Vladimir Gendelman, CEO, Company Folders - Interview

Thanks to Vladimir Gendelman, CEO of Company Folders, for taking the time to answer a few questions about his company, their products, and their utilization to enhance your own business.

Thanks as well to Norman Birnbach, and to Margaret Bonilla of Birnbach Communications, Inc., for their assistance in facilitating this interview and for offering interview question ideas to provide deeper insights into the company.

Thanks to Vladimir Gendelman, CEO of Company Folders for his time, and for his comprehensive responses to the questions. They are greatly appreciated.

Increasingly, we see marketing materials being sent online. Does this mean that printed marketing materials will be going away?

Vladimir Gendelman: Actually, there is need and room in this world for both. Online media is strong when you want to reach your audiences quickly; for example, on their laptops, tablets or mobile devices. It is also great when you have materials that you need to update regularly, like a finance report.

However, you shouldn’t underestimate the advantages of printed materials. Print excels when you want to leave a lasting impression urging readers to take an action: pick up the phone and call, attend a webinar, go into more depth about the topic, etc. Additionally, print is the “new green” when it comes to eco-friendly business practices.

With more effective paper recapturing for recycling, eco-friendly inks and safe, water-soluble and recyclable coatings, printing is proving to be a more environmentally friendly option. It also has a one-time carbon footprint compared to electronic media, which requires the use of energy each time it is viewed.

When does it become apparent that it is time to up-level your presentation materials?

Vladimir Gendelman: I believe that there is an opportunity to improve your presentation materials every time you use them. When it comes to delivering effective presentations, simply speaking eloquently may not be enough to fully engage your audience. Sometimes it takes a little something to boost the focus or attract attention in a new, unexpected way. From branding your presentation room and thinking beyond basic signage, to ensuring your audience is comfortable and that you can be seen and heard, there are many important steps to take that will help you up-level your presentation.

Have you thought about incorporating video into your presentation? Are you bringing product samples for a show and tell? Are you incorporating demos? Last but not least, what is the quality of the printed materials you want to leave behind? Printed handouts are essential to reinforce your message and appeal to your clients, so they need to be planned with care.



Vladimir Gendelman (photo left)

In today’s economy, businesses all want quality marketing materials without spending a fortune. What are some of the popular ways to make high-quality, cost-effective presentation materials?

Vladimir Gendelman: At Company Folders, we offer customers a variety of ways to develop great looking presentation materials with techniques that are relatively inexpensive. Take die-cuts, for example. People are most familiar with rectangular die-cuts (the shape of most marketing materials). However, it is relatively inexpensive to do the unexpected: for example, develop product materials in a triangle or circle shape, or in a unique shape that matches well with the company’s product (think coffee-mug shaped notepads for a coffee retailer.).

Other techniques that can have a big impact include engraving, embossing, foil stamping and more. You don’t need a fortune to produce memorable presentation materials, but you do need to think them through carefully and work with designers who can walk you through the pros and cons of all approaches.

Not all businesses have an in-house graphics team to help put together the latest and greatest in marketing materials. What should businesses look for in a vendor?

Vladimir Gendelman: Aside from choosing a vendor committed to the printing and branding field with lots of referable, happy customers, you want to select a good partner. Your ideal vendor should have the passion and commitment to produce a good product; they should also have the branding vision and graphic arts/business acumen to help you enhance your brand.

Many vendors state that they can create folders or deliver other materials, but what you really need is a partner that thinks like a brand/advertising agency, has resident graphic arts and design experience, and can be a seamless member of your team.

We have talked a lot about how marketing materials should look. When does texture come into play?

Vladimir Gendelman: That’s a great question and actually applies to all of your senses. The feel of materials is particularly important -- and a great way to take your marketing materials to a new level. Marketing collateral with a unique textural coating encourages touch and interaction from your recipient, and it’s often available at a very affordable price.

For example, soft-touch coating can be used to give folders or other paper materials a suede-like texture reminiscent of professional, leather-bound binders. It’s an excellent way to create a noticeable tactile impression without investing an unreasonable amount of money. The more senses your audience can use to create a memory of your brand, the more they will feel engaged and likely to take action.

*****************

Vladimir Gendelman is the CEO of Company Folders (www.companyfolders.com), an online folder service that creates folders and other print marketing materials that enable customers to showcase their brand, provide customers with pertinent information, and stand out among their competition.¬¬¬¬ Company Folders offers the largest selection of folders and style options available in the industry.