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
Silicon Publishing Launches Redesign of Silicon Designer
Published: December 6, 2016
In this interview, Cary Sherburne, Senior Editor, talks with Max Dunn of Silicon Publishing about the company's clean sheet redesign of Silicon Designer leveraging the talents of former Adobe InDesign developers. This Web2Print/online editing solution is used by some of the world's largest companies.
1,000th HP PrintOS Customer Speaks Out
Published: December 6, 2016
Senior Editor Cary Sherburne talks with Martin Saavedra, Jr., EVP at MLI Marketing in Tampa, the 1,000th HP PrintOS customer. Saavedra explains why solutions like HP PrintOS are important in helping printers remain competitive with a streamlined and productive workflow in an open, cloud-based ecosystem.
PIA's Julie Shaffer on Color Conference 2016
Published: December 5, 2016
Julie Shaffer, Vice President of Education and Marketing Strategies for the Printing Industries of America, explains the evolution of the Color Conference and its value to brand owners, printers and premedia professionals. She also discusses broader PIA educational initiatives and certification programs, including a customer service certification that will be available soon.
Frank is Entranced by Pop-up Cards
Published: December 2, 2016
Frank is entranced by pop-up cards from opencardnow.com. Former typographer Julie Brumlik has a new career with pop-up origami. Frank even shares his pop-up Gutenberg book.
ASU's Print & Imaging Lab Leads the Way in Workflow Integration
Published: December 1, 2016
Chris Halkovic, Web-to-Print Manager at Arizona State University's Print and Imaging Lab, talks about how the shop/learning environment is integrating Web2Print and MIS for a coherent and automated workflow for printed materials and 3D objects.
Universal Wilde Has Transformed Its Business with Production Inkjet
Published: November 30, 2016
Universal Wilde in Massachusetts is the largest direct marketing and book printing company in the state. Its Vice President of Operations and Technology, Jeff McFadden, explains the company's decision to acquire production inkjet about 5 years ago. Today, about 75% of its production ink work being book production with the rest being direct mail. He also shares his thoughts about the value of users groups like thINK.