Commercial digital printing as an alternative to offset printing has come a long way. Let’s take a moment to pause and consider what we know so far about the benefits of today’s digital printing:
- Fast? Check.
- High quality? Check.
- Highly personalized? Check.
- Inexpensive short runs? Check.
Much of the early focus on the benefits of digital printing had been on its variable data capabilities for good reason: Direct mail, for example, can be hyper-personalized with custom text and imaging on the fly for target audience segments and even on an individual basis. This has proven effective in boosting both response and ROI.
Then as digital printing became faster, cheaper, and better quality, it also became ubiquitous. However, oftentimes print buyers do not actively choose if they want digital or offset printing because many aren’t sure of the difference. They simply get a quote, upload a file, and have the job printed without specifying how its gets printed. They’ve come to expect quick turnaround and great quality at a good price—and that mainly comes from digital printing.
Now marketers are realizing many other ways to put the power of digital printing to work. In addition to personalization, many are applying its variable data capability to packaging, signage, and seasonal promotions. They realize that digital thinking in print can unlock a whole new level of creative ideation vs. the old analog approach.
Three good examples of using variable data digital printing beyond personalization:
Retail Packaging
FESPA, the global federation of digital printers, points out that, “personalized or interactive packaging will be one of the very few haptic channels left to target many consumer demographics.” Visionary product managers are testing colors, graphics, and messaging on retail items. For example, products placed on retail shelves during the Valentine’s season can boldly display bright red, heart-shaped graphics with words that say, “I Love You!” Now that will generate a double take of the shopper strolling down the aisle looking for something special. Chances are he or she will pick it up, smile, and drop it in the shopping cart.
Large Format Point of Purchase Signage
If your large format signs are being displayed in ten different locations, version them by geography i.e. “Special Offer for New Brunswick Shoppers!” That will get their attention. Feature different product shots based on each location’s demographics. Within the same creative framework, you can drop in different images and copy on a grand scale.
B2B Sales Meeting Materials
There is no need to run hundreds of the same brochure to have on hand for distribution throughout the year. You can achieve the same quality on a custom, short-run basis printed for new meetings as they come up. Incorporate such design elements as the prospect’s logo and a photograph of their office building. Vary the copy and images to address the unique needs inherent to each different company. This shows you did your homework, which will earn their continued interest.
As digital printing technology races ahead to become the norm, marketers are just beginning to scratch the surface of its potential to connect with customers in a myriad of ways. Now is the time to shed the outdated analog thought process and explore the expanded array of possibilities that digital printing presents.
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