Finding ways to evolve and grow a print business in an increasingly digitally-focused world can be challenging. But providing fast, high-quality solutions to the issues faced by your customers can be a great way to go above and beyond – and build up the reputation of your business.
This episode of Print Matters – A Canon Podcast sees host Jacky Hobson speak to XIC’s ‘Ideas Man’, Jason Moir, about how providing design, project management and other creative services that your customers need can open up doors for print businesses, and why it’s so important to take the customer along the creative journey with you.
Finding ways to evolve and grow a print business in an increasingly digitally-focused world can be challenging. But providing fast, high-quality solutions to the issues faced by your customers can be a great way to go above and beyond – and build up the reputation of your business.
This episode of Print Matters – A Canon Podcast sees host Jacky Hobson speak to XIC’s ‘Ideas Man’, Jason Moir, about how providing design, project management and other creative services that your customers need can open up doors for print businesses, and why it’s so important to take the customer along the creative journey with you.
Hello, and welcome to Print Matters, a Canon podcast, where we explore advice, insights and inspiration from industry thought leaders in print and communications. I'm Jacky Hobson, and for this episode, I'm joined by Jason Moir of XIC. Hi, Jason.
Jason Moir:Hi Jacky.
Jacky Hobson:Jason, thanks for making the time to chat with me today. So before we get on to hearing about what's happening with you, and how the last year or so has been for business, can you give us a quick heads up about your background and about XIC? So the who, where, what and the how?
Jason Moir:Well, Jacky, I've been in the print trade for too many years now, over 35 years. XIC, we're a creative printer here in Aberdeen. It's really the energy sector that we provide our services to. We also work with hospitality and various other sectors, SMEs and blue chip companies. And when I say we're a creative printer, we have our own print factory here, we have our own designers, my background's design. So my role is really to go out there and work with our clients and give them ideas. And quite often they come at us and say, right, we're going to an event, we need something to handout, we don't know what we're going to hand out. So my job is to be creative, come up with ideas, follow through to the prototype stage, and then production. The company has been here for 34 years now in Aberdeen, and we have a large following of loyal clients. And we're always picking up new businesses as well, because of our reputation as being a creative printer.
Jacky Hobson:Thanks, Jason. So we're going to delve a bit deeper into that term, the creative printer, later and what you mean by that. But first, I wanted to ask you about being the ideas man at XIC. I know that's even your job title on LinkedIn. Now, we've met before, of course, and I've seen you in action so I know it's a title that suits you. Well, but could you tell us how that plays out across the business? I guess you don't just wile away the days waiting for inspiration to hit which you then share with colleagues and customers?
Jason Moir:Yeah, the ideas man. Yeah, a few people have mentioned that to me when I've been in speaking with them, so it's kind of stuck with me. So yeah, had to go on my LinkedIn profile. Everybody emails and says we need the ideas man to come in and speak to us so, yeah. Young marketers especially, they kind of struggle when it comes to knowing what to put out there when it comes to a printed piece. Different on the digital side, that's what they're really trained in. So they've got that in hand. But when it comes to an event, or maybe taking clients away, or bringing clients into their workplace, they do struggle with coming up with ideas on what to give them. What to give the client a bit of a wow factor as a takeaway item. So my job really is to go in there and I think I'm very fortunate that I do come up with ideas on the spot quite often. So the marketers really call me in when they're struggling to come up with an idea. So us being the creative printer, as we call ourselves, that's where we add the value. We're not order takers. We used to be many, many years ago, we've evolved now. And now clients come to us and say, we need an idea, we don't know what to handout, we know you guys can come up with a concept and deliver the whole package. So yeah, it's great to be sort of tired without brushes being the ideas, man, because it makes us stand out from our competitors.
Jacky Hobson:Ideas is the USP then. Fair to say that the idea of going into a customer and simply taking an order is a thing of the past now. Okay, back to the creative printer then. But surely most PSPs even the smaller ones have some creative resource, don't they? Even if it's only an artworker or a graphic designer? Doesn't that make all of them creative printers Jason?
Jason Moir:I think every printer out there, yeah, we'll have someone sitting behind a computer, creating artwork. I think it's not so much just the visual aspects, but more about the product itself. Bringing ideas from the customer back to XIC you know, we kind of take it to the next level by actually trying to give them something unique every time. And when we create something unique for them, we don't clone that across to our other clients. We always try and create something unique for their brand that we can then develop and of course, give that consistent message when we do their next event for them. So yeah, they kind of expect us to come up with something fresh, keep it on brand, make sure we're not regurgitating from another clients solution that we've come up with. So again, there's a very unique aspect to it. So because we've got really strong designers in house, I think that sets us apart from a lot of our competitors. I think we're just that little bit more creative and dynamic. And we're probably not relying on print coming to our business as well. I think there are a lot of our clients out there who are just hoping that volume print will come back to them. But we know that it may turn into a small packaging run, it may turn into a product that we have to put a wrapper around, it's not necessarily going to be 1000 brochures that the clients looking for. So I think, because we are so passionate about being creative, that comes across to the client, and they buy into what we're selling, because we are there trying to give them a solution, and make sure that they stand out against their competitors.
Jacky Hobson:So I'm very much hearing here ideas and solutions rather than jobs and products, quite a different approach to some of the old school printing businesses out there. In fact, Jason, you know, this makes you sound less like a printer and more like an agency. Do you think there's an overlap? Or do you find yourself competing with the agencies?
Jason Moir:I think we do overlap with an agency a little bit. I think an agency to us is someone who's going to tell your story through your brand. We are more fast, short, snappy solutions and utilising an existing brand. Yes, we do get involved with rebranding clients, or maybe moving the brand on a little bit. But that's usually when we feel it needs to happen. So yeah, we do work with agencies as well, to be honest, there's a lot of agencies in Aberdeen, who use us for our creativity when it comes to the printed piece, not the design element. So yeah, it's one of those things where some see us as a threat, some see us as a good partner to help their client. But yeah, what we come out with nine times out of 10, our client takes it to their boss, yeah, they get a pat on the back. And we've done our job. And we think that's great, because all it means is they're going to come back and ask us to repeat that. So it's just ongoing business. And our clients have been with us for over 30 years. And we keep evolving, and we keep evolving their material and that's how it works for us. But yeah, agency side, it can be much more expensive to go down the route using an agency, we kind of go by an hourly charge, rather than an agency putting a large value on a project. So that's why we get a lot more repeat business. And maybe sometimes it cuts out the agency.
Jacky Hobson:Okay. Makes sense, yeah. Do you have an example for us, Jason, perhaps a piece of work or a successful real life campaign you've worked on that typifies this creative printer approach?
Jason Moir:Yeah. A good example was a client give me a call and said right, we're going to be taking some VIP guests away to Perth Races. And we need to hand something out, something memorable that they'll take away with them after the event. So that was the brief very short and sweet. So I invite the client in, we discussed it a bit more in depth like asked you know, are they chauffeur driving the guests to the event etc. So we thought how can we just give them a bit of a wow factor as soon as they enter the car? So I came up with an idea to put a couple of boxes together and one of the questions was as a couples You know, there's going to be guys and girls coming along, husband and wife type thing. So the answer to that one was yes. So what I thought was right, let's do a couple of boxes. We'll do one for the guys, one for the girls and let's put a wrap on these boxes. So a couple of sleeves so we did one with a message and then an outer one with a brand. So it was the Gold Cup at the Perth Races. So obviously we added a little touch of gold foiling because it was the the gold cup so it was very relevant. And the two boxes we changed them and the messaging on those was today and the other box was tomorrow. So in the today box was a gift and the gift was specific if it was male or female. So the female had a branded bag hanger to hang at the Perth Races. The guys they got a branded money clip in case they won big at the races so all relevant all branded and nice pieces to give away as well. The tomorrow box, we put some items in there to take care of your hangover. So we had your cloth for for cooling the brow. We had a little packet of TicTacs for the breath freshener after the drink. And we had one of those energy powder drinks as well in there, so yeah, it was just a bit of fun and a nice gift on the day but something to take away and speak about. And the impact of that was great, the client had so many comments and feedback on it. And it's still spoken about yet and that's a year down the line. So that's the sort of thing that we bring the creative element in. But we produce it all here in the print factory and the client really didn't have much of an idea as to what to do. So we came up with that solution for them. And after that one, they just come back and say, right, we've got another event coming, what can we do here, and we come up with something new.
Jacky Hobson:Brilliant, I love it. A win for the customer, because they've kind of outsourced the challenge to you, but also because for you, you're able to propose all stuff that can be produced and then obviously controlled in house. So you're maximising your return and your margin.
Jason Moir:Yes, everything produced in house. Just like our second event we did with them, where we that some material for the Scotland versus All Blacks rugby game, again, we do branded snoods in house, we do all the packaging and design. So yeah, everything in house which really goes down a treat with a client because they can come in and see the material as it's coming off the press, which is great.
Jacky Hobson:Cool stuff. I'd love to see that collateral. But here's the $6 million question, Jason. And I'm sure PSPs out there listening are all keen to know as well. How do you price a job like this? Because presumably, there's loads of your time involved up front that has to be paid for, and that of your team? I mean, there has to be some amount or a premium charged for all these creative ideas and intangible stuff. Right?
Jason Moir:Definitely Jacky, yeah, for sure. And this is something quite new for us. So project management is something that we are now including in these projects. I think, as we've evolved, it's something that we've looked at and thought, you know, a lot of my time does go into these, into solutions and ideas. There has to be a value to that, has to be added value for the client. So yeah putting a value on it. Yeah, that's, that's a tough one. We do tend to look at the time we're spending on it, rather than what we think it's worth. So we do cover our time, you know, a project that might be overall cost 10% of that might be project management, 20% of that might be project management. It depends on how much time I give this project. But it's still quite new for us. We're aware of it. We know it's valuable to the client. And the client, yeah, I would say they probably expected it from day one. A lot of them have gotten away without paying for it. But now they're not. So yeah, we've actually we use Shuttleworth system, and we're actually creating a project management button in there so we can track it as well on our p&l. So I would say anyone that's looking to evolve as a creative printer that that is a huge element, that's what agencies charge, it's the time. You know, you'll get a lawyer or a solicitor, you're on the clock. So we're not charging those kinds of rates, but it's very important to get something back. The solutions have got to be worth more than the value of the print job itself, because the feedback and the relationship building it gives the client is huge. So yeah, when we put project management on a job, no one asks why.
Jacky Hobson:And that's really interesting that the client doesn't query it. It just goes to show that sometimes, in fact, if not often, it's our own price conditioning that holds us back. In the same way that we can be afraid to ask for the order itself for fear of being rejected, if we don't attach a cost for our ideas, or the creativity in the project management, what we're actually doing is negating its value.
Jason Moir:It's a printers mentality to just look at the cost of material and add a little bit of time, and maybe discount that if the client you know, knocks it back. But no, it's imore about, I would say, confidence more than anything. You've got to be confident with your price. And yeah, if you're showing that confidence, and you've got passion in what you're delivering, then you're really getting them to buy in to the solution. So the price isn't the top of their agenda nowadays, I don't think. We certainly don't get a lot of issues on price unless we're pricing a product that they're putting an estimate out or asking for an estimate to 10 other printers. And it's for a set of business cards. How do you add value to that really, it's more project work, but you've got to be confident in what you're doing. And if that confidence and passion comes through, the client buys in and they're along the journey with you. You know, they're they're working with you. They see you as more of a partner than a supplier.
Jacky Hobson:You know, I can absolutely hear that passion and confidence when you talk about the business, Jason, it's just so refreshing, so refreshing to hear it. But we're nearly out of time. Before we go, though, is there anything else on the horizon? What have you got planned for the year ahead? Or is it just more of the same?
Jason Moir:Well, we've got quite a lot of new things coming along. We are doing a lot of office enhancement, so you could just say printed wallpaper, adhesive vinyl. But yeah, we're doing a lot more of that nowadays. A lot more clients are looking to enhance the business space internally. Yeah, a bit more of the same, you know, creative projects. We do vehicle livery as well, now, so we have evolved quite a lot. I think that operational print is just you know, in decline, obviously, we know that, we can't expect it to come back. So we've got to evolve and adapt. The project management element obviously helps, you know, adding value and getting back some of that lost time maybe and less print going through the factory. So yeah, we're doing a lot of display work. And we're putting on a pretty large event live in Aberdeen this year, for the first time called the Safety Expo. So that is targeting QHSE professionals. We will be showcasing what we do on the durable print side for tally books and tags, etc. And we will be selling stands to other companies who are targeting QHSE professionals. So that's a really big event for Aberdeen. First one of its kind, and it's going really well so far. So that happens on the 21st of September, at the PNG live arena. So yeah. All going well, we're always moving, down to sign and digital shortly to to see what's happening there. So we're always keeping abreast of technologies and new materials coming out as well. So yeah, very forward thinking, we'll keep that going. And yeah, more of the same as well.
Jacky Hobson:I'm very intrigued by this safety event that you've created. Definitely an example of that creative thinking that we've just been talking about. Sounds like a very busy year ahead. Thanks again for sharing all of this with us, Jason. And if our listeners want to know more, then presumably they should check out your website. Is that www.xic.com isn't it?
Jason Moir:Thanks for having me, Jacky. Yeah, you can check out xic.com We've also got our inspectiontags.co.uk. And, of course, our new event, which has its very own website launched in the next few days, which will be the safetyexpo.uk. So yeah, thanks again, Jacky. And all the best,
Jacky Hobson:All the best to you to Jason, and a big thank you to our listeners. We do hope you found value in what you've heard, and you'll check out the other podcasts in the series. You can subscribe to the Print Matters channel to be the first to hear about new episodes as they're published. And if you're interested in finding out more about the topics discussed here, please speak to your local Canon team who'll be more than happy to help. See you next time.