Finding the Digital Color Rainbow
WE’VE ALL seen impressive digital color printing statistics. For example, in 2006, for the first time ever, U.S. companies spent more on production digital color printing than on digital black-and-white, according to Caslon & Company’s 2008 PDP Market Analysis Report for North America. By 2008 the retail value of production digital color printing rose even further to $13.5 billion—65 percent more than digital black-and-white. In fact, while black-and-white volumes are declining, digital color printing is increasing at a rate so great that Caslon predicts the retail value will more than double in just five years.
But where is this digital color rainbow? And, how do in-plants get to the gold at its end?
The good news is, if you look in the right places and bring the right tools, you really can find the rainbow and follow it to the pot of gold. It will take some preparation, though. Getting your facts straight before you start will ensure you’re ready to take advantage of the opportunities.
Begin by compiling a list of your digital color printing capabilities. Be sure to include print quality, media weights and sizes, UV coating, cutting, finishing and design services. Create a sell sheet describing these capabilities, along with a sample portfolio. Be prepared to talk about the benefits of using your in-plant such as cost, customer and technical service, responsiveness, etc.
Next, compile a list of “what if’s” describing capabilities of possible in-plant investments. For example:
• What if you had production digital color printers that handled heavy or oversized stocks?
•What if your digital color quality was better?
• What if your digital color quality was a lot better?
• What if you offered personalization services? PURLs? Multi-channel marketing?
• What if you offered design services?
Greg Cholmondeley is president of Cholmonco Inc. Cholmonco is a technology marketing consulting company that researches, analyzes and documents best practices and innovative solutions. Cholmondeley is especially interested in how industry leaders efficiently get work through digital printing and marketing services operations. He has also written two fictional novels. The first is titled “Nakiwulo and the Circle of Shiva” and the second is called “Princess.” You can learn more about his consulting practice and read more of his blogs at www.cholmonco.com. You can discover his books at http://books.cholmonco.com.