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Differentiation Is A Key for Success –Michelson

February 2014 By Mark Michelson
EXTRA-LARGE-FORMAT OFFSET OUTPUT. Intricately shaped, dimensional direct mailers. In-line cold foiling. Digital printing with special UV texture effects or glitter. Several print shops profiled in this issue have built unique business models to separate themselves from the pack.

Take our cover story that features Foster Printing, for example. With up to 81˝ sheetfed UV printing capabilities, Foster has built a thriving business around its ability to provide very quick turnarounds on printed C1S labels for the retail and entertainment industries, as well as PoP displays, signage and posters. And, the printer doesn’t forsake high quality or customer service in the process.

Or how about Digital Dimensions 3? Its president, Harvey Hirsch, has developed a unique way to produce short-run, personalized and intricately diecut direct mailers that incorporate various shapes and dimensional designs (see “Different Paths to Success,” page 20). The mailers may cost more to produce, but Hirsch says the much higher recipient response rates more than make up for the added production costs.

Adding pizazz to client’s printing pieces is also helping D’Andrea Graphic Communications rise above a Los Angeles-area market that’s saturated with printers. Its Eco-Eagle cold foil system running in-line with a 40˝ Komori UV press enables a wide range of metallic colors, without the added time and costs of an off-line alternative (check out “Turning How Into Wow” on page 26 for more detail).

Another company, AccuLink, turned to Scodix to help differentiate its business after learning about the company at a Dscoop HP user group meeting in 2011. Tom O’Brien, co-owner, was captivated by the special UV effect dimensional samples he saw there that could enhance his Indigo press output. He would also later acquire a Scodix glittering unit.

Speaking of Dscoop, suppliers like HP and EFI are funding large user group meetings to distinguish themselves. the EFI Connect conference in Las Vegas last month hosted more than 1,000 EFI customers (who paid their own way to come). And, the industry poster child for successful user group meetings, Dscoop9, will be held March 6-8 in Orlando. Dscoop is known for its passionate member involvement and user-driven meeting content. This year’s event will “Break the Mold” even further with interactive sessions, roundtables, workshops and even a new mobile app designed to help attendees navigate the expansive conference and provide feedback on sessions—all in real-time.

 

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