Printing's Alive

Welcome to Printing's Alive—the podcast that explores everything print and beyond! From traditional techniques to modern innovations, we dive into how print shapes industries, businesses, and our everyday lives

Tracy Archuleta Breaks Down Embellishments, Sales Tactics, and Today’s Print Hurdles

S1 E30 • Aug 12, 2025 • 65 mins

In this episode of Printing's Alive, Warren Werbitt sits down with Tracy Archuleta to explore her deep experience in the print industry. They dive into the growing role of CRMs, the rise of embellishments, and key considerations for printers looking to invest in finishing equipment. Tracy shares her perspective on market shifts post-COVID, modern sales challenges, and the importance of authentic client interactions. The conversation also touches on creative workflows, ROI analysis, cost negotiations, and using AI to streamline tasks like contract reviews. They wrap up with practical negotiation tips and a call to respect every member of the team.

Key Points

Augmented reality is becoming a significant tool in the print industry, providing new revenue streams and innovative ways to engage customers.
Commercial printers need to be cautious about investing in embellishment technologies, ensuring they have the right strategy, audience, and design capabilities to make it profitable.
Properly negotiating contracts and understanding the fine print can save printers substantial amounts of money, especially regarding click charges, service agreements, and end-of-quarter deals.

Speakers

Warren Werbitt

Host • 38%

Tracy Archeletta

Guest • 62%

Chapters

0:00	Introduction of Tracy Archeletta and her roles in the print industry
3:01	Tracy's background and the importance of CRMs in print
7:35	The rise of embellishment in printing and MGI machine experiences
17:49	Tips for printers on investing in embellishment equipment
19:05	Market shifts, marketing roles, and COVID-19 impact on trends
26:02	Modern sales challenges and the value of authentic interactions
29:02	Utilizing tools for meeting efficiency in sales
31:18	Traits of thriving print businesses and self-education recommendations
35:13	Insights into the creative process and print production
41:06	Analyzing ROI and strategies for equipment cost negotiation
47:42	Support for commercial printers in deal negotiations and service agreements
57:23	Leveraging AI for contract reviews and OEM relationship management
1:02:05	Respecting all team members and final negotiation advice
1:04:25	Closing thoughts and call to action for listeners

Transcript

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