Graphic Arts Magazine - MARCH 2020

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GRAPHIC ARTS Your perfect connection to the printing, graphic arts, sign and packaging industries

March 2020 | Volume 23 | No. 2 | $7.95

WORKFLOW SOFTWARE & CRM THE ESSENTIAL 5: DIGITAL MARKETING High Speed Color Inkjet at an Affordable Price

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Contents March 2020 | Volume 23 | No. 2

11 The Essential 5 Helpful, accessible resources that will save you time and money Diana Varma

17 Managing presses, processes and people The latest in print workflow software and CRM Tony Curcio

22 MindFire launches groundbreaking marketing technology Advertorial: Easy-to-use platform grows sales for printers Mackenzi Farsheed

24 Insider tips for financial success in 2020 12 strategies that work Steven Aprile Managing presses, processes and people

17

26 Inkjet: the affordable colour solution Advertorial: The clear advantages of inkjet technology Andre D'Urbano

28 Wallcoverings A profitable niche for wide-format printing Peter Dulis

30 Ultimate helps Cober gain unmatched productivity Advertorial: Automated workflow takes production to a new level

32 The importance of participating in industry peer groups Connecting with like-minded people Warren Werbitt

34 The proven power of printed newsletters Insider tips for financial success in 2020

24

Statistics don’t lie Tony Curcio

38 How printers can capitalize on the power of direct mail Four convincing arguments Joanne Gore

In every issue

The importance of participating in industry peer groups

32

How printers can capitalize on the power of direct mail

38

8 9, 10 13,14 16 36 37

Installations Print industry news New products Creative & design List of advertisers Classified

View from the publisher

More success stories in a highly diverse issue First, let me congratulate SinaLite on its 21st anniversary.

Launched in 1999 as Sina Printing, SinaLite has grown from a small, two-colour press storefront, to one of North America’s leading trade-only printing companies. It currently has several high-end presses and a complete bindery, both housed in a 100,000 square-foot, state-of-the-art production facility in Markham, Ontario. It’s also a trusted print supplier to more than 10,000 businesses, producing literally millions of printed products each year. Congratulations to Oscar, Mike and Brian Meshkati, along with their office and production staff, on their ongoing success. Their future looks very bright indeed.

Congratulations also go out to industry veteran Jack Noonan, who was recently appointed as Vice President of Business Development for PRINTING United. In this newly-created position, he’ll oversee the tradeshow’s exhibitor and sponsorship partnerships, strengthen existing communities, develop postal and packaging-sector participation, and explore new business opportunities. From personal experience, it couldn’t happen to a nicer guy! Congrats also to Nick Titus for being named President of Minuteman Press International, and to Asher Levy, recently promoted to Chairman of Landa Digital Printing.

(Print MIS) and Customer Relationship Management (CRM) software. Diana Varma reveals some helpful and accessible resources that will save you time and money. Peter Dulis examines wallcoverings, a profitable niche for many wideformat printers. Steve Aprile has 12 “insider tips” for financial success in 2020. Joanne Gore explains how printers can capitalize on the power of direct mail. And Warren Werbitt outlines the importance of peer groups.

Finally, as a proud Irish-Canadian, I’d like to wish everyone a very happy St. Patrick’s Day, Tuesday, March 17. Celebrations here in Toronto this year include the Grand Marshal’s Ball March 13, the Mundy Live Concert March 14, and of course, the St. Patrick’s Parade March 15. But no matter where you live in Canada, March 17 and the days before, will likely be marked by many more regional celebrations and festivities – all in honour of Ireland’s most celebrated patron saint.

As always, stay positive and stay focused.

Joe Mulcahy Publisher, Graphic Arts Magazine joe@graphicartsmag.com

This month’s issue certainly has plenty of variety, in addition to our lead feature on print Management Information Systems

10,671 industry professionals are using @graphicartsmag

as their perfect online connection to the printing, graphic arts, sign, and packaging industries of Canada.

So if you have something to say, join in the conversation today!

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Opinions expressed in this magazine are not necessarily intended to reflect those of this publisher.

Graphic Arts Magazine accepts no responsibility or liability for claims made for any product or service reported on or advertised in this issue. Graphic Arts Magazine also reserves the right to limit liability for omissions and errors to a printed correction in the next issue.

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Account Managers

Maureen O’Sullivan Sandy Lee Tim Mulcahy

Bindery

Digital Marketing Manager

Art Director

Mark Garrett

Edward Gorodkine

Specialties Graphic Finishers

7 466 Twitter followers 1,556 Facebook followers 1,649 LinkedIn followers

GRAPHIC ARTS MAGAZINE would like to thank our contributing writers: Diana Varma • Tony Curcio • Steven Aprile Andre D'urbano • Warren Werbitt Peter Dulis • Joanne Gore • Mackenzi Farsheed 2019 EDITORIAL BOARD Evan Cambray, Fastsigns of Markham and Richmond Hill Ray Fagan, Heidelberg Danny Ionescu, HP Steve Klaric, KBR Marg Macleod, Association Manager DIA Scott Morgan, Master of Digital Media Paul Tasker, Spicers Marc Raad, Significans Automation Serge Trajkovich, RRGR Inc. Gillian Mothersill, Ryerson University GCM

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Tony's Corner

Major tradeshow organizers not resting on their laurels Do you know when you’ve had an incredibly successful tradeshow? One indication is when over 65% of your next show’s exhibit space has already been booked eight months in advance! Sure, the inaugural PRINTING United tradeshow attracted 30,000 to Dallas, Texas last October. And yes, the Specialty Graphic Imaging Association (SGIA) and NAPCO Media managed a sold-out show floor of over 680 exhibitors and arranged over 100 educational sessions. But the fact that pre-show registration for their 2020 event Oct. 21 – 23 in Atlanta, Georgia has already exceeded 6,000 attendees, and over two-thirds of the show floor has already been reserved, is pretty darn impressive.

However, show organizers definitely aren’t resting on their laurels. I’m expecting many exciting announcements from them in the months to come. In fact, one already caught my attention.

The appointment of industry veteran Jack Noonan as its VP of Business Development was a really smart move. Noonan will oversee PRINTING United’s exhibitor and sponsorship partnerships, strengthen existing communities, develop postal and packaging-sector participation, and explore new business opportunities. Never mind that he’s also one of the nicest people you’ll ever meet in this crazy industry.

Next, the Sign Association of Canada (SAC) has chosen the International Sign Association (ISA – Alexandria, Virginia) to assume management of SAC and its annual event, Sign Expo Canada. Both parties added that this new partnership should strengthen and grow the entire North American sign, graphics and visual communications industry. SAC members still join at the provincial level and receive complimentary membership in SAC and the ISA. That model will continue, but now, members can expect enhanced support and greater access to ISA’s programs and services under this new structure.

Finally, drupa has unveiled its first special show for digital textile print applications called Touchpoint Textile. It’ll make its debut in Hall 4 at drupa 2020, June 16 – 26, 2020, at the fairgrounds in Düsseldorf, Germany. The new event will bring companies in this sector together and offer space for cross-sector cooperation, and will showcase new products and manufacturing trends.

Until next time, always remember that we’re here to help.

Tony Curcio Editor, Graphic Arts Magazine tony@graphicartsmag.com

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Installations

Art Smart installs INcut DC-6040 Digital Finisher from Insource In one of the first such installations in Canada, Art Smart Digital Printing of Vaughan, ON has added an INcut DC-6040 Digital Finisher – a new, proprietary technology exclusively from Insource Corporation of Markham, ON. Insource is a leading Canadian technology supplier and a service and solutions provider for the mailing, printing, packaging and bindery markets. Art Smart Digital owners Rick and Jane Dalmus expect the new finisher to save them $10,000 to $15,000 annually by bringing all digital finishing processes in-house while vastly improving short-run production efficiencies.

In business for over 20 years, the company specializes in digital printing, variable data, direct mail, print personalization, posters, banners, prototype packaging, hardcover and perfectbound books, roll-up banner stands, digitally printed silver foil inks, custom-shaped decals and more.

Insource’s new all-in-one INcut DC-6040 is a state-of-the-art intelligent finishing solution that complements digital production with simplicity and creativity. It can automatically feed, cut, crease and kiss-cut digital sheets all in a single process, and accommodate coated and non-coated papers, folding cartons, labels, magnets, synthetic papers and other substrates. Utilizing a linear axis gantry, the INcut incorporates a creasing wheel, cutting tools and an optional plotting pen. Users simply add a QR code to each sheet and watch as the registration camera

scans each sheet and references the correct cut file located on your computer. An automatic sheet feeder allows users to load up to 4 inches of materials. Cutting accuracy is up to 0.1 mm and, depending on the material, can cut up to 1.5 mm/0.06 inches of thickness. The INcut can recognize files created in Adobe Illustrator and CorelDraw that are exported in .PLT and .DXF format.

From left are Art Smart Digital Printing owners Jane Dalmus and Rick Dalmus, with Insource Solutions Specialist Alan Ferguson.

Héon & Nadeau installs Komori LS-40 Perfecting Press from Komcan Héon & Nadeau (Victoriaville, QC), one of the leading commercial printers in Eastern Quebec, has taken its offset business to an entirely new level with the installation of a Komori LS-40 8-colour, 40-inch perfecting press from Komcan (Georgetown, ON). Komcan is the exclusive dealer for Komori presses in Canada, as well as providing parts and 24/7 service support.

Founded in 1938 by Eugene Nadeau and Albert Héon, Héon & Nadeau has always been a family-run business. In 1970, Michel Héon purchased the firm from his partners and today it’s run by his sons David and Charles. The company specializes in offset printing, digital, graphic design, prepress, finishing, binding, lamination and much more.

The LS-40 builds on the world-class Lithrone offset platform that includes revolutionary Komori technology – such as APC fully automatic plate changing that can change up to six plates in just three minutes, PDC-SII closed-loop colour control, AMR automatic makereadies, fully automatic wash-up systems and the KHS Komori high-speed inking system that controls all aspects of inking for consistency between runs.

The LS automatically ramps up to 7,000 sheets per hour (SPH) before sheets actually start to feed. This high-start feature ensures that the press is already at a stable print speed before ink hits paper, dramatically reducing makeready waste. Top printing speed is 16,000 SPH, and the press can print on

8 | March 2020 | GRAPHIC ARTS MAGAZINE

substrates from onion skin to 40-point board for packaging and POP display applications. A smooth sheet path is ensured by the Komori double-triple perfecting mechanism, allowing uninterrupted performance at maximum speeds. The press comes with Komori’s Color Connection software that streamlines workflow, from design to final printed output.

From left are David Héon (VP), Michel Larivee (Feeder), Charles Boisvert (Press Operator), Charles Héon (President), and Brett Rogers (Technical Sales Manager at Komcan).

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Print Industry News

Jones Packaging invests $20 million and rebrands Jones Packaging (London, ON) has made a $20-million investment in its business while unveiling a new corporate identity as the company celebrates 100 years of service to the health and wellness markets. At the centre of the new identity is a corporate name change to Jones Healthcare Group, along with a new corporate logo. Jones was founded on packaging for the healthcare industry over 100 years ago when it provided apothecary packaging to help pharmacists safely dispense medications to patients. The company added that the new identity reflects its continued vision to advance healthcare with progressive packaging platforms that put consumer wellbeing first, and respond to evolving market needs around the world.

“One thing has never wavered since our beginning – we have always been focused on wellness. It’s in our DNA,” said Ron Harris, President and CEO. The company has three business units and two European subsidiaries (Venalink UK and Venalink Spain).

Drupa cube to hold over 40 educational sessions Drupa, the world’s largest tradeshow for the printing industry, will take place June 16 – 26, 2020 at the fairgrounds in Düsseldorf, Germany. Educate - engage - entertain will once again be the slogan of drupa cube in 2020, providing a diverse and highly relevant range of content. Renowned speakers from around the world will explore a visionary range of topics. Bestselling author Michael Gale and renowned designer James Sommerville will also contribute keynote sessions. Over 40 sessions – including keynotes, C-level sessions, workshops, brand stories and best-practice examples – will provide expertise on new digital business models, with digital transformation playing a significant role. Presentations will look into the future of the printing industry and provide recommendations to help navigate digital management.

Heidelberg’s Print Media Center attracts over 1,000 In 2019, Heidelberg’s Print Media Center in Atlanta, Georgia (PMC Atlanta) educated, trained and supported nearly 1,000 printers through events, training sessions and demonstrations.

PMC Atlanta is the OEM’s North American headquarters and the largest print demo centre outside of Heidelberg, Germany.

In the past year, Heidelberg has held four open houses with over 100 customers attending each event. The main focus of all events has been to showcase how Heidelberg’s workflow, equipment, products and services all work together to give customers an ultra-efficient solution for their business. PMC Atlanta has also held several industry events, including G7 training, and welcomes and encourages the next generation

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of printers and designers by opening its doors to university tours, competitions and training events for print students.

Spicers Canada acquires All Graphic Supplies Spicers Canada has acquired All Graphic Supplies, expanding its position in the distribution of wide-format and digital equipment, supplies and ink. Privately owned and headquartered in Mississauga, ON, All Graphic Supplies operates seven locations across Canada and the Caribbean (Trinidad and Tobago), and since 1992 has been a leading distributor of solutions for sign graphics, textiles, digital labels and industrial UV. “Acquiring All Graphic Supplies adds capabilities, experience and partnerships that are invaluable in meeting our company’s market strategy,” said Spicers Canada President Cory Turner. “Extending product solutions both inside and outside of our core markets creates immediate opportunities that align well with our growth initiatives.” Cory Turner

Xerox and HP locked in another dispute Xerox recently told HP that it intends to nominate 11 independent candidates to replace HP’s Board of Directors at HP’s 2020 annual meeting of stockholders. The candidates include former senior executives from some of the world’s leading companies.

Xerox had previously submitted an unsolicited proposal to acquire HP that the HP Board unanimously rejected. HP replied that these nominations are a self-serving tactic by Xerox that significantly undervalues HP, creates meaningful risk to the detriment of HP shareholders, and attempts to use HP’s financial capacities for the benefit of Xerox shareholders.

Sydney Stone brings new Xante printers to Canada Print finishing specialist Sydney Stone (Toronto), the exclusive Canadian distributor of Xante equipment, has introduced two new compact flatbed UV printers to Canada. The Xante X-16 and Xante X-33 UV are ideal for commercial and in-plants where space is limited, and can handle a huge range of substrates – including acrylic, metal, glass, ceramics and more. The UV flatbeds feature simultaneous printing with white and CMYK inks, and adjustable-height print heads that can accommodate substrates up to 6” thick. The X-33 Printer features a 24” x 36” bed with vacuum suction to hold substrates stable during printing. The X-16 features a compact 18” x 24” bed. Both printers deliver high-quality, full-colour printing up to 1,440 dpi and are powered by iQueue – Xante’s Adobe PostScript 3 PDF-based workflow software that powers the entire line of Xante’s products.

Xante X-33 UV Printer

GRAPHIC ARTS MAGAZINE | March 2020 | 9

Print Industry News

Komori acquires stake in MBO Group Komori (Tokyo, Japan) has signed an agreement with the MBO Group (a global manufacturer specializing in post-press equipment based in Oppenweiler, Germany) to acquire a 100% equity stake in MBO with the aim of eventually making it a Komori subsidiary. Since Komori’s founding in 1923, the group has been engaged in the manufacture and sale of state-of-the-art offset printing presses. Although this remains its core business, the OEM is also currently pushing ahead with transforming its business structure under its sixth medium-term management plan (April 2019 – March 2024) strategy aimed at expanding Komori’s range of products and marketing. In particular, Komori has been focused on developing its Print Engineering Service Provider (PESP) business since 2009. To continue this strategic plan, Komori in recent years has also launched paper cutters, die cutters, blanking machines, pile-turning machines and other post-press equipment that specifically supports package printing.

Noonan joins SGIA as VP of Business Development The Specialty Graphic Imaging Association (SGIA) has appointed printing industry marketing and sales veteran Jack Noonan as its Vice President of Business Development. In this newly created role, he’ll oversee PRINTING United exhibitor and sponsorship partnerships for the SGIA, strengthen existing communities, develop dedicated postal and packaging-sector participation, and help explore new business opportunities. The PRINTING United tradeshow will take place in Atlanta, GA, Oct. 21-23, 2020.

Noonan’s vast experience extends from Silicon Valley ventures to enterprise roles with organizations such as Eastman Kodak.

Most recently he worked with MGI and global partner Konica Minolta on international marketing and business development initiatives. He’s held key positions in the printing and packaging industries for over 20 years and co-founded postal-intelligence and mailing-data analytics firm Is It There Yet? Noonan also serves on several major industry Jack Noonan committees and associations.

Delphax signs Quebec reseller agreement with MDI Delphax Solutions (Mississauga, ON) has signed a reseller agreement with MD International (MDI – Laval, QC), enabling them to represent Delphax’s flagship line of Elan high-performance colour and monochrome Martin Charbonneau, President of inkjet presses in the Quebec MD International (left), with Delphax marketplace. “Having MD Solutions’ CEO Richard Lee.

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International represent us provides a partner who understands production print, migration from offset to digital inkjet production, and the specific requirements of the Quebec marketplace,” said Richard Lee, CEO of Delphax Solutions. “Our products address a number of challenges facing printers in the region, and we look forward to working with the MDI team.” MDI President Martin Charbonneau added: “Delphax Solutions’ technology really impressed me in terms of quality and speed. MD International is proud to be Delphax’s agent in Quebec.”

Nick Titus named President of Minuteman Press Minuteman Press International – with almost 1,000 independently owned and operated franchises worldwide – has promoted Nick Titus to President. He is the third-generation president of Minuteman Press International, which remains a familyowned and operated franchisor with world headquarters in Long Island, NY. He was previously VP of Marketing. His father Bob Titus will remain the company’s CEO. Growing up in the family business, Nick Titus started working at its headquarters during summer and winter breaks throughout high school and college. After graduating from Quinnipiac University in 2007 with a degree in Business Management, he joined the Minuteman Press team full-time.

Bob Titus, who founded Minuteman Press International with his father Roy in 1973, added: “After serving as President for 25 years, I feel it’s time for the third generation to Nick Titus take the helm.

Digital Signage Expo set for March 31 The 2020 Digital Signage Expo (DSE), the world’s largest tradeshow and educational conference for digital display, interactive technology and digital communications networks, will present new educational opportunities designed specifically for end users, brand marketers, advertisers, system administrators, technologists and communications professionals. DSE will take place March 31 – April 3, 2020, with access to the show floor April 1 – 2 at the Las Vegas Convention Center in Las Vegas, NV. The conference seminars, peer-led luncheon roundtable discussions and free on-floor workshops, are part of DSE’s educational program to help attendees learn successful digital signage strategies and how best to maximize their investments in these technologies.

More information and registration for any DSE 2020 educational sessions, is available at www.dse2020.com

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Cover Story

The Essential 5: helpful, accessible resources that will save you time and money Welcome to the first feature in a new series called The Essential 5. Each month I’ll share a curated list of five resources that will provide an insightful overview of a specific topic. It’ll be comprised of a combination of books, podcasts, websites, videos, blogs, social media sites, and/or apps. I’ve chosen resources that I’ve personally found extremely useful.

Unlike our ancestors who had limited access to daily information, our lives today are overrun with facts, figures and stories.

In a 2011 article published in The Telegraph titled “Welcome to the information age 174 newspapers a day” author Richard Alleyne explores the unprecedented amount of information coming at us every day, with all signs pointing to an increase over time. In addition to the endless supply of TV programming and access to all that the internet has to offer, the rise of social media and the documenting of each step of our lives has greatly added to the seemingly endless ‘heap’ of content. And although my great-great-uncle George would be fascinated by what we can access at negligible cost, it can be downright overwhelming for many. And, the true cost is seen in the decline of our collective mental wellness.

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Therefore, The Essential 5 series has been designed with your most valuable assets at the forefront: time and money.

Each carefully recommended resource can be accessed either for free or for a very small cost. I won’t be recommending expensive conferences in far-off lands (although, kudos, if you can make that happen) or suggest you enroll in a graduate-degree course. Most of us don’t have the time or money to attend these types of learning opportunities, so I’ll be sharing outlets to achieve deep learning through more accessible means. Furthermore, each month’s topic will start with a resource to help you wade into the proverbial ‘pool of learning,’ and it will act as an overview. Each subsequent resource will help you swim out a little further and dive a little deeper.

So let’s jump in!

because, although I’d grown up using the internet, using it to help me connect a service to potential customers was a whole new skillset. Specifically, I found their exploration of ‘inbound marketing’ incredibly helpful, which is the idea of providing great content to potential customers, to ‘pull’ them into you (versus traditional ‘push’ marketing).

HubSpot practices what they preach, and by exploring their website you’ll gain an understanding of why and how inbound marketing is so powerful.

Additionally, if you’re looking for specific strategies for effective social-media marketing, this is the place to start.

Even if you have some understanding of digital marketing, I suggest getting back to basics by heading to this URL first: https://blog.hubspot.com/marketing/what-is-digital-marketing.

Part 1: Digital marketing Digital marketing has become a popular and critical component of the marketing landscape over the last 25 years. According to HubSpot, marketing techniques that have been used for hundreds of years are about connecting people to a product or service, and digital marketing is classified as “any form of marketing that exists online.” This includes email, search engines, websites and social media.

1. HubSpot.com [website]. The team at HubSpot does a phenomenal job helping guide a novice through the complex world of marketing through a series of articles, videos and free webinars. When I was in the early stages of starting a small business, I regularly referred to HubSpot

2. Jenna Kutcher [email list]. Jenna Kutcher is a self-made business powerhouse, having started her entrepreneurial journey as a wedding photographer.

GRAPHIC ARTS MAGAZINE | March 2020 | 11

Cover Story She then became a social-media ‘maven’ and she’s now a prominent business coach. Kutcher turned her Craigslist camera purchase into a seven-figure business before she turned 30. One of her most talked about success strategies is her email list. Building and growing a list of captive individuals, coupled with providing relevant content via email, is a powerful digital marketing tool that Kutcher says is the number one way she drives profits into her business. Check out her blog post about getting started building an email list, and learn how and why “It’s better than Instagram, Blog, and Facebook put together”: https://jennakutcherblog.com/ where-to-start-email-list-building/.

3. The 9 Best TED Talks for Digital Marketers [article]. TED Conferences (Technology, Entertainment, Design) are where leaders across a diverse range of industries present ‘ideas worth spreading.’ There’s a talk out there for just about everyone, and all recordings are available for free for anyone to learn from and enjoy. This curated list of nine TED talks for digital marketers includes lessons from a best-selling author, an entrepreneur, an advertising executive, a technology writer, a former game designer, a podcast host, a career analyst, and an Oscar-winning filmmaker. With each talk clocking in at a maximum of 18 minutes, take the time equivalent to watching one feature film to instead watch the best of the best give the talks of their lives about digital marketing: https://www.oliveandcompany.com/ blog/best-ted-talks-for-digital-marketers 4. Seth Godin [blog]. Hailed as one of the first blogs on the internet, Seth Godin’s site contains so much superb information, that it’s hard not to feel giddy reading through his short, relevant and poignant posts. Godin is a powerful force in the marketing world, having been inducted into not one, but three, marketing halls of fame. Part philosophical musings and part instructional wisdom, Godin’s blog never fails to disappoint, with sparking insights when I’m thirsty for new ideas. He’s blogged every day

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content to unmask this unique form of digital marketing magic. (The power of academic research presented in a relatable voice helps his content about virality be inherently viral.) Berger has developed a system called ‘STEPPS’ (Social Currency, Emotions, Public, Practical Value, Stories) to help determine the word-of-mouth strength of content that will take your digital marketing to the next level. Although the paperback version currently retails for about $20 on Amazon.ca, the eBook version is only $3. Even better, reserve it at your local library for free.

for more than a decade, and in 2017 he hit the 7,000 post mark! If the sheer volume of information intimidates you, check out his ‘Best of the Blog’ section, including his most popular posts: https://seths.blog/popular/.

5. Contagious: Why Things Catch On

by Jonah Berger – 2016 [book]. From yesterday’s ‘Chocolate Rain’ video to the 10-year challenge on social media to Baby Yoda memes, how and why do things go viral? Viral content spreads quickly and is shared widely across a variety of channels, including social-media sites and mainstream news outlets. In his book, author Jonah Berger dissects the virality of

There you have it – all you need to know to get started with digital marketing. My hope is that this list will also be helpful if you’re looking for a refresher, or if you consider yourself an intermediatelyskilled digital marketer looking to upgrade your knowledge. So wherever you are on your journey, you’ve got this.

From me to you, here’s an essential high five!

Diana Varma is an Instructor at the School of Graphic Communications Management at Ryerson University and the Owner of ON-SITE First Aid & CPR Training Group, a health & safety company that provides training to the Graphic Arts Industry.

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New Products

An ultra-fast large-format inkjet printer

A compact digital print enrichment press

Agfa Graphics’ new Oberon RTR3300 is a 3.3 metre, high-end, roll-to-roll printer that comes in 4-colour-plus-white and 6-colour versions. In Express Mode it outputs at a fast 150 m²/hr while still delivering exceptional image quality. In Production Mode the Oberon reaches a consistent 85 m²/hr.

The dual-roll option is capable of handling two rolls, each up to 1.6 meters wide, doubling its total output. Its UV LED inks have been optimized for flexible media, excel in the smooth printing of solid colours, and have earned Greenguard Gold certification for use in sensitive indoor environments such as schools and healthcare facilities. The RTR3300 can accommodate a huge range of media and applications.

In addition to its air-cooled LED curing lamps, the new printer features a unique water-cooled table that keeps the printing zone at room temperature, so users can smoothly process heat-sensitive roll materials, including lower-cost media. Its dedicated mesh-printing function makes printing on mesh (with or without liner) easy.

Konica Minolta’s new space-saving MGI JETvarnish 3D One digital embellishment press represents “a major new advancement in bringing digital special effects to mainstream commercial printing, finishing and packaging,” said the OEM. In a recent study by Napco, brand owners said that, on average, they will pay a 40% premium for 3D variabledata textures and embellishments. The new press utilizes key components of 4x PIA JETvarnish technology – including the intelligent AIS SmartScanner registration system – and is designed as a compact, cost-effective, entry-level solution.

Its small footprint facilitates an in-house, full-production and prototyping print-embellishment system without screens, dies or plates. Its all-purpose varnish formula features flat 2D spot UV highlighting and sculptured 3D raised special effects on a wide range of substrates up to 450 gsm – from offset and digital inks to lamination films and aqueous coatings. More p rof i t a b l e p r i n t embellishments can be done on booklets, brochures, business cards, direct mail, book covers, sheet fed labels, small folding cartons, retail display signs, posters, and more.

Konica Minolta MGI JETvarnish 3D One

Agfa Oberon RTR3300

A more intelligent and automated offset press Heidelbrg’s new-generation Speedmaster XL 106 8-colour press with fully automatic printing plate logistics will debut at drupa 2020. The most intelligent and most automated Speedmaster to date will significantly increase the economy and competitiveness of offset printing as the OEM’s Push to Stop operating concept reaches an entirely new level of efficiency.

Its all-new Plate to Unit technology means fully automatic printing plate for lower personnel costs and greater process reliability with short runs. All Speedmaster drupa 2020 models (small, medium and large format) will be equipped with Push to Stop technology as standard, plus a cloud connection.

This will enable users to utilize the ever-increasing range of cloud-based software solutions and also benefit from future developments. “Our forecast that the industry would double its productivity by 2026 is on its way to becoming a reality, and Push to Stop is the key to this,” said Rainer Wolf, Head of Sheetfed Product Management at Heidelberg.

Heidelberg Speedmaster XL 106

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OEM’s first industrial DTG printer Epson’s first industrial DTG (Direct-To-Garment) printer, the SureColor F3070, provides “a low total cost of ownership and reliability for exceptional performance and savings in highproduction environments,” said the OEM. The new device uses dual-printhead technology and a bulk-ink-pack system for low ink costs and minimized waste compared to Epson cartridge systems. Its new, automatic garment-height adjustment system and easy user maintenance features increase production and reduce downtime, especially for print shops that create customized apparel. Ideal for mid-sized and large-sized garment printers, the SureColor F3070 can produce a fullsize shirt in about a minute, allowing shops to print literally hundreds of shirts per day. The F3070 can handle a wide variety of fabrics including cotton, linen and rayon.

The first bulk-ink system integrated into an Epson DTG printer is capable of housing 1.5 litres per colour and 3 liters of white ink – for less frequent refilling, lower operating costs and reduced waste.

Epson DTG SureColor F3070 Printer

GRAPHIC ARTS MAGAZINE | March 2020 | 13

New Products

An intelligent all-in-one digital finisher

A high-speed digital press with trimmer

The new INcut DC-6040 Digital Finisher is an innovative, proprietary technology from Insource Corporation of Markham, Ontario. Insource is a leading Canadian technology supplier and a service and solutions provider for the mailing, printing, packaging and bindery markets. Insource’s all-in-one INcut DC-6040 is a state-of-the-art, intelligent finishing solution that complements digital production with simplicity and creativity. It can automatically feed, cut, crease and kiss-cut digital sheets all in a single process – and accommodate coated and non-coated papers, folding cartons, labels, magnets, synthetic papers and other substrates. Utilizing a linear axis gantry, the INcut incorporates a creasing wheel, cutting tools and an optional plotting pen. Users simply add a QR code to each sheet and watch as the registration camera scans each sheet and references the correct cut file located on your computer. An automatic sheet feeder allows users to load up to 4 inches of materials. Cutting accuracy is up to 0.1 mm and, depending on the material, up to 1.5 mm / 0.06 inches can be cut at once. The INcut can recognize files created in Adobe Illustrator and CorelDraw that are Insource’s exported in .PLT and INcut DC-6040 .DXF format.

Digital Finisher

The AccurioPress C14000 series of high-speed, tonerbased digital presses from Konica Minolta was f irst introduced to the public through a technology preview at PRINTING United last October. Non-stop demos proved its capabilities, including high speeds, outstanding image quality and its new TU-510 four-side, full-bleed trimmer.

The C14000 can print 140 A4 pages per minute and through advanced automation, features fewer human touch points for more accuracy, improved workflow and higher productivity.

Other features include a resolution equivalent to 3,600 x 2,400 dpi, printing on a wide range of media (from textured stocks to synthetics and envelopes up to 450 gsm), banner printing and duplexing up to 35” and simplex capability of 51”, and highly flexible inline finishing with the previously mentioned TU-510 four-side, full-bleed trimmer. The new press is also capable of printing 8-panel gatefold brochures inline, book covers for finishing offline, and envelope printing.

It also automatically and continuously measures and corrects colour for print-to-print consistency.

A new sheetfed flexo press and die cutter

Pitney Bowes’ SendPro C Auto – the latest evolution of its SendPro integrated mailing and shipping technology – includes a high-speed auto feeder that can process mail at speeds of up to 120 letters per minute. It was specifically designed to eliminate labour-intensive manual processes by enabling businesses to process large volumes of mail, print labels, ship parcels and track shipments and costs – all from one place. With its full-colour touchscreen, digitally integrated scale, android operating system, and Google GMS compliance, the SendPro C Auto leverages the Internet of Things (IoT), data analytics, and the ability for app development – so users can scale with their evolving business needs. It also provides complete visibility of sending activities, costs, and tracking history and automatically calculates postage for different sizes of letters and envelopes.

Koenig & Bauer’s (KBA’s) CorruCUT is a new sheetfed flexo press for direct printing on corrugated board. The press solves several existing concerns in this segment with its faster set-up times, reduced waste and improved colour consistency and repeatability for brands. Its strong side frames are made from cast iron poured to shape at 1,300°C for almost no vibration.

It combines modern electronics and intelligent automation with precision die cutting. Unique features include a vacuum-belt feeder without infeed roller, a new solution for anilox roller exchange, and an overhead vacuum-delivery system. The CorruCUT handles corrugated sheets up to 110” wide and thicknesses of 0.354” running at speeds up to 12,000 sheets per hour. Its DriveTronic shaftless drives facilitate high-precision, multi-colour flexo post-printing. It also allows operators to set up while production is running, and provides integrated error diagnostics and online remote maintenance.

Konica Minolta AccurioPress C14000

An integrated mailing and shipping system

Pitney Bowes’ SendPro C Auto KBA CorruCUT SFlexo Press and Die Cutter

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Creative & Design

Canon to launch two new services for photographers Canon U.S.A. has announced the beta version of its first photographer-matching service, Image Connect. The technology makes the process of finding and hiring a photographer that you can trust easier and simpler. The OEM also launched a Photo Culling plug-in for Adobe Lightroom Classic to support the workflow needs of photographers. Image Connect, offered through the RAISE photo community platform, connects customers with professional photographers “so that the customer can focus on the moment while the photographer captures it.” The beta version of the service will first be available in a limited number of U.S. cities and will initially focus on family events such as newborn portraits, birthday parties, family portraits, religious events, and engagements.

The new Photo-Culling plugin for Adobe Lightroom Classic can save photographers hours of post-production work by using technical models to cull for image sharpness, noise, exposure, contrast, closed eyes and red eyes. Analyzed images will be flagged with different coloured flags to remain true to the native Adobe Lightroom Classic experience.

The photographer will also have the ability to customize the settings within each technical model to remain in complete control. The Photo Culling plug-in will be available exclusively on the Adobe Exchange App Marketplace for a monthly subscription. Both services are scheduled to become available in Q1 of 2020.

Markzware unveils IDMarkz for Adobe InDesign Markzware, software developer for the printing, publishing and the graphic design industries, has launched IDMarkz. The new application acts as a “hub” for Adobe InDesign files.

Basically, IDMarkz displays InDesign file previews, exports InDesign files to IDML and image file types, plus converts or opens InDesign files in other DTP applications. Markzware helps to ‘democratize’ Adobe InDesign content for use in many popular desktop publishing applications. Users can open, preview, export, convert and automate the conversion of Adobe InDesign files. For the file previews, IDMarkz uses its own engine and technology. “IDMarkz doesn’t rely on InDesign’s often low-resolution or non-existent file previews.

The application generates its own, high-resolution preview,” the company said. IDMarkz is available online in three forms: as a full-featured perpetual license, as a paid subscription license, and as a limited free trial (which displays InDesign file previews).

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Creative and design cited as growing remote opportunities According to Brie Reynolds, a Career Development Manager at U.S.-based FlexJobs.com, remote work grew by 91% across the total U.S. workforce in the past 10 years – and it’s growing more quickly in some fields than in others.

FlexJobs analyzed more than 50 career categories in its database and found seven specific categories that saw remote work job listings grow over 40% in the 2019 calendar year. FlexJobs defines “remote job” as a professional-level job that allows someone to work from home either entirely or part-time. The fastest growing career fields for remote jobs saw Art & Creative come in at No. 1, and Graphic Design earn a No. 5 ranking. “Creative careers often allow professionals an exceptional amount of flexibility in their jobs,” Reynolds pointed out. “These jobs usually involve coming up with original and innovative ideas, both for aesthetic and practical value. Some artists work freelance while others work as part of a company’s staff. Graphic designers produce visual solutions for the communications needs of their clients.

They’re creative people who have a flair for what’s appealing to consumers, are aware of upcoming trends, and can convert their ideas into visually pleasing images. There are many avenues for graphic designers to work virtually in marketing, technology and commercial Brie Reynolds industries,” she added.

Midland Paper launches Specialty Media Catalogue U.S.-based Midland Paper, Packaging + Supplies’ new Specialty Media catalogue for offset and digital sheetfed printers, merges media for major sheetfed print technologies into “one unique publication.” Offset, HP Indigo and dry-toner substrates are all featured within this one book. The new product guide features synthetic papers, rigid media, window and wall films, pressuresensitive papers, integrated substrates and magnetic media and specialty paper products. The catalogue is divided into four sections: non-adhesive synthetics, adhesive synthetics, adhesive papers and specialty substrates.

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Feature

Managing presses, processes and people The latest and greatest print workflow software and CRM systems If you’re wondering what a print MIS (Management Information System) and a CRM (Customer Relationship Management) system have in common, the answer is quite a lot, actually. The former allows you to communicate better with your in-shop hardware, departments and employees; the latter allows you to communicate better with your current and potential customers. Most importantly, using each properly can significantly boost your bottom line.

Let’s explore print MIS first.

I’ve always believed that workflow software, especially in a deadlineoriented print shop, is underappreciated.

Today we’re so used to every single task being automated that we seldomly imagine how labour-intensive and stressful our daily work life would be without it. This sophisticated technology performs many functions you may currently be doing manually, or not doing at all. It will save money, employee hours, resources and other expenses, while reducing waste. In fact, studies estimate that employees not using workflow software can waste up to 25% of their workday with tasks not involved in their areas of expertise.

Basically, print MIS is a computer-based, end-to-end system that enables printers to plan, organize, coordinate and automate all shop activities – including production – from one single source. It can also generate estimates, track deliveries, eliminate data re-input, and so on.

Speed, integration and customization should be top-of-mind when choosing any system. There are literally dozens of excellent print MIS providers out there, but for this feature I’m going to look at five Canadian leaders: Ultimate TechnoGraphics, Ricoh’s Avanti Slingshot, DocketManager, Tilia Labs and Global Vision.

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ULTIMATE TECHNOGRAPHICS. Ultimate TechnoGraphics of Montreal invented digital imposition software with the first release of Impostrip in 1989. Today, Ultimate is an acknowledged industry leader in imposition and finishing automation solutions that facilitate hands-free automation for digital print environments, web-to-print businesses, on-demand book production and more. Its products specifically for digital printing include a PDF imposition workflow, advanced dynamic barcoding options, digital book

optimization control, and on-demand impositions of different sizes and quantities on the fly. For offset printing, true automation is also available for CTP and web-fed offset. Ultimate Impostrip’s intelligence, combined with Ultimate Bindery JDF automated finishing hub, offers a dynamic prepress imposition to finishing set-up workflow for all types printed products. The company also continues to partner with the industry’s leading OEMs to integrate its solutions into their hardware and software

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Feature – including HP, Ricoh, Xerox, Konica Minolta, Canon, Horizon, C.P. Bourg, Duplo, and more.

Ultimate’s solutions are designed to facilitate their connec tivit y with upstream systems such as MIS, web-toprint and workflow solutions. Using a comprehensive and complete data mapper, it gives print service providers and in-plant printers the ability to easily set up a completely automated workflow without the need for extensive programming. It offers reliable automation for medium-volume to high-volume printing processes. Ultimate has a series of certified connectivity with various proven systems in the industry such as Aleyant Pressero and TFlow, Enfocus Switch, Print IQ, Avanti, EPMS and many more. But it can also connect with a homegrown system or other system brands not mentioned here. Ultimate Impostrip also drives customer value through these integrations that allow exceptional flexibility and the ability to determine several imposition parameters for maximum integration, efficiency and cost savings.

RICOH’S AVANTI SLINGSHOT. Ricoh acquired Print MIS leader Avanti Computer Systems of Toronto in January of 2017, enabling the OEM to further expand and improve its production print workflow to customers, as well as help to upgrade their shop-management efficiency and productivity. Avanti’s multiple-awardwinning Avanti Slingshot solution, now available to Ricoh’s print production

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clients, is one of the most advanced JDF-certified print MIS solutions on the market today. JDF is the industry standard for process automation in pre press, press and postpress. Its modules address just about every aspect of automating a printing business – from web-to-print, estimating, scheduling and inventory, to printing, bindery, fulfillment, shipping and invoicing. Avanti began in 1984 by providing an estimating tool to traditional offset printers who struggled to accurately quote jobs and understand their costs. Ricoh’s Avanti Slingshot software has won awards for its BCC software integration, closed-loop integration into HP PrintOS Site Flow, Mobile Fulfillment, XMpie StoreFlow and Enfocus Switch. It continues to be seen as one of the most open systems and most integrated print MIS platforms on the market today – and that translates into excellent ROI for Ricoh customers.

DOCKETMANAGER. London, Ontariobased DocketManager is in a unique position to help printers because owner and President Mark Darling is a former commercial printer himself. The technology consolidates all print shop information into a single and easily manageable system. This includes creating quotes and orders, showing past order and quote history, in-shop workflow, personalized online ordering, accounting, sales tools, job templates, reporting tools, intelligent estimating, inventory management, billable-hour time tracking, and marketing tools to manage campaigns more effectively. All of this comes together to reduce touch points, increase capacity and reduce mistakes to drive profitability.

There’s also a fully integrated web-to-print platform with full, two-way communication to get the complete benefits of having your clients place orders online. The integration eliminates double entry as well as trying to manage two separate systems – which eliminates hours of

work per week as well as any potential for mistakes.

TILIA LABS. Let’s look at two proprietary products from Tilia Labs of Ottawa, Ontario: Phoenix and Griffin. Tilia Phoenix is a sophisticated, open-API planning and imposition application that uses AI technology to improve efficiencies for printers. Phoenix Imposition AI takes an entirely different approach to common imposition solutions. Rather than templatedriven, it operates according to machine and production requirements to generate print-ready layouts on the fly. It factors in parameters such as job specifications, print devices, finishing requirements and delivery considerations, to search across potentially millions of possibilities for the optimal layout. When a final option is selected, it generates printready layouts and JDF or die instructions for all devices in the production chain.

Uniting planning and prepress functions, it can be integrated into your chosen workflow or Print MIS. Exclusively for wide-format production, Tilia Griffin provides simplicity for printing and cutting by searching millions of combinations in minutes to find the most cost-effective, tightly nested layouts.

Griffin is vendor-neutral and designed to provide the same efficiencies with virtually all printing machines and cutting tables, with layouts intelligently tailored to the specifications of each individual device. Available as a standalone desktop app or as an integrated module in leading complementary workflow solutions, Griffin can deliver immediate benefits for largeformat printers struggling to meet deadlines or manage costs.

GLOBAL VISION. Montreal-based Global Vision is a world leader in automated proofreading technologies. Its solutions have been integrated into the packaging workflows of leading consumer packaged goods companies worldwide, major printing firms, and over 72% of pharmaceutical firms across the globe. They include Proofware (for brand packaging inspection), DocuProof (for text verification, document inspection and document comparison), ArtProof (an artwork inspection solution for Mac and Windows environments), ScanTVS (a print inspection

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Feature solution for printed packaging and scanned components), Scan360 (a cylinder scanner for consumer packaged goods and pharmaceuticals), Scan Wet-ink (wet ink roll scanner), ScanBook (booklet scanner for medical device and pharmaceutical markets), BrailleProof and BraillePoint (for inspection of Braille text), BarProof (a barcode verification tool and decoder), and iCount Insert Counting Tool (accurately counts inserts, outserts and cartons in as little as 1/30th of a second).

CRM: Creating and delivering the right message to the right person at the right time Customer Relationship Management (CRM), aka Customer Communications Management (CCM), is a strategic, automated approach to manage a company's interaction with current and potential customers. It uses data analytics about your customers’ history to improve business relationships with them – specifically focusing on client retention and ultimately driving sales growth. CRM systems analyze customer data so business owners can make more informed decisions. It can utilize data from a shop's website, social media, live chat, telephone, email, marketing efforts and more.

Practically, CRM allows users to learn more about their target audiences, individual preferences, how to best solve their unique problems, and ultimately, how to cater to their specific needs. For example, by analyzing their buying patterns, you might discover that some clients haven’t been buying wide-format products like they did in the past. The owner might then decide to market to these groups differently, or offer discounts on the products they’re asking about at an optimal time. So basically, CRM enables you to better communicate how your products and/or services will benefit specific groups.

CRM’s history The concept of CRM began in the early 1970s, when customer satisfaction was evaluated using written surveys, mostly taken by front-line sales staff.

This information was later categorized and put onto lists and spreadsheets. In 1982, database marketing appeared and

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applied statistical methods to analyze and gather customer data. By 1986, a customer evaluation system called ACT was created. It was based on the principle of a ‘digital rolodex’ that for the first time, offered contact management services.

These trends were followed by companies and independent developers attempting to maximize the potential of these sales leads – including Tom Siebel, who designed the first CRM product, Siebel Systems, in 1993. In order to compete with these stand-alone CRM solutions, the then-established Enterprise Resource Planning (ERP) software companies (such as Oracle, SAP, PeopleSoft and Navision) started bolstering their sales, distribution and customer-service capabilities with embedded CRM modules.

This included embedding sales force automation or extended customer service as CRM features into their ERP systems.

Customer Relationship Management became popular in 1997, due primarily to the work of Siebel, Gartner and IBM. Between 1997 and 2000, leading CRM products added shipping and marketing capabilities. Siebel introduced the first mobile CRM app called Siebel Sales Handheld in 1999. The idea of standalone, cloud-hosted and moveable customer bases was soon adopted by other leading providers at the time, including PeopleSoft, Oracle, SAP and Salesforce.com.

The overall goal of CRM The primary goal of Customer Relationship Management is to integrate and automate sales, marketing, customer support and other related activities that a company deems essential. These systems typically have a dashboard that gives an overview of all functions regarding each and every customer. The dashboard may provide client information, past sales, previous marketing efforts, and more, summarizing all of the relationships that have occurred between the customer and the company. Operationally, CRM is made up of sales force automation, marketing automation and service automation.

to converting a prospect into an actual client. It implements sales promotion analysis, automates the tracking of a client's account history for repeated sales or future sales, and coordinates with sales, marketing, call centres and retail outlets. It eliminates annoying duplication between a salesperson and a customer, and also automatically tracks all contacts and follow-up initiatives between both parties.

Marketing automation focuses on simplifying the overall marketing process to make it more efficient. CRM tools with marketing automation capabilities can automate repeated tasks (i.e. sending out automated marketing emails to customers at specific times), or posting marketing information on social media. CRM systems today also work on customer engagement through social media. Ultimately, marketing automation’s goal is to turn a sales lead into paying customers. Service automation focuses on direct customer-service technology. Through service automation, customers are supported through multiple channels such as phone, email, knowledge bases, ticketing portals, FAQs, and much more.

Let’s take a look at two Canadian leaders in this space and an ambitious start-up.

CRAWFORD TECHNOLOGIES. Multipleaward-winning global software solutions leader Crawford Technologies (Toronto) provides solutions to vastly improve and manage a company’s documents. Its solutions enable some of the world’s largest banks, insurers, healthcare providers, utilities – and printers – to use their existing technologies, documents and data in new, more efficient and more responsive ways. Crawford has also

Sales force automation works with all stages in the sales cycle, from initially entering contact information

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Feature played a key role in helping its clients navigate the challenges in leveraging legacy applications in the platforms and applications of the future. Its services include automated document accessibility software, content services and enterprise output management.

Crawford’s AccessibilityNow is a complete platform for the creation and management of accessible documents. Providing high levels of automation and integration into any environment, it includes software solutions and a wide range of tailored services. Leveraging AI and automation, the platform supports both the unique processing requirements of high-volume transactional documents, as well as static documents of all types. Crawford’s Content Services provides solutions to a company’s content communication and distribution challenges. It provides “the right content at the right time in the right format to only the right people.”

Teams can quickly access and distribute the required content in their chosen format – electronic, mobile or accessible.

Crawford also assists in ensuring that your content management system supports your print shop’s digital transformation and customer-experience goals.

Crawford’s Enterprise Output Management solutions are especially helpful to commercial printers. They can prevent shorter print runs from slowing down production, reduce excessive print-stream transformation timeframes and errors that impact your ability to quickly onboard new applications, transform existing documents into responsive, mobile-ready communications, reduce time-consuming manual document processes and rework, easily track the real-time status of all production processes and jobs across multiple sites, and much more.

MESSAGEPOINT. Toronto -based Messagepoint is an award-winning SaaSbased system that enables organizations to enhance customer experiences with optimized communications. Its AI-powered Cu s tomer Communications Management (CCM) solutions focus on intelligent approaches to managing and authoring content to enable maximum efficiency and

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impact. From simple correspondence to more complex documents, its intelligent content management capabilities enable marketers, customer experience specialists and service teams to efficiently create timely, relevant, compliant and highly personalized ‘customer-facing’ communications across print and digital channels.

Its technology provides intelligent content management, enabling teams to centrally manage and share content across multiple communications and templates. These powerful capabilities dramatically reduce time to market, simplify change management and can ensure consistency and compliance across all user communications.

In May of 2019, the company unveiled its Messagepoint Advanced Rationalization and Content Intelligence Engine (MARCIE), an AI and machine-learning-powered capability within its cloud-based CCM platform. MARCIE enables organizations to intelligently migrate, optimize, author and manage the complex content that’s the foundation of customer communications. MARCIE also drives consistency, brand alignment and compliance across all customer communication channels.

The new AI-powered engine is leveraged when migrating legacy content into the Messagepoint platform, when cleaning up existing content libraries, and also continuously – through new, assisted authoring capabilities. MARCIE’s analytics focus on compliance with brand standards,

improved reading comprehension, evoking emotions that positively impact customer experiences, and consolidation of duplicate and similar content for greater re-use and better efficiency.

ODAIA. This ambitious Toronto-based start-up company specializes in “AI-driven customer journey intelligence for sales, marketing and customer experience.”

ODAIA analyzes all your customer touch points to help you not only understand, but actually predict and then change, a customer’s journey. Its technology allows users to tailor customer journeys to specific segments then quickly establishes which journey paths are positive and which may lead to problems. Its unique software can predict a segment or specific customer’s next best action, level of engagement, or probability of churn (a churn rate, also known as the rate of attrition, is the rate at which customers stop doing business with a company).

Change can then be facilitated because a client’s journey can be evaluated against specific goals while identifying the best way to “reroute” them towards a more optimal path. The platform delves deeply into your customers’ activities and reveals which clients are most likely to abandon their journey with you – and more importantly, why. It then drives actions directly back to your CRM, customer experience, and omni-channel marketing automation tools. The company is currently targeting Fortune 1000 companies. Will this start-up become the next wave and the future of CRM? Only time will tell.

Tony Curcio Editor, Graphic Arts Magazine tony@graphicartsmag.com

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Be part of our Third Annual Wide-Format Inkjet Guide Inkjet printing still represents one of the fastest growing sectors of our industry today. The current technology is extremely versatile, profitable, market expanding, constantly evolving and often complex. This third annual guide will explore and showcase the many opportunities of the lucrative wide-format inkjet market. It will also be a valuable resource for printers interested in adding this profit-boosting technology to their services, and will focus on: • INKJET BASICS

• CASE STUDIES

• GROWTH OF MARKETS

• EXPLAINING THE TECHNOLOGY

• INKS AND SUBSTRATES

• APPLICATIONS

• INVESTING IN INKJET

• AND MUCH, MUCH MORE

Advertising and sponsorship opportunities available now Contact publisher Joe Mulcahy at (905) 513-3999 or e-mail joe@graphicartsmag.com to discuss various sponsorship, premium sponsorship (limited to four companies) and advertising opportunities.

For editorial content inquiries, please contact editor Tony Curcio at (416) 306-2491 or e-mail tony@graphicartsmag.com.

Publication information • Mailing Target Date: September, 2020.

• Format: 9” wide by 6” deep full-colour 40-page magazine.

• Distribution: Polybagged & delivered with the September issue to 10,500 locations in Canada and the U.S. • Online Version: Will be posted on our website (www.graphicartsmag.com) shortly after publication.

Advertorial

MindFire launches groundbreaking, easy-to-use marketing technology to grow sales for printers Next-generation Da Vinci marketing software builds upon 20+ years of proven technology that helps commercial printers boost their bottom line.

MindFire, the leading provider of marketing software and services for printers, has once again released innovative technology to help printers drive revenue.

“For years, we’ve helped printers sell digital marketing services, such as combining direct mail with PURLs, social media, email, landing pages, mobile marketing and more,” said Joe Manos, EVP of MindFire. “Today, we’re announcing a significant investment to help all printers do something that every successful business requires, regardless of size or capability: find more customers without the frustrating, costly and time-consuming process of producing regular selfpromotional marketing campaigns.

Our exciting new technology addresses the number one challenge that all print service providers deal with today – getting face-to-face with prospects and customers to discuss new printing solutions. We’re doing that by providing printers with everything they need, including end-to-end campaign content, so that 80% of the work is done with only minimal customization required to launch,” Manos added.

A history of helping printers succeed MindFire's flagship product, Studio, was launched in 2012 to help printers increase revenue through the creation of campaigns that seamlessly weaved together print and non-print channels.

Building upon this proven and powerful technology, MindFire Da Vinci was born.

The technology was a simple, web-based interface that guided non-technical users through the planning and launching of

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sophisticated multi-channel marketing campaigns – but with extraordinary ease and time savings. “I like to joke with my printer clients that if they can’t easily launch campaigns using Da Vinci themselves, I’ll rent out one of my children to them,” said Dave Rosendahl, MindFire’s co-founder.

“Without a doubt, my 5-year-old daughter can launch campaigns with Da Vinci.

And if she can do it, printers can too,” he added.

An entirely new level of sophistication and ease of use With MindFire’s Da Vinci, printers: • No longer have to worry about what kinds of marketing workflows they need to build to achieve their leadgeneration objectives. This is because Da Vinci comes with built-in “Blueprints.”

Each Blueprint is a proven workflow solution that makes it easy to perform common marketing tasks – such as driving traffic to content, or capturing interactions with a ‘lead magnet.’

• Can eliminate the expense of creating their own high-value content, because Da Vinci can provide end-to-end campaigns that can be used to drive interest in printing services. These end-to-end campaigns include: all the content required to ‘power drip’ emails, lead generation landing pages and downloadable eBooks. They also cover a variety of topics that are of interest to marketers in both B2B and B2C fields.

• Can start creating fresh, new leads – even if they have no lists to import

– through Da Vinci’s website Lead Alerter, a utility that turns anonymous web traffic into actual names and companies.

“Using MindFire Da Vinci, we’re convinced that printers are just one campaign away from growing their print business to unprecedented levels,” said MindFire CEO Moe Farsheed.

MindFire: Your partner in the digital transformation MindFire's innovative marketing automation software allows print and marketing professionals to create highly personalized marketing workflows, orchestrate direct mail, email, mobile and social media campaigns, automate ‘drip-and-nurture sequences,’ and track performance with comprehensive analytics. Today, thousands of brands across 24 countries worldwide depend on MindFire's powerful, automated marketing platform, comprehensive customer training and unmatched customer service, to manage tens of thousands of marketing campaigns annually.

MindFire has developed solutions necessary to respond to the digital transformation in the print industry, giving users the ability to leverage print along with the digital world to maximize results, create a much better customer experience, and communicate personally to the right person with right message on the right channel at the right time.

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Advertorial

The reality is that one or two channels is no longer enough to cut through the noise, so MindFire has created a variety of solutions to leverage direct mail, email, social media, landing pages, the Internet, ringless voicemail, sms text and much more.

In its most basic form, this leading-edge technology helps printers accomplish two necessary strategies: 1. Continuously market their current services and products to sell more of both to prospects and clients alike.

2. Create a new revenue stream by offering high-value, multi-channel marketing services to a printer’s clients.

To do this, the company has a series of products and services for printers as well as its direct-mail clients, all based on a patent-pending platform that resides on the Amazon Cloud.

Sorting out the logistics Every company faces the same challenge of believing that its customers and prospects know all the services and products that you provide. But the reality is that they don't. MindFire has created a solution that allows printers to easily market and advertise all your offerings to your current database, as well as every new person your sales team

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meets. We call this solution “set it and forget it” because essentially you’re continuously building awareness among them.

Some MindFire clients want to integrate with third-party systems (such as their CRM, a POS system, their online storefront, an external database etc.) and run more sophisticated workflows where they can leverage rules, variables and triggers to set up more complex marketing and communications programs for themselves as well as their clients.

For that, we have an extremely flexible platform called Studio.

MindFire also works with many printers who have clients who rely on them for exceptionally high-volume direct mail offering one million+DM per month, typically in the following verticals: higher education, financial services, casinos and fundraising (non-profits). Specifically for them, the company has a high-volume direct mail + digital solution designed to achieve higher acquisition and response rates.

Some MindFire clients have large distributed clients, franchise models, or sales reps. Typically, for example, compliance plays an important role in their marketing materials for financial services. They want to offer 500+

agents/remote offices a portal with few ‘semi-canned’ marketing campaigns.

For this, MindFire has a proven solution that easily allows users to scale marketing programs. Again, this is where Da Vinci excels.

Basically then, MindFire is a progressive technology and services company where customers leverage its groundbreaking proprietary technology and execute the programs on their own with relative ease. It also has an experienced in-house agency team which offers a full suite of marketing services for its customers or their clients’ customers.

The value-add with this service is that we use your own configuration of Studio – and whenever a printer likes, we can hand over ‘the keys’ to all of his or her marketing campaigns.

Contact MindFire today For more information call (877) 560-3473 To learn more or start your free trial, please visit Bit.Ly/GraphicArtsMag Mackenzi Farsheed is Director of Demand Generation and Marketing at Mindfire.

She is Demand Generation Obsessed, a MindFire Marketer, Pixels & Ink Podcast Host, Yoga enthusiast, and passionate about family and friends. Contact her today at mcfarsheed@mindfireinc.com.

GRAPHIC ARTS MAGAZINE | March 2020 | 23

Column

Insider tips for financial success As we enter a new decade, Graphic Arts Magazine would like to share these helpful tips from Steve Aprile, who is a CPA, CA and Certified Financial Planner at Grant Thornton in Markham, Ontario. His guidance has greatly helped us at Graphic Arts, and we hope that these tips he provides will also improve your chances at financial success in 2020. employee events, where the food and drink is 100% deductible. Everyone needs to eat so be sure and treat your team and keep them motivated.

5.

None of us are getting younger, so be sure and discuss your succession plans with your accountant and make sure you have the right ownership structure to facilitate the most tax effective exit from the business.

6.

1.

If you are operating in Ontario, and your payroll is over $490,000 you must file and pay your Employer Health Tax by March 15, 2020. This sneaky tax is frequently forgotten by growing companies.

The Ontario Ministry of Finance may assess years later, but with significant penalties and interest build upon the original amount.

2.

Interest rates are low, but having excess cash around earning nothing is not acceptable. Take the time to open a direct trading broker account for your company and buy a high yield savings account.

3.

Many small businesses can’t afford traditional medical and dental benefits for their employees. Take a look at www.

BrockHealth.ca – a very cost and tax effective way to cover some basic medical costs for your employees.

4.

Every company is allowed to have six

24 | March 2020 | GRAPHIC ARTS MAGAZINE

CRA has introduced accelerated capital cost allowance rates for all business equipment purchases. If the timing is economically convenient, and you are having a profitable year, consider buying the new equipment you need before your year end

7.

You can give your employee a non-taxable gift or reward for reaching a milestone.

Following the rules and getting the most of this program requires some effort and discussion with your team but in the end, it is worth it.

8.

CRA has introduced very complicated rules on income splitting with your family but they have not stopped you from paying them a fair amount for the services they perform. It all adds up, so be sure and consider paying all family members over the age of 14 for casual, part-time and summer employment

9.

Protecting your assets from current and future creditors has always been extremely important for business

owners. Make sure your corporate structure protests your wealth and savings are in the right place and invested properly.

10.

Don’t let your entrepreneurial spirit get the best of you. Before you invest in any speculative stocks, make sure that losing that capital will not have a catastrophic effect on your life. Simple investments that pay quarterly dividends provide you with less potential reward but the risk is also much lower.

Buy stocks with a 10 year timeline so you don’t panic when they drop in value along the way.

11.

Make sure you have an up to date will and it will be business as usual if something happens to you. Signing authority, trading authority, passwords, log-in ID – make sure your loved ones are not left scrambling.

12.

RESP, RRSP, TFSA, fixed rate vs variable rate, life insurance, line of credit, personal guarantees, buying vs leasing – there are more choices than ever – be sure and have a plan that integrates everything.

Steven Aprile is a partner in the independent business group of Grant Thorton, at their Markham, Ontario office.

His goal is to deliver exceptional service and advice to owner-managed businesses and holding companies, helping them to minimize taxes and grow their business. As a Certified Financial Planner, his areas of expertise include: corporate and personal tax return preparation and planning, new business start-ups, personal financial planning, QuickBooks Pro advisor, estate planning and financial statement compilation and review engagements.

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GRAPHIC ARTS MAGAZINE | March 2020 | 25

Advertorial

Inkjet: the affordable colour solution Imagine that you are a biology teacher, and you want to print handouts for tomorrow’s lesson on the human circulatory system. You want to use colour to dif ferentiate bet ween the three independent systems that make up the circulatory system: systemic (arteries, veins, coronary and portal vessels) cardiovascular (the heart), and pulmonary (the lungs). Colour is key here, as these systems run throughout the body, with plenty of overlap and intersections at various locations, so black and white images with labels won’t make for an effective teaching tool. However, when you go to print, you’re greeted with a message on the device’s control panel that says colour printing is disabled.

When you contact the district’s business manager to explain your situation, you’re told that colour is a luxury that the district can’t afford, even if it does improve the quality of education. Ultimately, it’s the students who have to sacrifice so the district can save a few dollars.

you want to highlight the overdue amount in yellow to grab their attention.

But when you try to put your plan in place, there isn’t a colour printer in sight.

Then you remember that company policy prohibits colour printing. When you ask the IT manager to make an exception, he or she reminds you that colour is expensive, and monochrome is your only option.

You don’t have to imagine either of these scenarios, they play out every day in schools and businesses all over the globe. And even though we know that colour can command attention, influence decision making, change perceptions and enhance learning, tight budgets prevent organizations from harnessing the power of colour. Colour is in demand.

If we step out of the hypothetical world and look at current printing trends in the wild, colour seems more like a requirement than a nice thing to have around the office.

Given the growing demand for colour, many in-plant print shops are turning to inkjet as the affordable colour solution.

High speed, production inkjet now comes in the form of cut-sheet and provides the same versatility found in their toner counterparts. K-12 school districts, universities, colleges, hospitals and municipalities are using inkjet to access the speed and economy of an offset, but on a digital platform that anyone can use.

Commercial print operations are reintroducing ink to their fleet of devices by adding production cut-sheet inkjet as well. The technology is allowing their customers to convert monochrome invoices, statements, instruction manuals and mailers to affordable inkjet colour.

Inkjet makes colour more affordable to the end user while at the same time offering the print shop a better financial return on their work. Unlike laser

Now imagine that you leave your teaching job to run the billing department at a large corporation. You’re excited about a new idea to make sure the customer knows that his or her payment is overdue;

26 | March 2020 | GRAPHIC ARTS MAGAZINE

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Advertorial devices, inkjets don’t require a lot of costly consumables like toner cartridges, developers, drums, waste containers and fusers. Additionally, inkjets aren’t engineered with a lot of the moving parts that make laser devices more vulnerable to jams and misfeeds, extended periods of downtime, higher service costs and shorter device life spans.

Another advantage of inkjet has to do with temperature. Many of the problems experienced with laser devices are related to the fusing process, when toner is fused to the surface of the substrate using heat. The heat from the fusing process can cause pages to curl, which contributes to more jams and misfeeds and reduces image quality. Additionally, the fusing process prevents printing on plastic or heat-sensitive media like envelopes, requiring such work to be outsourced. And laser-printed pages

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need time to cool down before they can be processed any further and may be susceptible to cracking or flaking when folded or fed through a finishing device.

Output from inkjets, by contrast, can stand up to the stress of being fed through a finisher.

And if you feel “the need for speed," inkjet offers unmatched productivity.

RISO offers devices that generate lettersize colour pages at 160 pages per minute, while larger Xerox and Canon models will yield output at 182 and 300 pages per minute respectively.

Inkjet is a perfect complement to the toner-based printers in a print shop or any office space for that matter. Toner will generate the type of high-quality images required for promotional items, while inkjet will carry the load on everyday documents where colour was once considered a luxury. Some things need to be black and white…your printing is not one of them.

Andre D’Urbano, Director of Dealer Sales and Corporate Marketing at RISO, Inc.

GRAPHIC ARTS MAGAZINE | March 2020 | 27

Column

Wallcoverings: a profitable niche for wide-format printing Despite a cautious spending environment in Canada when it comes to investing, the current outlook shows that the sign and graphics industry will enjoy a strong 2020 and that these trends will continue through the year.

The key to doing well in the large-format printing market is to identify specialized/niche wide-format markets that you can capitalize on in your own local market. One such profitable niche can be found in wallcovering printing.

Wallcoverings The concept of printing on materials that go on walls has been around for some time, but in the digital printing age boundaries are being broken.

Digital printing has actually displaced many traditional technologies. Compared to traditional printing, digital printing now offers excellent print quality, and the process is more flexible, efficient and faster. One such company specializing in custom wallcovering design and print is PI Fine Art Toronto.

We decided to pay them a visit and chat with executive Andrew Cohen to show us what makes the company so unique in manufacturing digital wallcovering products.

Founded by Ester Cohen in 1976, PI Fine Art is one of the largest vertically integrated art companies in North America, specializing in all steps, from design creation to printing up to 126� wide. Through close collaboration with artists and in-house designers, PI has a library of over 23,000 images at their disposal. They create wallcoverings for hotels, commercial, healthcare and residential spaces. As a full service, ver tically integrated company, PI manages every step from art development to final print.

28 | March 2020 | GRAPHIC ARTS MAGAZINE

Step 1 is the creation or preparation of a design In-house artists will create original pieces using traditional paints and then finish the prints digitally. PI also employs 300 outside creative designers to add to the library of over 23,000 images.

Step 2 is the preparation of the image, which can be up to 1 GB file size Much manipulation is needed in this stage as artwork is scanned and prepared for the digital printing reproduction.

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Column

Step 3 is the printing stage PI uses a range of latex printers ranging from 64” up to 126” to print wallcoverings. They offer a linen or silky texture finish, as well as a faux leather textured covering and a sparkly jeweled finish.

Step 4 is the trimming process Designed to work with both rolls and sheets, the trimmer will cut a 150-ft media roll in less than 15 minutes with precision.

Step 5 is rolling up the finished product ready to ship to the client PI operates a huge warehouse space in Toronto that takes care of the manufacturing and shipping of a wide range of wall décor products.

Step 6 is the customer having their installer apply the wallcovering to the walls

Summary New developments in design software and digital printing technology have made it easier to customize graphics for indoor wallcovering applications.

It is now possible to do short-run and one-of-a-kind wallpapers as well as many other décor applications. If you have any questions or comments, feel free to reach out to me.

@graphicarts

Peter Dulis is an award-winning photographer and large-format printing executive having worked with Canon Canada for the last 14 years. A proven leader with outstanding communication skills, Peter is available for consultation or keynote speaking engagements and can be reached at pdulis@ rogers.com Follow his travel photography adventures at www.photographyadventures.ca

GRAPHIC ARTS MAGAZINE | March 2020 | 29

Advertorial

Ultimate TechnoGraphics helps Cober gain unmatched productivity Building an automated workflow, from imposition to finishing, propels Cober Printing to new levels of success, delivering hundreds of short-run orders per day.

Short runs shaping a new reality Cober, a family-owned printing company located in Ontario for over 100 years, highlights the issues faced by most print providers today. “Cober's digital print business was growing rapidly,” says Erwin Driever, VP Technology at Cober.

As a result, we faced a number of challenges with these new opportunities, particularly where the volume of short-run orders placed and produced was increasing dramatically. Using the more traditional finishing methods of a commercial printer to produce these orders became a major bottleneck in our finishing area, negatively affecting our production processes, delivery times and customer satisfaction.” They knew they couldn’t keep up with this bottleneck any longer and had to completely rethink their processes.

Finding A True Game Changer Cober’s plan was to automate the workflow including functionality for ganging or batching orders by like attributes such as size, substrate and quantity, and creating imposed layouts that would ultimately be printed as a collated stack and then finished by cutting on a traditional guillotine. This solution required an imposition application that would provide autonomous functionality. Cober selected Ultimate Impostrip® to automate their short run jobs and to increase their productivity. Cober experienced major benefits in using this technology in day-to-day activities.

“Ultimate Impostrip® provides us with a stable, efficient, predictable and autonomous tool for automating imposition layouts and files submitted for digital print production. It is a critical component of our overall automation processes. The application is relatively easy to use, very flexible to meet our needs.” - Erwin Driever, VP Technology at Cober

30 | March 2020 | GRAPHIC ARTS MAGAZINE

Ultimate Impostrip® allows print service providers to capture the market and make a successful print business even while managing shorter runs and meeting very quick turnaround times. The technology provided handles millions of jobs from customers all around the world and unlocks true value. It offers a full subset of unmatched functionality to enable a wide range of production requirements.

HP Direct-to-Finish automates the Horizon SmartStacker by scanning the barcode generated by Ultimate Impostrip®

“Ultimate Impostrip® is a very important tool and major component for the automation of imposition flats and files in our workflow. We tested a number of different solutions and nothing that we found could compare to it. Using Ultimate Impostrip® for imposition automation has been so successful for us that we continue to add new products and SKUs to our automation streams and inject more traditional orders using Hot Folder flows, eliminating the use of other 'Prepress' imposition tools and manual interaction with orders," says Jeff Sider, Senior Development Manager at Cober.

Jeff Sider, Senior Development Manager at Cober explains how they use Ultimate Impostrip® to feed their HP Indigo presses, such as the HP Indigo 10,000

True Collaboration and Partnership Cober is now a successful Ultimate customer and their “overall user experience with Ultimate Impostrip® and Ultimate TechnoGraphics has been nothing but positive. The application is an incredible product to use,” adds Driever. “It’s the actual efficiencies on the production floor that we’ve gained because we’ve been able to use tools like Ultimate Impostrip®. We are saving hours and hours in production time and generating products much faster, giving us the capacity to produce more and grow our business.’’ With the help of Ultimate TechnoGraphics, Cober now produces 1,000-1,200 orders per day, automated from receipt of order through shipping.

Ultimate Impostrip® has a newly redesigned user interface with a unified Mac and Windows platform.

Post-press Automation Cober has also implemented finishing automation solutions by incorporating the Horizon SmartStacker powered by HP SmartStream Direct-to-Finish. “The production process for these short-run orders had been totally automated up to and including the printing of orders. It was a natural progression to look at automating as many of the post-press functionality as possible, such as cutting, to achieve even greater efficiencies.”

To read the full story and to learn more about their finishing choices, please visit www.imposition.com.

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Column

The importance of participating in industry peer groups I’m curious to know if any printing company owners are aware of any industry peer groups – or perhaps you’re already a member of one. I’m asking because I’d be interested in knowing your thoughts.

I was a member of two printing peer groups over the past 20 years. Personally, I think it was one of the best decisions I ever made. When alone and building your business, it can be very difficult and daunting at times when you’re required to deal with many things at once – such as human resources, sales and daily production oversight, to name a few.

In our business, as you well know, everything is urgent, but there are only so many hours in a day. Even though you have great people working around you, it’s always you that they look up to for guidance. This is when it can become frustrating, and you may become exhausted and even depressed!

Like-minded people This where my experiences with peer groups were so beneficial. There’s something to be said about sitting down

32 | March 2020 | GRAPHIC ARTS MAGAZINE

with a group from your own industry who are like-minded individuals, and whom you don’t feel threatened by.

In the beginning we ran meetings ourselves, then we all chipped in and hired an industry facilitator to manage our two-day meetings, usually held at a member’s facility. It was also the best way to see our production plants in operation. That’s not something that we get to do very often. Prior to the meetings, we would supply the facilitator with our financials for comparison at a later time. During the meetings, we would discuss just about everything – lean manufacturing, HR, sales, marketing, purchases, equipment, everything financially related, industry reports and much more. Our only problem was that, sometimes, we all liked to talk at the same time – and that was, not surprisingly, somewhat less productive. But we absolutely valued each other’s insights and camaraderie.

Tremendous benefits For me, the best way to describe it was uplifting and energizing. To be able to learn and share experiences and best practices with others was priceless.

However, it wasn’t long after I started attending the peer groups, that I realized I needed to make some changes. I felt extremely empowered, as I was more confident having reviewed my plans with my group – not to mention I now knew whom to call with my own questions once I got started. I also felt more obliged to complete the tasks I had set out, because the group would continuously monitor my progress. This was “peer pressure” in a very positive and encouraging way.

These groups were not just about two

meetings a year; they were about networking, relationships, learning, sharing and growing as a person and as a company. Bottom line: I would highly recommend joining any industry peer group or business group. There are some print associations and individuals that facilitate these groups. If you have any interest whatsoever, please drop me a line.

In the meantime, in the February issue, we ran a helpful list of popular groups that you can connect with. They’re worth repeating: • The Digital Imaging Association (DIA) keeps its member companies up to date with the latest information from our fast-changing industry by organizing regular meetings to help grow their businesses.

• The Ontario Printing & Imaging Association (OPIA) serves Ontario, Quebec, and Eastern Canada with educational opportunities, special events, golf tournaments, a group safety program and an annual Excellence in Print Awards Competition.

• All provincial printing industry associations across Canada.

• Printing Industries of America (PIA) has been boosting the profitability of its members and the industry through advocacy, education, research and technical information.

A passionate printing industry veteran of 28 years (and passionate fisherman), Warren Werbitt will continue to ‘troll’ the industry, focussing on important and often controversial issues that impact printers. He can be reached at warrenwerbitt@gmail.com

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Editorial Calendar 2020

3

April

7

4

May

8

June

9

• Print Consumables: Inks, Substrates & More • Accessibility in Action: Open for Business to All • Success in Print Consumables: Original Equipment Profile

6

July / August

• Tradeshow Better: A Guide to Interactive Print • Drupa Connections: Highlights from 2020 • Brand Print Americas/Label Expo 2020 Preview • Success in Interactive Print: Canadian Business Profile

October

• Additive Manufacturing: Canada’s 3D Print Update • Meta Artificial Intelligence: Critical business skills needed to succeed in the upcoming ‘robotic age’ • Success in 3D Print: Canadian Business Profile

• Digital Printing Update: New Business Opportunities Await • How to Attract+Keep Generation Z Talent in Your Organization • Success in Digital Printing: Canadian Business Profile

5

September

• Digital Textiles & Décor Printing Update • Printing United 2020 Preview • Success in Wide Format: OEM Profile Plus: GAM Wide-Format Guide 2020-2021

• Offset Technology Update: Guidelines on how to choose your next equipment purchase • Organizational Biomimicry: What nature can teach us • Success in Offset Printing: OEM Profile

November • Finishing Mastery: Print Embellishment & Finishing Advances • The Power of Direct Mail and Variable Data • Success in Finishing: OEM Profile

10

December/January • Year in Review: Canada’s Best Solutions from 2020 • 2021 Projections: Start your new year off right, NOW! • Success in Print: Canadian Business Profile

* Topics are subject to change without notice. Please check www.graphicartsmag.com for all updates.

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GRAPHIC ARTS MAGAZINE | March 2020 | 33

Column

The proven power of printed newsletters Today’s internet provides an inexpensive way to reach and engage people one-on-one with timely, relevant and creative messages delivered directly to their inboxes. But the fact is that email is becoming a very crowded battleground. Yes, marketers and other companies (including commercial printers who can find the time and resources) still rely on email for one simple reason: it’s cost effective and it works. But it’s also important to remember the human side of communications – and why printed direct mail outperforms email time and time again.

For example, take a look at your inbox right now! How many messages are waiting for you? Most of us have dozens of unopened emails, and realize that more are on the way. How many will you open or never read? People don’t open all their emails for any number of reasons. However, they still sort through their printed mail. So if you’re designing something eye-catching and memorable, you have two excellent options – email and print. But which is better – and how much time and money do you want to invest? Most importantly, which one yields a better ROI?

The dominance of printed direct mail Printed newsletters may have been temporarily abandoned in the past for the lower costs of social media and email marketing. But today, business owners are revisiting this powerful and tangible marketing tool. Plus, with their more informative and entertaining style, newsletters can dominate when it comes to better engagement with current customers as well as potential clients.

At first glance, email newsletters seem like the easiest and most inexpensive option. You don’t need to print and mail them – only write and design them if you have the staff and the time. Still, with a simple mouse click, recipients can either bypass your email newsletter without even opening it, or worse, delete it. And, if you catch them at a very busy time, some might even opt out of receiving your emails altogether!

Your printed newsletter, on the other hand, will at least be touched and seen.

34 | March 2020 | GRAPHIC ARTS MAGAZINE

According to several online searches, email newsletters can average clickthrough rates from .5% up to 1.6%.

However, a printed direct-mail newsletter can generate a 3%, 4% or even 5% response rate. To give you another comparison, Mailchimp pegs the average click-through rate for all emails across all industries at 2.62%. But there are other important reasons why printed newsletters will continue to dominate.

First, because there’s no separate mailbox for “junk mail” (and your computer must guess what qualifies as “spam”), most of us must waste time sorting through all our emails to determine what’s important and what isn’t. Plus, how often have you discovered an important message that has been sent incorrectly to your “spam” folder? A digital newsletter, though very effective when opened and read by a targeted audience, may sometimes land in your spam folder and might never get seen, let alone read.

Second, statistics show that emails have a small “opening window” that begins to plummet after the first hour of sending.

For example, how likely are you to go back and open an email you skipped over earlier? However, nearly everyone sorts through his or her printed mail at least weekly, if not daily. Plus, many people set aside printed mail that they deem important for future reference.

Third, several studies have concluded that because our brains associate text with the physical world, most people find the process of focusing while reading digital print extremely challenging. Give your prospects a printed newsletter that they can physically hold and interact

with, and concentration is seldom an issue.

Finally, a printed newsletter also symbolizes professionalism and a commitment to your clients that’s difficult to convey with e-newsletters on a computer screen.

At the end of the day, you need to balance the inexpensive nature of e-newsletters with the many advantages of printed ones – not the least of which is showcasing your shop’s creativity and exceptional print quality. So here’s a suggestion.

Consider supplementing your printed newsletter with a follow-up email or two.

But don't over-do it by sending too many emails every week, to the point of being annoying.

P &

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(PRINT SHOP’S NAME HERE) Presents:

February, 2020

PRINT INNOVATIONS DEALS, DISCOUNTS AND WHAT’S NEW IN THE WORLD OF PRINT IN THIS ISSUE: PAGE 2 Innovative ways to get through to Customers

PAGE 3 The Jiffy Corner + Things to Ponder

PAGE 4

The 4 Day Work Week

February’s Calendar: Throughout the Ages

59 per cent of employees in Canada would choose a four-day work week if their employer offered it, with 29 % of those events stating they would take a 20 percent pay cut in order to receive a better work-life balance. - Kronos Inc. Survey Well, in 2019 Microsoft Japan tested this concept by introducing the Work Life Choice Challenge in Summer of 2019.

The main objective was a trial program consisting of 4 work days on & 3 days off for all workers. This workplace innovation resulted in: - 40% increase in average employee sales - 23 percent reduction in electricity costs

A New Zealand firm, Perpetual Guardian had similar results with their 4 day work week trial program, citing a: - 20% increase in employee’s productivity score - 27% reduction in employee’s workrelated stress score

Give us a call today at 613-831-2121 or visit www.jiffyphotoandprint.com

If you feel you don't have the time or the staff to create an engaging, helpful and fun monthly printed newsletter, we can help.

Tony Curcio Editor, Graphic Arts Magazine tony@graphicartsmag.com

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When making submissions, please forward to the following email addresses: ADS ads@graphicartsmag.com NEWS news@graphicartsmag.com CLASSIFIED classified@graphicartsmag.com ARTICLES articles@graphicartsmag.com INSTALLATIONS installations@graphicartsmag.com SUBSCRIPTIONS circ@graphicartsmag.com

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GRAPHIC ARTS MAGAZINE | March 2020 | 37

Column

How printers can capitalize on the power of direct mail

With the help of technology and new ways to store, sort and analyze information, buying and selling services and products was transformed throughout the 60s and 70s. Civil rights, the women's movement, anti-war and environmental movements challenged advertisers and marketers to rethink how they connected with consumers. In the late 60s, growing consumer data made the mailbox an ideal opportunity for American advertising executive Lester Wunderman to study them and their changing interests. In fact, it was Wunderman, widely considered the creator of modern-day direct marketing, who coined the term: “response marketing” and later “direct marketing.”

By the 1980s, money spent on direct mail averaged 3% higher than the amount spent on national advertising!

In 1980, direct mail accounted for $7.6 billion in total advertising in the US – by the end of the decade it accounted for close to $22 billion. About 106 billion pieces of third-class mail passed through the U.S. postal system in 1980, and by the end of the decade that reached 160 billion. In 1989, scientific concerns about global warming made national news. In the book 50 Simple Things You Can Do to Save the Earth ‘Stop Junk Mail' was #1 on the list.

Direct mail was abandoned in favour of

38 | March 2020 | GRAPHIC ARTS MAGAZINE

digital solutions and even greater amounts of customer data – no postage required. But overflowing inboxes and digital interruptions have decreased our attention spans – and our ability to generate and convert leads. Most recently, direct mail has seen a resurgence through multichannel campaigns founded on the psychology of marketing and behavioural science – engaging a new generation of print and business buyers.

Direct mail boosts conversions. Today, direct mail response rates are on the rise – averaging a whopping 4.4% compared to email’s rate of 0.12%. When combined with digital email, printed mail boosted conversions, according to Canada Post, and was better at driving consumer action than just using one or the other.

Direct mail plays a premium role in the buying experience expec ted by today’s generation of print and business consumers. They expect to interact and/ or purchase at any time, from anywhere, using any device – even their watch! The ability to mine, curate, present, share and manage data has become vital to your print business’s growth.

Direct mail is engaging. Customers will pay more for a better customer experience and are four times more likely to jump to the competition when a problem is service-related or if they feel poorly

treated, compared to a product or pricerelated problem. Providing a quality and uniform omnichannel experience that seamlessly blends the offline physical world with an online digital one, increases brand awareness, loyalty and excellence.

Integrated direct mail and digital campaigns boost attention spans – people spend 39% more time engaging in direct mail versus digital campaigns alone.

Direct mail boosts brand recall. Providing a multi-touchpoint, engaging and relevant omnichannel experience becomes a brand-showcasing opportunity at every step of your customer’s buying journey.

From your website to your invoice, from your digital campaign to your direct mail campaign, your brand is front and centre.

Salutations, naming conventions, logos and taglines all leave an impact on the customer experience – however subtle – positive or negative. Direct mail is now considered a premium channel and an integral part of the customer-acquisition process. Highly personalized and customized direct mail engages today’s buyers with a memorable brand experience.

Adding textures and finishes like embossing, debossing, raised ink, foil or glitter teases people to do more than just see print. It compels them to touch it – and remember it.

Direct mail is powerful. The digital landscape has changed the way print is perceived and purchased. Buyers today respond to information that catches their attention in less than five seconds!

Designers are looking for ways to transform their digital vision into a long-lasting and memorable physical one. Marketers are mining data to provide a hyperpersonal customer experience. Print and marketing service providers have the power to shift mindsets and help every one of these buyers get what they want by exposing – and capitalizing – on the power of direct mail.

Joanne Gore is a B2B marketer who’s passionate about print and has spent the last three decades helping companies maximize their marketing and communications efforts. Founder of Joanne Gore Communications, she helps companies tell their story to a new generation of print and business buyers.

Email: joanne@joannegorecommunications.com Follow her on Twitter: @joannegore121

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