VIVID IMPACT--A Vivid Vision
Move the Battlefield
Custom vinyl products, bindery services, fulfillment and commercial printing services are increasingly considered to be commodities in the eyes of graphic arts buyers. While Vivid Impact's integrated solutions approach certainly helps stave off product commoditization, the company progressed much further, as demonstrated by these two examples.
First, Vivid has pioneered a new product that allows four-color process graphics to be combined with instant dry, erase write-on/wipe-off properties on several different substrates, including hard board, plastics and metal. Vivid now markets this product as VividBoard to companies needing interactive communication signage and point-of-purchase displays. Among VividBoard customers is an international restaurant conglomerate that has invested more than $1 million in VividBoards as a vehicle to enhance the integrity of an internal employee quality recognition and corporate communication system.
Second, Vivid Impact has successfully forged strategic alliances with other companies scattered throughout the United States. For example, it is part of a carefully structured partnership with eight other graphic arts companies that market each other's products and services. This entity, called IDEAlliance, opens new distribution channels for VividBoard and other Vivid Impact products. Moreover, Vivid Impact offers IDEAlliance products to which it otherwise would not have access.
For example, Vivid sales reps are currently selling an IDEAlliance member-developed product called Pro.Motion, which is "lenticular" signage that allows viewers to see different images from different angles. Pro.Motion combines an unusual prepress process, high-resolution four-color process screen printing (no lamination of preprinted graphics) and refracting lenses to create multiple images on one substrate.
As a result, the Vivid sales force can sell completely customized lenticular solutions at a fraction of the price had the company developed the technology on its own.
In addition, Vivid Impact has launched an e-commerce solution for the Dalai Lama in the form of a tri-fold CD-ROM kit project with 32- and 52-page stitched brochures pasted to the flaps of a plastic CD holder. Although this physical product features full-color printing, what's interesting here is that it also encompasses fulfillment and e-commerce services. Vivid Impact has developed and is managing a Website that allows customers to place, pay for and track orders online. In turn, Vivid Impact warehouses product components, fulfills all orders and manages inventory levels for the client.