A Taste for Digital
While many printers shops have failed during the economic downturn, others have turned to technologies to increase a its capabilities and expand its opportunities.
Executive Printing Inc., Kennesaw, Ga., has gone this route by implementing a digital press, and threw a wine tasting event to promote its new offering. The EPI Digital unit saw an opportunity to increase revenue by developing creative marketing campaigns for its customers using variable data printing.
"The way the market is headed these days, companies are trying to figure out how to get more for their marketing dollars," said Cindy Woods, Vice President of Executive Printing. "We are trying to show our customers new and exciting ways for them to reach out to their customers more effectively."
Using variable data printing, EPI produces personalized pieces for each client, yielding higher returns. Woods shows clients how personalizing a direct marketing piece using variable data printing makes it more powerful. EPI moved into the variable data-printing arena when it installed a Heidelberg NexPress 2100. The press is designed for print on demand runs, ultra short runs, personalization, customization, and one-to-one marketing.
To promote its new capability, EPI printed the invitations for the wine tasting event variable data digital printing. Each guest's name was printed several times throughout the invitation demonstrating EPI's capabilities.
Heidelberg's Business Development Services supported EPI Digital's venture. BDS provided EPI Digital with value added tools for the digital press. It also helped develop the concept, invitation, and design of EPI Digital's wine tasting event. During the event, EPI demonstrated its digital offerings, including personalized messaging and market-segmented versions.
By hosting the event, Woods said, EPI has opened new doors and showed customers how to expand business opportunities.