Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:   RIP Adam Lee     European Coverage     Production Inkjet Analysis     Industry Economic Snapshot

Thought Leadership Video Series

Logotech's Leslie Gurland talks about how digital printing helped a label customer

Published on June 20, 2012

Cary Sherburne interviews Leslie Gurland, President of Logotech who gives us an overview of her company including their current equipment set up. She also shares an interesting story about a winery customer and how digital printing made the project possible.

Cary Sherburne:  Hi.  I’m Cary Sherburne, Senior Editor at WhatTheyThink.com and I'm here with Leslie Gurland who’s President of Logotech.  Welcome.

Leslie Gurland:  Thank you.

Cary Sherburne:  Leslie, maybe you could start by telling us a little bit about your company.

Leslie Gurland:  Logotech is a manufacturer located in Fairfield, New Jersey, and we’re part of the Tadbik Group which is located in Israel.  Tadbik has very, very strong ties with HP since the early days of the digital process.

Cary Sherburne:  So what kind of equipment do you have in your plant?

Leslie Gurland:  We currently have a 4050, an older machine, and we’re in the process of purchasing a newer piece of equipment.

Cary Sherburne:  So the 6600 maybe?

Leslie Gurland:  6600.  And on the other side, our parent company has four HP presses so that’s in our location, but as a group we have five presses.

Cary Sherburne:  And what are you expecting to get new out of the 6600? 

Leslie Gurland:  We really feel we need it for the speed and to be able to offer our customers a quicker turnaround.  So our business—we’re running the press on two and sometimes three shifts.  By having a second press it allows flexibility, which is really how we commit with the demanding market that our customers have from the retailers who really have to be able to turn around even quicker.

Cary Sherburne:  And are you a digital-only company or do you have other equipment?

Leslie Gurland:  No.  We actually have digital, letter press, and Flexo.

Cary Sherburne:  And Flexo, okay.  So you’re a hybrid operation.

Leslie Gurland:  Yes, we are.

Cary Sherburne:  So perhaps you could give us an interesting story about how digital printing in the label business has helped one of your customers.

Leslie Gurland:  We actually have a fascinating story which we’re going to be speaking about at Dscoop.  One of our customers is a winery up in the Finger Lakes and they decided to redo their artwork.  Their brand was very, very stale.  Their designers came to us and clearly, with the quantity and the look that they wanted, we felt that digital was the only way to go.  So what they did, which is hard to tell on a video, is they came with a design of an Adirondack chair looking on a lake, and they wanted to look as if you were sitting on the lake.  We were able to achieve that and the only way we were able to do that was through the HP press.  What was interesting about it also is that we were able to use the press, not just in the production but in the whole design process.  

So what we did was we sent comps throughout the design and development.  It enabled us to work with the customer without having them to come down from the Finger Lakes.  We also saved five days in the art approval process, and we are able to give them a product that they really appreciated.  And what’s fascinating on their end is their sales increased 12 percent and they were able to increase their selling price to the wine distributors.  So on their end they’re actually moving all their business to digital.

Cary Sherburne:  That is amazing.  That’s an amazing story.  So, you know, people often say oh, you know, I can’t do it on digital, it’s too expensive.  But the point isn’t the cost per label, obviously, and this story demonstrates that.

Leslie Gurland:  Right.  It’s creating a premium product and honestly, the digital, when you look at smaller runs, is less expensive.  And when you look at the whole issue of plates and everything else, depending on the run size, it really is not any more.  And even if it is a little bit more, when you can create a premium product and sell it at a higher price point and increase your sales, it’s a win-win for everyone.

Cary Sherburne:  And did you use any special materials on it or was it just your normal pressure-sensitive material?

Leslie Gurland:  We used a foil material that we’ve had a lot of success with.

Cary Sherburne:  And that’s something that you can’t do that on fusing-base, toner-base digital with the foil, can you?  You need the heat and everything.

Leslie Gurland:  Yeah, I mean you do.  You’re right.

Cary Sherburne:  So yeah, that’s great.  Well, that’s a wonderful story and I’m sure you’ve got lots more in your back pocket.  We’ll have to catch up with you later and get some more of those.

Leslie Gurland:  Thank you.

 

Post a Comment

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

 

 

Recent Videos

 

Video preview: Frank on Saving Photos, Reading Retention, and Print Catalogs

Frank on Saving Photos, Reading Retention, and Print Catalogs

Published: May 29, 2015

Frank has three items that cover saving photos, reading retention, and catalogs. He starts with a Google executive saying that we should print more.

 

Video preview: HP VP/GM Aurelio Maruggi shares HP Inkjet Strategy

HP VP/GM Aurelio Maruggi shares HP Inkjet Strategy

Published: May 28, 2015

Senior Editor Cary Sherburne speaks with VP/GM Aurelio Maruggi about HP's production inkjet strategy and its new HDNA printhead technology. The strategies are built around customer success, continued innovation and protecting customer investments through field upgradability.

 

Video preview: Ironsides Technology's Bill Riley Talks About Process Automation

Ironsides Technology's Bill Riley Talks About Process Automation

Published: May 27, 2015

Senior Editor Cary Sherburne interviews Bill Riley, President of Ironsides Technology, about the importance of hardware-independent process control software in transactional, direct mail and commercial printing operations where real-time tracking and reporting offers the opportunity for a more efficient, near-lights-out environment.

 

Video preview: Unique meeting guide adds excitement for DscoopX attendees

Unique meeting guide adds excitement for DscoopX attendees

Published: May 26, 2015

Senior Editor Cary Sherburne speaks with David Bennett, President of Atlanta-based Bennett Graphics, talks about the unusual meeting guide his company printed for DscoopX, including a ziplock bag cover produced on an HP Indigo 20000 with a personalized folding carton inserted.

 

Video preview: Frank Talks to Color Guru Ed Grainger on the Development of a New Color System

Frank Talks to Color Guru Ed Grainger on the Development of a New Color System

Published: May 22, 2015

Frank meets up with color technology legend Ed Grainger at Taga Conference in Albuquerque. Ed was the inventor of the Kodak Approval proofing system and the Colortron. Frank gave him 3 minutes to describe a new system he is developing.

 

Video preview: On-demand Delivery of Targeted Marketing Materials Across Media

On-demand Delivery of Targeted Marketing Materials Across Media

Published: May 21, 2015

Jennifer Matt, Section Editor talks to Forrest Leighton, VP of Marketing at PTI Marketing Technologies about the on-demand delivery of marketing materials.

 

View More Videos

 

Become a Member

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

Copyright © 2015 WhatTheyThink. All Rights Reserved