The Importance of Multichannel Communications How do I ensure that I communicate effectively with and reduce errors, which means lower costs. Whether you have a complete list of customer preferences or a list tailored specifically to a particular job, the right workflow software, like RICOH (Booth 1231) ProcessDirector can automate management of your communications from database creation to production to delivery, streamlining operations and helping to ensure whether customers want information mailed, emailed, archived, or exported for a web view, their documents come to them in the format in which they prefer to review them. Now that you have your communication delivery personalized to each person, if you want to maintain current and attract new customers, it’s important to do more than just deliver a piece of mail or an email or a web file. Workflow solutions will help you manage your data and communications, but to complete your multichannel strategy you will need to take all that great data and turn it into personalized marketing pieces that can offer new services to current customers or new customers. And once again there is technology in place to make that process simpler. The technology can’t come up with the idea for your campaign of course, but solutions like RICOH’s 1to1 Create Marketing Services can help generate graphical content, organize target lists, interface with your database for communications preferences, and generate pieces that go across print (postcards, brochures, etc.), digital (email blasts, pURLs, etc.), and both (QR codes). It can essentially help you to create, launch, track, manage, modify, and optimize a cross-media campaign, all from a simple web interface. Multi is the term that should stay top of mind as you plan all of your communications. One form, whether print or digital, will not reach everyone. To deliver effective, results producing communications, you will need to embrace both traditional print and new digital, combining the two to create a multichannel approach that will speak to all customers (current and potential), no matter what form of communications they prefer. X-Rite Color Management Solutions Showcased at GRAPH EXPO 15 X-Rite dealer partners, ColorHQ, and Rutherford Graphics Products, to display Xclosed-loop color managed workflows for commercial and packaging printers -Rite Incorporated (Booth 535) September 25-28, 2016 Orange County Convention Center - North Orlando, Florida www.GraphExpo.com all of my customers, regardless of how they wish to receive their communications? And how do I use communication to attract new customers? At a time when digital communications continues to grow and change, these are questions many modern organizations are asking themselves. Traditionally that communication was in one format, the same for every customer. But in today’s “choose A, B, or C” society, the best way for businesses to address their customers is to personalize the way they communicate to match each customer’s specific preferences. Enter multichannel communications, which allow end-users—current clients, patients, potential customers, and many others—to receive information in the format they prefer, via the channel or channels they actually use. A multichannel approach means that whether your customer is someone who likes to keep important documents rubber-banded in a shoebox or is someone who prefers the ability to search and store communications electronically, you will share correspondence, bills, marketing materials, etc. in the format in which they have chosen to receive it. Of course, now you have a 5,000-person or 500,000- person customer base and you are trying to communicate with each of them in a completely personalized manner. How do you manage that? This is where workflow solutions come into play helping to streamline processes, enhance productivity, and its subsidiary Pantone LLC are showcasing their best-ofbreed color management solutions in both the ColorHQ (Booth 535) and Rutherford Graphic Products (Booth 436) at GRAPH EXPO 15. The X-Rite dealer partners are displaying a full range of endto end color workflow solutions designed to fit the needs of prepress, printing, and packaging companies of all sizes. “Recent X-Rite research indicates that brand owners still consider the inability to achieve consistent color across their print and packaging supply chains a significant business issue,” says Chris Winczewski, Vice President of Product Marketing, X-Rite. “We’re dedicated to helping customers eliminate this concern. X-Rite’s dealer partners will feature the X-Rite solutions that printers are using to establish closed-loop color control, dramatically reduce makeready times, and help minimize ink and substrate waste. These latest X-Rite technologies help printers stay competitive, save on resources, and meet customer delivery schedules.” X-Rite solutions on display in the ColorHQ and Rutherford Graphics Products booths include: X-Rite eXact Scan, a 2015 recipient of the prestigious InterTech Award and the only handheld spectrophotometer on the market that can measure a true M1 Part One (as opposed to a simulation) and capture M0, M2, and M3 simultaneously for both spot and scan readings. X-Rite IntelliTrax, an automated color management scanning solution offering press-side color control and fast color correction on press; an ideal solution for highend, high-speed printing operations. X-Rite i1 software and solutions including the new i1iSis 2 for automated printer profile creation, now supporting M1 measurement standards, and the i1Pro 2, the standard for color profiling and calibration. “ColorHQ experts will be available in our booth to educate GRAPH EXPO 15 visitors about the latest developments in the art and science of color management. Attendees will see firsthand how they can leverage X-Rite products like IntelliTrax with MeasureColor software for fast color correction to reduce makeready times,” says Bob Miller, President of ColorHQ. “At the Rutherford Graphics Products booth, attendees will see how the X-Rite eXact Scan’s easy-to-use scanning features couple with our ExactLoop system to make digitally-driven, closedloop color control an affordable reality for printers of all sizes and budgets,” says Jay Rutherford, President of Rutherford Graphic Products. X-Rite i1iSis 2 Official Show Daily | PrintingNews.com GRAPH EXPO | September 13, 2015 | 61
GraphExpo Show Daily Day 1
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