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Archive for the ‘green printing’ Category

As stated in the following article, marketing is really a broad umbrella term for all activity that contributes to the revenue side of the business equation. Advertising is just one of the categories of activities that occurs under the marketing umbrella term. Other categories include, public relations, distribution or channel promotions, sales promotions, trade show activity and even the development of the products or services themselves – think iPod, a marketing concept.

The collection of these activities will create a perception of your company by your customers and target audience. This perception is your brand. And the design and quality of your printed marketing materials can greatly enhance the perception of your brand.

The following is an excerpt from an article that provides more information:

“Advertising and marketing is a billion dollar business. In fact, these are the fastest and ever growing in the industry today that many would want to cash in on these two.

But do you really know the meaning of these two terms? Many business owners and marketers do not. They often even confuse the two that many ineffective strategies have been produced for this reason.

So are they similar? Or are they different?

Although both are used to help increase the income of any business, marketing and advertising are very much different from each other. Nevertheless, both are equally important. If you want your business to have any chance of being successful in your field, you need to fully understand the distinction between the two terms.
To start with, advertising and marketing can be described according to the manner your business would have to introduce the products and services being offered. For one, when advertising, you are putting yourself in the limelight through the use of different media sources, e.g. TV and radio commercials; produce collaterals such as brochure printing and cheap brochure printing; write press releases and submit to different publications; initiate trade exhibits; just to name a few.

This just means that when advertising, you make your business become a public entity. You utilize these different venues and means to ensure that the consumers would know about you and your brand. Branding is therefore your objective; advertising would be your means to get your business recognized and remembered.
Marketing on the other hand, is a much bigger concept. In fact, advertising is just one of the stages in marketing. Brochure printing or cheap brochure printing for example is just a small part in the whole scheme of marketing. It is the total psychology of getting more sales and increasing the profits of your business. It is the umbrella of all your strategies to promote yourself to your target audience.

Marketing therefore needs a lot of psychology and concept building. You need to research and create your strategy to produce your campaign. This is very important for you to understand because when you realize the immensity of the whole marketing process, you will realize that it involves strategizing so you can position your business in such a way that people come to you even if you don’t sell directly.

From the graphic images you choose that will be included in your campaign, to the words you use to convey your message and even the shade of color of your paper – these are parts of the strategy you come up with the end goal of generating as many clients to take your offer.”

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As the economic recovery continues to move forward,  the printing industry is on the brink of real growth for the first time in several years. The National Association for Printing Leadership (NAPL) Printing Economic Research Center just announced the availability of its “State of the Industry Report”. And while the report asserts that there are no easy answers, it does not discuss the rapid growth of print aggregation models and an accelerated print industry recovery due to this revolutionary business method its technological systems.

The following is an excerpt from the announcement:

“According to NAPL Chief Economist Andrew Paparozzi, one of the report’s authors, the new study begins with a recovery preparedness checklist, looks at the numbers for our industry and the economy, and considers how companies have become more valuable to their clients over the last 24 months. “Next we discuss who really is a leader in our industry, why some former leaders-the fallen leaders-lost their competitive edge, and how leaders think,” he explains. “We conclude with a look at the structural change that is the reason this time it really is different.”

The report takes an in-depth view of various examples of structural change, the reach of such change-in one NAPL study earlier this year 92.9% of participants said they were affected by structural change-and the consequences of such change, primarily making the industry more competitive than ever and forcing printers to compete “in new ways with people we’ve never had to compete with before.”
“Our defining opportunity is to make clients more successful and to ensure they recognize our contributions to their success,” states the report. “We have to integrate our services into a compelling value proposition that makes clients more successful for doing business with us” and “carefully measure our contributions to our clients’ success.”

“As always, the NAPL State of the Industry Report isn’t about easy answers, can’t-miss markets or sure things, because there aren’t any,” says Paparozzi. “Rather, it’s about thinking, challenging, and questioning-actions that will make the difference between who participates and who is left behind by the recovery ahead.”

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The following article accurately identified four significant trends for the printing industry – (1) Digital Technology (2) Consolidation (3) More Services (4) New Print Technologies, however the article fails to mention what is perhaps the most significant trend – the introduction of print aggregation models that will revolutionize the commercial printing industry in a way that is similar to what travel aggregation models did for the travel industry a decade ago.

Why has the commercial printing industry been dragging its feet in adopting the aggregation models? The short answer is fear.

The following is an excerpt from the trends article:

“Trends in the Commercial Printing Industries

1.  Transition to Digital Technology: Digital presses have become the norm in commercial printing; industry growth is coming almost entirely from digital printing. The commercial printing industry is shifting to faster production of smaller order quantities with more color, the major benefit of digital printing over offset and other printing methods. While digital inkjet printers began at the small end of printers, technology is increasingly able to make digital printers with greater capacity.

2.  Industry Consolidation: Consolidation has characterized the US commercial printing industry since the 1990s, and is ongoing due to the dramatic changes in the marketplace. Industry consolidations are driven by technology shifts and companies seeking to grow by expanding into new geographic markets through acquisitions. Most consolidations are private companies, losing value and unable to keep up technologically, selling to another private firm. Small, family-run printers are least likely to be able to afford digital printing technology and the investment it requires.

3.  Transition to Service Business: Commercial printing has traditionally been a manufacturing industry. While it maintains its manufacturing focus, it’s evolving into a service business. Smaller printing runs, subject to customer changes, edits, and faster deadlines, are becoming the norm. Almost all industry growth comes from companies with digital printing capabilities, able to respond to smaller runs and changing customer needs quickly.

4.  New Print Technologies: With the introduction of digital plate-making, the entire printing process can be handled most effectively using digital technology. The traditional printing process relies on cameras and photographic film as an intermediate step in the photochemical production of the plates used in printing. New processes can make film from digital images without using a camera.”

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The printing industry is in search of a new beginning. So goes the mantra as Print ’09 comes to its conclusion. The theme and focus has been on production efficiency, and who would argue with that. However, production efficiency is only one of several slices of the total cost reduction pie. Print aggregation portals address the whole pie. Print aggregation portals represent a sea change in the print industry business model.

Just as Priceline changed the travel industry and Lendingtree changed the loan industry, 2goTools, print aggregation portals is changing the printing industry today. Aggregation systems create efficiencies from the buying and ordering process end. The system accurately facilitates the best geographic locations to help cut down on shipping costs. And the system rewards the best production efficiencies by keeping those print vendors busy all the time. As more and more industries turn to the web to revolutionize their core processes, 2goTools is poised to solve the current print industry dilemma with a web-based solution.

The following is an excerpt from the article At Print 09, the Search for A New Beginning Is On

“Why the steely-eyed focus on production efficiency? One of the panelists explained that because print buyers are as relentlessly committed to “saving nickels” as printers ought to be to not wasting them, “operational excellence” is the only way to safeguard the profit margins that wily buyers will try to erode. “At the end of the day,” said another of the printers, “the lowest-cost producer wins”—and overcomes the cutthroat pricing that “desperate” competitors resort to when their own inefficiencies drive them to that type of behavior.

“Anyone who is not trying to drive cost out of the system is not going to survive,” another panelist said. If this is correct, and if Vince Lapinski’s view of the industry’s pace of technology adoption is also correct, there may not be all that many survivors. “Most facilities are not running anywhere near as efficient as the technology is capable of,” he said, adding that some of manroland’s customers are exceptions to that rule. Lapinski, CEO of manroland’s North American business, urged all printers to make the necessary investments in high-efficiency production, acknowledging that limited access to capital is making it difficult for many to do so.”

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What’s the buzzword for the Print ’09 show in Chicago? Differentiation.

Of course, differentiation comes in many forms, e.g. larger formats, magazine quality production, hybrid presses and the like. But the most dynamic differentiation is coming from a revolution in the printing business model itself in the form of “print aggregation portals” as introduced by 2goTools.

The following is an excerpt from a Print ’09 article:

“The big buzzword for commercial printers at Print ’09 was “differentiation.” Stand out from competitors by offering larger formats (printing images of 43 inches or more) or foiling or embossing. For newspapers the pitch was, step up your quality to commercial printing levels.

All the big printing press makers were showing UV or heatset color for magazine-quality production on newsprint. The idea is not only to improve the quality of the newspaper, but to diversify into other products.

At KBA’s booth, for instance, Ulrich Wicke, vice president of sales and service for the web press division, was showing off a thick Avon catalog with impressive color quality. “The woman looking at this would never guess that this came off the same press that printed her newspaper,” he said.

AVT/GMI — the newly merged company that combines AVT’s commercial printing-oriented inspection and quality monitoring with the GMI color and press controls more familiar to newspapers — expects that newspapers will adopt more commercial practices as it takes on new work, Advanced Vision Technologies Inc. President Gal Shamri said Monday.

“As newspapers with hybrid presses take on more semi-commercial and even commercial work, color quality becomes a major factor,” he said. Newspapers will also need to become more efficient as they adjust to the reality of commercial print jobs these days: short runs, a necessity to cut make-ready times, and cost pressures.”

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Oscar Garcia provides an overview for 2GoTools, Print Aggregation Portals.

[blip.tv ?posts_id=2603756&dest=-1]

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It’s no secret that the printing industry is hurting economically and looking for new ways to add revenue for their businesses. One way is to expand their services by adding “marketing services” which in part means actually creating graphic design. It also means integrating the traditional print world with the online world, particularly through the use of social media. Of course the hottest story in the print industry is print aggregation software and its promise to revolutionize the industry in 2010.

The following is an excerpt from the press release:

“The Graphic Art Show Company (GASC) is launching an educational theater to “Reinvent Print.”
The theater will feature an impressive line up of more than a dozen industry experts who will speak on various hot topics in the industry. “We are excited about working with Adobe to provide an innovative approach to help the print industry understand the enormous opportunity to expand and adopt new technologies to help them connect with customers,” states Chris Price, Vice President of GASC. The theater, in booth 6129 at Print 09, is the launch of a campaign entitled “Reinvent:Print.”

The free 30-minute educational sessions run throughout the show and begin each day at 10:30 am. The topics focus on the trends driving the industry including Social Media Marketing, Using Technology to Connect with Creatives, Direct Mail Innovation, Softproofing for the Future of Print, Building Your Business Through Stylish Email, Technologies Transforming Print Today, Powering the Next Generation of PDF Workflows, and much more. The show begins with a presentation by David Dodd of Point Balance, entitled “Why Marketing Services?” David comments, “This session will discuss the competitive forces that are driving a growing number of printing companies to expand into marketing services. We’ll talk about what it means to be a marketing services provider and what it takes to make a successful transition from printer to Marketing Services Provider.”

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