How Can Your Business Benefit from Digital Printing and Copying?

Given the technological advances in digital printing, there are differences and distinct advantages that translate into a direct impact on your bottom line.

Is There a Difference Between Offset and Digital Printing?

With offset printing, the technology requires the use of metal plates in order to transfer (“offset”) an inked image onto a rubber blanket, The image is then rolled onto a sheet of paper. During the offset printing process, ink is never directly transferred onto paper.

The advantages of digital printing become evident with short runs. For example, If you need 100 or even 400 4/C brochures or sell sheets, offset printing is definitely not the way to go. With offset printing, there are costs that involve labor, setup and the technical steps required to make metal printing plates. With this type of short print run, the only cost-effective solution is digital printing.

Digital printing involves the transfer of a document from a personal computer, or other digital device to a variety of media through the use of a device that accepts graphic output and text. In order to facilitate its reproduction and storage of the data, the document information is digitized (reduced to binary code). It’s also very easy to make change, revise, and update files.

Additionally, digital printing gives you the flexibility and convenient option of on-demand printing along with a much shorter turnaround times. And, there’s never a need for traditional plates, metal plate mounting, or ink keys.

Digital copiers provide many advantage for business. For starters, since they contain fewer moving parts, there are fewer mechanical problems and breakdowns. Digital copiers are not only much quieter, they provide a combination of functions such as copiers, network printers, scanners and fax machines.

As far as the reproduction of photographs and fine lines, digital copiers win hands down.

Connections Between the Printing and Mailing Industries

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Printing and mailing often go hand in hand. Why? When you print something, think about what you are going to do with it. If it is some kind of marketing campaign, it needs to be distributed – and this usually means mailing it.

The printing industry often supports the mailing industry. While many people have gone to electronic statements for their credit cards and receive a lot of other things electronically, businesses are still able to market inside of a person’s physical mailbox. They will work with a printing company and then seek a company that offers mailing services to get it all done.

When you can find a company that works within the printing and mailing industries, you get the best of both worlds.

It can be extremely easy to create a direct mail campaign when your print company will do all of the work for you. Think about all of it – designing a flyer, printing a flyer, and distributing the flyer – all provided by one company so you can save time as well as money.

The mailing industry is much more than simply helping things get mailed to different locations. The mailing industry is also responsible for managing mailing lists. If you want to print something and have it distributed, you will want access to a mailing list so that your marketing campaign gets into the hands of people who actually care about the product or service that you are trying to promote.

It works to your advantage for the printing and mailing industries to have a very strong connection. When the print industry partners with the mailing industry, you benefit because they are able to offer you better services.

Direct mail is the outcome of the relationship – and you can market your business effectively because people still like seeing things in their mailbox.

Measuring Your Print Campaigns

Despite all the new technology found on the internet, the old fashion methods of reaching new customers are still powerful and effective. Companies literally spend billions of dollars each year on print marketing ads and campaigns.

Managing a successful print campaign is possible when business owners can answer two of the most important questions in marketing. What is your company’s goal, and what are you hoping to accomplish?

Perhaps a new product has great potential and the market is ready for something new and exciting. What better way to introduce the newest product to potential customers, than print ad marketing and campaigning. Completing an analysis of the marketing demand can increase brand awareness, and increase sales and profits.

To measure a successful and profitable print ad campaign, just follow these simple rules:

Have a system for locating and tracking the success of a print ad campaign. Make sure the trail leads back to the company’s marketing department.

  • Perform self initiated analysis and assumption, and plan accordingly. Know how many ads to print, where to distribute them, and which audiences are targeted.
  • How many responses are expected, how much does the project cause and what profit is the business expecting in ROI.
  • Custom print materials can track sales and customers. Using codes and coupon with special numbers imprinted, can track sales and responses.
  • Train personnel and customer service representatives to ask the important questions. “How did you find us?” “What products or services are you interested in?” and “How can I make you happy today?”

Print marketing is concrete. Potential customers see an item that want, that pass the print along to the people in their circle. This form of networking, gets the print moving in new directions, and can actually increase sales in unexpected geographic locations.

Keep Print Alive in Today’s World

To truly capitalize on advancements in the worlds of marketing and communications, businesses must find ways to make print work with new channels.

Here are three ways that print can be made interactive:

Use QR Codes to Drive People to Mobile-Optimized Sites

The numbers behind the growth in mobile marketing truly are impressive. More and more of your customers and prospects are visiting websites on their mobile phones. By adding a QR Code to your printed materials, you will be able to reach that mobile audience. QR Codes truly can make print interactive. By driving people a mobile-optimized site where they can watch a video, learn more about a product, or sign up for future alerts, you will further build your database and increase brand awareness.

Promote Social Media Pages for a Company or Product

Companies of all sizes and across all types of verticals are turning to social media to help better serve their customers and interact with prospects. However, they need people to know those pages exist to truly maximize the impact. One way

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to do this is to promote the social media sites on printed materials. Many people use their smartphone to hop onto sites, such as Facebook or Twitter. They may do the same thing after learning that your company has something to offer on those sites.

Use SMS/Text-Messaging as the Call-to-Action

While we may place less phone calls on our cell phones than we did two years ago, SMS/Text-messaging usage seemingly continues to rise. A number of companies have found ways to engage their fans and build their mobile marketing database by inviting people to send a text message to opt-in for a special offer.

There are plenty of tools and channels to choose from when trying to make print interactive, so see what works best for your audience and take it from there!