In their highly regarded bestseller, “The Effortless Experience: Conquering the New Battleground for Customer Loyalty,” Rick DeLisi and Nick Toman emphasize that loyalty has much more to do with how well a company delivers on its basic promises than on how dazzling its service experience might be. More than wanting to be “wowed,” customers want an effortless experience that delivers on the promise of expectations they hold. Failing to deliver, they write, is not an option.
Tara Halpin believes at the heart of the print industry’s enduring relevance is the fundamental truth that technological innovation and human expertise are not rivals, but collaborative partners that breathe life into every project. It is a place where Halpin, owner and CEO of Steinhauser, says technology and a human touch can work together for the greater good.
“We believe in investing as deeply in our people’s growth as we do in cutting-edge equipment, creating a powerful synergy where technology elevates human creativity,” says Halpin, who stepped into the company’s CEO role in 2005. “Our true competitive advantage lies in personal connection—that unique magic that happens when sophisticated printing technologies are guided by skilled craftsmen who understand that each prime label that is printed is delivering a brand promise.”
The concept is a narrative waiting to be brought to life through the nuanced touch of human insight, passion and understanding that no machine could ever replicate alone. That sentiment is especially true in a print landscape engulfed with technological innovation that can often overwhelm the senses. It also is a sentiment that the fourth-generation woman-owned label manufacturer in Newport, Kentucky, takes to heart.
“AI is the ultimate creative co-pilot—but it will never be the pilot.”
Dean Petrulakis, Senior VP, Lake County Press
Driven by technological advances that demand strategic and thoughtful adoption, today’s printing industry is undergoing a remarkable transformation—one where technology is not seen as an external challenge, but as a core strategic asset with the power to fundamentally reshape operations. From sophisticated Management Information Systems (MIS) to cutting-edge prepress platforms and state-of-the-art presses, the right investments can completely redefine capabilities, efficiency and competitive position.
“Our success today depends on carefully selecting technologies that align perfectly with our unique strategic direction and company culture,” Halpin says. “By doing so, we’re transforming traditional print workflows into dynamic, intelligent systems that create unprecedented value for our customers and empower the skilled professionals who are the true heart of our industry. Our people are our greatest asset, and investing in their continuous growth is the cornerstone of our competitive success.”
Steinhauser has embraced a comprehensive approach to development that goes far beyond traditional training. The company continues to transform its workforce by educating its team members in new skills and technologies, providing hands-on training with the latest equipment and platforms and offering personalized coaching that integrates these capabilities into daily workflows. “This isn’t just about acquiring skills; it’s about empowering our individuals to evolve alongside our industry,” Halpin says. “We’re committed to ensuring our teams remain agile, motivated, and fully equipped to navigate the rapid technological changes that define the world of print today.”
Another part of this commitment is investing in cutting-edge technology and developing front-end technologies that makes Steinhauser more agile and enables it to provide strategic solutions for every customer. In the label world, bridging conventional and digital print technologies to create innovative hybrid solutions that deliver faster production speeds and world-class quality to its customers is the gold standard it strives for daily. For example, it is committed to continually educating its team on how technologies like artificial intelligence (AI) can enhance workflows.
“When harnessed respectfully and strategically, AI becomes a powerful tool that empowers our teams to be more creative and effective,” Halpin says. “Equally important is our dedication to sustainability, which remains at the forefront of our industry. As Steinhauser embraces technological advancements, we remain steadfast in our mission to provide sustainable solutions that support our customers and their brands.”
Where brand meets world
Over the past 10-plus years, Lake County Press (LCP) is one of a number of full-service marketing service providers that have expanded the breadth of what it offers, strategically keeping pace with the ever-growing needs of its clients. Built on a tradition of customer service and quality, the Waukegan, Illinois, company offers a number of services, including printing, digital marketing solutions, printing, mailing, warehousing, promotional products and fulfillment.
Dean Petrulakis, Senior VP, says that while each is a tool designed to streamline the process and help your customers succeed, it is imperative to understand that you are in step with what they want and need. That means never losing focus on the fact that companies, especially in B2B sales, still want to work with companies who understand their business and who bring a sense of empathy and clarity to the table that no algorithm can, especially when it comes to today’s tech-driven world.
“Print and digital tech have always played nicely together,” Petrulakis says. “We’ve been having this discussion for 15-plus years. They work better when used together. It’s important as a sales professional in the print marketing space to be educated on this and to speak intelligently about it. You don’t have to be a digital marketing guru, but if you can’t hold a conversation about it, you are setting yourself up for a challenge. Be ready to invest in constant education of employees to stay ahead of the game. You cannot ignore how tech is changing the game in our industry. To ignore it, and not invest in educating key employees, is a big miss. Building strong client relationships is more critical than ever.”
“We believe in investing as deeply in our people’s growth as we do in cutting-edge equipment, creating a powerful synergy where technology elevates human creativity.”
Tara Halpin, CEO, Steinhauser
With more than 25-plus years in the print industry, Petrulakis has had a firsthand look at the many changes revolutionizing the market in both technology and customer service. The secret to staying relevant, in every case, comes down to how you build trust and collaboration with your clients—a strategy he has firmly embraced.
“To be excellent in sales, you must have a passion for connecting with people,” Petrulakis says. “You can run numbers all day and figure out the latest things to fill your pipeline, but if you can’t build and maintain relationships centered on and around trust and mutual respect, you will struggle. Send handwritten notes when you can. Send personal birthday messages to your clients. Learn about their life outside of work and take an interest in them outside of the work they give you. Find something you think they might enjoy and share it with them.”
When it comes to keeping pace with changing customer expectations, Petrulakis believes you can—and should—never stop learning. “As a company, we are always learning about where our customers are going. We make investments that many times are driven by that. We know customers are under pressure to grow and hit key goals, and the more we can help them get there the better chance we have to solidify our relationships with them long-term.”
In a rapidly evolving commercial print landscape, staying relevant means more than just keeping up; it’s about consistently delivering real value. By embracing innovation while staying true to the fundamentals of quality, service and creativity, you can continue to carve out a space to impact the marketplace.
