IPIA: Creating partnerships in print

With a range of training services, many events and an exhibition during 2007, and a wealth of trade advice and information, those joining the IPIA can benefit from other members’ expertise.

“As long as the IPIA logo continues to mean our members have quality standards, people will continue to go to them, and I am working to ensure this remains the case.” Andrew Pearce, chief executive at IPIA since January, has joined the association with an aim to maintain its reputation within print managers, buyers, and manufacturers, while raising brand awareness with end users.

The Independent Print Industries Association (IPIA) was formed in 1990 as the British Business Forms Association, changing its name to IPIA in 1997 to reflect the changing nature of the industry. Pearce describes its key aim as to give members good suppliers and business opportunities so that all of the IPIA’s print management, manufacturers and associate members can work towards a profitable future. It also helps members to develop their businesses, providing support with sales and marketing advice, print industry specific training and HR and legislative services.

IPIA currently has 190 members on its books, with approximately 80 of these being print manufacturers, 20 associates and 90 print managers. Access to these members from opposite ends of the spectrum is also provided, along with associate companies, such as paper manufacturers, design agencies and production teams.

All members have to adhere to the IPIA’s “twelve commandments”, a code of practice for conducting business ethically, which is displayed prominently within their company. Rules specify that all members must transact business in an ethical, honest manner, demonstrating and representing their products fairly and avoiding misleading practices. Quality assurance must be provided by members, confirming that they are committed to the highest level of product quality and customer service with suitable measurement of quality issues in place with an appropriate arbitration system. It must also be confirmed that suitable training programmes are in place, and updated and implemented regularly. This is to ensure that companies are not “here today and gone tomorrow”.

In return for its members complying with the IPIA’s terms and conditions, it provides a range of services for members to take advantage of. For print managers, a marketing presentation is available on CD or via email, helping to sell the benefits of print management to a customer, which can be personalised with the member’s brand at minimal cost. A full range of documents needed to complete a print audit is also provided.

Printopia is an internet based print management service for IPIA members, streamlining the processing and production of print jobs, helping to minimise administration costs. The members’ handbook, available in electronic and hard copy, also lists all IPIA companies, as well as having special sections from manufacturers and associates detailing their products and services.

A range of business services is offered by the IPIA, with a secretariat providing information and advice on personal matters, public relations, technical information and UK and European business law.

Professional credit checking services from both Experian and Equifax are available, with up to a 40 per cent discount available for members. The IPIA has also made special arrangements with the printing industry’s provider of stake holder pensions, providing a detailed booklet.

Special deals have also been negotiated with regards to employee private healthcare schemes, commercial insurance through AON insurance brokers, human resource services via Citation and a candidate verification process, featuring a financial check and confirmation of education and employment for potential employees, available through the internet.

"We are working on growing our membership through adding diversity." Andrew Pearce

The IPIA website attracts over 1,500 visitors a month to its home page and free product sourcing area, which Pearce states is a live part of the website, and is constantly updated. The members section has links to their websites and a PDF summary of their services.

Innovation in Print, the IPIA’s bimonthly magazine helps members keep up to date with new developments, products, members and services. Advertising rates for the magazine are reduced for IPIA members. The magazine includes a “talk and tell” facility, whereby companies can phone the IPIA about its news, which is then converted into a story by the IPIA team, and emailed back to the company for final approval. Along with bursts of news, the magazine includes in depth news features, reviews of events such as print manager and print manufacturer’s forums, and a regular piece entitled 25:25, where both someone aged 25 or younger, and someone who has been in the industry for over 25 years, are interviewed. It ends with a market summary of a product or service relevant to the industry, and information about new or updated membership details.

Along with the services mentioned above, members can become involved in a more practical relationship with the IPIA. A new development for the Association is the software training it provides, having started this in December 2006. Pearce says “I recognised that a lot of our members are small businesses and may not want their staff to go away offsite for training, that is why we offer the option of onsite training for creative software on Apple Mac and PC platforms, helping people to get over the hassle of time and geography. We are also launching a similar service for the Microsoft office suite of programs in the Autumn.”

For those wanting to leave the comfort of the office for training, the IPIA provides regular technical training seminars. Developed over 16 years, the training programmes have been widely acclaimed by both print manufacturers and managers, with many associates contributing to their research and development. The training seminars cover all the new and existing products and skills required. The latest technical seminar training day focuses on getting all members of staff involved with selling the benefits of print management to customers, featuring tips on topics such as implementation and training needs.

As well as training, the IPIA provides an insight into implementing profitable methods of working and the future of the industry at its conference, AGM and annual awards dinner on 16-17 May. The conference features industry leading speakers from companies including Savory Paper, Transaction Print and Vision in Print. A mix of topics are covered throughout the day, such as Harnessing Technology to Increase your Profits, Effective Credit Management and Optimising Cashflow, and Growing your Business by Moving into the Lucrative Promotional Products Market. It is not all work and no play at the conference however, with the evening consisting of the annual awards black tie dinner, with Peter Bothwick, sales director from Stora Enso as after dinner speaker. The following day offers an annual golf tournament and a “mud, sweat and gears” activity, featuring off-road karts, laser clays and archery.

The IPIA’s key event is its annual Print for Business exhibition, described by the association as the UK’s only print management, print buying and trade services show (see box out). The independent print trade services exhibition saw over 800 visitors over the two day event last year, with these key decision makers doing business with over 75 suppliers of print and associated services.

It was also decided that the IPIA would support and exhibit at the March Trade Only National Show. Pearce says: “We are showing at the trade only exhibition because we believe that is a new market for our members to focus on.”

Providing new markets for members to delve into is something that Pearce is passionate about increasing. “We are working on growing our membership through adding diversity. Our core will always be ink on substrate but we want to bring in a range of services, such as designers, glue makers and motor servicing so that we can provide a one-stop shop. We are also developing a proposition for large companies to get involved with things they may not have, like high-level industry specific training.”

Discussing the state of the print market as a whole, Pearce says: “I do not believe that people should buy according to price alone. It is an element but it should be based on the quality of the product and ability to deliver. The market is also becoming more hybrid, but companies have to diversify sensibly. There is no point thinking ‘I’m a printer, and as everyone has a digital printer I had better buy one even though the market is not there for me’. To diversify sensibly it has to be an extension of the core brand.”

Print for Business Exhibition

Now in its sixteenth year, the Print for Business Exhibition is the annual print management, print buying and trade products and services show, taking place on the 10th-11th October 2007.

Based at the International Centre in Telford, visitors to the show include print distributors, managers, buyers, brokers, facilities managers, agencies and outsourcing companies.

Last year saw over 75 exhibitors from the UK, USA and Europe, including Apex, Headley Brothers, Gemini Digital Colour, M-Real and Antalis.

Along with the wealth of exhibitors showcasing products and services, a diverse range of seminars are also offered, so visitors can keep informed about the latest developments in the printing world. Topics covered last year include Add Digital Publishing to your Print Management Portfolio, How to Make Money out of Integral Products and Better Corporate Image Management.

After the day’s exhibition, around 200 visitors can relax with a black tie gala dinner, featuring pre-drinks reception, three-course dinner, wine and entertainment into the early hours.