Promoting the DI Advantage
The key to any business is promotion, and how well that's done is the difference between a successful print shop and a very successful print shop.
Stumbling blocks, however, are where to begin and where to focus your efforts. Presstek Inc., the Hudson, N.H.-based developer of digital laser imaging, is making that process easier for digital press owners with Presstek plate and imaging technology in them with Club DI.
"We're giving our customers the tools to market the abilities of their DI press," says Brian Wolfenden, marketing manager for the on-press products division at Presstek. "The goal is to help our customers draw additional customers into their shop and learn more about DI."
The program helped The Company Copy dispel common misconceptions associated with digital printing. Among those is the one that equates DI printing with poor quality. Michael Crumpacker, president of The Copy Company in Seattle, Wash., says digital imaging can print projects with the same quality as a 40", four-color Heidelberg press, laying down ink solids, while printing at a 200-line dot screen.
Lacking the time and the money to promote these advantages, Crumpacker responded to a Presstek e-mail informing him of Club DI. The package included pamphlets, promotional material, and a CD to help customers of DI press owners understand digital imaging provides the convenience of a digital press with the versatility of an offset press.
"It's free advertising," Crumpacker says. "It gets the word out that you have this machine that's capable of producing a high quality piece for a reduced cost."
Other print shops are also experiencing benefits.
"We weren't doing a lot marketing previously," says Tom Gardner, president of Curry Printing, Worcester, Mass. "We just didn't know what to do. Now we've got something in front of us, a plan, and it's little more directed.