A Colorful Approach
Baker realized that it's important for him to stand out in a competitive industry. He felt that if his customers received colorful post cards with personalized messages, they would chose him over others offering the same services. "Color is a big deal," Baker says. "It's so much better and eye-catching than black and white in our business. We decided we wanted to go for something that looks classy and expensive."
Clark suggested that Baker use 4 x 6-inch post cards instead of envelopes for ACC's loan solicitations. The size seemed ideal because mailing 4 x 6-inch post cards first class is cheaper than standard presort mailing, he says. The post cards also can be placed in a pocketbook or on a refrigerator for quick reference. Baker jumped at the idea because post cards are cheaper, more effective in reaching customers, quick to read and more pleasing to the eye than other direct mail methods. "Customers don't have to open a post card like an envelope," he says. "You can't but help see a post card."
To complete the order, Clark Graphics relied on manufacturer AccuCopy/Quicktabs, also in Greenville. Clark has known Tom O'Brien and Lindsay Gray, owners of AccuCopy/Quicktabs, for 20 years. In fact, Clark became aware of digital printing through O'Brien and decided to add the technology to his company's product mix after he learned that AccuCopy/Quicktabs had state-of-the-art digital printing equipment. Clark Graphics already had worked with the manufacturer on commercial printing projects, and Clark believed it would do a good job on digital printing as well. AccuCopy/Quicktabs, which has been in business since 1980, specializes in high-speed duplication of multipage documents, thermography, foil stamping, embossing, die cutting and offset lithography, among other services.
Clark designed the post cards using Adobe® PageMaker®, Adobe Photoshop®, Adobe Illustrator® and QuarkXPress™ design software, and he wrote the copy. He discussed ACC's needs and objectives with AccuCopy/ Quicktabs and explained the finance company's budget, deadline and quality expectations, Gray says. This process helps manufacturers choose post card colors, sizes, paper types, variable data and programming sophistication levels.
Until variable data printing becomes more widely adopted, digital printing will be used for a great deal of work that also can be printed on traditional presses, according to "Digital Printing Market Potential," a study by Graphic Arts Marketing Information Service of the Printing Industries of America Inc. Variable data printing is growing steadily as customer relationship management initiatives increase, the study says. While fliers, brochures and commercial printing are well-known digital printing applications, books, direct mail, financial printing and business forms can be produced with the technology, too.
Targeting the Customer
Each of ACC's seven offices has its own set of customers. Each loan solicitation post card includes the name and address of the customer and the address of the ACC office it uses. Each card has a personalized message reminding the customer to drop by the office to apply for a loan or receive new services such as tax preparation.
AccuCopy/Quicktabs uses PReS, software from Chicago-based PrintSoft Americas Inc., to design and incorporate variable data for digital printing jobs. PReS enables users to merge customer data such as bar codes, photos and text with art to create a variety of printed pieces such as marketing mailers, invoices and forms. It handles highly complex logic and works with a variety of data sources such as text files and spreadsheets. The software is specifically written to create efficient PostScript® code, and works with large amounts of data at exceptionally high speeds, Gray says.
For black-and-white imaging of the post cards, AccuCopy/Quicktabs uses its Xerox DocuTech™ 6155 and Heidelberg Digimaster 9110 digital printers. For full-color, laser variable printing, the firm uses five networked Ricoh 6513 full-color printers. Post cards consist of shells printed in process color on 19 x 25-inch white opaque 65# cover paper. The post cards are trimmed to 11 x 17 inches and sent to the Heidelberg Digimaster 9110 for variable printing on two sides. With rapid image processing and a 110-page per minute print engine, the Digimaster 9110 can be used for duplication, network publication printing and printing transactional documents. It can handle six paper supplies and a maximum size of 11 x 17 inches. Finally, the cards are trimmed to 4 x 6 inches.
Using Coding Accuracy Support System, address-matching software from the United States Postal Service, AccuCopy/Quicktabs' mailing department determines if the customer addresses exist. Employees then presort the list to meet the lowest possible postage rates. It uses National Change of Address software, also from USPS, to update address changes. The department also determines the mail drop date and arranges for prepayment of postage.
A Profitable Proposition
Baker of ACC says the biggest misconception about digital printing is its high cost. "Most people say, 'I can't afford to do it,'" he says. "It's very affordable."
Since he started using digital printing two years ago, Baker has saved up to 75 percent of the money he spent previously using traditional printing for the loan solicitations. ACC used to spend approximately $1.25 on each loan solicitation sent via snail mail. But now a post card costs the company only 40 cents. "Initially, a lot of employees would spend time just doing the envelopes," he says. "Once we started using color digital printing, they had more time to make calls to customers--old and new." Baker plans to send post cards to customers monthly instead of every three months.
Clark Graphics also has profited from digital printing, earning $1,000 or more per job monthly. "People think digital printing is complicated," he says. "The technology can seem mind-boggling. But really, it's quite simple."
Preeti Vasishtha is assistant editor of Print Solutions. Email her your comments at pvasishtha@printsolutions
mag.com.
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Spotlight on a Good Digital Printing Application
As you walk through customers' facilities, are you passing by potential digital printing applications? Here are some tips to help you determine whether the job belongs on a digital press:
1. Find out who owns the document, not who buys it. Talk to the person responsible for the document's creation, updates, accuracy--in other words, the person whose head will roll if there's a problem.
2. Ask qualifying questions. Once the end user begins talking about the job, often you'll uncover vital information. Ask the person if they would be interested in printing only what they need for a week. Ask if the job needs to be updated each week with new information. Would the client benefit from receiving 500 pieces in 24 hours and 5,000 pieces the following week? Would adding color without a dramatic increase in cost help?
3. Understand each job you produce. Analyze prospective jobs and printed pieces you currently provide. Understand the function of each job, then educate customers on the benefits of digital printing.
Source: Print Tec Network Inc., Duxberry, Mass.
Tossing Your Hat Into the Digital Printing Market?
If you're thinking of adding digital printing to your product mix, here are some points to keep in mind:
1. Educate yourself. Learn about variable data and digital printing before you begin selling it, says Joel Clark, owner of Greenville, N.C,-based distributorship Clark Graphics. "Once distributors understand it, selling it is like a piece of cake," he says.
2. Target existing customers. When starting out, tell your existing customers about your new offering. "Look at the customers that you have and try and figure out what you can do for them," Clark says. Then target prospective customers.
3. Keep end users on your side. Variable data begets errors, so make sure end users approve proofs, Clark says. "You always have to cross the T's and dot the I's," he says.
4. Be patient. Selling digital printing isn't like selling forms or traditional printing. You have to work with a lot of people in various departments such as digital printing, data processing and marketing. "You really have to be very patient about setting it all up," Clark says. "It takes time, but once it's all set, it can very profitable."
5. Be technology-savvy. One sure way to save money is by keeping abreast with technology by talking to manufacturers, other distributors and trade organizations such as DMIA, Clark says. He's proficient in Adobe® PageMaker®, Adobe Illustrator® and QuarkXPress™ software for design and layout. "Instead of outsourcing or hiring a person to handle design and layout like most distributors do, I do it myself and save a lot of money," he says.
6. Look for the right manufacturer. Distributors should look for manufacturers that can eliminate extra costs. "If you work with a manufacturer who can tie everything together, digital printing can be very economical," Clark says.
Juggling Tricky Digital Printing Questions
As digital printing becomes increasingly available, end users are asking more questions about its use. Here are the three most common questions distributors face and the best ways to answer them:
1. Isn't your price too high? End users who think they're spending too much on traditional printing also often will ask this question quickly. Show how digital printing will benefit the client. Digital printing must be seen as a premium product that will affect their bottom line. Explain how it yields cheaper process costs.
