Digital printing is ideal for print buyers who require
quantities fewer than 1,000 and turnaround time of a few hours or days instead
of weeks. Digital printing makes low-quantity, on-demand jobs affordable
because they are created on desktop publishing systems and digitally transmitted
to presses, eliminating the need for prepress functions, including film
stripping and platemaking.
Because the start-up costs on
traditional print jobs are high, print buyers often are forced to print
large numbers of copies and warehouse extra supplies. Digital printing,
however, allows customers to print only what they need.
Many digital printing applications
also benefit from the use of variable data, which allows documents to be
customized for each recipient. For example, automobile repair shops can
send personalized post cards based on customers' maintenance needs. In fact,
a study from CAP Ventures reveals that such personalized direct mail receives
36 percent more responses than conventional direct mail.
Many distributors say digital
printing is a natural extension of commercial printing. "If you're familiar
with handling 4-color work, then you'll have no problem handling digital
printing," Frank says. Ideal prospects for digital printing include real
estate agents, automobile repair shops, financial institutions, retailers
and other businesses in which regulations or product offerings change frequently.
Singing the Blues
Though desktop publishing systems
help provide many of digital printing's benefits, they also cause many headaches.
A disk prepared in the wrong format can lead to hours of wasted time and
effort, as well as a final project with inaccurate color, registration or
photo resolution.
Distributors should educate clients
about appropriate file formats and provide them with lists of text, photos
and other information they need to provide for projects. Constantly adding
additional materials later will require document redesigns and add additional
costs on relatively small orders.
Distributors should realize digital
printing's limitations. Although closely rivaling traditional printing,
digital color process printing can't match the quality of color produced
by traditional printing. Make sure customers are aware of that up front,
so they won't be upset if the digitally printed piece doesn't match their
PMS color logo exactly.
Many distributors are disappointed
when they realize that digital printing isn't a large moneymaker. Although
it eliminates costs for press setup, waste and plates, digital printing
creates new ones for file preparation, special paper and special inks. Most
digital printing distributors generate more profits from services--digital
document design and revision, electronic job submission, digital storage,
preflight testing--than from the product itself.
* Market digital printing
for test runs.
Because digital printing is
ideal for short runs, it's a great application for trials of direct mail
and marketing campaigns. Beryl Frank, owner and president of distributorship
Raand Print Specialties LLC, Albany, N.Y., suggests clients that send
large mailings test the packages on select recipients first. For instance,
if a customer plans to mail 20,000 pieces that will be printed offset,
the company could mail 300 to 500 digitally printed pieces first to gauge
the response.
* Learn about the latest
advances.
Digital printing constantly
is evolving, with new equipment, new capabilities and new vendors offering
on-demand printing, Frank says. For example, digital printing initially
was oriented to an 8 1/2 x 11-inch page, he says. Now, some printers offer
6 x 9-inch formats, a standard book size. And another new option recently
opened up for book publishers: Some printers now offer digitally printed
books bound in hard covers.
* Determine the selling points.
Distributors often find that
prospects are unsatisfied with aspects of their current printing projects,
such as slow turnaround and inflexibility. Determine which benefits of
digital printing--variable data, quick turnaround, no need for warehousing--will
best serve prospects. Market the technology accordingly.
* Get clients to sign off
on proofs.
It's important to show customers
color proofs and have them sign off on them before sending jobs to the
printer. Some distributors also include lists on the back of proofs that
specify the documents' correct sizes, quantities and paper stocks.
* Stick with deadlines.
Because many digital printing
projects are tied to direct mail campaigns, newsletters or other time-sensitive
materials, it's important to meet deadlines. If such promotions or newsletters
arrive late, your clients have thrown their money away.
