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.
King Printing's Approach to Book Manufacturing with Production Inkjet
Published: April 18, 2018
Elizabeth Gooding talks with Martin Aalsma, VP at King Printing. King Printing was an early adopter of production inkjet for book manufacturing. Aalsma talks about building efficiency in book manufacturing with smart workflow driving production inkjet.
Avery Dennison Makes Cut Vinyl User-Friendly
Published: April 17, 2018
Patti Draper Doychak, Senior Marketing Communications Manager for Avery Dennison, describes new innovations in cut vinyl. Easier weeding with a re-engineered adhesive, a larger color palette, and longer-lasting adhesive all give the client more choices and a better-quality vinyl product.
ISA Provides Year-Round Resources for the Sign Industry
Published: April 16, 2018
Lori Anderson, President and CEO of the International Sign Association (ISA), shares the many ways ISA helps members of the sign industry. Beyond the annual Sign Expo, in which professionals can learn about new technologies, ISA is active in advocacy for companies in relation to sign codes and regulations, as well as helping educate students about the opportunities available to them after high school.
Frank On Friday: The Binds That Tie
Published: April 13, 2018
Frank receives a challenge from Professor Frank Cost at RIT. Frank Cost discovered the McMaster-Carr catalog at 4,040 pages and wants to know if there are any bound books with more pages. Frank is up to the challenge.
Catherine Monson’s Health Care Crusade
Published: April 12, 2018
Catherine Monson, CEO of FASTSIGNS, talks about her recent testimony before the U.S. Congress on behalf of her long commitment to establishing association-based health plans so that small businesses, like print franchises, can provide affordable health care plans to their employees.
Sign Research Foundation Data: High Value for Sign Makers and Buyers
Published: April 11, 2018
Sapna Budev, Executive Director of the Sign Research Foundation (SRF), talks about the collaborative relationship between the SRF and the International Sign Association, and the value of the information gathered by the SRF. SRF research helps signmakers and sign customers navigate such issues as brightness standards and sign codes, calculate the ROI of a sign for a retailer, and determine the economic value of signage to a community.