Back before we changed our calendars I put out a call for Printers who were family owned and also adding Marketing Technology Services to their capabilities. The PSP/MSP conversation is often had, but rarely do I see anything but the conversation, so I was thrilled that Shawmut responded and was willing to share their journey with all of us. This transition might not right for everyone, but Mike and his team at Shawmut certainly show that with good communication, education, and a family that stays together it’s not only possible, but creates a new future for the generations of Peluso’s to follow.
DC: Who is Mike Peluso and what does he do?
MP: I’m Mike Peluso, Vice President of Shawmut. As a third-generation Peluso to work at Shawmut, I play an integral role in the company’s sales and marketing departments. I feel blessed to work so closely with my uncle, brother and sister because I grew up understanding that family was the number one priority in life. Between my grandfather, Shawmut founder Ted Peluso, having 13 brothers and sisters and my mother having four sisters, our weekends growing up were always spent with family.
While today my siblings and I don’t have quite as large of a family (my immediate family includes my wife Michele and our children Justin and Isabella) spending quality family time outside of work is still our number one priority. To this day my father continues to instill this value and it is something I strive to teach my children as well.
Together, my family all owns a house on Lake Winnipesaukee in New Hampshire which we spend time at throughout the year. It’s a great getaway spot and I love going there to fly fish as well as boat with my children, nieces and nephews.
DC: You are the third generation of a family owned business. What is the history of your company and do any other family members still work with you?
MP: Since 1951, Shawmut has been a family-owned and operated company. Shawmut founder Ted Peluso, my grandfather, started the company as a commercial printer and distributor of advertising specialties. Today, my uncle – Dom – is President of the company. In addition to myself and Dom, my brother and sister, Dan Peluso and Stacy Peluso-Slaney, hold executive positions within the company.
While Shawmut remains an expert in printing, today the company is a full-service cross-media solutions company that offers clients print, design, mailing and fulfillment services.
DC: How did your family come to the decision to expand your services into the Marketing Technology arena?
MP: Shawmut has been expanding our services for more than 10 years. We first started with on-line fulfillment and then added mailing services. Adding both of those services has proven very beneficial for our company and because of the success we’ve had it’s been easier for the entire executive team to embrace the idea of further expansion.
As we continue to grow and implement new marketing technology services, I find that it’s important to educate the entire executive team and get everyone on the same page. Once everyone understands how the technology works and how our clients will benefit from it, it’s easier to move forward. I know my uncle, Shawmut president Dom Peluso is proud of the accomplishments and forward progress we’ve made over the years. He’s worked at Shawmut for over 40 years so the changes with regard to technology are very forward-thinking. However, I think it’s in the Peluso blood to embrace change and expansion in general. My grandfather was actually always progressive and embraced new technology. If he were here today I’m sure he would have been the first one to say we should expand our services into the marketing technology arena.
DC: What challenges have you experienced in transitioning from a “Traditional” Printing company to a Marketing Technology Services Provider?
MP: While some suggest that print is a dead medium, we have learned the way to keep it alive and fresh is to incorporate technology. We felt it was important to transition from a more “traditional” printing role to a full-service cross-media services provider in order to meet the demands of our clients. At Shawmut we offer clients a wide-range of capabilities including variable data printing, Personalized URLs, QR Codes and a new cross-media tool the PrintPlus Brochure, which is a traditionally printed brochure that has an embedded USB in the printed piece.
One challenge we’ve been faced with was trying to present these new, cross-media solutions to our clients who viewed us exclusively as a printer. One way we’ve worked to combat this dilemma was by launching our subsidiary company u-connect. u-connect was created to bridge the gap between strategy and services through the development of specific programs. We offer clients different packages to implement lead generation, loyalty, giving and trade show marketing programs, as well as custom marketing programs. The package offerings include everything from traditional print materials to full-scale online nurturing programs.
Another way to show clients and prospects our various technology-related capabilities is through our 2012 marketing campaign – The New Adventures of Captain Technology. You can read the first installment of our comic book campaign by clicking here.
DC: What is the benefit of the Marketing Technology services to your customers and do you have any data or case study examples to share.
MP: We are frequently approached by customers who need help with problem solving. From increasing awareness of a product to launching new facilities, we believe being equipped with the knowledge to offer our customers cross-media services helps us solve any problem and many times exceeds their expectations.
Some examples of how beneficial our cross-media solutions have been include the following:
– A global medical technology company approached Shawmut to help launch a one-to-one campaign to target a specific group of potential customers that were opening new labs. Armed with this information Shawmut developed a “New Lab” program that included design, digital printing, PURLs and mailing. By strategically targeting this group of potential customers in a way that was interesting and engaging, the response rate increased by 30% . Today the company has implemented this one-to-one campaign into a monthly program.
– A nationally known insurance company hired Shawmut in search of a solution for developing an online program for their transportation division. In an effort to keep the company and brand cohesive, Shawmut implemented a seamless Web2Print Solution. This variable data solution kept the brand consistent, modernized the company’s ability to reach out to their consumers and reaffirmed Shawmut’s leadership as a diverse cross-media specialist.
DC: Including Social Media, how can people connect with and contact Shawmut Printing.
MP: Our Website: www.shawmutprinting.com
2012 Campaign: www.shawmutsquad.com
Email: michaelp@shawmutprinting.com
Twitter: @uconnectShawmut
LinkedIn: www.linkedin.com/company/shawmut-printing
YouTube: www.youtube.com/user/shawmutprinting.
DC: Lastly, if you were to give the commencement speech at your alma mater, the Rochester Institute of Technology, what would your message be regarding the role of Print in a multi-channel marketing campaign?
MP: It’s hard to believe, but when I sat where they are today iPads, Facebook and email did not even to exist. (At least email was not part of the average college student’s world.) The way we communicate today has drastically changed, and because of that the role of marketers and the development of marketing campaigns have had to adjust as well.
In today’s technology-driven world, we are exposed to hundreds of marketing messages a day. To break through the clutter and reach their customers, companies need to create well-rounded marketing campaigns that target prospects in a variety of ways. I believe by targeting customers through various mediums – mediums that are of course appropriate and relevant depending on the service or product – there is a greater chance the intended message will be received. As such, one of the key components of almost any multi-channel marketing campaign should be print. Most of the messages we receive on a daily basis are communicated through email, social media and text messages. However, by taking a more traditional tool, such as print, and combining it with today’s technology, companies can produce marketing materials that are applicable to the intended receiver and hopefully stand out in our world that is surrounded by devices and a lack of face-to-face communication.
As with any marketing tool, it’s important to implement the tool only if you believe it will add to the success of your campaign. However, I firmly believe that even today we have yet to exhaust the many ways we can creatively utilize print.
