Basics of digital printing - Identity Group | Business
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Transcript Basics of digital printing - Identity Group | Business
A GROWING SEGMENT OF THE
PRINT MARKETS
Basics of Digital Printing
Mark Cupach
Director, National Sales
Agenda
Print market overview
What’s happened to print
The short run color market
Products
Services
Adding Value to Print
Selling Possibilities
Keys to Success
Evolution of Digital printing
70’s
• Color Separations
• Laser Scanners
• Film Assembly
• Plate-making
80’s &
90’s
•Transition to Digital
• Computer to Plate
• Digital Photography
• Internet
• First Digital Presses
00’s
• Computer to press
• High speed digital presses
merged with
finishing
• PURLS
• Links to interactive media
Exclusive
Report
Sponsor
4
Current print market
• March '09 shipments were $7.67 billion (-9%) in
current dollars,
• -$756 million compared to March '08
– Historically, March is among the strongest months of
the year;
in 2009, it was the same as July 2008, historically the
weakest month of the year
5
Updated U.S. Forecasts
(as of 5/2009, in 2009$)
Exclusive
Report
Sponsor
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What changed?
Industry volumes decreasing—mature market
Digital technology breaks down walls between
market segments
New competitor in every market
New market structures emerging
More emphasis on specific customer targeting
Need for greater ROI and share of customers
What do the numbers say?
Us pod Market Retail value
Digital color = efficiency/effectiveness
Digital Effectiveness : Doing the right thing
The RIGHT activities
Applying the BEST strategies
Resulting in competitive advantage
Digital Efficiency : Doing the thing right
Fewest resources
Shortest time
Highest ROI
Defining digital
Static color
Business Cards
Single message postcards
Static info sell sheets
Bookmarks
Calendars
Newsletters
Static info brochures
Menus
Defining digital
Variable color
1 : 1 Personalization
Specific customer information on each piece
Customizing/Versioning
Variable copy changes paced to demographic features
Coupled with another cross-over media
PURLS
E-mail marketing
Tele-marketing
Digital or offset?
Type
Color
Size
Pages
Method
Finish
Crossover
Sell Sheet
4/4
8.5 x 11
2
Static
Trimmed
2,857
Postcard
4/1
6x9
2
Address &
Sort
Trimmed
22,096
Catalog
4/4
8.5 x 11
16
Collated on Stitched
digital
1,262
Book
4/4
8 x 10
80 + cover
Collated on Perfect
digital
1,131
Newsletter 2/2
8.5 x 11
4
Collated on Trim/fold
digital
1,871
Menu
11 x 17
4
Static
1,428
4/4
Trim/fold
Digital or offset?
Type
Color
Size
Quantity
Pages
Digital
Hours
Offset
Hours
Sell Sheet
4/4
8.5 x 11
2500
2
1.2
2.1
Postcard
4/1
6x9
15,000
2
3.6
3.3
Catalog
4/4
8.5 x 11
1,000
16
5.0
10.0
Book
4/4
8 x 10
100
80+Cover
3.0
26.0
Newsletter 2/2
8.5 x 11
1,000
4
1.4
2.3
Menu
11 x 17
1,500
4
1.4
2.0
4/4
What does the distributor add?
Expertise
Fast moving technology—stay ahead of customers
Vendor Choices
Different machines with different products
Cross-media effectiveness
What value do you provide?
More personalized and relevant content
Improved ROI
Faster turn times for delivering messages
Faster time to get to market
Reduced waste and obsolescence
Cradle to grave project management
How do you deliver?
Become a marketing services provider
Content is KING!! Become part of the message
Partner with your vendors who are the experts
Sell your customers on what the real value is
Cost per response
Share of customer
Measureable results
NOT just cost of mailing………
Digital Effectiveness
Definable project goals—what does the customer
want?
What’s the budget? What’s the return?
Is the customer prepared?
Effective info database
Response capability
Digital Efficiency
How do you go to market?
Online strategy
Mailings
Mailings plus online PURL
Mailing plus PURL plus email marketing
Mailings plus PURL plus email plus personal
contact
Translates into action plan/press selection
Internet is a strategy
Some possibilities
Static Color Products
One time orders?
REPEAT ORDERS?
Set up on company store?
Static now…….can they be personalized? Versioned?
What’s the quality issue?
Pleasing color ok?
More possibilities
Personalized Marketing
Merging personal information to relevant images
Quality of information – databases
Delivering the marketing message
Capture definable results
Conclusions
Digital color print on demand is fastest growing
segment of print
When you add value….you add/increase profit
Every time a human touches a job, money is lost
Start easy………but start
Digital printing IS for everyone
Stay on the right side of the “digital divide”