Online ordering, online proofing and variable data bring newness to commercial printing products.
Identifying what is new in the commercial printing arena can be a difficult task.
As a product niche that covers everything from splashy marketing brochures and booklets to image-heavy point-of-purchase displays and postcards, commercial printing is typically versatile and often looks new with every application.
But, there is a significant change occurring in commercial printing that brings newness to high-quality product production.
Quick and Easy
According to Terry Richards, president of Victor Printing, Sharon, Pa., the newest trends in commercial printing products are how they're ordered, how they're proofed and the variable data they contain.
"We're seeing a lot more online ordering with the use of templates, as well as online proofing, which offers speed and ease to end-users," said Richards. "We're also seeing an increase in variable data printing, which is a marketing trend that brings end-users closer to customers."
Richards added that online ordering and proofing quickens the sales cycle and eliminates composition issues. "It lets end-users set their own variable areas without involving outside people who could easily make an error," he explained.
Currently, Victor Printing works with banks that enter specific teller numbers for certain products via online ordering. "We also have a half-dozen companies promoting various specials that require different types of postcards, which they order via custom Web sites," added Richards.
As a result of this new technology, Dan Pocrnick, national/regional account representative at Denver-based Adams McClure, an Ennis subsidiary, said that he is seeing an increase in shorter run lengths and quicker deadlines. "On-demand printing or just-in-time printing is gaining momentum, and commercial printers are positioning themselves to compete against full-size and digital equipment," said Pocrnick. "The reason for this is that dollars can be reinvested into other areas instead of inventory. Also, these new techniques allow for customized products, which results in more effective marketing that can change directions quickly. Target-based marketing as a whole has grown in popularity due to better results and revenue."
Richards concurred. "Digital technology is changing everything," he said. "Right now, we are using a combination of traditional and digital machines that distributors use to version or personalize end-users' pieces."
Unfortunately, it seems that many distributors have been avoiding a venture into the seemingly complex world of variable data since it involves a large learning curve. "Sales aren't exactly pouring in for this type of work because distributors aren't up to speed," said Richards.
The Distributor's Role
To combat distributors' resistance to new market trends, both Victor Printing and Adams McClure offer tools to help them push through. "We are trying to educate distributors in variable data," said Richards. "We provide them with tools, such as in-house seminars, through which they can gain a good understanding of what they need to get from their clients in order to produce the best pieces."
Victor Printing also offers distributors a marketing program that provides high-end pieces personalized with the distributors' names—marketing pieces that double as samples.
In addition, Ennis has formed the Ennis Promotional Solutions Group. According to Pocrnick, this group consists of Admore and Adams McClure.
"Between these sites, we can offer affordable web and sheet-fed printing, as well as screen printing," Pocrnick said. "The equipment mix allows for simple one- or two-color printing off six color presses, both conventional and UV."
Pocrnick added that distributors will need to take on a more interactive role. "There is no doubt that the distributor must have a higher alertness to commercial printing projects. These projects are not black-and-white, mass-produced, low-end quality opportunities. Each project is unique and different," he said. "The distributor must stay focused and pay attention to detail to keep projects flowing smoothly and accurately."
Pocrnick encouraged distributors to become better educated by spending time with the local paper representative, for example, and learning about paper and studying the competition.
"Also, understand the types of equipment that suit particular types of jobs. For instance, should it be web, 14x20 litho, half- or full-size litho? And, find out people's buying habits," Pocrnick said. "I am emphasizing these ideas to help distributors get comfortable in the commercial market. Comfort creates confidence, and confidence creates opportunities. Opportunities create sales!"
What to Expect
Distributors can expect to strengthen their positions and relationships within the print industry by moving forward and selling the latest commercial printing products and services, as well as adapting to its technological advancements. They can also expect to see even more changes coming down the pike in the next few years.
According to Richards, Victor Printing just went to CTP. "More data is coming in FTP, and there's a lot of pdf proofing," he said. "While many companies still want to hold on to a tangible piece of paper, there are some that just started marketing with CDs, and some are promoting more use of their Web sites. That takes a lot of learning for everyone involved."
Pocrnick agreed, stating that direct-to-plate printing has increased dramatically within the past year. "Electronic pre-press has allowed for faster times getting to the press, a better printed image and, in some cases, reduced costs," he said. "This method will just continue to grow."
By Sharon Cole
- Companies:
- Adams McClure
- Admore
- Ennis
- Victor Printing
- Places:
- Sharon, Pa.