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
6
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”