You may have started noticing more and more QR (Quick Response) codes popping up around you. Since I started talking about QR codes more than two years ago, the little squares have gone mainstream in the U.S. This trend is expected to continue as more people purchase smart phones with the ability to read the codes. Many printers are reporting that the topic of QR codes helps them get past the gatekeeper and get in front of a different type of print buyer.
Now that you can recognize a QR code, you need start watching for the new AR codes. AR code or Augmented Reality code allows a viewer to see a live direct or indirect view of a physical real-world environment whose elements are augmented by virtual computer-generated sensory input such as sound or graphics. As a result, the technology functions by enhancing one’s current perception of reality.
If the AR code is viewed through a smart phone or computer-connected camera, the viewer sees something different. A business card becomes a three-dimensional object. A street can have an overlay of digital information over the scene that allows the user to find out more about what he is seeing. Characters and scenes can rise out of the pages of a children’s story book and dance across the pages. The possibilities are endless.
Youtube.com has hundreds of visual examples of AR code applications. Just search for Augmented Reality. For some quick examples of iPhone applications for AR, visit http://www.iphoneness.com/iphone-apps/best-augmented-reality-iphone-applications/. You may even have seen the new Hallmark card television ads for their new AR cards.
AR codes aren't as common as QR codes, but printers should start learning how to create them. They require special software, but they could be another way to make a printer different from his competitors.
If you are a printer or designer and haven't exposed your customers to QR codes, you are doing them a disservice. Any business with an Internet presence needs to be linking the Internet world with the print world. QR codes are easy to create. Printers should also be linking their own web information to any printed material they use to promote the printing company.
If you want to be the printing known for his technological know-how, then make sure you are getting customers to use QR codes on their printed marketing material.
Monday, February 14, 2011
Tuesday, January 25, 2011
Communication Stereotypes Must Be Broken
Printers need to think about breaking down their stereotype thinking about the best way to communicate. As a "communications expert," you are going to have to help customers decide what is the best way to broadcast their message. Printers must be able to integrate print, Internet and social media message if they want to help their customer get the greatest message reach.
No one generation limits their communication opportunities. Young or old, people are adapting to the media that best serves their needs. This means a 20-something may prefer print and a 60-something may want emails. It just depends on the individual.
Statistics are backing up that age is the primary factor. If you think it is all about the Internet with young people, you are wrong. North American consumers aged 18-34 year-old prefer to learn about marketing offers via postal mail and newspapers rather than online sources such as social media platforms, according to survey from ICOM, a division of Epsilon Targeting.
Young adults say they prefer direct mail and newspaper advertising over online marketing in every instance except travel. Postal mail has a higher degree of trust for respondents in all age brackets: 36% of respondents in 2010 said information is more private if sent through the mail vs. email or online, up from 29% in 2008.
If you think social media is for the young, then you will be surprised to learn that one of the fastest growing segments of Facebook is women over the age of 55.
What this points out is that when you have a message to communicate you will want to use several different methods to get it out. Today's printing companies will have to focus on the message. Social media and the Internet become just another output device similiar to a press or digital printer. It allows you to duplicate the message and transmit to many.
Printers will need to embrace the new media or find themselves fighting for a smaller portion of the communication market.
No one generation limits their communication opportunities. Young or old, people are adapting to the media that best serves their needs. This means a 20-something may prefer print and a 60-something may want emails. It just depends on the individual.
Statistics are backing up that age is the primary factor. If you think it is all about the Internet with young people, you are wrong. North American consumers aged 18-34 year-old prefer to learn about marketing offers via postal mail and newspapers rather than online sources such as social media platforms, according to survey from ICOM, a division of Epsilon Targeting.
Young adults say they prefer direct mail and newspaper advertising over online marketing in every instance except travel. Postal mail has a higher degree of trust for respondents in all age brackets: 36% of respondents in 2010 said information is more private if sent through the mail vs. email or online, up from 29% in 2008.
If you think social media is for the young, then you will be surprised to learn that one of the fastest growing segments of Facebook is women over the age of 55.
What this points out is that when you have a message to communicate you will want to use several different methods to get it out. Today's printing companies will have to focus on the message. Social media and the Internet become just another output device similiar to a press or digital printer. It allows you to duplicate the message and transmit to many.
Printers will need to embrace the new media or find themselves fighting for a smaller portion of the communication market.
Saturday, January 15, 2011
Can You Create an Ebook?
If you are a printer, do you know all the ways a customer will be using the information you print for them? There are more communication channels that print and you might be able to reformat and repurpose the same information for other uses and make more money on the job.
If you use InDesign 4 or above, you can save files so they can be read by ebook readers. Adobe offers step-by-step instructions for setting up ebook documents and exporting the file into the open EPUB ebook format. This format can be read on desktop reading applications, smartphones, and dedicated reading devices. You can learn how to do the formatting by visiting http://www.adobe.com/products/indesign/epub/howto/.
Even the big printers know they have to deal with other communication channels by reformatting their work. Quad/Graphics just announced it is getting into the Apple software business. With the Quad/Graphics Digital Edition platform magazines, catalogs and retail advertising can now be published for the Apple iPad, iPhone and iPod Touch. According to the company, the solution gives Quad/Graphics' clients the ability to distribute content by print and mail, digital edition and branded Apple apps.
Quad/Graphics will provide its customers with a client-branded iPad application, developed by ePublishing partner YUDU Media. These apps are made available online at the Apple store, where the printer's clients can offer them for free or set their own sale price.
I expect to see these type of services available for quick and small commercial printers in the future.
If you use InDesign 4 or above, you can save files so they can be read by ebook readers. Adobe offers step-by-step instructions for setting up ebook documents and exporting the file into the open EPUB ebook format. This format can be read on desktop reading applications, smartphones, and dedicated reading devices. You can learn how to do the formatting by visiting http://www.adobe.com/products/indesign/epub/howto/.
Even the big printers know they have to deal with other communication channels by reformatting their work. Quad/Graphics just announced it is getting into the Apple software business. With the Quad/Graphics Digital Edition platform magazines, catalogs and retail advertising can now be published for the Apple iPad, iPhone and iPod Touch. According to the company, the solution gives Quad/Graphics' clients the ability to distribute content by print and mail, digital edition and branded Apple apps.
Quad/Graphics will provide its customers with a client-branded iPad application, developed by ePublishing partner YUDU Media. These apps are made available online at the Apple store, where the printer's clients can offer them for free or set their own sale price.
I expect to see these type of services available for quick and small commercial printers in the future.
Thursday, January 6, 2011
Charity Begins at Home
A recent printer’s email was lamenting the fact that non-profit organizations were always beating on him to lower his prices. He was complaining that because they were “non-profit” he felt obligated to provide a lower price because they weren’t in the business to make money.
I have to disagree. Being a non-profit organization means that an organization does not distribute its surplus funds to owners or shareholders, but instead uses them to help pursue its goals. The organization is also exempt from paying some local, state and federal taxes. It doesn’t mean the organization is poor or that its employees work for free.
In a new book entitled Death to the BCS, the author studied tax records of bowl organization for college football’s end of the season wrap up and found that nearly two dozen bowl directors earned more that $300,000 a year. Most of these organizations are non-profit organizations. I wonder how many printers “donated” printing to their local bowl game?
Of course, there are some organizations that work with volunteers and need the community support from local businesses to do their good deeds, but too many printers believe that any organization that is non-profit has to get a special deal.
It is easy to find out if a non-profit organization really needs help. Most state governments keep records about non-profit groups that show how much money and services really make it to the cause in need. You can also check out legitimate organizations at http://www.guidestar.org./ The Guidestar site gathers and publicizes information about nonprofit organizations. Visitors to the site can even access an organization’s IRS Form 990. This is an annual reporting return that certain federally tax-exempt organizations must file with the IRS. It provides information on the filing organization's mission, programs, and finances. You can even find out how much the organization spent on printing for that tax year.
Discounting is just another way to avoid having to do the hard work of getting out and talking to customers and asking for the order. Discounting might be a selling strategy if the printer was making money and could afford it.
One of the main reasons that printers are going out of business is that they don’t charge enough. I see print owners working 60 to 70 hours a week and still not making any money. They use price as their selling tool and figure the only way to get new business is to be the cheapest vendor.
Non-profit organizations can be top customers for printers. If you are going to discount to a non-profit organization, make sure you still make a profit. A non-profit organization can provide enough printing on a regular basis that a printer could adjust prices because of the large volume of steady work.
If you are going to discount to a non-profit organization, make sure there is something in it for you. You can offer a lower price if the non-profit organization will guarantee a certain sales volume or a certain volume of work.. Don’t lower your price unless the customers is going to give you something in return.
I recommend that every printer be a good neighbor and help sharable organizations when they can. But remember, charity begins at home and we can’t help our neighbors if our house isn’t in order.
I have to disagree. Being a non-profit organization means that an organization does not distribute its surplus funds to owners or shareholders, but instead uses them to help pursue its goals. The organization is also exempt from paying some local, state and federal taxes. It doesn’t mean the organization is poor or that its employees work for free.
In a new book entitled Death to the BCS, the author studied tax records of bowl organization for college football’s end of the season wrap up and found that nearly two dozen bowl directors earned more that $300,000 a year. Most of these organizations are non-profit organizations. I wonder how many printers “donated” printing to their local bowl game?
Of course, there are some organizations that work with volunteers and need the community support from local businesses to do their good deeds, but too many printers believe that any organization that is non-profit has to get a special deal.
It is easy to find out if a non-profit organization really needs help. Most state governments keep records about non-profit groups that show how much money and services really make it to the cause in need. You can also check out legitimate organizations at http://www.guidestar.org./ The Guidestar site gathers and publicizes information about nonprofit organizations. Visitors to the site can even access an organization’s IRS Form 990. This is an annual reporting return that certain federally tax-exempt organizations must file with the IRS. It provides information on the filing organization's mission, programs, and finances. You can even find out how much the organization spent on printing for that tax year.
Discounting is just another way to avoid having to do the hard work of getting out and talking to customers and asking for the order. Discounting might be a selling strategy if the printer was making money and could afford it.
One of the main reasons that printers are going out of business is that they don’t charge enough. I see print owners working 60 to 70 hours a week and still not making any money. They use price as their selling tool and figure the only way to get new business is to be the cheapest vendor.
Non-profit organizations can be top customers for printers. If you are going to discount to a non-profit organization, make sure you still make a profit. A non-profit organization can provide enough printing on a regular basis that a printer could adjust prices because of the large volume of steady work.
If you are going to discount to a non-profit organization, make sure there is something in it for you. You can offer a lower price if the non-profit organization will guarantee a certain sales volume or a certain volume of work.. Don’t lower your price unless the customers is going to give you something in return.
I recommend that every printer be a good neighbor and help sharable organizations when they can. But remember, charity begins at home and we can’t help our neighbors if our house isn’t in order.
Tuesday, January 4, 2011
The Truth About Print and the Environment
Printers are battling the misconceptions that printing is bad for the environment. A Youtube.com video from Millcraft Paper provides some very powerful information to raise awareness about the business and environmental benefits of print as an effective marketing communications channel. The campaign aims to dispel the myths and misperceptions that paper and print marketing campaigns are harmful to the environment. Paper and print provide a sustainable means of communication and are an effective medium in a multi-channel marketing campaign.
Besides using the facts raised in the video in your sales presentations, you can also combine the video with a QR code to promote the fact you are “green.” We’re learning that videos have a tremendous impact with used with mobile marketing. The QR code could be included in your newsletter and on post cards.
You can find out more about the “Do you know the facts?” campaign at http://doyouknowthefacts.com/. You can view the Youtube video at http://tinyurl.com/23e4w86.
The topic would also be a good excuse to contact your local environment reporter for the local newspaper. The video raises interesting facts that would make for an interesting news story for the general public. The local reporter could use the facts and interview you for the local angle.
Besides using the facts raised in the video in your sales presentations, you can also combine the video with a QR code to promote the fact you are “green.” We’re learning that videos have a tremendous impact with used with mobile marketing. The QR code could be included in your newsletter and on post cards.
You can find out more about the “Do you know the facts?” campaign at http://doyouknowthefacts.com/. You can view the Youtube video at http://tinyurl.com/23e4w86.
The topic would also be a good excuse to contact your local environment reporter for the local newspaper. The video raises interesting facts that would make for an interesting news story for the general public. The local reporter could use the facts and interview you for the local angle.
Tuesday, December 21, 2010
Printers Should Let Light Shine Socially
Keeping up with social media is tough. Between onsite visits to help printing companies prosper and use the new technology, researching how to use all the new tools, and writing about them, I try to keep up with my blogs, twitter posts, LinkedIn discussions, and Facebook visits. If you are sticking your toe into the social media pool, then you know what I mean when I say that “it is hard.”
My problem is time, but for most printers I talk to, their problem is content. Printers continually tell me they don’t know what to post on the various social media vehicles. A number of printers think that just posting on social media will make them look “needy” and like they are “begging” for work. They cannot separate sales messages from valuable information.
I tell them to keep it simple. What would you want to say to your customers if you were face to face? What information would you want to put in a customer’s hand that would make print buying easier for them? What would you want to train a customer to do correctly to make production easier?
I think any printer who can come up with answers to those questions will have hundreds of topics. Got a link that tells the difference between CMYK and RGB? Have a link that tells a person how to get the best photo from their digital camera? Have a source for online training for Publisher or InDesign that you would like to share? Any of these topics would be of interest to customer s and make you look like the printing expert you are if you would only share them through social media.
But too many printers hide their light under a basket. They don’t realize that sharing information will create a bond with customers that will lead to more sales. They think that offering unsolicited advice is too much like asking for a sale. They rather customers come to them and ask questions.
Customers aren’t going to buy from you unless you ask for the order. Customers won’t order unless they feel comfortable that they are dealing with a professional. You can become the local expert by using social media tools and your website properly.
If you can’t come up with content, it is because you are not out talking to customers. Once you find out what customers need by making a sales calls, you will have enough content to keep your blogs, Facebook, Twitter, and LinkedIn accounts active for months.
My problem is time, but for most printers I talk to, their problem is content. Printers continually tell me they don’t know what to post on the various social media vehicles. A number of printers think that just posting on social media will make them look “needy” and like they are “begging” for work. They cannot separate sales messages from valuable information.
I tell them to keep it simple. What would you want to say to your customers if you were face to face? What information would you want to put in a customer’s hand that would make print buying easier for them? What would you want to train a customer to do correctly to make production easier?
I think any printer who can come up with answers to those questions will have hundreds of topics. Got a link that tells the difference between CMYK and RGB? Have a link that tells a person how to get the best photo from their digital camera? Have a source for online training for Publisher or InDesign that you would like to share? Any of these topics would be of interest to customer s and make you look like the printing expert you are if you would only share them through social media.
But too many printers hide their light under a basket. They don’t realize that sharing information will create a bond with customers that will lead to more sales. They think that offering unsolicited advice is too much like asking for a sale. They rather customers come to them and ask questions.
Customers aren’t going to buy from you unless you ask for the order. Customers won’t order unless they feel comfortable that they are dealing with a professional. You can become the local expert by using social media tools and your website properly.
If you can’t come up with content, it is because you are not out talking to customers. Once you find out what customers need by making a sales calls, you will have enough content to keep your blogs, Facebook, Twitter, and LinkedIn accounts active for months.
Wednesday, December 15, 2010
Printers Need To Raise Prices
It is amazing the pricing strategies that some printing companies use to gain new business. One strategy that has been around for ages is to offer discounts for first time buyers to show prospects the quality and service they can receive if they were to become a regular customer. The discount might get the job the first time, but it doesn’t guarantee you will get the next job at the higher price. You just trained your customer that you are willing to give lower prices.
I suggest another tactic you can use with a new customer, especially if creative design is involved, is to raise your regular price 10 to 15 percent. This allows you to test your pricing structure and make sure you aren’t leaving money on the table. Printers create custom work. In the case of most custom manufacturing, the price goes up when the customer selects a manufacturer that provides better service and quality.
The primary reason that most printers are attracted to discounts and low price selling is that it replaces the best way to sell printing. The best way to sell is to get in front of the customer and ask for an order. The reason aso many printers are failing is that they hope that customers will call, ask for a price, and then buy because it is the lowest price they have found. There is too much competition to just sit back and wait for customers to call and then hope a low price will attract them to buy.
The only printers being really successful with that strategy are the low cost producers who maintain their margins by using production efficiencies and keeping sales costs low by selling over the Internet. The typical printer is still a job shop that custom produces every order to the customer’s specifications. Producing custom work has a higher cost and has to be sold at a higher price.
If printers are contacting customers, making sales calls, finding out what customers need, and asking for the order, they won’t have to use discounting and low prices to build sales. Printing customers, especially those who need creative services, are willing to pay to get the high quality and service that only a profitable printer can provide.
So when the next new customer asks for a price, take your regular price and raise it. You may find that the only one really concerned about low prices is you.
I suggest another tactic you can use with a new customer, especially if creative design is involved, is to raise your regular price 10 to 15 percent. This allows you to test your pricing structure and make sure you aren’t leaving money on the table. Printers create custom work. In the case of most custom manufacturing, the price goes up when the customer selects a manufacturer that provides better service and quality.
The primary reason that most printers are attracted to discounts and low price selling is that it replaces the best way to sell printing. The best way to sell is to get in front of the customer and ask for an order. The reason aso many printers are failing is that they hope that customers will call, ask for a price, and then buy because it is the lowest price they have found. There is too much competition to just sit back and wait for customers to call and then hope a low price will attract them to buy.
The only printers being really successful with that strategy are the low cost producers who maintain their margins by using production efficiencies and keeping sales costs low by selling over the Internet. The typical printer is still a job shop that custom produces every order to the customer’s specifications. Producing custom work has a higher cost and has to be sold at a higher price.
If printers are contacting customers, making sales calls, finding out what customers need, and asking for the order, they won’t have to use discounting and low prices to build sales. Printing customers, especially those who need creative services, are willing to pay to get the high quality and service that only a profitable printer can provide.
So when the next new customer asks for a price, take your regular price and raise it. You may find that the only one really concerned about low prices is you.
Tuesday, November 30, 2010
Stop Chasing the Money
As printers expand their services and start competing with other content creators such as ad agencies and PR firms for managed marketing services, they will have to start pricing like their competitors do. The biggest change isn't going to be getting the higher prices, but getting paid up front for the work.
Today in printing, printers are always chasing the money. We work on getting the proof back so we can get the printing done so we can deliver the job so we can wait 45 days for our money. No other industry creates custom work and then charges for it.
The printer who gets involved in managed marketing will get their money faster. Ad agencies, web designers, copywriters, etc., get at least 50 percent of their money up front. Web companies don't even turn on a web site before they are paid in full for their work. Printers who start selling these types of services will be able to do the same thing and get their money up front.
Why get paid before the work is completed? Many of the services will be marketing related. If the idea doesn't work, the blame shouldn't fall on the printer and the penalty be not to be paid. Sometimes the best marketing program can fail, not because of the tools or materials used, but the follow through by the end user. Leads can be generated, but if the customer doesn't follow up on the leads, it isn't going to be successful. Printers don't want to have their money held back because the customer didn't take action.
As successful printers get away from commodity work and move into the higher value managed marketing services, they need to do it right and use the same billing procedures as their competitors. Just think how much more responsive a customer will be if you already have their money and they want their services.
Today in printing, printers are always chasing the money. We work on getting the proof back so we can get the printing done so we can deliver the job so we can wait 45 days for our money. No other industry creates custom work and then charges for it.
The printer who gets involved in managed marketing will get their money faster. Ad agencies, web designers, copywriters, etc., get at least 50 percent of their money up front. Web companies don't even turn on a web site before they are paid in full for their work. Printers who start selling these types of services will be able to do the same thing and get their money up front.
Why get paid before the work is completed? Many of the services will be marketing related. If the idea doesn't work, the blame shouldn't fall on the printer and the penalty be not to be paid. Sometimes the best marketing program can fail, not because of the tools or materials used, but the follow through by the end user. Leads can be generated, but if the customer doesn't follow up on the leads, it isn't going to be successful. Printers don't want to have their money held back because the customer didn't take action.
As successful printers get away from commodity work and move into the higher value managed marketing services, they need to do it right and use the same billing procedures as their competitors. Just think how much more responsive a customer will be if you already have their money and they want their services.
Thursday, November 18, 2010
New Direction for Quick Printing
The future of printing is exciting! I work for CPrint International and we are ending a year where our affiliates have started evolving into what print shops must become if they are to survive. From mobile marketing to web development to social media management, CPrinters are adding services that help their customers get new leads and businesses.
Print is a strong and proven communication tool, but in today's clutter you have to have more. CPrint is showing people how to use the new technology and to integrate it with printing. The exciting thing is that having new strategies for the customers to use puts CPrinters in a completely different catagory than the printer down the street.
Printers are not usually strong sales people, but the new services are making it easy for CPrinters to get in front of hard-to-reach customers and sell. Instead of talking about how low prices and fast delivery times, CPrinters are starting conversations with customers are how to help grow their business with the new services.
CPrinters are getting excited about printing again. We have products and services that customers want and will pay for. Twenty years ago NAQP had an ad campaign for printers that said "We're more than printing." Today CPrinters are just that.
Print is a strong and proven communication tool, but in today's clutter you have to have more. CPrint is showing people how to use the new technology and to integrate it with printing. The exciting thing is that having new strategies for the customers to use puts CPrinters in a completely different catagory than the printer down the street.
Printers are not usually strong sales people, but the new services are making it easy for CPrinters to get in front of hard-to-reach customers and sell. Instead of talking about how low prices and fast delivery times, CPrinters are starting conversations with customers are how to help grow their business with the new services.
CPrinters are getting excited about printing again. We have products and services that customers want and will pay for. Twenty years ago NAQP had an ad campaign for printers that said "We're more than printing." Today CPrinters are just that.
Tuesday, November 9, 2010
QR Codes Getting Bigger
If you are looking for something to give you a little credibility with the customer about how big QR codes and mobile marketing is becoming then you will want to check out Google and YouTube.
Google began using QR codes to promote its Local Business service. Google mailed out window stickers with two-dimensional QR codes to the most-searched for or clicked-on businesses in its local business directory. These stickers were sent to more than 100,000 local businesses around the country. Anyone passing by is able to scan the code and get the Google Mobile local directory page for the Favorite Places. The directory pages generally include a map, a phone number, directions, the address, reviews, and a link to the business’ Web site. Local businesses can also set up coupon offers through their Google directory page, which would turn the QR code into a mobile coupon. Google hopes that consumers who are standing at a store window might be enticed to come in and take advantage of a special offer.
QR codes are going mainstream. A QR code was one of the clues on an episode of CSI New York. The actual scene where the QR code is found and scanned is available on YouTube.com. Just search for "CSI New York QR code." The actor explains what a QR code and demonstrates how to use it with a smartphone. You'll see a little TV magic when the website immediately displays on the smartphone screen, but it does get the point across.
You may not get a lot of customers to bite at using QR codes on their printed material, but it sure does give you a good reason to get out and make a sales call.
Google began using QR codes to promote its Local Business service. Google mailed out window stickers with two-dimensional QR codes to the most-searched for or clicked-on businesses in its local business directory. These stickers were sent to more than 100,000 local businesses around the country. Anyone passing by is able to scan the code and get the Google Mobile local directory page for the Favorite Places. The directory pages generally include a map, a phone number, directions, the address, reviews, and a link to the business’ Web site. Local businesses can also set up coupon offers through their Google directory page, which would turn the QR code into a mobile coupon. Google hopes that consumers who are standing at a store window might be enticed to come in and take advantage of a special offer.
QR codes are going mainstream. A QR code was one of the clues on an episode of CSI New York. The actual scene where the QR code is found and scanned is available on YouTube.com. Just search for "CSI New York QR code." The actor explains what a QR code and demonstrates how to use it with a smartphone. You'll see a little TV magic when the website immediately displays on the smartphone screen, but it does get the point across.
You may not get a lot of customers to bite at using QR codes on their printed material, but it sure does give you a good reason to get out and make a sales call.
Friday, October 29, 2010
History of PDF
For almost two decades I have been promoting the use of PDFs when dealing with customer files. Today most customers know what a PDF file is and successful printers use a PDF workflow to save time and money.
The PDF file format not only changed the print world but it has become one of the reasons that printed material can now be easily transferred over the Internet. PDF has been around since 1991 but wasn’t embraced by the prepress world until 1996. If you want to trace the history of PDF and how it has evolved over the past 20 years, visit Prepressure.com and read the history of PDFs. It is also a good tool to help train sales people as to why PDF is important. http://www.prepressure.com/pdf/basics/history.
Just because a customer knows what a PDF is doesn't mean that the PDF a printer receives from the customer will print properly. Printers still need to educate their customers about how to create a PDF file that means print industry standards. The easiest way is to have the customer use a software system such as Adobe Job Ready, PagePath's PDF2U, Global Graphic's Jaws or Prismatek's PrintThat. If customers want to create their own PDF files, printers should be supplying a custom Job Option for Acrobat.
It is hard to believe, but there are still printing companies that don't have a PDF workflow or use PDF files to help them cut costs and time. As the print world gets more competitive, the company's that have embraced this 20 year old technology will succeed.
The PDF file format not only changed the print world but it has become one of the reasons that printed material can now be easily transferred over the Internet. PDF has been around since 1991 but wasn’t embraced by the prepress world until 1996. If you want to trace the history of PDF and how it has evolved over the past 20 years, visit Prepressure.com and read the history of PDFs. It is also a good tool to help train sales people as to why PDF is important. http://www.prepressure.com/pdf/basics/history.
Just because a customer knows what a PDF is doesn't mean that the PDF a printer receives from the customer will print properly. Printers still need to educate their customers about how to create a PDF file that means print industry standards. The easiest way is to have the customer use a software system such as Adobe Job Ready, PagePath's PDF2U, Global Graphic's Jaws or Prismatek's PrintThat. If customers want to create their own PDF files, printers should be supplying a custom Job Option for Acrobat.
It is hard to believe, but there are still printing companies that don't have a PDF workflow or use PDF files to help them cut costs and time. As the print world gets more competitive, the company's that have embraced this 20 year old technology will succeed.
Tuesday, October 19, 2010
Top 10 Errors in Design Files
If your CSR staff is checking customer files,you might want them to look for the top 10 mistakes Adobe reports are usually made in a graphic design file.
1. The resolution of images is too low.
2. Fonts are not embedded in the PDF.
3. The wrong color space is used.
4. The information about trim or bleed are incorrect.
5. There is an inconsistency with the native file. The original page, as viewed in QuarkXPress or InDesign or whatever other application looks different from the PDF. Hairlines might be different or gradients have changed.
6. A spot color is misnamed or it is accidentally converted to a process color.
7. Images are compressed too much. This causes a quality loss and in some cases artifacts appear inside or around the images.
8. The page size is incorrect.
9. There are problems with transparent objects.
10. ICC profiles are missing or incorrect.
One of the reasons why many of these problems go undetected is that users will make proofs from their lay-out, check the proofs and then create PDF files. The PDF files don't get reviewed. It would be far better if designers created PDF files and then made a proof of these files. This way the consistency between supplied file and proof is much better.
All printing companies should be preflighting PDF files with Acrobat, Enfocus Pitstop, Markzware and other similar programs.
It takes time to check files to assure they will print properly. Rushing jobs through and skipping preflighting procedures won't save any time if you have to reprint the job.
1. The resolution of images is too low.
2. Fonts are not embedded in the PDF.
3. The wrong color space is used.
4. The information about trim or bleed are incorrect.
5. There is an inconsistency with the native file. The original page, as viewed in QuarkXPress or InDesign or whatever other application looks different from the PDF. Hairlines might be different or gradients have changed.
6. A spot color is misnamed or it is accidentally converted to a process color.
7. Images are compressed too much. This causes a quality loss and in some cases artifacts appear inside or around the images.
8. The page size is incorrect.
9. There are problems with transparent objects.
10. ICC profiles are missing or incorrect.
One of the reasons why many of these problems go undetected is that users will make proofs from their lay-out, check the proofs and then create PDF files. The PDF files don't get reviewed. It would be far better if designers created PDF files and then made a proof of these files. This way the consistency between supplied file and proof is much better.
All printing companies should be preflighting PDF files with Acrobat, Enfocus Pitstop, Markzware and other similar programs.
It takes time to check files to assure they will print properly. Rushing jobs through and skipping preflighting procedures won't save any time if you have to reprint the job.
Tuesday, October 12, 2010
Is A Black Hole Sucking Away Your Future
Is your prepress department ready for the future? The role of the prepress department will expand and evolve as more services are added to the arsenal of products sold by printers. But before any printing company can add services, it has to be sure that the prepress department can handle the services now being sold.
Typesetting, design and file output are the standard services now offered by most printing companies. If you look closely at most financial statements, you’ll see that the prepress department is losing money because the printer isn’t charging enough to cover the department’s cost. As John Stewart says, prepress is a black hole.
To survive the future, the typical printers will have to attempt to reinvent themselves and offer more cross media services. Most of these services will be computer and Internet based so the logical department to produce the services is the current prepress department.
Print owners need to make sure their prepress department is making money today. Typesetting, design and customer file output should be profitable and not considered loss leaders. Printers can do this by using outside design and typesetting services to supplement the work produced in house. Printers can set standards for customer files and use the automation and workflow tools that come with most digital presses and direct-to-plate systems to cut production costs and increase profits.
It will be very difficult for a printing company to add additional services if the prepress departments are already losing money. If a prepress department is inefficient now or the prices charged for the service too low, then there will be no way to add other services to offset the current losses. If it isn’t profitable now it is never going to be.
You have to get ready for the future today. Make sure your sales people are charging fair and profitable prices for design and typesetting. Printers shouldn’t be giving away design work just to get the printing job. If you can’t produce it profitably in house, then use an outside vendor.
Automate now. Require customers to provide PDF files that are constructed according to your specifications. Use the hot folders and workflow systems that come with your equipment. Make the prepress staff learn how to use the tools properly.
It is up to the owner to make sure the changes happen. The owner needs to lead and make sure pricing for prepress tasks is correct and profitable. The owner has to make sure the staff is using the tools available to be more efficient. Printing is more competitive and as printing evolves it will be harder for the typical print shop to survive. You can no longer afford to live with a “black hole” in prepress sucking away profits. Unless you plug the profit leaks now, you won’t be able to add the new services that will be required to stay in business. The black hole may not just suck away prepress profits. It just might suck away your future.
Typesetting, design and file output are the standard services now offered by most printing companies. If you look closely at most financial statements, you’ll see that the prepress department is losing money because the printer isn’t charging enough to cover the department’s cost. As John Stewart says, prepress is a black hole.
To survive the future, the typical printers will have to attempt to reinvent themselves and offer more cross media services. Most of these services will be computer and Internet based so the logical department to produce the services is the current prepress department.
Print owners need to make sure their prepress department is making money today. Typesetting, design and customer file output should be profitable and not considered loss leaders. Printers can do this by using outside design and typesetting services to supplement the work produced in house. Printers can set standards for customer files and use the automation and workflow tools that come with most digital presses and direct-to-plate systems to cut production costs and increase profits.
It will be very difficult for a printing company to add additional services if the prepress departments are already losing money. If a prepress department is inefficient now or the prices charged for the service too low, then there will be no way to add other services to offset the current losses. If it isn’t profitable now it is never going to be.
You have to get ready for the future today. Make sure your sales people are charging fair and profitable prices for design and typesetting. Printers shouldn’t be giving away design work just to get the printing job. If you can’t produce it profitably in house, then use an outside vendor.
Automate now. Require customers to provide PDF files that are constructed according to your specifications. Use the hot folders and workflow systems that come with your equipment. Make the prepress staff learn how to use the tools properly.
It is up to the owner to make sure the changes happen. The owner needs to lead and make sure pricing for prepress tasks is correct and profitable. The owner has to make sure the staff is using the tools available to be more efficient. Printing is more competitive and as printing evolves it will be harder for the typical print shop to survive. You can no longer afford to live with a “black hole” in prepress sucking away profits. Unless you plug the profit leaks now, you won’t be able to add the new services that will be required to stay in business. The black hole may not just suck away prepress profits. It just might suck away your future.
Monday, October 4, 2010
Will Graph Expo Hold The Future?
How relevant will this year’s Graph Expo be to most quick and small commercial printers? As printers prepare to descend on Chicago, they are pondering the questions about the evolution of printing and where it will be over the next decade. Will the trade show offer a “killer app” to drive customers to printing? Will there be a new development exhibited that will eliminate production problems and guarantee profits? Will printers see the future when they walk the floor of the expo?
Graph Expo will only be as relevant as the attending printer makes it to be. Everyone knows the industry is changing. The printing pie is shrinking and the shift of work from offset to digital is well documented. Printers shouldn’t expect to see solutions jump out and grab them as they walk by a booth, but if the printer has a plan, then he or she should begin to get an idea of where the industry is going.
You should see a lot of interest in booths featuring products that expand a printer’s role in the communication process. Web-based products that allow printers to integrate a customer’s printed message with the Internet should get a great deal of interest. Any booth that has anything to do with automating the order entry and prepress process should get a lot of traffic. Products that make it easier for a customer to order should also gain wide attention.
In reality, a lot of the industry-shattering booths will be overlooked. Printers will gravitate toward “big iron” and traditional print processes. The real action will be in the booths along the edges of the trade show floor where “the next big thing” will be trying to gain some attention.
I suggest you go to Graph Expo with a plan. Look for products and services you aren’t using now. Look for things that you don’t usually see on the trade show floor. The big innovations will be in the small booths. There is where you are going to find the future of printing.
Graph Expo will only be as relevant as the attending printer makes it to be. Everyone knows the industry is changing. The printing pie is shrinking and the shift of work from offset to digital is well documented. Printers shouldn’t expect to see solutions jump out and grab them as they walk by a booth, but if the printer has a plan, then he or she should begin to get an idea of where the industry is going.
You should see a lot of interest in booths featuring products that expand a printer’s role in the communication process. Web-based products that allow printers to integrate a customer’s printed message with the Internet should get a great deal of interest. Any booth that has anything to do with automating the order entry and prepress process should get a lot of traffic. Products that make it easier for a customer to order should also gain wide attention.
In reality, a lot of the industry-shattering booths will be overlooked. Printers will gravitate toward “big iron” and traditional print processes. The real action will be in the booths along the edges of the trade show floor where “the next big thing” will be trying to gain some attention.
I suggest you go to Graph Expo with a plan. Look for products and services you aren’t using now. Look for things that you don’t usually see on the trade show floor. The big innovations will be in the small booths. There is where you are going to find the future of printing.
Wednesday, September 29, 2010
Make A Call Today
Many of the printers I work with on a daily basis are reporting increased customer activity as schools start around the country. It is always good to hear about a bump in business, but it doesn’t overshadow the news of the demise of other printers. Printers continue to close their doors because they just don’t have enough business. There is still printing to be had out there, but you have to work harder to get it.
One basic task that will help quick printers survive is having sales activities. Customers need to know where you are and what you do. The only way that will happen is if you tell them. Printers have to get on the telephone and out of their offices to ask customers for their printing business.
How many sales calls are you making a day? A printer could increase sales if he would just call customers about reprinting the jobs that the printer already has on file for the customer. Most printers use computerized pricing programs that have a built-in tickler file. When you enter the original order, the CSR puts in an expected repeat date. The printer can then run a weekly or monthly report about what jobs are due to be reprinted. Printers I work with report that almost 20% of their sales volume comes from repeating work from existing customers. The regular call also uncovers things about the customer that the printer needs to know to keep the business. Making regular calls can let a printer find out if a print buyer has changed or if any other changes have happened with the customer. Printers who are sitting back and waiting for the customer to call them are waiting and waiting.
The same thing holds true with estimates and quotes. Printers constantly provide customers and prospects with prices. Successful printers follow up on the estimates and quotes to find out if they have the job. The calls also allow a printer to find out why he didn’t get a job. How many estimates do you have sitting in your computer right now?
Not only are these tasks simple, they give you a reason to call the customer. Study after study shows that most companies lose customers to inattention. If you aren’t reaching out and touching your customers on a regular basis, they may end up taking their business somewhere else. You want to be the first printer a company thinks about when they have a printing job to order.
The computer also has other good sales information. Have you compared your top 25 customers this year to the top 25 customers last year? Have you looked at who is buying more? Have you looked to see who is buying less? This list will show you which customers you need to be talking to and with who you may have to rebuild a relationship.
Printers have a ton of information on their computer that will make them money. The only thing a computer can’t do is make the call to the customer. Owners who make the call are going to be the ones who are still standing when the economy turns around.
One basic task that will help quick printers survive is having sales activities. Customers need to know where you are and what you do. The only way that will happen is if you tell them. Printers have to get on the telephone and out of their offices to ask customers for their printing business.
How many sales calls are you making a day? A printer could increase sales if he would just call customers about reprinting the jobs that the printer already has on file for the customer. Most printers use computerized pricing programs that have a built-in tickler file. When you enter the original order, the CSR puts in an expected repeat date. The printer can then run a weekly or monthly report about what jobs are due to be reprinted. Printers I work with report that almost 20% of their sales volume comes from repeating work from existing customers. The regular call also uncovers things about the customer that the printer needs to know to keep the business. Making regular calls can let a printer find out if a print buyer has changed or if any other changes have happened with the customer. Printers who are sitting back and waiting for the customer to call them are waiting and waiting.
The same thing holds true with estimates and quotes. Printers constantly provide customers and prospects with prices. Successful printers follow up on the estimates and quotes to find out if they have the job. The calls also allow a printer to find out why he didn’t get a job. How many estimates do you have sitting in your computer right now?
Not only are these tasks simple, they give you a reason to call the customer. Study after study shows that most companies lose customers to inattention. If you aren’t reaching out and touching your customers on a regular basis, they may end up taking their business somewhere else. You want to be the first printer a company thinks about when they have a printing job to order.
The computer also has other good sales information. Have you compared your top 25 customers this year to the top 25 customers last year? Have you looked at who is buying more? Have you looked to see who is buying less? This list will show you which customers you need to be talking to and with who you may have to rebuild a relationship.
Printers have a ton of information on their computer that will make them money. The only thing a computer can’t do is make the call to the customer. Owners who make the call are going to be the ones who are still standing when the economy turns around.
Subscribe to:
Posts (Atom)
