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Basics of Digital Printing Randy Thompson Director, Business Development. A GROWING SEGMENT OF THE PRINT MARKETS. 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.

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basics of digital printing randy thompson director business development

Basics of Digital PrintingRandy ThompsonDirector, Business Development

A GROWING SEGMENT OF THE PRINT MARKETS

agenda
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
Evolution of Digital printing
  • Transition to Digital
  • Computer to Plate
  • Digital Photography
  • Internet
  • First Digital Presses
  • Color Separations
  • Laser Scanners
  • Film Assembly
  • Plate-making
  • Computer to press
  • High speed digital presses merged with finishing
  • PURLS
  • Links to interactive media
current print market
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
what changed
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
digital color efficiency effectiveness
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
Defining digital
  • Static color
    • Business Cards
    • Single message postcards
    • Static info sell sheets
    • Bookmarks
    • Calendars
    • Newsletters
    • Static info brochures
    • Menus
defining digital1
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
what does the distributor add
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
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
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
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
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
some possibilities
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
More possibilities
  • Personalized Marketing
    • Merging personal information to relevant images
    • Quality of information – databases
    • Delivering the marketing message
    • Capture definable results
conclusions
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”