Quick$hots
Short Run Color Market
Ward/Kraft recently added digital color capability to our current short run division. The addition of the digital offset press allows us to enter this exciting new market. Many small companies need high color graphics to promote their company, but in the past could not afford the larger runs necessary to get economical pricing. Digital color yields exceptional quality, allows for variable printing in black ink and duplex printing up to four color process. Short runs give you the ability to offer quick changes and additions to existing brochures or promotional literature. This can keep pricing current, advertise special deals and take full advantage of seasonal marketing campaigns.
So, where can you look for short run color orders? Well first of all let's define "short run". The typical sheet size for this equipment is 12 x 18 allowing for 11 x 17 product with full bleeds. Digital color is best in quantities under 2000 forms in this size. Naturally that means you could have 4M if the finished size is 8 1/2 x 11. The smaller the product size the larger the quantity. For example, if you were producing four color process bookmarks for a school, church or promotion you could feasibly print 60M.
The other important fact to remember is that this technology provides variability in black ink on two sides (duplexing). This gives you the ability to offer your customer short run target mailings since we can actually merge the addresses with the print order. We then would ship the completed product to your client for localized mailing or mail from our location if necessary. The variability and four colors face and back printing yield high impact brochures and promotionals. Like all of the products in our short run division, our digital color orders ship in three days!
So now you have an idea of the type of run size and some benefits of digital color. So let's get back to where you can look for opportunities! Here are a few Quick$hots...
Realtors - They have home shows each weekend and already have digital photos of the homes from previous advertising. You can set up a drag and drop brochure that will allow them to fill in the home information, drop in a photo and add the sales representative information showing the home. They can order 50 to 100 high color brochures. Remember "A picture is worth a thousand words" and a color photo of the home, backyard, living room or other high accent area can help make the sale.
Post Cards are a great sales tool! In fact, the direct mail market says high color post cards are still one of the most effective marketing tools. Many will use a non-related photo to gain attention then use back printing for message or web site information. Your customer gets high impact color at post card rate mailing. Again, send us the mailing data system and we can even add their names to the face of the card.
Bookmarks can be sold at bookstores or libraries to advertises local events, book signings, new releases, co-operative advertising for local restaurants or video stores. Remember many book stores are now tied to video rentals; you can use the bookmark to market latest video releases, upcoming attractions or discounts.
In additions to these items you will see standard tri-fold or gate fold brochures, bottle labels, candy bar wrappers, book covers, menus, labels, static cling window graphics, price list, product catalogs and mouse pads. New materials are being developed so the opportunities are endless.
Remember the power of digital color is in the short run, high color, variability and quick turn around!
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Click here to request Digital Offset Color Printing samples! Roger Buck, CDC |
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