it is highly recommended that PSPs spend time to create a standard portfolio of branded, enhanced print samples for distribution to customers and prospects. A library of application diversity that illustrates
the range of projects that can be enhanced can become a key communication toolset for generating new business. The time and effort that is invested in producing this material should yield dividends by helping to establish a new market presence of referral and reference opportunities. The PSP corporate identity in the marketplace can benefit from being associated with these types of advanced, creative resource capabilities (and, consequently, client relationships can be reinforced for long-term gain).
Outsourcing Options For those printers who are evaluating growth
opportunities, but who have not yet acquired digital enhancement equipment themselves, it is suggested that an outsourcing relationship be established with regional industry peers who already have the capacity in place. Since the outsourcing service provider will benefit from the increased workload, they will likely be very glad to provide samples to the printer who wishes to introduce the technology and test the waters while evaluating a purchase for themselves.
Samples that Sell One simple and efficient method of generating
additional revenue from introducing digital embellishments to existing print buyer relationships is to adopt an “A/B” presentation approach. In practical terms, this means introducing profitable new ideas and options to current jobs (A) with the creation of added-value special effects via samples based on the original artwork (B). The before and aſter comparison that this technique provides can be extremely valuable in giving print buyers a reason to expand the scope of work, with proof in their hands that illustrates how to give new life to their designs and brand images. So, a standard best practice to building a new digital enhancement business is to leverage the
critical PSP asset of a customer base to organically add revenue by adding value to existing work.
New Applications Revenue Another important and compelling point to
consider as a business growth strategy is the wide range of applications that can produced with digital enhancement technology. For example, some traditional commercial printers have used digital decoration to enter new markets (such as small folding carton box, label, and retail point-of-purchase (POP) display segments) that were not accessible to them before.
Cost Reduction Finally, another key operational area for PSPs
to analyze in terms of enhancement technology is increased profitability from lower postpress production costs. Many commercial printers have a model of simply outsourcing enhancement processes to professional trade finishers. These expenses can be eliminated—and project profitability increased—by implementing a new digital postpress infrastructure. Other printers who have done the work in-house with traditional analog methods (screen printing, foil die stamping, etc.) should find that a digital solution can greatly reduce material and labor costs while also greatly reducing production times. This should greatly improve short run job flexibility in service of overall increased business productivity. In sum, the rising trend of digital print enhancement
offers printers everywhere an exciting new opportunity to add value—and increase profitability—to operations and print buyer client relationships.
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The Magazine 37 Forecast | 2018
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