Ric Schechter knew it was time for a change. The owner of Sensor Blast, a CD production and event management company, is no stranger to it. Over the past few years, the multi-media company has navigated its way around music production, entertainment fulfillment and marketing of performers including Routerheads, Aura and Shiela Ray, not to mention Schechter's own award-winning band, Electric Secretary. Entrenched in a business that relies as much on time as it does talent, Schechter expects no less from printing. He says that rather than outsourcing production to service bureaus, he wanted to take matters into his own hands. His goal was to produce 100 percent of the company's professional high-end, full-color marketing materials in-house without added cost or hassle.
Schechter turned to Xerox for help. And within two days, he had not only a new printer, but also independence.
"People want to walk away with their products in hand," he explains. "Our jobs are very customized—from promotional posters and flyers to the CD inserts printed to specific sizes so that we can put three to a page, which is very cost effective. Jewel backs also go on custom-cut paper to save on cost. You do the math and the cost I save will surmount the cost of the printer. Of course, that's why I'm in business."
Until recently, the company produced CD covers on an inkjet printer that proved to be insufficient. But because Sensor Blast was not in the position to invest in full-scale adjustments from professional printers or color correction houses, Schechter searched for a solution that would meet stringent requirements and his design savvy. After reviewing several printers, he chose Xerox's Phaser 790 tabloid color printer because he says it possessed many of the qualities for which he was looking: speed, color output and duplex capabilities. With production values as well-defined as these, even the smallest company can convince people that it's a contender in a pretty fickle business.