Digital Color Is Growing

Certainly digital color growth will come as no surprise. Projections are that digital color will grow by 18% per year through 2007. Digital variable color is equally exciting as a subset of the full digital market. Short run commercial print is being driven by our end user's need for better control, reduced obsolescence, quicker delivery and short run quantities. With workflow documents becoming more and more competitive, distributors are turning to revenue generation documents. This is promotional and informational print that brings new sales revenue to their customers. Rather than providing lower cost forms, they are providing high value by helping generate new sales. This provides additional areas of revenue for the distributor in the way of graphic development, list acquisition and tracking.

A successful promotional program requires five core steps:

• Review Past Programs
• Determine the True Objective
• Define the Best Media
• Manage the Project
• Report the Results

After results are reviewed, the next program can be refined by yielding higher response rates and therefore more value to the end user. Note: The higher the level of personalization, the higher the response rate.

Ward/Kraft is excited about digital color and we are working to help educate distributors on the various markets and products to consider. We offer training on understanding response rates, program construction and ROI. The best place to gain this knowledge is by attending the next WK On Site in your area. You can check our Schedule of Events for the next seminar in your area or call our On Site Coordinator at 800-821-4021, ext. 4388.

Selling color print is not that different than selling forms. Both are information-based documents that are used as a means to transfer that information. As with a form/label combination you need to show the value of the program and have an understanding of who the receiver of this information will be. What format and media best suits the delivery of the message? Distributors can use their information flow knowledge of design in the color print world and be successful. If you would like to discuss the digital color market and how you can move into this profitable area with current customers, contact our ShortRun division and talk to our digital color sales team. They will help you get on the right track to secure new sales in 2006!

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