Corporate Press -- Vested in Added Value
The NexPress has been somewhat of an enigma for the company, as the demand for variable data hasn't been as expected. Even so, all company officials believe it is a matter of learning how to market the capability. The machine's performance has been sterling since its March 2002 installation, and Corporate Press is hoping to start a second shift for it in the near future.
A Sales Learning Curve
"Our NexPress has done some pretty amazing work," Cook states. "Our salespeople are getting a better handle on how to sell it, so we expect big things in the future."
Corporate Press began its foray into digital printing in 1991, starting with Xerox DocuTechs. In 1998, the printer moved into black-and-white variable printing, followed by a Heidelberg DI press.
|General managers of the business segments, from the left, include Mark Edgar, John Marcian, Mike Butala and Bob Kallstrom.|
According to Mark Edgar, general manager for Corporate Press, the digital migration has not only enhanced the company's technological image, it has also served to counteract a decline in standard sheetfed offset printing, with the web printing process and the trend toward shorter runs making inroads on market share. Thus, the company's marketing effort for variable data printing takes on greater meaning.
Variable printing is still somewhat of an unknown to many clients and prospects, according to Edgar. "They don't know how to use it. Those who haven't explored it also think it's too costly. But variable printing is a growing segment of the industry."
Drilling Deeper at Clients
"We find that you've got to go upstream to sell this type of service," he adds. "You don't do it at the print buyer's level; you have to educate the heads of marketing, finance—even the CEOs of companies. We sent our convention exhibitors 5,000 brochures with completely personalized covers. Not just names and addresses; we completely filled in their applications and checked off boxes based on previous years. Right off the bat, the internal people in the organization saved a lot of time, just because it's filled out properly. That's the kind of capabilities we need to show customers—how variable printing can work for them."