Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Print 2017     Production Inkjet Tools & Resources     Industrial Print Analysis     European Coverage     Conversations on Print Podcast

Thought Leadership Video Series

Ariva's Offerings Bring Unique Applications

Published on April 18, 2012

Cary Sherburne and Charlie Launsbach, Sales Director at Ariva, discuss some of the more unique applications their substrates can provide.

Cary Sherburne:  Hi.  I’m Cary Sherburne, Senior Editor at WhatTheyThink.com and I’m here with Charlie Launsbach who’s Sales Director at Ariva.  And we did hear earlier from your President, Mark Ushpol about the company and the rebranding and all of the unique materials that you’re bringing to market, especially for digital printing.  And I wondered if you could just talk a little bit more specifically about some of the new applications and revenue streams that these materials, these new media are bringing to printers.

Charlie Launsbach:  Sure.  Thank you for having me.  One of the things we did at Ariva about a year ago was we launched a new product line called Fusion Digital.  And what we’ve heard from the marketplace is our print service providers are having tremendous success with this product and it’s really creating a buzz with their end-user customer and really helping them with ROI. 

So two of the products we’d like to share with you today is our Fusion Digital Postcard has really taken the direct world mail market by storm.  And one of the things our customers have told us, our print service providers, is really when they do a postcard they have to really create something unique so that they can get a response for their customers.  And as we all know, you have about three seconds when you send somebody a postcard to get a response or maybe to get them to look at your brand.

Cary Sherburne:  And keep them from putting it in the round file.

Charlie Launsbach:  Yeah, like 78 percent of the people scanned over the round file.  So what we did at Ariva to really to help our customers utilize their digital assets to the extreme, is we created this 5½ x 8½ postcard.  It’s 12 mil and it’s printable with high heat toner and Indigo devices front and back, and it looks fairly standard.  But one of the unique things about this product is on the front of the postcard is a removable 4x6 fabric.  And one of the things that this does for customers is now, since we have all this data on people—this is my favorite car, my alumni, or my favorite toy for my kid—I can give them a picture of it and a coupon on the back so that now it just doesn’t go in the garbage; maybe that’s going to go up on the refrigerator, or on my desk, or on my cabinet.

Cary Sherburne:  Oh, that’s very cool, that’s very cool.  And then the bumper stickers?

Charlie Launsbach:  Well, the same thing.  What we created with that was now a printer can call up Ariva, we stock this at one of our six locations throughout the US, we have 20 in the US and Canada, and one of our parts of our program with this was that we knew the demands of our customers, we have to have this in stock.  And this is all 12x8 format, five up.  So now a customer that wants somebody in Boston to get a sticker and somebody in New York to get this sticker can now print their own bumper stickers in house.  Traditionally, they always had to send that out and they couldn’t use what they had in house.  Now not only can they produce a sticker, but after the sticker is used the back becomes a coupon or a marketing piece.  And this product is really unique because it’s outdoor, it’s indoor, it’s waterproof, it can be removed several, several times on many different substrates.

Cary Sherburne:  Oh, that’s great, because you hate that bumper sticker that you’re having to scrape off with a razor blade, right?

Charlie Launsbach:  That’s correct.

Cary Sherburne:  So with these unique materials, obviously they’re going to probably be a little pricier than plain offset paper, right.  And I wonder if you could talk a little bit about what you’re seeing in the market about how people are handling pricing strategies for these kinds of things.

Charlie Launsbach:  Well, at first glance—and one of our customers that we worked with on one of the first applications for this, traditionally always had a marketing campaign every year and they would print a letter, print a magnet, print an envelope, and stuff it all together.  And at first, this product might look a little bit like it’s expensive, but when you put all that together and now you can take from the shelf, print, cut, and now it really provides tremendous ROI for customers.

Cary Sherburne:  So maybe more frequent, more relevant, more customized mailings?

Charlie Launsbach:  That’s the exact thing we’re looking to…

Cary Sherburne:  And then they’re pricing it based more on the value to the customer than the cost-plus that they’re used to, right?

Charlie Launsbach:  That’s correct.

Cary Sherburne:  Great.  So what else do you think you’ll be bringing to us in the future?

Charlie Launsbach:  Well, we continue to develop with our customers and we have 150 sales consultants around the US and Canada.  And one of the things they do is not just the off-the-stock products that make it so convenient, but we actually work with our customers on specific applications for their end users.  And that’s how most of these get created because if they’re successful at one digital print service provider, they’re usually successful at another.  And we have some other products that are coming to market this year that we’re really excited about.

Cary Sherburne:  Great.  We’ll watch for those and I understand we can keep track of that on arivanow.com.

Charlie Launsbach:  Yes.

Cary Sherburne:  Great.  Thank you.

Email Icon Email         

 

Discussion

By Tony Johnston on May 02, 2012

Excellent product!

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

 

Recent Videos

 

Video preview: Printing with Fluorescent Inks on HP Indigo

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.

 

Video preview: Frank: British Attack on Apostrophe Must Be Stopped

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.

 

Video preview: Third-Generation Printer Cockrell Enovation Improves Productivity with HP Indigo 10000

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.

 

Video preview: Bud Light, HP and Esko: From Ideation to Production in Less than a Month

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!

 

Video preview: Frank: Xeikon Roll-fed Digital Press 25th Anniversary

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.

 

Video preview: COT Holdings Upgrades to HP Indigo 12000 for Enhanced Productivity

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.

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2017 WhatTheyThink. All Rights Reserved