One of the largest markets for commercial printing services is advertising. Advertising materials can range from direct mail to newspaper inserts. Some printing work is contracted on a regular basis, but most is done on a project basis, following a bidding process. Most printers keep extra presses on hand to meet peak demand. Advertising is traditionally handled by a traditional sales force. However, today’s companies are turning to online marketing and new technologies to improve their offerings.
When creating marketing collateral, consider how you can create hyper-targeted campaigns to attract the right demographic. Personalized mailers are an effective way to leverage variable data printing and company CRM data. Aim to invest in technology beyond the production floor and create a digital platform that makes creating, producing, and distributing marketing assets easier. Consider creating a self-service portal for customers to order marketing assets, which will reduce manual processes. When designing collateral, remember to include all the brand elements, including logos, to create an effective campaign.
Today’s customers demand short and fast turnarounds on their printed products. As a result, printers must find ways to increase their speed while still maintaining profit margins. Although there are a number of improvements being made, incremental ones may not be enough to meet the speed demands of customers. According to the Printing Industries of America (PIA), as much as 30 percent of all commercial printing will be completed in just one day in 2010.
The demand for commercial printing is driven by the advertising needs of businesses. Effective sales operations are critical to the profitability of each individual company. Large companies benefit from economies of scale, serve a large number of customers, and use their expensive presses to produce large quantities of printed materials. Smaller companies can compete effectively by offering more personalized service and are increasingly finding that the prices of digital color pages are significantly lower than those of offset printing. If companies do not catch up, they risk losing their customers.
The evolution of the printing process is fascinating. Modern commercial printing has come a long way from the early days of lithography. During the 1800s, four-color presses were the industry standard for reproducing photographic images. These early presses used color separation to create shades of color. Then, as technology improved, six and eight-color presses became available, allowing for exact color matching and special effects. In addition to the standard, eight-color presses were more environmentally friendly than their predecessors, allowing for the application of coatings and metallic inks.
Large format printing is another option for increasing your business’ visibility and appeal. Printed materials in this format range from posters to yard signs and vehicle graphics. Wall art, for example, can be used to make an ordinary office wall into an attractive marketing display. The only downside to large-format printing is that it takes more time. Nonetheless, it is well worth the investment. This option can boost your company’s image, but be sure to check with your printer before selecting the printing method. If you’re in need of printed marketing material look no further than the Spark Embroidery & Printing a custom printing company in Minneapolis.