This is James Michelson from VDP Web, the Principal there. And one of the things we’ve had the most interest in during the AP Forum is how, as a commercial printer, do we really look at – how do I get into the sales process. What are the challenges that become and what’s preventing our customers from really getting involved in cross media, in Pearls, in leading pages, in variable data?
Well, we found that in a lot of the case studies that are presented, there’s all these different parties involved. You have information systems and information technology and the agencies and all these other people that come together to pull that. Well, the challenge is, how do I sell that group? And would it be better for my sales process and my bottom line if I could look at it and go to one person and make a decision and that one person who makes a decision I can provide all the different services that they need?
Now, if we have access to data from IT, great. If we can get creative from their Marketing Department or their agency, terrific. But as the printer, if you can say to one decision maker, “Hey, I can take care of all of this for you, we’ll handle the process from soup to nuts…” then you can make it work. One example is from a printed static piece, Harrah’s was launching a new – and we figured we were in Vegas; this is probably a good example. We’re launching a new casino vote in Chicago, and what we’d like to do is we’re going to print these flyered pieces. Terrific. Well, let’s put on a test-to-win and a unique 800 number, and a generic landing page. So, from one sales process, by adding those three collection mechanisms, the printer was then able to launch follow on direct mail campaigns, follow on collateral campaigns so they’ve got multiple runs of ink on paper from one print sale.
The other thing that does is now, that commercial printer is in charge of the data stream. All that data is collected is sitting at that commercial printer’s location and they have control of the marketing process.
So, if that 800 number and that text-to-win and that unique
Printing with Fluorescent Inks on HP Indigo
Published: August 22, 2017
Nick Gawreluk, Supplies Product Manager for HP Indigo, Speaks with Senior Editor Cary Sherburne about some of the unique liquid inks HP Indigo has recently developed, including fluorescent inks. Gawreluk shares application of examples using these inks.
Frank: British Attack on Apostrophe Must Be Stopped
Published: August 18, 2017
Frank bemoans the British attempt to eliminate the apostrophe in place names. So far, only Frank has spoken out against this perversion of orthography as misguided souls take a hammer to our grammar.
Third-Generation Printer Cockrell Enovation Improves Productivity with HP Indigo 10000
Published: August 15, 2017
John Cockrell, Vice President at Fort Worth based Cockrell Enovation, has used its new HP Indigo 10000 press to migrate work from offset for more efficient production. Hear what he has to say about the future of offset in his business and the kinds of applications he is producing on the HP Indigo 10000. HP Indigo's Business Development team has been a partner in this transition.
Bud Light, HP and Esko: From Ideation to Production in Less than a Month
Published: August 14, 2017
Michael Cox, a Solutions Architect at HP, Inc., talks about HP's collaboration with Esko to create limited edition Bud Light cans for a special event using Studio for Sleeves and HP's Mosaic in the design process. This eliminated the need for physical samples in the approval process. From ideation to production in less than a month -- amazing!
Frank: Xeikon Roll-fed Digital Press 25th Anniversary
Published: August 11, 2017
We are coming up on the 25th anniversary of the Xeikon roll-fed digital color printer. Frank shows some of the classic work done by this venerable machine, which is still helping printers worldwide to make money.
COT Holdings Upgrades to HP Indigo 12000 for Enhanced Productivity
Published: August 8, 2017
Nigel Worme, Managing Director of COT Holdings in Barbados, was an early adopter of HP Indigo digital presses. The third generation family company is now on its 5th generation of Indigo presses with the acquisition of an HP Indigo 10000, now field upgraded to an HP Indigo 12000, providing a single sheet size for offset and digital presses that streamlines workflow.