Digital Opportunity

The damage is done. Digital printing has helped reshape the forms industry, eliminating thousands of printing jobs formerly run on rotary presses. Many forms—when they are printed at all—are produced on a digital office printer or at a local quick printer.

But, the good news is that the damage is done. There are few forms left that are candidates for conversion to digital printing. And, digital printing itself has advanced to the point that distributors who are willing to learn about new technology can profit.

The biggest opportunity is with personalized direct mail. As with most products, the highly technical details can be handled by a supplier. But, distributors do need to know a little about databases, effective marketing lists and the limitations of digital printing processes.

For digital printing, distributors need to focus on the same thing as always—locating a customer with a need. In this case, the client must need effective direct mail marketing; must be able to supply or purchase a targeted mailing list; and must be convinced of the value of hitting the proper target with personal communication.

Get started by reading the digital printing and direct mail articles in this issue. Then, talk to a digital printing supplier for a more in-depth view. If possible, visit the supplier's digital printing operation. Then, look through your customer list to find someone who could benefit.

Once a client is taken through the process and sees tangible results, the client will want to use the tools again and again.

Bill Drennan

Editorial Director

bdrennan@napco.com