Day4_10

GraphExpo_ShowDaily_September_28_2016

Why Insourcing Print Communications Can be Better for Business Although outsourcing corporate communications materials—such as brochures, newsletters, and posters—has some benefi ts, according to Sharp, insourcing print jobs nowadays can be the most feasible and cost effective approach for many businesses. An example of this is when the Greater Topeka Chamber of Commerce in Kansas saved time and money by purchasing a Sharp (Formax Booth 1319) Pro Series MX- 7500N Color Document System to perform all printing jobs on site. “The Sharp Pro Series Color Document System has helped us consider new ways of communicating with our members while cutting our costs and increasing our control of the fi nal product,” says Curtis Sneden, Interim President and CEO of the Greater Topeka Chamber of Commerce. The Chamber of Commerce was able to take advantage of the many features of MX-7500 MFP including the ability to print booklets with full-bleed, edge-to-edge printing. Numerous other options that are also available include triple air-feed paper handling and a Fiery Color Print Server with Command WorkStation® for precision job management from the control panel. According to Sharp, in-house printing is generally less expensive because a business can control what is printed, how it’s printed and how much is printed. In addition, companies can print on demand when on a tight deadline, instead of hoping that the outsourced job sent to the local commercial printer fi nishes the job on time. Sharp provides some additional reasons why insourcing is often the best way to control costs, quality and production time: • Print On Demand: You only print what you need vs. paying more for excess prints in order to get a volume discount. • Saves Time: Work is prepared and printed in house, keeping control of confi dentiality and production time. • Space Savings: With in-house printing, there is no need to store materials that may have a short shelf life. • Control Work Deadlines: Printing onsite, locally, means that you won’t need to pay There once was a time when most print jobs needed to be outsourced, but in the past few years, digital printing devices have been defi nite game-changers. Products, such as the Sharp Pro Series MX-6500N and MX-7500N, can perform edge-to-edge, brilliant-color printing in-house. When it comes to keeping costs low and effi ciency high, in-house printing with the Sharp Pro Series is the way to go. Buying is Just the Beginning The world of inkjet printing isn’t a “build it and they will come” type of application. At the Inkjet Candy Store (Booth 2367), the hottest technologies and presses in the wide-format inkjet world will be on display. It is a great opportunity to compare all the strengths and weaknesses of the equipment, and narrow down the list of which model will work best for each shop’s unique needs. But while making that choice is a major decision, and one that isn’t taken lightly, the hard work isn’t done once the paperwork is signed and the check is cashed. The world of inkjet printing isn’t a “build it and they will come” type of application. While adding the capabilities to the shop is a huge fi rst step in the right direction, the hard work of ensuring it is used to its full capacity starts once the installation is complete. For some shops, the equipment is being brought in to increase capacity, or replace older models, of operations that are already up and running. These buyers will have the easiest time, since they already have most of the infrastructure in place. But even still, just adding the new machine won’t automatically mean more business. At the very least, send out a newsletter or notifi cation to all current clients, letting them know about the new equipment and extolling all of the benefi ts it will bring to the table. Don’t just list the specifi cations, either. Give examples of new types of applications that can now be produced, or offer suggestions on ways print buyers can beef up their current campaigns and projects with the help of this new equipment. Bonus points for shops that don’t just send an email or letter, but who send a sample kit, letting customers see the potential for themselves. For shops that haven’t offered wide-format inkjet until this point, the challenge is a bit higher. Absolutely taking the same steps of notifying current customers about the new capabilities is essential, but the odds are good the shop is going to need to go beyond the current client list to fi ll the new capacity. That means marketing. If the equipment was purchased with a new market already in mind (and hopefully it was) reach out to every potential customer in that market. If it’s restaurants, send a mailer to every restaurant, big or small, in your service area. If it’s vehicle graphics, reach out to every fl eet manager and dealership. Don’t pick and choose just a few that seem like they would have the most potential—blanket the new potential market with information about the shop and suggestions of what it can do for them. Get out and network. Join local chambers of commerce, look for opportunities to sit on nonprofi t boards of directors, fi nd reasons to get out and interact with the community. This is a fantastic way to build connections, which will ultimately lead to referrals and increased business. It isn’t a quick process, but for the longterm success of the new wide-format inkjet business, it can’t be ignored. Printers can’t run jobs without the equipment, and to target new markets and industries, buying new technologies is essential. But just installing new hardware isn’t enough. Back it up with a solid plan of action to ensure customers—both current and potential—understand how that technology can work for them. And then the capacity will take care of itself. 10 | September 28, 2016 | GRAPH EXPO 16 Offi cial Show Daily | PrintingNews.com


GraphExpo_ShowDaily_September_28_2016
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