Advantage Inc. : Amid Turmoil, a Rising Star
"You must have talent behind those machines," she says. "There are too many printers with digital equipment who don't know what to do with it."
Joining the Jet Set
As for technological targets, Ling is pondering the need for four-color inkjet capabilities in his lettershop to bridge certain print and mail needs. He hasn't seen the demand for it yet on the West Coast, but definitely feels it could be the next evolution for Advantage.
"I think in-line (personalization) can be rivaled by four-color inkjet in large quantities as manufacturers evolve to a lower cost per page," he says. "It's not just coming, it's already here, and we have our eyes on it."
Custom marketing is another key growth area in Advantage's future. It boasts a number of solutions, including the AdvantageXM 1:1 cross-media platform for the creation, deployment and tracking of integrated campaigns via print, the Web, e-mail, Quick Response (QR) codes, video and mobile.
Another tool is its AdvantagePoint Web-to-print platform, giving multi-location clients the ability to maintain brand identity for customer communications without losing the ability to personalize and order printed documents. Mobile marketing is another area expected to see considerable movement in the coming years. Late last year, Advantage also began to more aggressively serve its clients' needs for media/ad placement services.
"In an industry where we're losing ground to digital forms of communication, we provide the bridge between print and digital," Ling concludes. "I measure our success not just by how many new and innovative things we can do beyond ink-on-paper. I would love to take all of the credit, but it is our employees, clients, a supportive family and my understanding wife, Penny, who really carry the torch here.” PI