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Basics of Digital Printing Mark Cupach Director, National Sales

Basics of Digital Printing Mark Cupach Director, National Sales. A GROWING SEGMENT OF THE PRINT MARKETS. Agenda. Print market overview What’s happened to print The short run color market Products Services Adding Value to Print Selling Possibilities Keys to Success.

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Basics of Digital Printing Mark Cupach Director, National Sales

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  1. Basics of Digital PrintingMark CupachDirector, National Sales A GROWING SEGMENT OF THE PRINT MARKETS

  2. Agenda • Print market overview • What’s happened to print • The short run color market • Products • Services • Adding Value to Print • Selling Possibilities • Keys to Success

  3. Evolution of Digital printing • Transition to Digital • Computer to Plate • Digital Photography • Internet • First Digital Presses • Color Separations • Laser Scanners • Film Assembly • Plate-making • Computer to press • High speed digital presses merged with finishing • PURLS • Links to interactive media

  4. Current print market • March '09 shipments were $7.67 billion (-9%) in current dollars, • -$756 million compared to March '08 • Historically, March is among the strongest months of the year; in 2009, it was the same as July 2008, historically the weakest month of the year

  5. Updated U.S. Forecasts(as of 5/2009, in 2009$)‏

  6. What changed? • Industry volumes decreasing—mature market • Digital technology breaks down walls between market segments • New competitor in every market • New market structures emerging • More emphasis on specific customer targeting • Need for greater ROI and share of customers

  7. What do the numbers say?Us pod Market Retail value

  8. Digital color = efficiency/effectiveness • Digital Effectiveness : Doing the right thing • The RIGHT activities • Applying the BEST strategies • Resulting in competitive advantage • Digital Efficiency : Doing the thing right • Fewest resources • Shortest time • Highest ROI

  9. Defining digital • Static color • Business Cards • Single message postcards • Static info sell sheets • Bookmarks • Calendars • Newsletters • Static info brochures • Menus

  10. Defining digital • Variable color • 1 : 1 Personalization • Specific customer information on each piece • Customizing/Versioning • Variable copy changes paced to demographic features • Coupled with another cross-over media • PURLS • E-mail marketing • Tele-marketing

  11. Digital or offset?

  12. Digital or offset?

  13. What does the distributor add? • Expertise • Fast moving technology—stay ahead of customers • Vendor Choices • Different machines with different products • Cross-media effectiveness

  14. What value do you provide? • More personalized and relevant content • Improved ROI • Faster turn times for delivering messages • Faster time to get to market • Reduced waste and obsolescence • Cradle to grave project management

  15. How do you deliver? • Become a marketing services provider • Content is KING!! Become part of the message • Partner with your vendors who are the experts • Sell your customers on what the real value is • Cost per response • Share of customer • Measureable results • NOT just cost of mailing………

  16. Digital Effectiveness • Definable project goals—what does the customer want? • What’s the budget? What’s the return? • Is the customer prepared? • Effective info database • Response capability

  17. Digital Efficiency • How do you go to market? • Online strategy • Mailings • Mailings plus online PURL • Mailing plus PURL plus email marketing • Mailings plus PURL plus email plus personal contact • Translates into action plan/press selection

  18. Internet is a strategy

  19. Some possibilities • Static Color Products • One time orders? • REPEAT ORDERS? • Set up on company store? • Static now…….can they be personalized? Versioned? • What’s the quality issue? • Pleasing color ok?

  20. More possibilities • Personalized Marketing • Merging personal information to relevant images • Quality of information – databases • Delivering the marketing message • Capture definable results

  21. Conclusions • Digital color print on demand is fastest growing segment of print • When you add value….you add/increase profit • Every time a human touches a job, money is lost • Start easy………but start • Digital printing IS for everyone • Stay on the right side of the “digital divide”

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