American Printing enterprises to expand their digital printing market
With the printing technology of continuous improvement, looking for a digital printing and offset printing has become a point of balance between the number of printing enterprises endeavors. Whether it is large or small and medium printing companies printing companies, are exploring the extent to which they should be the pursuit of digital printing trends. The United States "Printing News" magazine recently did a market survey on this topic. Survey shows that the economic recession situation, digital printing, to speed up the transition process. For printing enterprises, the right marketing strategy will be successful in the field of digital printing the necessary means.
Digital printing applications to accelerate the economic recession
Has adopted a number of printing firms in the United States and India official said that in the past few months, as opposed to offset printing, digital printing to their volume of business to achieve growth. She believes that, with the degree of deepening economic recession, customers will increasingly use other communication means less and less use of traditional offset printing. At the same time, the customer the required number of copies will be less and less change in layout size, which fit the digital printing capabilities. In her view, this is a digital printing business growth is partly responsible. According to her introduction, their customers have been very dependent on offset printing, but they are displaying to the customers offset and digital printing workflow, their customers are very pleased to choose the digital printing, because the latter more cost savings.
For the printed reduction in this trend, and some indicated that the printing business, digital printing and offset of the development are increasingly converging, performance characteristics are: offset start-up preparation time is shorter, the number of copies are also fewer, offset is seeking able to compete with digital copiers. On the contrary, digital copiers can not compete with the long version of presses, they are efforts to increase print run. This point of view, offset and copier demonstrated a trend towards convergence. For example, the latest Heidelberg press has been able to accomplish all that within 7 minutes, start the preparatory work, which has almost with HP Indigo digital presses to compete in.
Indispensable for digital printing marketing teams
North America's first use of digital printing technology is one of the entrepreneurs, Frank. McPherson (FrankMcPherson) about 10 years ago, succeeded in establishing a digital printing company, when he feels that digital printing is the traditional printing after the development trends and opportunities, so he started to practice, to provide customers with variable data, asset management, website development and other services. Frank. MacPherson said: "We are not just a printing company, but also the marketing company."
If the firm decided to switch to digital printing field, we need to rely on a professional marketing plan and marketing forces in this new world of marketing enterprise services. Frank. McPherson believes that sales of digital printing service is a very complex concept, than selling a specific piece of living is more demanding. "Or you can print from your buyers that get some digital printing business, but in fact in this area, the company's marketing has changed the object, which is the traditional sales force is difficult to adapt."
Marketing emphasis should be placed on cost savings
Marketing focus for any company to enter the field of digital printing is extremely critical. Frank. McPherson pointed out that the printing company as a whole, in this society has not been so there is advantage. He said: "In general, the printing plant would put their equipment, enterprise scale, or advanced software as part of their marketing focus, but, in fact, most printing companies need to do is to consider which way to increase sales.
Generally speaking, digital printing companies have a way by reducing the production volume to increase their size, namely, short-run print production to reduce costs for clients, helping them to reduce inventory in order to attract more customers. This is different from the traditional printing digital printing where the key points. For example, Frank. McPherson One customer had a year want to print 200,000 brochures, but the end of the year with only sent out by half. But digital printing can allow short-run printing, when printing to switch to digital printing, we can save half the cost of this customer.
Rapid increase in technological upgrading equipment, cost of inputs
But the purchase of digital printing equipment, the cost of printing enterprise must be considered paramount. Another U.S. digital printing business operator, as opposed to offset printing, digital printing technology to improve too fast. His value to the company's digital presses can only be maintained in 2045, so companies must be as soon as possible from digital printing equipment in a profit. This printer is is a major concern.
Frank. McPherson also endorsed this view. He said: "Digital Printing prices are not expensive, but not cheap." Every three years, his company must buy a new digital printing equipment. Purchase of new equipment, although he acknowledged a certain degree of risk, but he pointed out that in the 20th century, 90's, computer to plate lead to drastic changes in the industry when there have been a similar situation, this industry, although the process of change is always difficult, but it is inevitable.
