Debunking Myths of Digital Printing #3
Case Study No. 3: The kind of personal data needed to make variable information printing valuable is just too difficult to find and to expensive to collect.
The Legend: The kind of personal data needed to make variable information printing valuable is just too difficult to find and to expensive to collect.
From the Beginning:
Early promotions of variable information printing demonstrated the process’s power by focusing on sophisticated and complex applications. This created the misconception that rich sets of personal data were required for successful Variable Information Printing.
Debunking the Myth:
In reality, the majority of today’s one on one marketing pieces, and may of the most effective ones, make creative use of the most basic data sets. Sourcing your data sets is usually straightforward and once a personalized communications initiative is under way rules can be put in place to collect additional personalized information an build a better database ensuring you will have the data you need when you need it.
Heres the Proof –
- Simple personalization boosts response rate
Color name-only personalization has been shown to boost response rates by 135 percent over a comparable static black and white peice
- Increasing ROI with one to one
Variable Printing done right allows you to maximize your ROI by using one to one marketing. While total cost per piece for marketing materials may increase, it has been shown that revenue increase can be quite substantial.
Remember that Variable Printing services can yield more personalized direct mail marketing campaigns and using the power of digital printing can help build better relationships with your customers.
Make sure to check in with us about our new Variable Printing Solutions and Think creatively about personalization to yield amazing results.
Debunking the Myths of Digital Printing #2
Case Study No. 2: Limits in Paper Availability
The Legend: The available papers are just too limited.
From the Beginning:
Its a misconception that only a few basic stocks are available for digital printing. With offset printing, you have a much broader choice.
This is not really the case. In fact the origins of this myth can trace their routes back to photocopying technology, which in its earliest days was famously limited in the range of stocks it could accommodate. As late as 1999, most of the available papers for digital printing were uncoated white stocks in a narrow range of weights. Continue Reading…
Debunking the Myths of Digital Printing #1
ColorFx is excited to introduce a 4 part series debunking the urban legends of Digital Color Printing. Whether you are a graphic designer, creative director, account planner, production manager or printer, uncovering these urban legends will be an exciting and enlightening journey. We would like to welcome you to the world of enlightened print decision making!
Case Study No. 1: Image Quality
The Legend: Digital color printing doesn’t meet professional image quality standards. In particular, it doesn’t measure up to offset lithography.
Some Vocabulary: Offset Printing, Digital Color Printers
Offset Printing: A commonly used printing technique where the inked image is transferred (or “offset”) from a plate to a rubber blanket, then to the printing surface.
Digital Printing: The reproduction of digital images on a physical surface. It is generally used for short print runs, and for the customization of print media. Every print can be different, because printing plates are not required, as in traditional methods.
From the Beginning:
This idea dates back to the first digital printers and copiers, which fell short of offset litho quality. Many current color copiers and printers don’t achieve offset quality, but they do provide effective solutions for the less demanding applications they are designed to perform.
Digital color printers are in a completely different class. The industrial version of office digital printers, they’re designed for short runs and variable printing data printing, which makes them a perfect complement to offset presses. In fact, a number of models have emerged with image quality that rivals offset.
When making a comparison, the print quality of a digital press to offsets is as digital photos is to analog shots. Both have different characteristics that affect output, but the quality achieves professional standards in nearly every application.
How to Maximize Your Door Hanger Campaign
Door hangers can be a very effective way to help reel in more customers if executed properly. Using door hangers as a marketing technique is a form of interruption marketing and is very different than sending something like a postcard in the mail. Think about it for a second, postcards are delivered to the potential customer’s mailbox. They already expect to receive their regular mail and different forms of advertisement in their mailbox. If there’s a postcard in the mailbox they are probably not going to be surprised at all. However, door hangers are completely the opposite. When someone is walking into their house they are doing just that, walking. They are not expecting to see an advertisement hung from their door and we are trying to interrupt what they are doing and make them pay attention to our ads. They might pick up the door hanger and look at it, not look at it but bring into their house, or not look at it and throw it away. This is why the design of the door hanger plays a crucial role in an effective door hanger campaign. Continue Reading…