4over’s First Red Tag Round Table Well Received

MIAMI—On the evening of Friday, February 26, 2010, well over 250 of 4over’s customers joined Founder and CEO Zarik Megerdichian at 4over’s Miami facility for a town-hall meeting to discuss “Project Red Tag.” They received a preview of a new solution to the challenges that print resellers face from the direct-to-consumer online print phenomenon.

Some concerned customers were skeptical at the beginning, but as they came to understand and appreciate Project Red Tag and the revenue potential it offers them, they became enthused and extremely excited. They rose to give Megerdichian a standing ovation.

He explained that 4over has always resisted following in the footsteps of other “trade” printers who have chosen to directly compete for the retail consumer’s business. Instead, 4over has been striving for a way to show its continuing loyalty to its customers by providing them with an inexpensive way to successfully participate and compete in the online retail print market. Project Red Tag is that solution.

Project Red Tag is a state-of-the-art direct-to-consumer website with a broad range of products, sophisticated online design tools, high quality print fulfillment, and superior customer service, all of which will be promoted by nationwide advertising. Equally important, participation in Project Red Tag is not intended to impact a customer’s existing business relationships.

Each print reseller can retain and service their current customer base while earning additional revenue from the new online print buyers driven to them by Project Red Tag—customers who would otherwise be captured by other national online retail printers. Each of these new online customers becomes a prime candidate for cross-selling additional services and products. As Zarik explained, the goal of Project Red Tag is to help increase a 4over customer’s business – because “Their success is our success.”

Megerdichian also provided details of 4over’s new Loyalty program that will be the gateway to participation in Red Tag. He explained that the loyalty to 4over’s customer base at the heart of “Project Red Tag” is a two-way street – we must all be on the same team. Under the new loyalty program a proprietary algorithm will evaluate a customer’s overall relationship with 4over and then place the customer into one of several Loyalty levels. As these levels progress, they qualify for an increasing number of valuable benefits—including the opportunity to participate in “Project Red Tag.”

The response to “Project Red Tag” was overwhelmingly positive and enthusiastic. Attendees praised the innovative thinking behind “Project Redtag,” and the concern it shows for the print reseller. They were still peppering Zarik with questions and comments well past 11:00 p.m. Towards the end of the evening one family printer with over 30 years experience told the audience that the rise of direct to consumer online print companies is the biggest threat to the print reseller businesses. He then told his colleagues that he saw Project Red Tag as the solution to that threat.

More details on Project Red Tag will be coming soon.