Changing How Printing is Done – Matthew Greer of Digital Marketing Services

Matthew Greer, the CEO of Digital Marketing Services

Matthew Greer, the CEO of Digital Marketing Services, grew his company’s revenue from $3.8 million in 2014 to $6.3 million in 2017, a 66% increase, and to around $7.1 million in 2018.  

Digital Marketing Services is a technology enabled print service provider.  

In this interview with Eversprint‘s Malcolm Lui, Matthew shares how he and his team accelerated their high value sales by:  

  • Building a sales force starting in 2012 with two new hires to today’s nine-strong team.  
  • Developing DigiFLO®, a web platform that streamlines the distribution of materials and marketing collateral for their clients.  
  • Having a willingness to adopt new technologies early, which in turns allows them to offer new services to their clients.  

Computer generated transcript - Digital Marketing Services Interview (transcribed by Sonix)

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Malcolm Lui: Welcome to the High Value Sales Show of I'm Malcolm Lui, the Managing Member of Eversprint, and today we're speaking with Matthew Greer, the CEO of Digital Marketing Services, a technology enabled print service provider. Welcome to the show Matthew.

Matthew Greer: Thank you Malcolm.

Malcolm Lui: Matthew, you grew your company's revenue from $3.8 million in 2014 to $6.3 million in 2017, a 66% increase, and in 2018 you hit around $7.1 million. Before we talk about how you grew your company so fast, can you briefly share what your company does beyond my quick intro, and how your company differs from the competition?

Matthew Greer: Certainly. So we are a digital print service provider. So everything that we do here is done. Be a digital print methods. And we have embraced technology inside of our company. That's really what's been the driver of our of our growth. Most print companies out there kind of disregard technology or have done their methods for so long. And as we all know the printing processes as was developed by Gutenberg. Hundreds and hundreds of years ago. And that process up until about 15 years ago was very much the same. And then you saw the advent of digital printing production and in about that time is when we started our company and really embraced that and that paradigm shift in the industry. And it has been a massive reason to why we've grown so fast.

Malcolm Lui: How would you differ from the other digital print service companies out there

Matthew Greer: So when you look at digital printing you lump in people like Kinko's and Alpha graphics which are retail establishments and in where we really differ from them is that we are a business to business service and we treat our clients like they are a like like we are providing a service to them not just a product. So when you walk into a retail establishment like Kinko's you're just getting a product whereas you become the digital marketing services you're getting a service around that product. And it may not be that you're large enough to be on our tech enabled service called digital but you might need a direct mail project and someone to manage it effectively and efficiently. And that's really where we differ is that we are a service not a product.

Malcolm Lui: Right. Okay got it. Now can you share what were the three biggest drivers of your sales growth from 2014 to 2018 where you almost doubled your business from three point eight million in 2014 to seven point one million in 2018

Matthew Greer: So the biggest driver there would just be the advent of our sales force historically up until that point the selling process had really been managed by myself and my two other partners. And in 2014 we really started to build a sales force really 2012. We started to build out a a solid sales force where we we we went into a higher fast higher fast buyer fast mentality and trying to find the right people to go and sell our products and services. So in 2014 and 15 you really saw that ball start to catch steam and it's continuing on today.

Malcolm Lui: All right. How many cesspool would you start with in 2012. I mean you have today.

Matthew Greer: So 2012 we brought in two salespeople and today we have nine.

Malcolm Lui: Wow. And how do you help these salespeople win business for you.

Matthew Greer: So when you talk about DMX color there is DMX color is a division of digital marketing services. There is a lot of of digital marketing that we do. It's funny that our company is called digital marketing and we have nothing to do with digital marketing but we do a lot for them from email campaigns buying data active presence on social media doing things such as interviews like this so that we get our name out there and they are constantly opening doors qualifying prospects getting them to a point that if they need additional assistance then they can certainly bring in one of the partners to help those that do

Malcolm Lui: Right. In terms of lead generation for them how are they finding the people to contact

Matthew Greer: Yes. So that is generally done through our our marketing campaigns. We will we will. We will buy data. We will buy information from people like USA data Dun and Bradstreet places that have that have that corporation data and then we're specifically looking for targets inside those companies that meet the criteria of our preferred clients. For example health care over 50 locations in generally at least 25 million in revenue. So for that example we might be running a campaign that is digital flows centric and where we're talking specifically to the features advantages and benefits of the platform for others and their industry that we do business with and how they have succeeded with our platform. And we're tracking if that customer is opening those messages what they click through is are basically converting someone from a cold lead to a warm lead during that process. And when we see someone engaging with our with our campaigns we'll immediately start to reach out to them and then get them into a sales process. So that is one facet of it. And then our Web site DNS power dot com has a multitude of lead generation tools on it. All the typical things that you would expect to find nowadays with cookies and ad retargeting and of course contact us tabs all over the Web site.

Malcolm Lui: Right

Matthew Greer: We don't do a lot in search engine optimization we've kind of dabbled in it. We do a lot in searches and optimization we don't do a lot keyword searches because

Malcolm Lui: Okay

Matthew Greer: What we have found is like you know our platform. Did you close call it a marketing asset management system its quality print service platform. It's called there's a lot of different names that you can put to a system like this in the industry and there's not really any keywords that we can particularly go and buy around that. So we really rely on our marketing campaigns what what we're able to drive people to the Web site with and then the the experience and expertise of our salespeople.

Malcolm Lui: Okay. So when you campaigns. What's her campaign's eagerly

Matthew Greer: So we we focus solely on email campaigns. And then when we're executing an email campaign if we're executing it to ten thousand people let's say we will take that same ten thousand people and tried to advertise to that person or someone like that person was within a LinkedIn platform for example.

Malcolm Lui: Uk

Matthew Greer: And so those are always running concurrent and in driving people to our Web site to find out more about us

Malcolm Lui: Okay. And then when you say you're doing an email campaign. These are called email campaigns

Matthew Greer: Cold email campaigns

Malcolm Lui: Okay.

Matthew Greer: That we do email campaigns to our current client database. But it's more like Happy New Year's. Happy Labor Day. Hey did you know that we do this when we get around conference season we'll send out e-mail campaigns to our current clients about promotional goods. And then some sales that might be going on around promotional goods at that time. You know when we start doing a a campaign to the specific vertical it is it is 100 percent called

Malcolm Lui: Okay. And you do it all in-house so you have a partner to help you with that.

Matthew Greer: So we do it all in-house. There is a partner that we work with to help manage our CRM platform and help drive ourselves people's activity in that CRM platform.

Malcolm Lui: Okay. So they are sending reminders to salespeople to follow up on things.

Matthew Greer: Correct and setting goals for activity of that we play. Being sure that they hold them accountable for their activity. Helping us get data into our CRM platform. That partner sometimes assists in creating the content for an e-mail campaign. But that's pretty much where they stop. Well we'll actually execute the e-mail campaign. Do all the tabulation of results. Providing that information to ourselves people and then they are they pretty much picked up at that point.

Malcolm Lui: Right now ten thousand people is a pretty big campaign. Do you execute executed very quickly all within one week one message or is that dripped out over months.

Matthew Greer: Now we drip that out over four to six weeks

Malcolm Lui: Okay.

Matthew Greer: Yes. So usually there's at least three messages that are going out in the campaign and that's the bare minimum. And then we'll spread those out over a a five to 10 day period. So e-mail one goes out you wait five to seven days e-mail two goes out you wait to see what the reaction is. E-mail three goes out and so course

Malcolm Lui: Right. Okay. So there really that many people out there that can use the services. That's pretty big number. Ten thousand.

Matthew Greer: Yes there are. We typically focus on the mid-market. So the Fortune 1000 you look at companies like the Fortune 1000 they have multinational organizations. When you start talking multinational organizations the way that they typically get done what they're doing is that they will either develop an in-house platform or they work with a technology provider to develop a system or by a a a package system that they then implement and then they bring in vendors all around the world to connect into that platform and retrieve orders and process orders you know think about Mercedes. Mercedes has plants all around the world so they have a central platform that everybody has access to all their training materials and then that vendor and Indonesia would be tagged into that platform to receive an order if the plant and and in Taiwan needed to to execute an order for a certain training manual the mid-market doesn't have that ability. Number one they're not multinational corporations are usually regional or national corporations and they have they don't have the expenditure needed to spend a half a million dollars working with the technology provider to build the solution for them. So when you look at that mid-market and you look at health care retail we do a lot of business in the craft brewery industry. There are thousands upon thousands of customers that can use our services

Malcolm Lui: Right. And when you reach out to 10000 people it is 10000 businesses are talking about are multiple people within the same company.

Matthew Greer: We. Every time we do a campaign we target one person inside the company. So when we're sending out 10000 messages is ten thousand companies that we're working with.

Malcolm Lui: All right. And what's a typical response rate from a campy

Matthew Greer: We typically see between 17 and twenty five percent open rates and then at least three to five percent click through us

Malcolm Lui: Okay. So the message is offering them. Check out more information on your Web site. Click on this link

Matthew Greer: Yeah yeah click on this link can't be set up but set up a calendar invite inside the email to cowardly you know things like that where they can automatically get onto someone's booking to be able to have a conversation or learn more

Malcolm Lui: Okay. And when you send out the ten 10000 people three to five percent click on the link. Do you recall how many of those in speaking with your sales people to see how you might better help him.

Matthew Greer: Yeah. So typically every campaign that we're doing if we're sending out a thousand ten thousand messages we want to have at least 1 percent conversations over the life of that campaign. So we have that 3 to 5 percent click through rate which is three to five hundred people and then we'll usually have between point seven and one point two percent actually engage in a conversation and then typically about 20 percent of those will drop into a sales process.

Malcolm Lui: That's pretty good. That

Matthew Greer: So out of a campaign of ten thousand people we expect to get three to five deals

Malcolm Lui: At the end of day.

Matthew Greer: At the end of the day.

Malcolm Lui: All right. And how long does it take. I know your campaign takes forty six weeks to run through. Now how long's your sales process typically take

Matthew Greer: Our sales process can be as short as a week and it can be as long as two years.

Malcolm Lui: Ok

Matthew Greer: Know it just really depends on the corporation and we're working with one right now that is is actually a Fortune 500 company and that sales process has taken 18 months

Malcolm Lui: Right.

Matthew Greer: And the implementation process has taken about four months

Malcolm Lui: Right. OK.

Matthew Greer: But that's that's the one when everything in life follows a bell curve. That's the extremity of one. You also find deals that we that that it is an absolute they've got to have. It's time we've hit the time button exactly on the head and in there about this company is about to open 20 branches or open 20 new locations in another state and then they never knew something like this existed. And they they're jumping on the bandwagon quick.

Malcolm Lui: Yep.

Matthew Greer: Typically

Malcolm Lui: All right

Matthew Greer: Speaking our sales process runs three to six months

Malcolm Lui: Right. OK. Well I'm a big fan of e-mail marketing. That's how you and I first connected when I sent you the invite for for doing the interview. So you know working is awesome in my opinion. Works really well. Of course you need to have the right list and the right offer for it to work. But when it does work it's fantastic.

Matthew Greer: Yes it does. And in being a print company it's interesting that to say that that's our main method of marketing

Malcolm Lui: It's kind of ironic in a way isn't it.

Matthew Greer: That is and when we founded this company we called it digital marketing services because we were doing digital printing. We were we were working with marketing people within the organization and we were as we are service minded digital marketing was not even around 12 years ago.

Malcolm Lui: Yeah. Yeah. As come a new new phrase. Yeah.

Matthew Greer: Barack

Malcolm Lui: Now we could easily spend entire interview talking about email marketing and getting into it. That's both because I'm a big fan of it. But let's go back to your business. No one driver was building a sales force for growing a business over the past four years. How about drivers number two. Number three

Matthew Greer: That's a driver. Number two I would say is our continued advancement in technology. So right around the middle. And so digital flow our our central system our marketing asset management platform we've been in development now for right at 10 years and the first five years of that six years of that was you know we learned a lot in development. I graduated with a degree in Management Information Systems and a minor computer science program a little bit right out of school and then went into software sales. So I've always known enough to be extremely dangerous with architecting the system but I'm never I've never had the the the I'm too much of a type a person to sit down and actually write a program. So our first rendition of digital flow was a single user platform we built it for one company and we realized it was a very successful offering for us and that was 2008. So in 2009 we started developing a system where we could actually build out those platforms ourselves and not have to so building out a front end module that we could actually build these systems and not have to code the web pages and and that worked but it didn't work like we wanted it to. And and we worked with a number of outside vendors to help us bring that to fruition and we learned very quickly that trying to develop a system such as this using a third party was just a bad idea.

Matthew Greer: So we went into version 2 and we brought in our own in-house developer. And of course like any company that or you're trying to grow and you're watching margins like the Hawk we tried to do that with a junior developer. Well that didn't that it worked but it still didn't work the way we wanted it to. So we function not that system for about three or four years continued to grow rapidly during the recession and coming post recession we realized that we've got to put a lot of money and resources into a senior developer. So we recruited a guy away from Fox who was actually the leader of all of the the web properties outside of the United States for Fox. So he was leading the charge for Web sites like Disney and China Fox Network and Britain and things of that nature. So he was very good at web development. He had a lot of experience and we brought him on to to begin developing the version that we've been functioning on now for about six years. And

Malcolm Lui: All right.

Matthew Greer: That's really Catalyst number two is that

Malcolm Lui: Okay.

Matthew Greer: We brought in a system that was was ours it was functional. It was built correctly. It was built using MVC architecture so it was very easy to make modifications very easy to make additions of new tech. And it was definitely a a big part of our continued growth.

Malcolm Lui: Right. And now just so that I can understand and maybe other folks out there who aren't fully familiar with what digital flow does. What does it do in layman's terms.

Matthew Greer: So did you close a central repository for all the marketing assets and collateral for a corporation. And we build out a custom Web site for that corporation that they then drive all their print buyers and print needs into that platform that is bar none what it is. You can come into that system order a business card a banner and then 100 pins from inventory. So

Malcolm Lui: A

Matthew Greer: Basically it is a customized Vista Print. You can call it that if

Malcolm Lui: Right.

Matthew Greer: You want.

Malcolm Lui: Okay. And who does the fulfillment. Once

Matthew Greer: Yes.

Malcolm Lui: The employees

Matthew Greer: So the background

Malcolm Lui: Come in and

Matthew Greer: Of that is a lot more. So we have built in an image a full fledged inventory management system. So we've got about 30000 products on digital flow and about 3000 of those are inventory here. We have a bevy of business rules that are built into the platform so we can manage budgets in the system. We can route orders to a multiple levels of approval. We can there's all sorts of flags around the approval process that we can turn on or turn off.

Malcolm Lui: Okay

Matthew Greer: So not only do we do we give them the ability to come and get their collateral we give the corporation the ability to control that collateral

Malcolm Lui: Right

Matthew Greer: And then everything in the platform we produce

Malcolm Lui: So you're almost like an in-house printing service that has really been

Matthew Greer: Very

Malcolm Lui: Outsourced.

Matthew Greer: Much

Malcolm Lui: Right. Yeah

Matthew Greer: Very much. So you look at like universities you know big university like M.I.T. they will have an implant shop right. They haven't in a print shop on the premises of M.I.T. and then the 5000 people that work in my team can come into a platform and order up a business card or a brochure or specifics like that they need and it's produced and fulfilled by the implant shop. But we've taken that model and brought it to the corporations the mid-sized corporations that don't have the means the know how or the ability to put a system like that in place

Malcolm Lui: Right. And the benefits to them is one day only to get the assets to don't need to get the people. And I guess the third one is you know it simplifies things for the right to have one vendor who can take care of all their printed collateral printed needs

Matthew Greer: Right. Yes that's that's the main fab. I mean that's you having one vendor and no longer having to deal with 10 different people to get the collateral out to the field is the biggest advantage. Second biggest advantage is that now it's all controlled. One of the biggest problems that you have with a company that's very spread out is that you've seen it you've seen somebody take a take the logo out of the email thread so that on the fly or run down to Kinko's and get it printed well as we all know that logo on the email thread is very low resolution. So when you print it it looks extremely fuzzy and pixilated and then that person trying to design that flyer or whatever that they're doing off hand that they wind up skewing the logo either to a hyper width dimension. That's that's incorrect. So you wind up with the fuzzy logo that is not the right size

Malcolm Lui: Yep looks amateur ish.

Matthew Greer: Looks amateur it looks it looks amateur. So we give we add not dimension that they're gone down to Kinko's and they're paying you know seventy five cents per color copy and then the guy over and Minneapolis has got a relationship with someone and he's paying 35 cents a copy. They're both on different types of paper. They're both on different machines. The colors are going to be different. They have this ability to create something on their own because that's the only way that the look that the corporation knows how to deal with it is to let them do it. So we we we eliminate all of that

Malcolm Lui: Yeah

Matthew Greer: And

Malcolm Lui: I can

Matthew Greer: We

Malcolm Lui: See how people would appreciate that. Right. If you're printing services can handle what they're looking for it's a perfect fit. Are there ever situations where their companies liquid stuff and you just can't do it.

Matthew Greer: It's rare it's very rare

Malcolm Lui: Typically something that's really big I imagine or something that requires custom work manual

Matthew Greer: Yeah like

Malcolm Lui: Custom

Matthew Greer: The most

Malcolm Lui: Work

Matthew Greer: Recent one that I can think of as we were working with with a sweet tea company and they were wanting to do 5 million of you know they were wanting us to produce and warehouse and fulfill five million of their labels that go on their tea containers. That's just really not us. It's not there's companies in America that can deal with large label runs like that

Malcolm Lui: Right. Yeah I can see how I wouldn't be a good fit right there. Okay.

Matthew Greer: Nets that type of stuff and then someone that's wanting to do you know we would never do the Bed Bath and Beyond 20 percent off coupon direct Melody's

Malcolm Lui: Okay

Matthew Greer: They're sending those out of 100 million people throughout the year. And that's that's really not what our forte is

Malcolm Lui: Yeah.

Matthew Greer: Now

Malcolm Lui: That's

Matthew Greer: You're

Malcolm Lui: A

Matthew Greer: Wanting

Malcolm Lui: Different

Matthew Greer: To send a direct marketing campaign to an identified customer list inside this geographical area. Absolutely. And then we do a lot of. We have direct connections into credit card processing companies. I don't think American Express Visa or MasterCard. Think about when you go into Home Depot and you apply for a credit card do you get declined. There's all these be lenders sitting there ready to offer you that same credit card at twenty nine point nine percent interest.

Malcolm Lui: Right.

Matthew Greer: We have connections into those data centers so that if you get declined our air or anything along your account it's past due. Here's your statement. There's a notice of privacy. All of those communications are coming from us as well.

Malcolm Lui: Right. Get more. Again more of the one stop service there

Matthew Greer: Yeah. And that's really a kind of embodies this whole thought process that we have as a company is that we lead with technology. We're looking for for deals that technology can help improve the companies or clients processes in life.

Malcolm Lui: Right. So what would you say would be your third driver first driver was a legit sales force the second driver was advancing your technology. What's driver number three.

Matthew Greer: Driver Number three we'll just be horsepower. Yeah we we continue to see advancements in digital print technology and we continue to be the first to adapt those.

Malcolm Lui: Ok

Matthew Greer: One of the most recent but about two years ago now. So we were the first to install what's called an IV foil station from a company out of France called M.G. I am G I. So this is a digital process foil finishing equipment traditionally if you want foil on your piece you have to make a dye

Malcolm Lui: Ok.

Matthew Greer: You and make the the opposite of that image in a dye a metal cast dye we're able to do full embellishments without dyes and we're able to do it variables. So when you do a direct mail piece and I send a piece out that says Malcolm right across the front of it I can put Malcolm in foil

Malcolm Lui: Very nice. So you're willing to make an early invest investment be an early adopter of new technologies so you can provide that to your clients. But I imagine in some cases that technology kind of fizzles and you're willing to move on from there absorb the costs and move on to the next

Matthew Greer: Correct

Malcolm Lui: Advancement. Okay. Yeah I could see again you're providing more services that other companies aren't able to provide and

Matthew Greer: Yes.

Malcolm Lui: Test.

Matthew Greer: Yes.

Malcolm Lui: Looking ahead a little bit for 2019 what's your revenue target.

Matthew Greer: Eight point five million.

Malcolm Lui: Ok. So your I mean you were you were you're at seven point one you're looking to go to eight point five. That's a nice bump. What's the plan to get there.

Matthew Greer: So we continue to see a lot of activity on Digital Globe. We are we are having organic growth with our current customers there and we're doing several large implementations that are set to launch May and June. So that's going to add. That's going to continue to add up a pretty nice bump. So our our top line.

Malcolm Lui: You say large implementation deals that have been signed and you're about to go life with them. OK. All right

Matthew Greer: The other piece of our puzzle that's driving growth a lot is our ad that in our tooling and to small packaging. So not only do we have the ability to call embellishments and we see a lot of that in the high end small packaging world but we have everything here to finish that package. All the die cutting all the machines to folding blue all the machines to to lay a soft touch coating on that piece so it feels like it's a velvet in your hand.

Malcolm Lui: Nice

Matthew Greer: And so we've. And then we have all that we've we've made the investment and bought all the dyes that we need to make a multitude of different sized boxes. And we're seeing a lot of interest around that for a multitude of reasons. Number one is that a lot of people have had to go to China to get this type of work done because the American stateside companies that do this work will typically turn down anything less than one hundred thousand packages so think of all these CBD companies that have been sprouting up there everywhere

Malcolm Lui: Yet

Matthew Greer: And they all need packaging so they're all getting told your runs are too small from your American stateside corporations and then they go to China and it takes eight to 10 weeks to get it here.

Malcolm Lui: Maybe

Matthew Greer: There's a massive language barrier

Malcolm Lui: Yep

Matthew Greer: And now they're dealing with a twenty five percent tariff

Malcolm Lui: Right.

Matthew Greer: Enter

Malcolm Lui: Yeah.

Matthew Greer: Digital marketing services and gold leaf packaging

Malcolm Lui: Yeah I can

Matthew Greer: We

Malcolm Lui: See all the advantages

Matthew Greer: Packed

Malcolm Lui: There.

Matthew Greer: Yeah we literally started Goldie packaging last summer last July.

Malcolm Lui: Was asked at a request of a client

Matthew Greer: No it was just that of identifying this need in the industry.

Malcolm Lui: Right. How did you identify. How did you see it

Matthew Greer: Well just just by getting out there and talking and getting in front of people going to conferences we did our first conference in June of last year in New Orleans. And that's really kind of what opened our eyes to what was going on in this industry.

Malcolm Lui: Right.

Matthew Greer: And the fact that nobody was getting service. And remember we're founded on service. We want to be a service provider so that really made us think and really made us start to put together the pieces for Goldie packaging but

Malcolm Lui: Right. Yeah. I could see the value there and Packaging is

Matthew Greer: Smart

Malcolm Lui: Everything

Matthew Greer: Packaging

Malcolm Lui: Right.

Matthew Greer: The

Malcolm Lui: It's the first thing that people see you in a human. They get a product right. You want that to be the give you give the right impression right.

Matthew Greer: Exactly.

Malcolm Lui: Edit the get go. So what obstacles do you see

Matthew Greer: Rock

Malcolm Lui: That you need to overcome that your team needs to overcome to get you from seven point one million in 2018 to eight point five million in 2019

Matthew Greer: Just refining our processes is the biggest thing though that is jumping from five to 10 million the jump from one dollar to a million is hard. Jump from a million to three million is hard. The jump from 3 to 5 is hard and the jump from 5 to 10 is that is the hardest. And that's we're really learning that and that's really around our processes and making sure we have the right people in the right place

Malcolm Lui: Yeah. Which particular processes

Matthew Greer: To do the right job.

Malcolm Lui: Are you referring to functionally.

Matthew Greer: To explain it in a nutshell it is identifying it's it's something as simple as this right. So we we on an average given week we process six hundred job tickets a job ticket might be one line item it might be 30 line items. So in a typical week we're processing on average about six thousand pieces of collateral

Malcolm Lui: Okay

Matthew Greer: Right now. And again we believe these are the refinement of processes that we have to figure out. And it is literally as simple as this sometimes. Right now. If you think about it the jobs that come in Monday they're getting produced and they're getting put on a table waiting to be finished because they get printed and they have to make their way to a cutter. There might be some additional finishing like scoring or folding or die cutting or gluing so if at the end of the day Monday all those jobs that got printed Monday didn't make it all the way through finishing when Tuesday comes in Tuesdays jobs are now getting put on top of Monday's jobs sitting on that table and that continues to happen throughout the week until we actually have somebody that can say hey these Monday jobs on the bottom still have to get out right. It's just finding those people and putting them in the right places to make sure those processes are running as smooth as we want them to.

Malcolm Lui: Right. Got it. How about in the marketing and sales side.

Matthew Greer: And that's literally

Malcolm Lui: Yeah.

Matthew Greer: That's literally finding that person that is that has not only the cerebral horsepower but also has the time to take and and scour the tables to make sure that we are we are executing everything for that day

Malcolm Lui: Right.

Matthew Greer: Even though we've had a jobs do to day list being produced out of digit flow automatically at 7:00 a.m. for the last three years it still requires someone to sit there and manage that process.

Malcolm Lui: Right

Matthew Greer: So it's really kind of getting our work force enabled from a time standpoint which means more people usually and in really identifying how those people are supposed to fit in the process.

Malcolm Lui: Right. Yeah I can see that printing is a manual process given what to do beyond

Matthew Greer: It

Malcolm Lui: Just

Matthew Greer: Is

Malcolm Lui: Simply printing out a sheet of paper. Now how about the marketing

Matthew Greer: Yeah.

Malcolm Lui: And sales sales side. What What obstacles does their team need to overcome to hit your targets.

Matthew Greer: Activity activity activity activity. When you when you talk about your average sales person that is comfortable making 70 to 100 grand a year they typically stop doing activity and our sales people we have to figure out compensation plans that really drive them because our salespeople they are also the account manager. And that's because our customers want that one to one relationship. They don't want to be sold and then handed off to some other account manager. They want to work with with hand McWhorter the entire life of the account so getting them uncomfortable and getting them into really understanding their activity model and how that activity results in the growth that their personal book of business

Malcolm Lui: Any

Matthew Greer: So

Malcolm Lui: Thoughts

Matthew Greer: That's

Malcolm Lui: On

Matthew Greer: Why that's why we are doing what we're doing now with that third party that I was telling you about earlier

Malcolm Lui: Right. He sounds good. He's a bit of a he or she or the entity is a bit of a coaching service as well

Matthew Greer: Almost you know we don't. We didn't go out and hire life coaches but he's definitely one that is there to constantly drive home the message of what activity yields the results are looking for

Malcolm Lui: Right. Not like Leeds are a problem for you that you're getting enough deal flow and interest that people coming through

Matthew Greer: We we are the main topic on a given week we have between six and 10 leads that come in from our side.

Malcolm Lui: Right. Is

Matthew Greer: Which

Malcolm Lui: That

Matthew Greer: Is which is good. I mean that's a that's a good number to have for us.

Malcolm Lui: Is is that sufficient to hit your target

Matthew Greer: It is. And that's that's talking. Did you follow leads only leads associated with digital marketing service. I mean I'm sorry it's associated with DNS color

Malcolm Lui: Right.

Matthew Greer: There's a whole nother lead engine that's running for Goldie's package

Malcolm Lui: Right

Matthew Greer: And we're seeing 20 to 30 leads a week there.

Malcolm Lui: After driving by Cody e-mail marketing

Matthew Greer: Yes. Email marketing you know that industry we can't completely advertise on Facebook or LinkedIn or Instagram yet there's still some some pretty strict ad rules around that advertising even though we're we're not doing anything illegal but we're seeing a lot of it. We get a lot of our leads and a lot of our follow follow ups of the conferences that we're attending in that industry

Malcolm Lui: Right. Very cool.

Matthew Greer: Because everybody that's in that industry defined what they're trying to find. They're coming to those conferences.

Malcolm Lui: Right. Exactly. Three last questions for you if you were to have a billboard for your company's services and the billboards along a freeway. People in have six seconds to read your billboard before they drive by what's your billboard message.

Matthew Greer: That would be hard for me to come off the cause. Malcolm I don't want to be cheesy I don't like to be cheesy but you can say something like your one stop shop for all you're printing me dry. But that's cheesy and corny really. I think it would be changing the way print is done

Malcolm Lui: Yeah definitely you're doing that

Matthew Greer: When when you look at what we do you know Vista Print has done what we've done for the millions of small businesses out there that

Malcolm Lui: Yet

Matthew Greer: That's their target. If you have five or less employees where we're heavily we're marketing heavily towards you and they change the way print is done for those small corporations

Malcolm Lui: For individuals as well.

Matthew Greer: And for individuals absolutely. And then we're changing the way print is done for those mid-sized corporations

Malcolm Lui: Right. And to ask questions. I know you have several different business units. You know feel free to elaborate on each one. Who are your ideal clients and what's the best way for them to reach your team

Matthew Greer: Yeah. So digital marketing services has three divisions. We have DMX color that websites demos color AECOM aerial ideal client. There is someone that's spread out. They have at least 25 30 locations at least 25 or 30 sales reps that are spread out throughout a geographical area. And and that is an ideal client for us no matter what industry they're in. If you if they have that type of footprint they're experiencing the pains that we solve when it comes to body packaging. We're looking for anything that's a small package. So your custom soaps your custom chocolate bars your your your your boutique CBD shops the small packaging that is that is found in cosmetics is the type of stuff that we're doing there. So anyone that needs a small package to hold a piece of chocolate a vape pen a small jar or anything along those lines is the type of packaging that we're doing. So the ideal customer there is is someone that is already ramped up and their processes and are experiencing those pains but trying to find a place to produce the packaging that they need and then our third division is one that we have. We did a soft launch in Birmingham Q4 of this year and that's our B2C product called Look sea prints.

Matthew Greer: And I'm I'm sorry. Let's go back to the packaging. You can find us there. Gold leaf packaging gold leaf packaging dot com and then our third division is our B2C division. So I told you a little bit about this ability to do digital foil and small run fold jobs so we have developed a site look Sprint's is not active right now we'll be launching it with the pretty heavy marketing campaign in the southeast the middle of June. We did a soft launch in Q4 just in Birmingham and learned a lot and got a lot of great response. And that is a site that is going to compete with the likes of Shutterfly the high end products on Shutterfly. So you want to come and get a new year's bash invitation that's completely made a foil in every piece of data that you're producing on that the time the location the names all of it can be produced in foil or you're wanting to do a Christmas card and you have the Greer's across it embellished and for every product on looks he's going be at that high end calibre and in all customizable and every customizable aspect would be produced in foil.

Malcolm Lui: Sounds very cool.

Matthew Greer: Yes. So that's launching June the middle of June and again that's Lucy prints dot com

Malcolm Lui: All

Matthew Greer: And

Malcolm Lui: Right.

Matthew Greer: That's straight B2C website property.

Malcolm Lui: How do you spell it looks the prints that come.

Matthew Greer: L O K S Y PR i n t s dot com.

Malcolm Lui: All right. Is there anything there now if I were to pull that up

Matthew Greer: There will just be the splash page of coming soon.

Malcolm Lui: Like cool I'm going to check it out. Come G. Sounds interesting.

Matthew Greer: Yeah

Malcolm Lui: So

Matthew Greer: Yeah. Now when we launch Q4 of the soft launch. Q4 we had about 60 products on the site and we did about 100 grand in revenue in Q4 just in Birmingham with our launch parties and and getting the word out that it was there learned a lot learned a lot about cross browser functionality as we're doing some pretty neat things with 3D rendering of your previews. So when you come in. You set up you select your template you set up your picture you set up all the the variable spots and you click Preview we're kicking that back in a 3D render so you can actually see if you're using holographic foil across your piece you can actually see how that's going to shimmer when it turns and you can turn the piece completely by

Malcolm Lui: Nice very cool.

Matthew Greer: Getting all that kind of stuff worked out with your cross browser functionalities is is what we've what we've been doing here in the last few months and looking good the launch middle of June.

Malcolm Lui: Mathy it's been awesome having you on my show today. I really enjoyed hearing how you grew your company so fast.

Matthew Greer: Yeah I appreciate your taking the time with me. It's good to tell the story every now and then.

Malcolm Lui: We've been speaking with Matthew Greer, the CEO at Digital Marketing Services, about his company's rapid growth. For interviews with other fast growing, high value sales companies, or to learn how we can accelerate your firm's high value sales through automation, visit

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