MARKETING DIGITAL SERVICES--Selling One-to-one
The switch to digital capabilities by many printers will eventually lower the cost for customers, since there will be more on-demand print providers out there. But with printers shelling out large investments for the new equipment, it's still a challenge for digital printers to command a premium in prices from their clientele.
Digital Printing Myths
"That's one of the myths of digital printing. Printers say I'm not creating film so, basically, I'm going to save money," Nudo states. "There is a slight savings, but it's minimal. People forget about what you have to do to create the digital images—the trapping of the materials, the combining of layers of information, the RIPing of the information through the system, as well as the new plate equipment, personnel and overhead costs, which don't change with digital."
And marketing digital printing will remain a challenge for companies until the customer base becomes more comfortable with the emerging digital technology. "It's not an easy thing, because it seems like it's a discovery for most customers," Edgar observes. "Once we get them on board and they see the value, though, it becomes much easier."