Digital printing is the most exciting thing that’s happened to the printing industry in 30 years. But nobody knows it. Exaggeration? A little…but not a lot.
If you haven’t heard, digital printing lets you print very small quantities and have them delivered fast-fast-fast. Unlike offset printing presses, which traditionally use plates made from film or aluminum, the new digital presses take your digital files and print from them. There’s no film involved at all.
Business owners can benefit by using this new printing technology in many ways — if only they knew about it! Here are just seven reasons why, in printing, you should go digital:
1. You can print as little as a quantity of one. Seriously, your print runs can be low, even for full-color printing, and the costs won’t make you blanch. With traditional offset printing, consumers tend to print far more than they’ll ever need. Yet many people waste 30 percent of what they print.
2. You can print a small quantity of your corporate brochures in time for that important trade show next week. No kidding. Lead times are much shorter with digital printing. Or, you can get new business cards for that last-minute business trip in days.
3. You can print different versions of your piece, like a brochure or a newsletter, for different markets and test out their effectiveness before you settle on one look. Variable printing is a common theme in digital printing, where you can change everything from images to your text to suit different markets.
4. You can personalize your postcards or brochures or whatever by taking advantage of the latest cool “subset” of digital printing, called variable data printing. It lets you practice “one-to-one marketing,” because every piece has different content. It marries a database (yours) with the design template. And every printed piece has different information to help make it more personal, more attractive, and more effective. Plus, you get higher response rates with VDP.
5. Each of your salespeople or executives can have his or her own version of sell sheets or other printed materials, tailored specifically for his/her own clients or prospects.
6. You can change the content more often with digital printing, keeping your material current and accurate. So print 2000 brochures every quarter and update the copy, instead of printing 8000 brochures per year and living with outdated and incorrect information.
7. You can kiss all the unused printed pieces goodbye! With digital printing, you can reduce or even eliminate waste by only printing what you need. How novel is that?
Digital printing may not serve all of your printing needs, but it sure comes in handy for small runs and quick turnaround jobs. Ask about digital printing at Printing Concepts, we just installed a new HP Indigo 5600 capable of printing 80+ pages per minute with amazing color and precision quality.
By Margie Gallo Dana, Dana Consulting
*Margie Gallo Dana is president of Dana Consulting in Chestnut Hill, MA. Her firm helps printers market themselves better to customers and helps business people make smart decisions about printing