Screen USA recently held a Media day at their Rolling Meadows HQ near Chicago. The event focused on production InkJet, and presented relevant business and market information. Hosting this event were Mchael E. Fox, President of Screen, USA and Katsuhiko Aoki President of Screen’s Media and Precision Technology Company.
Labeling and Ink-Jet market expert Ron Gilboa from InfoTrends discussed new market models and the reduced dependence on warehousing in the printing industry, referring to "Digital printers as the document warehouse of the future". He noted that the industry is rapidly moving away from production of documents and into new products and printing materials that include glass, metal, plastic laminates, etc. Gilboa said the successful printer of the future must use efficient digital workflows in order to "Be responsive and able to profitably produce whatever the customer wants".
According to InfoTrends’ Gilboa, success is all about business transformation and the ability to respond to the opportunities that present the greatest growth. Gilboa says growth in the production printing segment is being driven by color InkJet, which InfoTrends projects to grow at 23% CAGR. Screen's Fox confirms this trend, noting, "A single production InkJet press will soon replace up to 5 toner based printers, thanks to InkJet’s higher outputs, zero make ready and no waste."
Gilboa says there is a growing desire for companies to target specific markets through "precision packaging". He cites Coke's Share-A-Coke campaign as an example–1 billion names were printed on personalized coke bottle labels–the campaign went ballistic, resulting in millions of Twitter and Facebook posts. Gilboa uses this as an example of the power of personalization and the reality of creating full-circle promotions that result in high-visibility branding and sales opportunities.
So, let's look at the “Take Aways” from this event and how they can be used by PrintPlanet Members to build their businesses–
Q: What new products and services can your company add?
A: Consider your existing customer base, workflow and overall capabilities. By adding a production InkJet printer, will you be able to tap into the rapidly growing short run digital labeling opportunity? If you have customers and prospects that manufacture food, drugs, cosmetics, wine, beer, specialty spirits, die cut folders or anything else that needs to be "precision packaged" or uniquely identified, then you may have growth opportunities with partners or customers that you already know.
And, it's not just with labels where Ink-Jet is winning converts. These devices also excel at most every other aspect of production printing. This includes all manner of integrated direct marketing materials, direct response pieces and packaging. The advantages of set up time and waste elimination with the ability of mixing different sizes and shapes in a single print stream can add up to capabilities and profits in additional application areas.
Q: What do your customers want?
A: Ask them! Practice Iceberg Marketing. The service component of a business relationship is like the submerged part of an Iceberg–the really big part. The part that can't be seen from the surface, comprises about 90% of its mass. The print portion represents the small percentage, like the visible part of the Iceberg.
Are you providing products and services that your customers want? If you are not meeting their needs, someone else will be. It's not always about price alone. If price is the only basis for getting the business, then the low bidder always wins. Focus your conversations on value, not on price. The cost of a product is soon forgotten, but the value of a dedicated business partner is priceless!
Q: Are your customers looking to build their business?
A: Of course they are, and they're looking for ideas. You can help them be more successful and be more efficient, spreading their investment and being able to measure results. This may involve your adding IT services or engaging a 3rd party to partner with. Marketing services & Production services must all be offered together. Multi channel delivery, super efficient workflows and the right printing systems are key.
The bottom line:
Make it easy to do business with–"Do whatever it takes"!
Labeling and Ink-Jet market expert Ron Gilboa from InfoTrends discussed new market models and the reduced dependence on warehousing in the printing industry, referring to "Digital printers as the document warehouse of the future". He noted that the industry is rapidly moving away from production of documents and into new products and printing materials that include glass, metal, plastic laminates, etc. Gilboa said the successful printer of the future must use efficient digital workflows in order to "Be responsive and able to profitably produce whatever the customer wants".
According to InfoTrends’ Gilboa, success is all about business transformation and the ability to respond to the opportunities that present the greatest growth. Gilboa says growth in the production printing segment is being driven by color InkJet, which InfoTrends projects to grow at 23% CAGR. Screen's Fox confirms this trend, noting, "A single production InkJet press will soon replace up to 5 toner based printers, thanks to InkJet’s higher outputs, zero make ready and no waste."
Gilboa says there is a growing desire for companies to target specific markets through "precision packaging". He cites Coke's Share-A-Coke campaign as an example–1 billion names were printed on personalized coke bottle labels–the campaign went ballistic, resulting in millions of Twitter and Facebook posts. Gilboa uses this as an example of the power of personalization and the reality of creating full-circle promotions that result in high-visibility branding and sales opportunities.
So, let's look at the “Take Aways” from this event and how they can be used by PrintPlanet Members to build their businesses–
Q: What new products and services can your company add?
A: Consider your existing customer base, workflow and overall capabilities. By adding a production InkJet printer, will you be able to tap into the rapidly growing short run digital labeling opportunity? If you have customers and prospects that manufacture food, drugs, cosmetics, wine, beer, specialty spirits, die cut folders or anything else that needs to be "precision packaged" or uniquely identified, then you may have growth opportunities with partners or customers that you already know.
And, it's not just with labels where Ink-Jet is winning converts. These devices also excel at most every other aspect of production printing. This includes all manner of integrated direct marketing materials, direct response pieces and packaging. The advantages of set up time and waste elimination with the ability of mixing different sizes and shapes in a single print stream can add up to capabilities and profits in additional application areas.
Q: What do your customers want?
A: Ask them! Practice Iceberg Marketing. The service component of a business relationship is like the submerged part of an Iceberg–the really big part. The part that can't be seen from the surface, comprises about 90% of its mass. The print portion represents the small percentage, like the visible part of the Iceberg.
Are you providing products and services that your customers want? If you are not meeting their needs, someone else will be. It's not always about price alone. If price is the only basis for getting the business, then the low bidder always wins. Focus your conversations on value, not on price. The cost of a product is soon forgotten, but the value of a dedicated business partner is priceless!
Q: Are your customers looking to build their business?
A: Of course they are, and they're looking for ideas. You can help them be more successful and be more efficient, spreading their investment and being able to measure results. This may involve your adding IT services or engaging a 3rd party to partner with. Marketing services & Production services must all be offered together. Multi channel delivery, super efficient workflows and the right printing systems are key.
The bottom line:
Make it easy to do business with–"Do whatever it takes"!
