Staying relevant in a disrupted industry: Lessons from Eckersley Group
Businesses need to move with the times, something that Tom Eckersley quickly realised when he took over his father’s company, Eckersley Group, with his brother in 1991. Providing a broad range of printed materials to businesses across Australia, the introduction of the digital age has meant Tom’s had to update his product and service offering frequently in order to remain relevant.
Keeping pace with digital transformation
“The advent of digital technology has completely changed the way both our customers and we as a business look at printed products,” explains Tom. “Marketing has undergone huge transformations – our clients are connecting with their customers in completely different ways, everyone is trying to decide on the best medium to communicate through, and there’s now a far greater range of products to choose from.”
Rather than seeing the digital transformation as a challenge to overcome, Eckersley Group chose to work directly with new technology to provide a range of innovative, highly relevant products. These mainly focus around targeting printed media to increase engagement. “Instead of printing a generic brochure that goes out to 100,000 people, we’ll now produce 1,000 but they’ll be aimed at a specific sector or group. We’ll use data to individually personalise content, and through this we’ll increase engagement.”
From the business end, the technology Eckersley Group uses to produce material has changed dramatically over the years. Tom’s invested in a range of new technologies to keep up with this, particularly digital production equipment. “We decided it was best to concentrate on a few core activities rather than a broad range of service offerings. This has meant we’ve been able to carve out a niche slice of the market without over-stretching ourselves.”
A dynamic duo
The print industry is one where, as Tom explains, dynamism is key. “We need to be incredibly responsive to the market, we can’t work on one model from yesteryear, we need to change our business model constantly in order to keep up with the pace of technological transformation.”
Tom and his brother realised that, in recent years, there’s a clear need for an end-to-end supply solution in the print industry. Eckersley Group responded to this by focusing on logistics. “We’re no longer just providing the product. Instead, we’re looking at end-to-end solutions, including supply, warehousing and distribution into our offering,” says Tom.
It’s this dynamism that’s gotten Eckersley Group to where it is today – a highly successful business that’s developed and grown over the years, taking on a number of other printing companies and adding them into the core. This has enabled Tom and his brother to receive acclaim from the print community, winning Craftsman Awards consistently for the quality of work they produce.
An outside perspective
In a family business like Eckersley Group, where meetings can take place around the dining room table as much as in the office, it’s essential to get an outside perspective. For Tom, TEC was able to provide that objectivity. “I met someone many years ago who was having a similar experience to me in terms of running a family business. He mentioned TEC and suggested that I go along to one of the meetings. From there, I never looked back. TEC’s given us that broader range of input and objectivity that we needed. When you’re in a family business, you’re so involved with everything and you have been all your life, so it’s important to get some perspective.”
As well as talking over issues around the table, Tom also enjoys hearing from the public speakers that TEC brings in. “The speakers bring a different dimension, they bring a lot of expertise to a particular topic, whereas with the group we can get that broader advice. Both have worked really well in improving my decision making at Eckersley Group.”
Established in: 1971 (Tom and his brother took over in 1991)
Size: 30 staff and around 1,000 clients
Markets: Australian SMEs, corporates, governments, some individuals especially book publishers
Product range: 1,000s of productions over 100 different categories, covering all marketing materials, printed matter and business stationery, both from a digital production and a traditional offset production point of view