Increasing Your Print ROI with Fast & Affordable Digital Color

Increasing Your Print ROI with Fast & Affordable Digital Color

Barbara PellowGroup Director, InfoTrends

Tina LangtonSupervisor of Computer Processing, Red Rose Mailing Services, Inc.

Bob Rymarchuk Owner, UBR Services

Casey Williams Sales Representative, DataImage

Topics

• Why Digital Color? Why Now?• Three Unique Market Perspectives

– Direct Mail– Small Commercial Printers– Data Service Bureaus

• The Bottom Line

A Simple Question… Why is Digital Color So Important in Today’s Market?

Color Print On Demand is Driving the Market

• Six Major Trends1. Offset is moving to digital2. Black & white is moving to color3. Shorter run lengths4. Mass customization/personalization5. Utilization of the Web6. Movement toward “super-efficiency”

Color Print On Demand is Driving the Market (2)


Not Everyone Gets It!

• Offset– Longer runs (5,000+)– Less expensive as run lengths

increase– Higher image resolution

o Fine lineso Screen tints o Photos

– Broader set of paper alternatives

(thick and coated stocks)

• Digital– Shorter runs

(from one to thousands)– Fast turnaround– Quality meets expectations for

most printed materials– Media options beginning to

expand– In-line finishing – single step

process (stitching, folding, trimming, perfect binding, etc.)

13.9%

29.8%

53.2%

18.5%

39.1%

42.3%

0% 20% 40% 60% 80% 100%

Value-Added Services

Digital Printing

Conventional Printing

Percentage of Respondents

2004 2008

Income from Various Services: 2004 vs. 2008

Source: The Future of Commercial Printing in the United States, InfoTrends, 2008

What percentage of your income (total sales or revenue) do you believe comes from the following types of services?

Source: The Changing Print for Pay Market: The Future of Commercial Printing, InfoTrends, 2004

Percentage Change

8.7%

3.1%

-7.7%

N = 270+ Commercial Printers

42.5%

23.1%

44.6%

38.1%

17.2%

34.4%

0% 20% 40% 60% 80% 100%

Volume from newapplications that

could not be doneconventionally

Offset transfer

Transfer from othersources*

Percentage of Respondents

Digital ColorDigital B&W

Source: The Future of Commercial Printing in the United States, InfoTrends, 2008

What percentage of your digital B&W and color volume (measured in pages) comes from the following categories?

N = 278 Commercial Printers

30-40% of digital volume from offset transfer

Volume Moving from Offset to Digital

Source: InfoTrends

Offset Is Moving to Digital



2. No Different than Television – Color Communicates!

• Color visuals increase willingness to read by up to 80%¹

• Using color can increase motivation and participation by up to 80%¹

• Color enhances learning and improves retention by more than 75%²

• Color accounts for 60% of the acceptance or rejection of an object and is a critical factor in the success of any visual experience ³

• Using color in advertising outsells black & white by 88%²

¹ The Persuasive Properties of Color; Ronald E. Green; Marketing Communications, October 1984. ² Loyola University School of Business, Chicago, IL., as reported in Hewlett-Packard's Advisor, June 1999; (http://www.hpadvisor.com). ³ The Power of Color; Dr. Morton Walker; Avery Publishing Group; 1991.

http://www.hpadvisor.com/



Source: U.S. Print On Demand Market Forecast, 2007-2012. InfoTrends, 2008.

Black & White is Moving to Color

0

100

200

300

400

500

600

700

800

2007 2008 2009 2010 2011 2012

BW-3.3% CAGR

Color 25%CAGR

Ann

ual I

mpr

essi

ons (

B)

Overall 4% CAGR 782 B

630 B

Annual Impressions (U.S. POD)



3. Shorter Run Lengths

• 46% of 356 print providers agreed with the following statement:

– “Within two years, more than half of my jobs will require delivery within 24 hours”

• 240 print buyers report:– 50% of color jobs have a run length of under 1,000– 70% of color jobs have a run length of under 5,000

48% 50%39%

30%23%

15%

50% 49% 45%

27%20% 14% 12%

48%46% 46%

53%

52%

45%

41%

43% 42% 49%

60%57%

43%33%

13%4% 8%

17%32%

44%

6% 9% 7% 13%23%

43%55%

40%

6%

0%

20%

40%

60%

80%

100%

Decrease

Stay the same

Increase

2004 2008

Anticipated Change in Run Lengths For the following run lengths (sets of documents), do you expect to see an increase or decrease in the frequency of printing jobs?

Source: InfoTrends 2004 and 2008 Print Service Provider Surveys

Perc

enta

ge o

f Res

pond

ents

Run Length Range



4. Mass Customization/Personalization

Logo

Photo

Signature

CustomerData

Text

Source: InfoTrends’ A Vertical-Market Approach to Document Services in the U.S., June 2006

Variable Data Printing

• A variable data job contains unique printed data, such as name & address, account information, or custom text or images

• Almost 30% of documents printed today contain variable information

• 43% of document owners expect the volume of variable print jobs to increase in the coming year

TransPromo: A Different Type of Variable Data

Retail Value of U.S. POD Variable Data Market

$3.7

$12.3$2.1

$2.6

$0

$5

$10

$15

$20

2007 2012Year

Bill

ions

US$

Val

ue o

f Pri

nt

B&WColor

20.8%CAGR

$5.8

$14.9



5. Utilization of the Web

U.S. Primary Industries/Shipments E-enabled

$118 $121 $123 $126 $129 $133

$33$28

$22$17$13$9

$0

$20

$40

$60

$80

$100

$120

$140

$160

2006 2007 2008 2009 2010 2011

Primary Print Industries Shipment e-Enabled

$Bill

ions

CAGR2.4%

31%

Source: e-Enablement: The Future of Graphic Communications. InfoTrends, 2008.



6. Movement toward “Super-Efficiency”

• Super-efficiency enables the operation to be competitive and includes all of these processes

• Tools and technology available:– Web-to-print– Print MIS– Workflow management

• Streamlines the entire document lifecycle• Super-efficient organizations use new technologies and open

standards to:– Eliminate re-entry of job info– Reduce error rates– Reduce turnaround time– Better utilize staff– Increase profitability

Three Market Perspectives

• Direct Mail - Tina Langton, Supervisor of Computer Processing, Red Rose Mailing Services, Inc.

• Small Commercial Print - Bob Rymarchuk, Owner, UBR Services

• Data Service Bureau - Casey Williams, Sales Representative, DataImage

Red Rose Mailing Services, Inc.

• We are a mail house, processing direct mail for our clients• Located just north of Tampa International Airport• Many of us have been in the direct mail business for 18+ years• July 2009 will mark Red Rose’s 5th year in business

• We provide services for companies of all types and sizes– Our clients include a Mom and Pop deli, printers, and large

retail chains.

Services

• Inkjetting• Tabbing• Folding• Inserting• Black & White Lasering• Color Lasering• Metering• Labeling• Stamping

• Hand Fulfillment• Data Processing• CASS Certification• List Acquisition• Merge / Purge• Palletization• Snap Aparts• Mail Merge• Extreme Personalization

• Extreme personalization of postcards and letters• Regular variable data on letters• Snap Aparts

• We have 8 Riso HC 5500s, 1 Océ, 2 Konica/Minolta bizhubs, and 6 HPs

• Commonly used software:– Alpha4 and Excel for data conversions– PSL for Variable Data Printing– Print Shop Mail for Variable Data Printing– Direct Smile in conjunction with Print Shop Mail for extreme

personalization– PostalSoft– Accuzip

• Customers are migrating from black & white to color to increase their response rate and promote their products and services with a higher quality mail piece.

• Extreme personalization is still in its infancy, but moving rapidly to the forefront as a new and unique product. Having this capability has expanded our reach of potential new customers.

Key Considerations in the Digital Color Investment

• Affordability/Cost Effectiveness• Inkjet Technology/The Future• New Opportunity for Red Rose

and Our Customers

• We are continually seeking ways to cut costs, and increase production

• We are expanding our sales efforts in a quest for new clients • We are focused on customer retention and staying in close contact

with current clients

The Future

• We are a print and copy shop in the small Canadian town of Winfield, British Columbia (population 10,000).

− We serve many small businesses in our local area, but also handle larger print jobs, such as manuals, books, large format construction drawings, and digital color for firms across the region

• We are a “mom and pop” operation, owned by Ursula and Bob Rymarchuk

− Cost-conscious− Focused on reducing labor requirements

by acquiring equipment that requires less operator intervention

− Optimizing gross margins

UBR Services

Customer Counter & Front Office Area

Riso RZ990 (meter - 1,669,649 Two yrs. old) HC5500 (657,304 Eight months)

The Applications/The Opportunity

• NCR Forms• Short-Run Letterhead and Envelopes• Point-of-Purchase Materials• Short Run Instruction Manuals• Marketing Flyers• Exact Quantity Required• Affordability

Digital Color Investment Considerations at UBR

• Inkjet was our answer– Profitability– More products and services to attract and retain customers– Maintenance/repair and uptime– Footprint– Energy– Ease of use

DataImage: Company Background

• We were founded by Dave Speelman in 1987, who had previously worked with financial printing houses. His goal was to shrink the business model for lower volume clients and perform exceptional customer service with a long-term vision.

• Privately owned• 4 operation centers in the U.S. • We print and mail over 5 million statements a month• Unprecedented customer service and statement

flexibility

Customer Mix

• Healthcare• Utility• Collection• Financial• Commercial• Associations• Volume Targets: 10,000 to 250,000 per month

Services

• Standard Image Service• Color Image Service• Address Services• Data Online (Electronic Bill Presentment

and Payment)• Graphic Design• Inserts (multiple formats)

Technology

• We use a proprietary document design system to create the document

• Variable color printing is produced with a Riso HC 5500

• Pitney Bowes inserters

Digital Impact

• The biggest impact variable color printing has had on our business is creating value for the client. Transactional documents or financial documents are a required part of our customers’ businesses. With digital color, we: − Increase value for these dollars spent in this competitive

environment− Demonstrate how variable color is our competitive

advantage for our customers and our business

Digital Impact

• Data Image has created a marketplace for actionable documents… documents that work better and communicate intentional messages to the individual

• We have eliminated preprinted color forms in our environment and only print dynamic documents that change based on the individual. Target marketing or target messaging… one design does not fit all!

• Variable color printing enables us to start with a white sheet of paper and print within one print stream multiple designs, colors, graphics, logos, and messages to create the document. The intended action is paying the bill.

What is the Value to the Client?

• When we are closing an account, we stress value rather than price. What are you getting for your dollar? Is color really more expensive?

• If an account can save 2 cents per piece using another vendor, printing in the old marketplace of pre-printed color and variable black printing might be attractive. But if they spend a little more on the front end utilizing variable color printing, will that translate to more dollars saved on the back end?

What is the Value to the Client?

• The answer is yes… we have multiple case studies proving that variable color works and creates a better return on investment. An increase in cash or an increase in comprehension reduces phone calls to customer service. It could be the addition of a targeted marketing graphic that increases the value. If done correctly, variable color will save the client money.

Inkjet Technology & Its Future

• At DataImage, we are excited about our future utilizing inkjet technology. We are firmly committed and continue to build our business around this technology.

• In the past 4 years, inkjet technology has become cheaper and faster

• Quality and clarity has also increased dramatically• We expect this trend to continue!

Dealing with a Tough Economy

• As we service our existing client base and approach prospects for new business, we know that budgets are shrinking. However, this does not mean that clients are seeking the cheapest option—it means that you have to be in front of them offering the most value. When dollars are scarce, people become innovative in how they approach their needs and seek solutions.

• We are trying to position ourselves as providing a solution, casting the vision that a variable color document is valuable. If we do this correctly, it will increase our revenue despite the economic downturn.

Recommendation

• My parting recommendation is to lead and not follow— “me too” businesses can only win with price. Variable color will create value in your business as it has done for us.


1. Offset is moving to digital2. Black & white is moving to color3. Shorter run lengths4. Mass customization/personalization5. Utilization of the Web6. Movement toward “super-efficiency”