Digital Output - May 2008 - (Page 29)

Continued from page 24 companies mentioned RS# 174 158 161 164 175 168 170 176 177 172 173 COMPANY Canon U.S.A. EFI, Inc. Hewlett-Packard Meadows Publishing Solutions Mimaki USA, Inc. Printable Technologies, Inc. Punch Graphix Raster Printers, Inc. Wasatch Computer Technology, LLC Xerox Corporation XMPie, Inc. WEB SITE www.usa.canon.com www.efi.com www.hp.com www.meadowsps.com www.mimakiusa.com www.printable.com www.punchgraphix.com www.rasterprinters.com www.wasatch.com www.xerox.com www.xmpie.com a log cabin manufacturing company,” O’Neal recalls. “At the time, my partner was looking for a way to better serve his customers by producing versions of catalogs tailored to the different markets he was catering to—such as Kampgrounds of America, Inc. (KOA) campgrounds, nonprofit organizations, churches, and consumers.” You’re constantly trying new strategies, choosing new lists and sources of data. You’re monitoring the results, and offering new ideas to your customers on how to complement their campaigns with things like Web landing pages. It is more of a consultative relationship.” In short, VDP is constantly growing marketing opportunities for clients. Conestoga DPI is similar to a lot of print businesses these days. Its roots are grounded in one type of print, but the company’s business model is evolving. “We do short run, on demand digital work, and also, we’re doing the large format indoor, outdoor, and trade show graphics,” O’Neal explains. The company’s history is unique. “I co-founded the company with another fellow who was the owner of Though the manufacturing company required a lot of print work in the form of catalogs, brochures, and other marketing materials, O’Neal’s partner wasn’t originally interested in the entire cost of the required digital print equipment. Together, they started the print business, which, from the start, not only produced the print for the log cabin company, but also catered to the local print for pay market. A Canon CLC printer and a 40-inch HP plotter were among the company’s first investments, and as the business grew, it became evident that the greatest opportunity for expansion was in large format work. “We’ll double the volume of large format work this year from last year,” he confides. “Our short run digital work is pretty much confined to businesses within a 20- to 30-mile radius, but our wide format business covers the entire mid-Atlantic region—DE, NJ, NY, and PA.” The combination of short run digital— VDP included—and large format capabilities is key to the success of Conestoga DPI, O’Neal asserts. With the installation of a Raster Printer RP-720 UVZ flatbed, it has allowed the company to be a true one stop shop for its customers. Print buyers not only value the simplicity of having a single print vendor with which to work, they also appreciate the ability to achieve consistent quality and color across the spectrum of a print campaign, he notes. “Banks, for example, are great clients for us, because they have indoor needs—from counter cards to posters, variable data marketing, and trade show graphics. And then they’ve also got the outdoor needs, such as drive-thru, yard signs, and banners,” O’Neal suggests. VDP isn’t only a different sell in terms of the relationship of the client, O’Neal says that there are also differences in competition between vendors. “With signage, your competition may be the guy down the street who has the same equipment, the same capabilities. But with VDP, your competition is expanded to According to Greg Bane, DesignMerge channel manager, Meadows Publishing Solutions, a trend is unfolding in the wide format print space, with suppliers bringing in smaller format digital presses for producing VDP products—like the postcards seen here—to complement wide format work. other forms of media. You’re competing with not only other print companies, but also with other forms of marketing media, such Web sites and email campaigns. And as a print supplier, you need to be able to advise your customers on how best to capitalize on each, and demonstrate the return on their investment,” comments O’Neal. Looking for an Edge Time will tell if the concept of the VDP-driven one stop shop translates to the wide format space, but many pundits agree it’s a trend likely to gain interest as competition imposes further strains on sign shops and other large format businesses. “I think that you’ll see more companies purchasing digital printing presses in the months and years ahead,” suggests Greg Bane, DesignMerge channel manager, Meadows Publishing Solutions. “There are more entry-level digital presses producing a higher quality product than ever before.” “As a graphic arts supplier, you are always looking for an edge or a way to maintain control of an entire project, and this is an excellent way to do so,” Bane notes. “The wide format printer is then able to offer all of the marketing pieces to complement the typical wide format project. We have seen this trend already taking place in the graphic arts community.” The attraction to VDP is certainly not static. Based on what the above experts state, if anything VDP will spur the graphic arts market to greater heights in the coming years—complementing all forms of wide format work. D May 2008 Digital Output Comprising of ten banners printed on a special waterproof substrate from Fibermark with a Xeikon 5000, this calendar received the designation of “biggest calendar in the world” by Guinness Book of World Records. www.digitaloutput.net 29 http://www.usa.canon.com http://www.efi.com http://www.hp.com http://www.meadowsps.com http://www.mimakiusa.com http://www.printable.com http://www.punchgraphix.com http://www.rasterprinters.com http://www.wasatch.com http://www.xerox.com http://www.xmpie.com http://www.digitaloutput.net http://www.digitaloutput.net

Table of Contents for the Digital Edition of Digital Output - May 2008

Digital Output - May 2008

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