Log In | Become a Member | Contact Us

Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Printing Forecast 2018     Production Inkjet     Installations and Placements Tracker

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         



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: “Don’t Put Pictures of Your Press on Your Website”

“Don’t Put Pictures of Your Press on Your Website”

Published: March 16, 2018

Print business owners need to have an effective “content strategy” for their websites and other online presences. John Foley, CEO of interlinkONE & Grow Socially, talks about the reasons for developing a content strategy, as well as some dos and don’ts for online content.


Video preview: Frankly Reading

Frankly Reading

Published: March 16, 2018

Frank recommends two books, one on sales training and one on applying online print. They are “25 Best Sales Tips Ever” and “Keep Calm and Print On.” This one would be funny if you had pop-ups throughout it.


Video preview: Analog-to-Digital Transformation Is Disrupting the Textiles Industry

Analog-to-Digital Transformation Is Disrupting the Textiles Industry

Published: March 15, 2018

Mark Coudray, Founder of Catalyst Plan, has nearly 50 years of experience in graphic communications. He talks about the analog-to-digital transformations that have occurred in the industry over the past few decades. The fourth iteration of analog-to-digital transformation is revolutionizing the discipline of marketing and having a huge impact on the textiles and apparel industries. He offers guidance to buy time and gain breathing room.


Video preview: Chris Simpson from Blue Ion Talks about Available Tools to Engage in B2C Marketing

Chris Simpson from Blue Ion Talks about Available Tools to Engage in B2C Marketing

Published: March 14, 2018

Chris Simpson, Digital Marketing Director at Blue Ion, talks about how companies can make a transition from marketing B2B to marketing B2C. He identifies a set of tools from Google and others that can help companies add this new capability.


Video preview: The Amazing Story of Sandilake Clothing

The Amazing Story of Sandilake Clothing

Published: March 13, 2018

Mel Lay, Owner of Sandilake Clothing, has a riveting story of how she went from producing clothing for her kids in 2014 to being a garment icon. Her business has grown largely through the use of social media, including her public battle with Target and ultimately her appearance on Shark Tank. Great story! Lots of guidance about how others can use social media to grow their businesses.


Video preview: Facing the Challenges of Waste in the Garment Supply Chain

Facing the Challenges of Waste in the Garment Supply Chain

Published: March 12, 2018

Matthew Cochran, COO of OnPoint Manufacturing, talks about the feasibility of on demand manufacturing of garments to address Fast Fashion and the waste of time and materials associated with the traditional garment supply chain, moving from design-produce-hope-to-sell, to design-sell-produce.


View More Videos


Become a Member

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

Copyright © 2018 WhatTheyThink. All Rights Reserved