A GROWING SEGMENT OF THE PRINT MARKETS Basics of Digital
Printing Mark Cupach Director, National Sales
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Agenda Print market overview Whats happened to print The short
run color market Products Services Adding Value to Print Selling
Possibilities Keys to Success
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Evolution of Digital printing 70s 80s & 90s 00s Color
Separations Laser Scanners Film Assembly Plate-making Transition to
Digital Computer to Plate Digital Photography Internet First
Digital Presses Computer to press High speed digital presses merged
with finishing PURLS Links to interactive media
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Exclusive Report Sponsor 4
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Current print market 5 March '09 shipments were $7.67 billion
(-9%) in current dollars, -$756 million compared to March '08
Historically, March is among the strongest months of the year; in
2009, it was the same as July 2008, historically the weakest month
of the year
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Exclusive Report Sponsor 6 Updated U.S. Forecasts (as of
5/2009, in 2009$)
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What changed? Industry volumes decreasingmature 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
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What do the numbers say? Us pod Market Retail value
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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
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Defining digital Static color Business Cards Single message
postcards Static info sell sheets Bookmarks Calendars Newsletters
Static info brochures Menus
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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
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Digital or offset? TypeColorSizePagesMethodFinishCrossover Sell
Sheet4/48.5 x 112StaticTrimmed2,857 Postcard4/16 x 92Address &
Sort Trimmed22,096 Catalog4/48.5 x 1116Collated on digital
Stitched1,262 Book4/48 x 1080 + coverCollated on digital
Perfect1,131 Newsletter2/28.5 x 114Collated on digital
Trim/fold1,871 Menu4/411 x 174StaticTrim/fold1,428
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Digital or offset? TypeColorSizeQuantityPagesDigital Hours
Offset Hours Sell Sheet4/48.5 x 11250021.22.1 Postcard4/16 x
915,00023.63.3 Catalog4/48.5 x 111,000165.010.0 Book4/48 x
1010080+Cover3.026.0 Newsletter2/28.5 x 111,00041.42.3 Menu4/411 x
171,50041.42.0
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What does the distributor add? Expertise Fast moving
technologystay ahead of customers Vendor Choices Different machines
with different products Cross-media effectiveness
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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
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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
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Digital Effectiveness Definable project goalswhat does the
customer want? Whats the budget? Whats the return? Is the customer
prepared? Effective info database Response capability
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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
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Internet is a strategy
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Some possibilities Static Color Products One time orders?
REPEAT ORDERS? Set up on company store? Static now.can they be
personalized? Versioned? Whats the quality issue? Pleasing color
ok?
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More possibilities Personalized Marketing Merging personal
information to relevant images Quality of information databases
Delivering the marketing message Capture definable results
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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 easybut start
Digital printing IS for everyone Stay on the right side of the
digital divide