Sep262012

“By opening a second printing plant we are able to deliver materials to our East Coast customers in half the time and at a reduced shipping rate.”

David Handmaker
David Handmaker
Next Day Flyers
CEO

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Next Day Flyers is an online printing company specializing in providing high quality custom printed marketing materials such as flyers, business cards, and brochures. They strive to maintain high product quality, fast and friendly service, while at the same time passing on low prices to their customers.

MO: How are you able to deliver one of the fastest turnaround times in the industry without sacrificing quality?

David: Over our 14 years we have worked very hard to fine tune our production process. By carefully examining each step involved in the manufacturing cycle we have been able to eliminate bottlenecks and improve efficiencies. Our quality is never sacrificed as we have 33 check points in place. The checkpoints occur during prepress, press, cutting, bindery, shipping and QA.

MO: What’s one marketing strategy that’s worked really well for you?

David: One of the things we’ve done recently is to take a deep dive into our Google Analytics data. We can learn so much about our customers by looking at trends in when they make purchases. Once we see trends in traffic and purchase patterns we can roll out ad campaigns and promotions that speak to their behavior.

MO: How has Next Day Flyers evolved since first launching back in 1998?

David: In the early days we advertised very heavily in trade magazines and grew at a rapid pace. After a few years I noticed our new customer acquisition rate was slowing and I knew I had to make a change. In 2005 we began to transition toward acquiring customers via online marketing campaigns. Back in 1998 when we started, I was working out of my home. Now we have 150 employees and two production facilities, one in Los Angeles, and our second printing plant in New Jersey.

MO: Do you feel that the prevalence of social media has affected the printing industry at all?

David: Yes, definitely. Being in the printing industry we have many customers who are graphic designers, artists and small businesses. We see these customer segments sharing images of their printed items such as postcards and flyers on their social networks. The more they share images and mention Next Day Flyers as their printer, the more exposure and brand recognition we receive.

MO: What influenced your decision to open a facility earlier this year in New Jersey and how has that impacted that business so far?

David: We have a large customer base in the East Coast area. We knew shipping items across the country wasn’t the most efficient way to serve our customers. By opening a second printing plant we are able to deliver materials to our East Coast customers in half the time and at a reduced shipping rate. We’ve seen increased orders from our customers in the New York, Boston, and Washington DC areas as well as a rise in our customer acquisition rate in the East Coast market.

MO: Can you talk about how you’ve been actively engaging with your customers to learn what other products they’d like to see you offer?

David: We’re actively listening to our customers’ needs and requests for new products. We have a survey which goes out to our customers after their purchase. This survey asks them about how they feel about our service and products. We receive a lot of valuable feedback on new sizes and products that our customers want. Recently we had a blog post and an email campaign requesting feedback on what new products our customers would like to see most. We received wonderful ideas and have already launched some of those new products which are Presentation Folders, Invitations, Table Tents and Envelopes. The feedback we receive from our customers is invaluable.

 

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