, clean yourears, take the wax out, make sure you hear what
I say.
We in the printing industry, we own the world.

(34:57):
Without print and any kind of print, the worldcan't function.
Think about it.
From cooking instructions to medicalinstructions to directions to emergency exits
to whatever you want, right?
To selling a product, to this, to that, I mean,everything under the sun, the world can't
function without print.
And when I got into print, and I love selling,and the thing that, you know, I really loved

(35:21):
about it more than anything was every singleperson I met anywhere was a potential customer
for some form of print.
Business card, wedding invitation, brochure,annual report, packaging, label, who cares?
But I got to talk to everyone.
Yeah.
The print is dead line really pisses me offbecause you can't walk outside of your house

(35:45):
and not see printing somewhere.
Somewhere on a car, a street sign, arestaurant, while you're driving, their print
is everywhere and it's a deeply, deeplyingrained part of your lives that people aren't
even putting together or realizing.
And, you know, I just think that's a very naivething to say to anyone who, you know, doesn't,

(36:11):
that gets up and goes outside once a day.
I mean, printing is everywhere and it helps uslive our lives better.
It enhances everyone's lives, and it's crazy tothink any other thought otherwise.
So I'll tell you when someone says to me,because, you know, I'm in Everyone knows I'm in
print.
I'm pretty loud about it.
Even my friends everywhere I go, I'm looking,touching, feeling.

(36:35):
And, you know, when someone says, well, there'sprince prince prince Deb.
I I really have to hold my shit togetherbecause it's as if something comes over me and
I can't control myself, and I go off on anotherrant.
And the rant goes like this.
What do you mean print is dead?
You wake up in the morning, look at your tablebeside your bed, all your books that you read

(36:55):
or don't read are sitting there.
You go and, you know, you drag your ass intothe bathroom and crack open some toilet paper.
It's a printed bag.
Then there's the Kleenex, your toothpaste.
And if you're, you know, if you're a woman or Iguess a man today, all your cosmetics and
everything is coming in those boxes that'sembellished.
Then you go into the kitchen to eat somethingand everything you touch has printing on it.

(37:16):
And then you get into your car and there'sprinting in car, even if it's just the
odometer's printed or a book or a label on thedoor.
I'm only up an hour and everywhere I look andthen you continue with the rest of the day.
And then I say to everybody, really, like youdon't realize everything you buy comes in a
package or a wrap a I said like, where do youmean print is dead?

(37:37):
You go to an event, every, the bannerseverywhere, go to a movie theater.
They even still have those big pop upcorrugated signs that, to promote the movies,
right?
So everywhere.
And I just go off on people.
Where after, you know, I think they're goinglike, oh my God, I'm sorry.
I'm sorry I said that.
I got a quick story for you.

(37:59):
A buddy of mine that I was working out with fora couple of years, He owns a digital marketing
agency.
And he had said, I mean, dude, I don't know whyyou're in the printing industry.
You're gonna be out of business in five years.
Then I saw him pull on his hoodie that had abig graphic logo on the front of it.
He was walking out the front door.
He grabbed one of the brochures that was on thegym's front desk, and then he got into his car.

(38:24):
And I just I counted, like, three or fourthings that he was oh, and his cell phone.
His cell phone case had had some sort of mosaicprinted on the back of it, and I was just like,
alright.
You know, you literally just showed me fourthings that you're using that are all printed.
So, you know, I just don't think people realizehow how ingrained it is into our society and

(38:49):
everyday They they
don't think.
I mean, would love to come up with, and Iactually wanted to a little while ago, but it's
a big undertaking, but I wanted to come up withlike a national print awareness campaign.
Right?
And not something cheesy, something fun,something screaming, something out there.
Right?
Something when you show it to the older people,they're like offended.

(39:10):
Yeah.
They should be offended because if they're notoffended, we're not doing it right.
Because everyone that we're selling now listen.
When when you talk to more printers and, youknow, who the customers are, the buyers are not
as educated as they used to be.
They're younger.
They're coming in from different places.
We have to find ways, you know, if they saidbefore that it was seven or eight touches
before you get to meet a customer, maybe nowit's twelve to fourteen, right?

(39:33):
It's harder to see them and harder to get tothem.
Too many salespeople stop right before they'reabout to actually reach them.
Yes.
They're afraid that they don't cross the finishline.
But we have to market to those people.
We have to talk about what we do.
It's a never ending, we, listen, any businessis never ending marketing and pushing what you
do.
Well, I mean, that's the thing is, and I'veseen a lot of printers do this and we were

(40:00):
guilty of it years ago too, is, you havecustomers that are running direct mail
campaigns and they're sending a postcard everyquarter, throwing out nonprofits out there.
They're doing that because it's working.
And then the printer sends a postcard and theysay, well, we didn't get any phone calls.
On the one postcard that you sent to yourcustomers in a list of 500, you've got to be in

(40:22):
front of these people 20 fourseven.
You've got to be in their faces as much aspossible so you are top of mind when they do
have a need.
And if you're not putting yourself out there,you know, you can't just cross your fingers and
pray that the customers are gonna kill them.
Yeah.
You're buying your own noose if you're notputting yourself out there.

(40:42):
Well, so this is the other thing.
Right?
And excuse me.
The other thing is this.
To all these printers out there, you nailed iton the head.
Right?
I talked to one printer who says, oh, well, wedid a mailing.
I go, well, can you show me the mailing?
And he showed it to me, and I'm like, You knowwhat?
I don't wanna be mean, but like, What are youwasting your time and energy and money for?

(41:04):
Who created this?
Right?
There marketing creative people, and then thereare graphic artists.
And the first thing that print owners need todo is you don't need a graphic artist.
You need a creative marketing person so thatyou have a message, not just throwing together
images in a color.

(41:25):
That's number one.
Number two, excuse me, I think every printer,right, that does any form of direct mail, and
even if they don't, they could do it forthemselves, make a list of a thousand people
within two miles, three miles of your businessbecause it's all businesses.
And then just make a plan for six to twelvemonths every month to do a mailing,

(41:47):
personalized mailing, a postcard, something.
You know, first of all, and I'll tell you why.
Number one, what is it to mail a first classletter?
A buck, 80 cents, whatever, doesn't matter.
That's not even depending on what you're doing.
Call it a buck for easy math, right?
I'm never good at math.
So you do a thousand a month, that's a thousanddollars times 12, that's $12,000 on postage.

(42:09):
The printing, really, it's just your cost ofsome clicks if you're using digital, which is
peanuts.
The paper, chances are you've got enough paperlying around every month from jobs left over
that's good quality that you could then use,which costs nothing.
Yes.
For the creative, you could team up with a goodcreative marketing person who could help you
with your messages and you could pay them whatthey need to be paid, or you could work a deal

(42:31):
with them and barter some of their print andmailing maybe, or marketing for some of their
customers.
So it's not a big cash outlay, right?
Not at all.
No.
But you're sending out a thousand a month andthis is it.
So let's say that the mail is a thousand andlet's say the production and the creative and
all that other shit's a thousand.
That's $2,000 a month.

(42:52):
That's $24,000 a year to reach a thousandpeople every month consistently.
But no, you go hire someone who sells thatdoesn't know how to sell or is a legacy sales
person and pay them $50.60, $70.80 grand, andthey're not gonna see four people a week,
right?
You spend the $24, you keep the messagingalive, you keep it out there, you're building

(43:16):
the leads, and now you're giving yoursalespeople leads because the old days of cold
calling are tougher and very few people reallylike it.
I happen to like it, but very few peoplehappen, you know, to like it and don't do it.
Now you're giving your sales team a goodrunning start because you're supplying them
with the good leads that are coming out fromthe people that you touched, right?

(43:40):
What that?
But get this, it gets even better than that.
That's just the tip of the iceberg.
While you're doing all of this, and you're notjust mailing, maybe you're doing some omni
channel, you're doing some email, you're doingsome Pearl, you're doing some texting,
whatever, but you're building your own livecase study.
So you have one at the end of a quarter, thesecond quarter, the third quarter, the fourth

(44:04):
quarter.
You've now put together your own story.
You can go out and talk about your ownexperience with your own expenditure about what
you did, and you're being straight.
And you don't have to talk about anothercustomer because you can never mention their
name as to what they did in those numbers,right?
So you're putting your company out there andyou're generating leads for your sales team.

(44:27):
And if you're hiring young salespeople whodon't have the proper training, you have to
train them, but you're also not setting them upto fail because you have leads.
And then the other thing I've seen, withpeople, sales people, with owners, is they'll
go hire a salesperson, right?
And we all know when you hire a salesperson,first of all, if they're coming from another

(44:49):
company and they tell you they have a milliondollars of book sales, you know they're only
bringing 50 to a hundred grand with you.
If you think they're bringing more than that,get your head checked.
Companies don't leave and follow salespeopleanymore because they invest too much time and
money with the people, their suppliers they'reworking with.
Yes.
Right?
But when you hire a salesperson for whereverthey are, whatever, and they're new to your

(45:10):
company, it's twelve to eighteen months beforethey're running on that treadmill and doing
what you want.
And most owners start to get that knee jerkreaction in the third and fourth month because
they're not seeing what they wanna see.
So if you do the marketing, if you do themailing, you're covering a bunch of angles.

(45:33):
Well, make the smaller investment first.
Well, just like you were saying with theprinters who we buy, we hire the sales rep and
then we're like, figure it out.
Or you put on the equipment on the floor and
I'll figure it out.
It'll
come, it'll come.
And the investment's much smaller to get yourname out there.
And if you did that and you were just patient,you kind of figured out if I send out X amount

(45:56):
of postcards, I can expect X amount of return.
You kind of get that formula going.
Then you can kind of determine, hey, well, youknow, over the last year we generated 70 leads.
My established reps are pretty busy and theywon't really be able to nurture these people.
But if I bring in a new charismatic person,like that's another thing.

(46:16):
Your sales reps don't have to come from theprinting industry for them to be effective.
Like, I mean, it's great when they haveknowledge and my sales team, I would put them
against any sales rep anywhere and I'mconfident in their skills.
Key points, you said it before, the people thatare green to our industry listen and learn
better.
Yes, and they absorb the processes that aresupposed to be followed and they get excited

(46:41):
about industries you may not be in and the newofferings that you have that, you know, the
established reps are kind of too busy to reallydig into and really, really sell.
So the whole point I know of this podcast was,if you're thinking about marketing or wondering
about marketing, and you're kind of worriedabout how to go about it, just start putting

(47:04):
yourself out there and you're gonna get thefeedback you need to really dial in where you
think your company needs to go.
But if you're not putting yourself out there,if you're not throwing out little explainer
videos, if you're not showing the cool stuffyour company's doing and how much you
appreciate your team and your customers, how isanyone else ever gonna know about You think
people wanna read up of, you know, eightparagraphs on your website on something they're

(47:28):
gonna have to click links through to get to andthey're gonna go, Oh wow, this sounds like a
great company.
Make the thirty second video that they can seeand go, Hey, I think we buy pocket folders
here.
I'm gonna forward this to my marketing person.
This seems like a cool fitting company.
Yeah, let's maybe reach out to them.
If the videos aren't out there, if themarketing's not out there, those opportunities

(47:50):
are never gonna come.
Listen, I rarely read all the stuff on people'swebsites.
I read the headlines.
I read the some of the first paragraphs ofcertain areas just to get a gist of what it is.
I happen to be more visual.
Right?
And and there's so much content out thereflying by us that you gotta make it so that

(48:11):
people can catch it and it's a little quick.
Yes.
Right?
Absolutely.
When
you go on to places and you gotta read who theyare, it's like, Don, I don't need you.
Yeah.
I mean, all people have to really do is thinkabout how they operate in their own space when
they're looking or how they're doing things andknow that people are doing the same thing.

(48:31):
So if your stuff doesn't appeal to you rightaway like that, it's not gonna appeal to
anybody else.
Right?
And actually, you just said before, if you'renot doing any of that stuff and you don't know
how to do your stuff, I'm gonna make it easyfor you.
Just reach out to me.
I'm happy to help.
We don't have to do anything big and long, butI'm happy to help.
I say I'm a print owner.

(48:55):
I was a print owner.
I still like to think I'm a print owner, butI'm also one of the only people out there, I
think, really promoting print the way I am andfrom the printer perspective.
I don't care about the OEMs or any of that.
I only care about we as printers are doing,what print owners are doing, that they're being
successful, that they're spending the money inthe right places, that they're not bleeding,

(49:17):
that they're not listening and get sold falsebill of goods.
At the end of the day, to all the print ownersout there, we are, we're owners, we're
entrepreneurs, we put everything on the line,right?
You buy a press, everybody at the presscompany, you know, they all get paid and it's
never a problem for the next seven years, it'syour problem.
So I wanna make sure that you guys, girls,everybody, just doing it right.

(49:40):
There are no secrets, right?
There are no secrets.
You have to do what you have to do.
Don't over complicate it.
Printers love to over complicate things.
And yes, Warren, you have the experience, youwere a business owner and you understand what
printers have to do to get noticed andrecognize and get business out there.
So yeah, if any listeners are thinking, well,how am I gonna go out this marketing campaign?

(50:03):
If you can't do it yourselves, call Warren or,you know.
Yeah, and it doesn't have to be anything big.
Listen, you know what?
The truth is everybody knows that video, right?
When people, it's still going, I still love it.
It's on my YouTube channel.
Go see it if you didn't see it and you know,just pee in your pants laughing.
When I did the, people asked me about thatvideo now.
So what were you thinking?

(50:24):
And I say to them, well, I had this vision,Right?
And that's bullshit.
I had no vision.
I did the video because I saw something and itwas just for fun and we were a fun company and
having fun.
But as soon as that video came out, right?
And I was a young pup and those numbers startedrolling and going around with the industry
things, I started to realize then, and I was nomarketing person, I didn't even know anything,

(50:45):
I was just some dumb kid on the street.
And I just started realizing, oh my God, I'mdeveloping a brand.
And then to a lot of people in the industry, Iwasn't even a competitor, I was like the video
guy, I was the marketing guy, I was the youngguy who's kicking the old generation and doing
it the new way and the video's still goodtoday.
I mean, actually I look better today.
I'm a few pounds lighter.

(51:05):
But really, just, I didn't know anything.
I took it.
I embraced it.
I learned from it, I grew with it.
And today, just, you know, trying to keep italive, printing's alive, and expand on it.
And I really just wanna make sure that thepeople in our industry are successful and
minimizing the mistakes and learning from themistakes because today you cannot build it.

(51:31):
Today, if you build it, they will not comeunless you put something out there.
Yes, sir.
So, you know, so like going back to why I hadyou here, I see your stuff pop up and it leaves
me laughing and smiling and it's memorable.
Thank you.
Right?
And that's what you want or that's what anyowner should want.

(51:54):
Well, Warren, thank you so much for having me.
And this is just reassuring that we are goingin the right direction and we are figuring out
this whole marketing thing.
And we've got a long way to go.
We got a lot of work to do on our website.
We got a lot of work to do on our new wideformat offering, but I don't know that we

(52:14):
wouldn't have gotten there without
If you didn't see my video.
If we didn't see
your video again.
And,
you know, actually trying to put ourselves outthere and figuring out what we really need to
be doing and saying to be generating new leadsand new interest in our company.
We would have never gotten that feedback if wedidn't just say, fuck it, we're gonna put our

(52:37):
names out there, we're gonna make some videos,and we're gonna see where this takes us.
And last year was our second best revenue year.
We're 10% ahead of last year, which is thesecond best revenue year in one hundred and two
years.
We'll see how things shake out.
But all I know is once we started getting alittle more focused on our marketing, we got

(53:01):
busier and everything came up.
Got to work on the marketing metrics andeverything as well.
But we're light years ahead of where we were acouple of years ago.
Well, we'll save AI for another conversation,right?
But AI can help you with a lot of thosemetrics.
Yes, sir.
And make pretty simple.
You know, the other thing is, because we'regonna get off in a minute, but, you know, to

(53:23):
everybody listening, if you're not doing anytype of video, do some video.
You do not you do not need to go to aprofessional video maker.
Gather the folks in the company together andjust ask who in the company is open to making
some good fun videos for us for social media.
Watch what happens.
Right?
And then you could just pick a few ideas,folding something, making something, finishing

(53:47):
it.
You don't wanna put your customers' names outthere so you can kinda keep them covered or
blurry.
Or you ask the customer if they mind if it's areally good customer and you're not afraid to
lose them, right?
But you can get your whole team doing stuff foryou for nothing.
Bring in some pizza one day to thank them andwatch how excited they get to be participating
and helping you promote the company.

(54:07):
They get to promote what they do.
I'll just tell you the last thing that I that Idid in my company from a marketing perspective,
and this was more for the people within.
So I originally saw a fishing magazine I wasreading and it's the the editor signed off on
the front page saying editor and angler, and Ithought, oh my god, what a great great idea.

(54:28):
So I went to my business card and I made itfounder and fisherman and that's what I was
giving out.
But then I went and every single person in thecompany, I think at the time maybe there was
eighty, ninety, one hundred people, everybodygot a business card with their title and with
their passion or hobby.
Even the pressmen, I mean, didn't get an emailaddress, and they didn't get their cell numbers

(54:49):
on the card because I didn't want them givingout the card, people can call them, offer them
jobs.
Yeah.
But what it does is, number one, it broughteveryone together, gave everyone a bit of
excitement, gave them an identity that they'repart of the company, right?
Then you're acknowledging them as people forthe position and what their hobby is.
So you got that whole thing going on.
When they're outside and they have cards andfriends and whatever, they're a somebody, they

(55:11):
feel good.
But more importantly, with the founder and thefisherman, I talk about a business icebreaker.
Any meeting I went to, anywhere I went, nomatter what it was, and I gave out a card, the
first thing they did was they look at card andthey go, Founder and fisherman?
Like, Oh, did you mean flounder?
And I'm like, You can call me whatever you wantas long as you call me.
And then everybody has a grandmother,grandfather, grandson, son, whatever, a fishing

(55:35):
story.
Yes they do.
So you're marketing yourself.
And I didn't know then what I was doing again.
It only all occurred to me later.
I just thought founder and fisherman was cool,right?
But all those little things that cost younothing to bring your team together that allow
you to market yourself to the company and itallows them to market the company to everyone

(55:56):
around them.
Little things.
I got a great fish story if you wanna hear itreal quick.
I always wanna hear fish stories.
All right, So this was when my dad andgrandfather took us fishing when we were in
Orlando, probably when I was 12 and my brotherwas 10.
And the guide who took us out fishing for bass,young dude, early twenties, maybe mid twenties,

(56:22):
looked like he hadn't slept yet.
Great.
He had a good night party and whatever.
So we're on the boat a couple hours and we'reall tossing lines in and we bring in a couple
of bass, But my grandfather snags an alligatorgar.
Oh.
And he pulls it in, and it's whipping around.
Its teeth are sticking out, just gnarlylooking.

(56:42):
And the guide puts his hand down on its back.
He goes, this is an alligator gar.
It hurts the best.
You're gonna stun it.
And then bashes its brains in and throws it tothe, seagulls.
So a pretty intense story, but my brother and Istill laugh about that today.
Oh my god.
Yeah.
I don't care anything.
I'm gastronaut.

(57:03):
Yeah.
No.
So listen, listen.
You have something that stays with you thatyour grandfather did and you kind of
Personally, like, I only keep a fish if I'mgonna eat it.
Right?
Yeah.
No.
Absolutely.
But listen, back then, not to go back in time,but back then things were different.
Now we know more.
Now we're about more about conservation.
We're about catch and release.
We're about, you know, making sure thefishery's good going forward.

(57:25):
But we'll do another podcast, just a fishingpodcast, because everybody I talk to has some
fishing thing they wanna say.
Absolutely.
You know?
But the founder and fisherman's a good onebecause, yeah, made me wanna tell you that
insane story with that crazy guy in Florida.
So Warren
You know what?
Give me one sec.
I just I've said it before, but I want peopleto hear this.
I went in to see the CEO of a big company.

(57:47):
Somebody got me the appointment, very kind.
I went in to meet him.
I don't really get intimidated by much.
This was like a giant desk.
It was like I felt like this was I was FredFlintstone sitting in front of, you know, Mr.
Rubble in the office, old cartoon days, and hesays to me, You have fifteen minutes.
And I give him my card and he looks at it andhe goes, Founder and fish.
He goes, Founder and fisherman.

(58:08):
He goes, Do you mean flounder?
And then, you know, that's where I got thatone.
Yeah.
And then I said, Call me what you want.
And he goes, You really like fishing?
And I said, Yes.
And he flips his screen around and he just cameback from a salmon fishing trip.
And from having fifteen minutes, we spent fortyfive minutes talking about fishing and then
skiing because he had pictures on his wall.
So I touched on the, hey, where did you ski?
I skied here, blah, blah, blah.

(58:29):
Almost an hour together and then he calls intwo VP marketings.
I ended up doing a little bit business withone, okay?
All walking in knowing nothing, all handing himthe card, him telling me fifteen minutes, me
choking up, him looking at the card and then anhour goes by.
So point is to everybody listening, you justdon't know.
So put it out there, keep it real, it's allgood.

(58:51):
I hope everybody made it to the end of thepodcast.
I know it's not always easy, there's a lot ofstuff going on in the real world.
If you made it, share it, if you liked it, ifyou believe it, if you're another printer,
please promote it to other printers and askthem to listen.
If I could give anybody any ideas and help themout, well, that's what I'm here for.
Kinda make a living doing that too.

(59:11):
Alex, think your company's awesome.
That's what got you here.
I think you make a great leader, so thank youfor that.
Thank you on behalf of all your employees too,because they gotta, well, most of them gotta
love you.
They don't all love us.
Yeah.
And any final words from you?
No, Warren, it's a pleasure to be on thepodcast.

(59:31):
Watching them for a while and always wanted tobe a guest.
And thank you very much.
Happy to finally be here and honored to behere.
And for the printers out there, Alex Bechner,Advertisers Printing.
And if you are confused about which way totackle marketing or anything else, check my

(59:53):
LinkedIn page or reach out.
But Warren knows what he's doing.
The bottom line here is the message to all.
Don't be scared of marketing.
Get out there, put your name out there, beconsistent, and some good will come from it.
And don't be afraid to call other printers forhelp.
We are a brotherhood and a sisterhood and we'reall hoods.

(01:00:14):
Yes Absolutely.
Anyways, Alex, thank you so much.
Everybody else, look forward to seeing you onthe next one.
If you know anybody who should be here, ifyou've got something you wanna say that's
really important, something new, something justgreat, funny, laughing, reach out to me, let me
know, love to have you.
Otherwise, Warren Wormit, you know I loveprinting.
Printing's alive.

(01:00:35):
Thanks, Warren.
Cheers.