Adding Enhancement Value & Profit to Print Buyer Relationships
Jack Noonan, Marketing Coordinator, MGI USA A key emerging trend in the print, publishing, and
packaging industries is the growing success of service providers utilizing digital enhancement technology to embellish and decorate color ink output and, by doing so, strengthening both their bottom-line revenues and their customer relationships. The last 20 years have marked the steady adoption
of digital design, workflow, and press equipment in the marketplace (with both toner and inkjet-based systems). The next phase of this evolutionary process will be to extend the flexible benefits of digital technology to the last frontier of job completion: the realm of postpress finishing. Examples of digital enhancement include 2D spot varnish coats, 3D raised dimensional textures, and embossed variable-data foiling (VDF). A beneficial result of these new developments will
be a growing market awareness about new types of sensory-based print applications designed to create a memorable impact in a world of omni-channel communications. The tactile and optical special effects represent a powerful new way to use print as an information medium. This market trend translates into a very significant
opportunity for printers to increase work volumes, new client acquisition strategies, and profitability ratios. The advantages of digital print enhancement— such as lower cost production with no plates, screens, or dies; short run job customization; variable-data
The Magazine 36 Forecast | 2018
personalization; and minimal setup, makeready, and waste—can also contribute to achieving new business development goals from a marketing and sales perspective. Therefore, digital print enhancement can be a key
driver for future growth and a method of competitive differentiation for all print service providers (PSPs). However, in order to reap the benefits of innovation, printers should explore new methods of promoting their capabilities.
Create a Sample Library In the print industry, samples are sales tools, and
the best types generate new application interest by demonstrating design and production possibilities that make print buyers rethink jobs to expand the scope of future work. Since many print buyers are not yet aware of the possibilities for digital enhancement,
M c ber ogy Temhnolship
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