Don Ross, Roland DGA Canada National Sales Manager, speaking at MAPLE Ontario Fall Reception at Fasken in Toronto, October 2023.
Roland DGA Canada is the Canadian sales arm for Irvine, California-based Roland DGA Corporation, which oversees North American sales, marketing, and distribution for parent company Roland DG Corporation headquartered in Hamamatsu, Japan.
Created in 1995, Roland DGA Canada employs five staff who are responsible for sales and distribution to approximately 50 resellers throughout Canada.
We recently spoke with Roland DGA Canada’s National Sales Manager, Don Ross, about the strong working relationship between his office and the U.S. office, Roland DGA Canada’s approach to core markets, and his view of the impact current economic trends are having on the Canadian sign and graphics market.
Please describe the relationship between your office and your U.S. counterpart.
Don Ross: Our office oversees Canadian sales and provides support for our network of resellers throughout Canada. Product demonstrations and sample printing are conducted in our Barrie, Ontario office, about an hour north of Toronto. We share responsibility for marketing activities, customer service, and tech support with our U.S. office. We also participate in trade shows and dealer open house events in Canada to maximize interest in our products and cultivate sales opportunities.
We have a very strong working relationship with both U.S.-based Roland DGA and our parent company, Roland DG, in Japan. Roland DGA, the North American headquarters, is our main conduit to Japan, and Japan keeps our office and all the other Roland DG business units worldwide updated on any new product or financial developments. I also make annual visits to Roland DGA and to Roland DG headquarters.
"We have a very strong working relationship with both U.S.-based Roland DGA and our parent company, Roland DG, in Japan. Roland DGA, the North American headquarters, is our main conduit to Japan, and Japan keeps our office and all the other Roland DG business units worldwide updated on any new product or financial developments."
What are the core markets for Roland DGA Canada and how do you go about identifying and capitalizing on new market opportunities?
We address a multitude of markets in the sign and graphics industry, as well as our laboratory and clinical dental business. For the sign and graphics industry, our digital inkjet printers and printer/cutters are used by businesses that focus on signage, advertising, packaging, promotional products, apparel, manufacturing, sports, education, labels, vehicle graphics, and many other applications. Our customers range from small one-person and “mom and pop” operations to some of the largest global enterprises. Roland DGA’s market penetration is very similar throughout North America.
When it comes to identifying and developing new markets for our products, the approach Roland DGA Canada takes differs from most of our competitors. Many manufacturers take a product-centric approach to generating new business, often relying on price and margin reductions to compete. Instead, we aim to provide a “total solution” and approach prospective customers with the goal of developing a long-term partnership rather than simply making a sale. We recognize the importance of creating trust with our customers and we provide them with world-class service and support every step of the way to ensure their success. Developing these partnerships can require additional time and effort, but we find the rewards are well worth the initiative.
"In general, Canadian sign and graphics customers remain early adopters, embracing new technologies very quickly following their introduction into the marketplace. Canadian sales often provide the U.S. team with a preview of the product’s reception and performance, which in turn informs marketing and sales efforts."
What is the current state of the sign and graphics market in Canada? Do you see any trends emerging?
In general, Canadian sign and graphics customers remain early adopters, embracing new technologies very quickly following their introduction into the marketplace. Canadian sales often provide the U.S. team with a preview of the product’s reception and performance, which in turn informs marketing and sales efforts.
Roland DGA has recently been targeting the SOHO (“small office, home office”) space. The home-based business trend started during the pandemic has continued, and has created opportunities for Roland DG’s line of affordable, professional desktop devices, such as the VersaSTUDIO BN2-20, BN-20 and BN-20A benchtop printer/cutters, along with the BN-20D direct-to-film system, and VersaUV LEF2 Series benchtop UV printers Each of these devices is essentially a “business in a box,” making it easy for people with limited space and resources to start up a lucrative home-based online business.
Another area of interest is the personalization and customization market, which has seen continued growth over the past few years. Roland DG sells a variety of benchtop and wide-format devices that meet its clients’ needs for one-off and short run production of custom drinkware, clothing, and event signage.
To find out how people are using our devices, we actively solicit our dealers to submit sample requests to our office in Barrie. This has proven immensely successful. We are able to save the customer the time it would take to receive samples from the U.S., and preparing these samples gives us a view of related market possibilities.
We are continually amazed by the imaginative products customers print on or fabricate using Roland DG devices. We’ve seen everything from custom-printed hockey pucks to personalized drinkware to full semi-truck trailer wraps.
"Inflation is affecting everyone to one degree or another. Like people all over the world, Canadians are feeling the impact of higher prices and are being selective about their purchases. One way to reach customers intent on conserving their budgets is by providing extra value and the opportunity for a strong return on investment."
How is the current economic environment impacting business for Roland DGA Canada?
Inflation is affecting everyone to one degree or another. Like people all over the world, Canadians are feeling the impact of higher prices and are being selective about their purchases. One way to reach customers intent on conserving their budgets is by providing extra value and the opportunity for a strong return on investment. Roland DG has a reputation for manufacturing high-quality products that are versatile, durable, and reliable, and backing them with unparalleled service and support, which helps assure customers that their dollars are well spent.
How do you continue to supply Canadian customers with top-notch service and support that Roland DG is known for?
Our Canadian team is very responsive to calls and emails from our dealer network as well as from our end users. Our staff is typically available from 8:00 a.m. to 8:00 p.m. EST. Our Canadian dealers especially find that we are just as readily available, if not more so, than our U.S. counterparts. We do, however, seek assistance from the U.S. team from time to time if we are unable to resolve certain support cases with our own resources. Our seamless cross-border collaboration results in a timely response to most of our dealers’ and clients’ service and support needs.
For more information on Roland DGA Corporation, visit their website at https://www.rolanddga.com/. Don Ross was a featured speaker at the MAPLE Ontario Chapter Fall Reception at Fasken in Toronto earlier this month and his presentation is part of our webcast.
