CM Why K?

CM Why K?

10-minute read

Digital printing isn’t a new concept - it’s been around since the early 90s!

In 1996 Epson introduced the first inkjet printer, which enabled users to produce high-quality prints from a desktop computer. Flash forward two decades later and digital printing has evolved exponentially, transforming the way many businesses print their marketing materials.

From product packaging such as the recent Coca Cola named label campaign, to geo targeted magazine content, digital printing is the go-to for many brands to create authenticity, relevance and stand out. Originally thought of as a lower-quality printing process, digital printing is now vastly improved and offers brands so many options and is a highly efficient solution.

Whether you’re looking to create a new demographic specific brochure for an upcoming development, short runs of phase brochures or inserts, a segmented DM campaign or a personalised aftercare solution to guide customers into their completion with regular updates, here’s how digital can work for you:

More efficient than Ze Germans

Digital produces high-quality prints, now offers more colours than ever before and it's much more cost effective than traditional litho printing as amongst other things, there's no printing plates to create. You can also print the exact quantities that you need with quicker turnarounds and less wastage. 

Variety is the spice of life

You can get really creative with print finishes. It’s no longer just a choice of embossing or Spot UV - the options are opening up and there are lots of finishing touches you can add to your digitally printed collateral. Techniques like electroluminescent ink and thermo colours are now being used in print and packaging colours and the increased use of digitally encoded images on printed material is leading to more interactive and engaging content that come alive with mobile applications. You can add a digital watermark to an image of a street scene in the printed brochure and viewed through the right mobile software, the flythrough video of that CGI will automatically play. 

Up close and personal

Smaller print runs can help when it comes to personalising content and making it relevant to your audience. Imagine creating a brochure and trying to appeal to families moving to a particular area. Using big data, you could capture information such as names and the school that the family is interested in. Instead of producing generic brochure content: “There are lots of excellent schools nearby,” you could add conditionality fields to create targeted content to increase engagement: “Steve, whichever of the excellent schools you decide to send Alice and Amy to…”. If you have collected other lifestyle data, such as whether your customer specifically likes cycling or running, you could also populate your brochure with lifestyle imagery that resonates and reflects the reader’s interest. 

Creating IMPACT

This exciting segmented approach is neither difficult, nor expensive, but it's results can have an impressive impact on customers. It all boils down to the information that is being put into the live fields within the brochure being collected at the first point of data entry for the customer and making that process engaging, so convincing them that by providing certain lifestyle cues, it will aid their experience.

The only limit is your imagination, so if you’d like to chat about options for digital printing in more detail, get in touch with the team and watch this space for further developments. 

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Matthew Clark
Matt Clark
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