Special Coatings/Enhancements: Value-Added Touch of ClassJune 2013 By Erik Cagle, Senior Editor
Let's be honest. Humans, by nature, are creatures of habit who are more than willing to fall into a comfortable routine. When treated properly, their loyalty knows no boundaries. This holds true for not just the business-to-consumer world, but the business-to-business sector, as well. Well, it's true within reason.
Want to keep a customer? Offer good quality and competitive prices (oooh, stop the presses). Yes, it's Business 101. But if you really want to put that customer in a vice-like headlock, guaranteeing years of faithful business, try leveraging the value-added benefits of UV offset, specialty coatings and special effects.
In just 18 months, Franklin Park, IL-based Tukaiz—which specializes in marketing production services—has made a big splash with customers courtesy of its Scodix S74 digital enhancement press. The $35 million performer has garnered several new jobs and has generated enough of a buzz to be considered with a variety of other future projects.
Installed in January of 2012, the Scodix S74 adds dimension and texture to the on-demand prints generated by Tukaiz's HP Indigo digital presses and large-format HP Scitex printers. The company feels it is impressive technology and reaps a point of differentiation since the enhancements can be added on offset, digital (including variable data) and wide-format digital output.
According to Frank Defino Jr., vice president and managing partner for Tukaiz, the company felt that by taking two-dimension imagery and beefing it up to a three-dimensional-like textural experience, would provide a powerful and impacting value add.
"Scodix is not just a flat gloss overlay, but a textured overlay that makes each photograph and/or graphic look and feel dimensional, no matter what the image is," Defino states. "It puts the consumer much closer to the actual product by stimulating not only the sense of sight, but the sense of touch, which has never been done before.
"Take the jewelry market for example," he adds. "The shine, gloss and texture of a real piece of jewelry is captivating. So, capturing or replicating that experience and turning it into successful marketing materials is imperative. Imagine looking at a diamond ring in a direct mail piece; now imagine being able to feel the actual texture of that ring—all of the bevels, curves and surfaces of the actual product there for you to touch. It immediately ignites a stronger emotional connection through your senses."