print illustrated v2-1 | Fujifilm by FUJIFILM print illustrated

Volume 2 Issue 1 Spring 2018

INSIDE THE NEW OnsetM FINDING-AND MOVING-ON TRENDS

VOL. 2, ISSUE 1 n SPRING 2018

illustrated

IN THIS ISSUE 01 HOPE AND REJUVENATION

A letter from Todd Zimmerman

06 TIME FLIES WITH SIGNS BY TOMORROW Two Acuity F presses address growing client demands

08 SURVEYING THE LANDSCAPE

The art of finding – and moving – on trends

12 ALWAYS INNOVATING Fujifilm’s Illumina LED-UV retrofit system lowers energy use and expands production capabilities at Beau Label

12 14

14 CHECKING EVERY BOX Why the OnsetM is your short run, high quality print solution

16 HOW PRINT PURCHASING HAS CHANGED Print. Digital. Video. Social.

18 THE FASTEST PATH TO COLOR ACCURACY How the ColorPath® SYNC™ Brand Color Optimizer quickly and accurately matches brand colors

20 TOUCHPOINTS Critical omnichannel touchpoints for marketers and consumers

POWER LINEUP STRENGTHENING YOUR CLIENT ROSTER

HOPE AND REJUVENATION A LETTER FROM TODD ZIMMERMAN

A new season represents opportunity to start fresh; the reality is that change does not come easily. Springtime brings a sense of hope and rejuvenation. We should prepare for the changes ahead by adapting to the new realities of our industry. The print industry today finds itself ever-evolving. New equipment and new ideas are constantly emerging. Advancements in inkjet technologies, wide format printing and packaging solutions are occurring at a rapid pace. And while the light speed pace of these changes can be difficult to keep up with, being open to learn more about how new innovations and new technologies will impact the demand for print is crucial to serving existing clients and attracting new business. Embracing a culture of change can be challenging; however, the print industry has continually evolved and adapted by utilizing new technologies and new print processes. In fact, our industry has passed down a mindset of change from generation to generation. Change has been a constant in our world and has enabled us to adapt our businesses to succeed.

At Fujifilm, we’re adapting to change through innovation. We have demonstrated our commitment to traditional print methods with the recent launch of new technology no-process offset plates and new waterwash flexo plates. At the same time we have launched new inkjet technologies for commercial, sign & display and packaging. These new innovations are designed to keep pace with print buyer demands, and help you better serve existing clients and uncover new opportunities for business growth. In this issue of print illustrated, we worked to deliver content that reinforces the positive aspects of change. For example, our cover feature, “Power Lineup,” highlights the importance of seeking a variety of clients and how to manage the challenges of your biggest

and most important customers. In addition, our second feature, “Surveying the Landscape,” details how uncovering and anticipating trends is difficult for small businesses but remarkably crucial. We hope you like the first issue of 2018 and that it provides some inspiration. Maybe it will remind us all of the change that we have successfully navigated in the past, and encourage us to embrace the change ahead. Enjoy the read. Warmest wishes,

TODD ZIMMERMAN Division President, FUJIFILM North America Corporation, Graphic Systems Division Corporate Vice President, FUJIFILM Global Graphic Systems

William Rongey EDITOR-IN-CHIEF wrongey@fujifilm.com

THE FUTURE REMAINS BRIGHT There are some clear trends in the industry, and one of the bright spots is the forecasted growth in the packaging segment, expected to continue healthy growth for many years. Fujifilm has historically focused on many aspects of packaging through traditional offset and flexographic print technologies, but more recently we have been developing new solutions for this key market segment. Some examples of recent Fujifilm innovations include the Illumina LED curing unit and the Samba inkjet imprinting system. These innovations retrofit to most traditional waterbased or UV flexo presses, converting them to the advantages of LED curing technology, and transforming their capabilities to cost effectively produce multiple versions or incorporate variable data. The Graphium UV hybrid press is producing added value labels for many customers, and the J Press production inkjet press is revolutionizing production of short run folding cartons. But, we’re far from finished. There are more innovations coming for flexo plates, flexo inks and future press platforms for segments such as tag, label, flexible packaging, folding carton, and corrugated. The future remains bright, and I am privileged to be leading our efforts to define these future packaging solutions and bring these innovations to package printers and converters worldwide.

Press Komori lS 840

Plates Fujifilm SUPERIA LH-PL thermal plates

Screening Fujifilm Co-Res Screening

Coating/Varnish Outside covers: Gloss UV Coating Gold Pearlescent Varnish UV Reticulating Varnish Inside covers and body: Satin AQ Coating

Inks UV 4/c process

STEVE BENNETT Vice President, Packaging Solutions

FUJIFILM North America Corporation, Graphic Systems Division

www.FujifilmGraphics.com print illustrated ❘ SPRING 2018 ❘ 1

POWER LINEUP STRENGTHENING YOUR CLIENT ROSTER Does your company depend too much on certain clients? That’s a strategic question to ask and assess. Marketing strategist Andy Slipher says that focusing too much time, attention and resources on one client is never a good idea for your organization. When Slipher sees this scenario playing out among his clients, it’s rarely a preconceived strategy.

2 ❘ print illustrated ❘ SPRING 2018

“THE CLEARER YOU CAN BE ON THE TARGET ACCOUNTS, THE BETTER YOU WILL DO IN FINDING THEM AND CONNECTING WITH THEM.” – GINA DANNER, CEO, NEXTPAGE

print illustrated ❘ SPRING 2018 ❘ 3

THE GOAL OF A SUSTAINABLE GROWING ENTITY HAS TO BE REPEATABLE BUSINESS. CLIENT DIVERSIFICATION GOES BEYOND JUST REVENUE.” – GINA DANNER, CEO, NEXTPAGE

Instead, the strategy is usually a comfortable and familiar default position into which some companies, particularly smaller ones, get lulled. The thinking is that a single, lucrative client is always going to be there, always contributing a repeatable ongoing level of revenue. It’s easy to see how this assumption could lull you into thinking that you have a good strategy in place. If you ranked the customers within a particular business, you’d likely find that the “80-20” rule prevails-80 percent of your revenue is coming from 20 percent of your clients. But, in some cases, you may find that 80 percent of your revenue is coming from far less than 20 percent of your clients. In this scenario, you’re likely to have several large clients. In most cases, those clients are the result of years of growth. Your client has grown their business, and as a result, your business has grown because the relationship has grown. Slipher calls this a win-win scenario. You start off with a customer, you serve them well, you expand as they expand and, when you look in the rearview mirror, that client has become a substantial part of your business. There is merit, however, in keeping your assets diversified enough that you don’t have to count on the revenue from a handful of clients. Slipher suggests creating a playing field where the emphasis is put on the whole and not one part. That takes a philosophical buy-in from your sales team. Making them a part of the strategic planning process can ensure alignment with creating a diversified portfolio of customers. Let’s face it—sales people follow the money. “Don’t dwell upon or accept the idea that it’s hard to sell,” Slipher says. “We know this already. Rather, focus on outcomes. Plan an approach that entails both sales and marketing. In facilitating sales, you need support of all kinds. It could

4 ❘ print illustrated ❘ SPRING 2018

Creating Your Ideal Customer Profile f you’re looking for the simplest way to expand your client base, it starts with the marketing process. Who you target is the key to your success. The process begins when you understand who your clients are and why they do business with you. What is the common denominator? Are they in a similar industry? Are they a similar size? Do they purchase similar products? Are those current clients profitable? Gina Danner says it is imperative to determine if more of those current clients will get you where you want to go. If not, figure out who else you should target and why. “The clearer you can be on the target accounts, the better you will do in finding them and connecting with them,” says Danner, CEO of NextPage. NextPage creates Ideal Customer Profiles – very specific dossiers that detail who they sell what to. The Kansas City-based printer has five ICPs and focuses time on targeting those prospect companies. “Most of our clients do lots of high value direct mail,” Danner says. “That keeps us extremely busy during the last half of the year. Our goal in our prospecting efforts is to identify companies that purchase other times through the year. This allows us to keep our staff productive the entire year.” “Big accounts can bring tremendous value to a business,” says Terry Mitchell, Director of Marketing Communications, FUJIFILM North America Corporation, Graphic Systems Division. “They offer a predictable volume–a foundation of business that can offer a scale or scope under which your business operates.” But there’s also risk. If you’re looking to sell the business in the near term, potential acquirers are going to look at large accounts and see more vulnerability. A printer may think, “What if I buy this business and then I lose the number one account?” Taking steps to diversify portfolios is a critical strategy in today’s changing landscape. Think of it as stock portfolio,

be direct mail, promotions, merchandising, sales slicks, sampling, trade-show support, etc. Focus on a process that moves from first contact through closing the sale. If your sales team has a clear role in the planning of the sales and marketing process, buy-in is implicit.” By showing your sales force where they can be successful and giving them the tools to do so, they should fall in line. “The challenge in much of the printing industry is a sense that we don’t have real sales professionals,” says Gina Danner, CEO, NextPage. “We have ‘order-takers’

which includes a diversified mix of different investments. “Diversifying your customer base is a good strategic move,” Mitchell says. “If 80 percent of your revenue is coming from less than 20 percent of your clients, consider mobilizing your sales team to target small or mid-sized accounts that you can serve well with your capabilities and also consider new vertical markets you could serve.” If your business is currently weighted more heavily to a particular segment, consider diversifying into other segments. If margins are under pressure in a specific segment, look to others that might be more profitable.

and ‘estimate generators.’ As you look at your sales team, you may find that you need to recreate the perception and find real sales professionals. If you simply have order-takers, you may need to create the demand using marketing tools to engage prospects.” If your economic model topples over in that you depend too much on a handful of clients, it can undermine the value of the business. “The goal of a sustainable growing entity has to be repeatable business,” Danner says. “Client diversification goes beyond just revenue.”

“DIVERSIFYING YOUR CUSTOMER BASE IS A GOOD STRATEGIC MOVE.” – TERRY MITCHELL, DIRECTOR OF MARKETING COMMUNICATIONS, FUJIFILM NORTH AMERICA CORPORATION, GRAPHIC SYSTEMS DIVISION

print illustrated ❘ SPRING 2018 ❘ 5

TIME FLIES WITH SIGNS BY TOMORROW TWO ACUITY F PRESSES ADDRESS GROWING CLIENT DEMANDS 6 ❘ print illustrated ❘ SPRING 2018

Mary Lou Goehrung, president, with her sons Glenn, far left, VP and COO, and Scott, VP and CTO, alongside their two Fujifilm Acuity F presses at their Rockville, Maryland facility.

IN 1992, SIGNS BY TOMORROW OF

Rockville, Maryland opened their doors for business, and the demands of customers were no less important then than they are today. Technology had yet to be integrated into every aspect of our lives and print was still the major communication vehicle. The requirements for high quality and solid customer service were at the top of every client’s wish list. In 2018, customer service and quality are still critical, but the demands of high profile customers include remarkably fast turnarounds and very little flexibility on deadlines. This need for immediate gratification has pushed organizations to adapt by increasing their capabilities and efficiencies.

Signs By Tomorrow of Rockville is a family-owned operation. Mary Lou Goehrung, president, and her two sons Glenn, VP and COO, and Scott, VP and CTO, have been going ‘above and beyond’ for clients for 26 years by providing a variety of sign and messaging solutions for their customers. The rigorous demands of their client list, which includes big brands, government entities, and large transportation departments, have kept the company on its toes. The constant pressure of time forced Goehrung and Bill Davison, production manager, to begin researching ways in which they could maximize speed to market, dependability and capacity—all in one solution. As a proud owner of one large 8’ x 10’ high-speed Acuity F from Fujifilm, Goehrung realized the answer was right under her nose. After adding a second Acuity F within

EXCEEDS OUR EXPECTATIONS” their 14,000 square foot production facility, Signs By Tomorrow of Rockville is the only center in North America with this kind of capacity. In turn, they have experienced immediate improvement to their bottom line and are consistently earning new business. “Being able to print White is also really beneficial,” said Lori Garber, operations manager. “We really do love the White ink on the Acuity F; it certainly exceeds our expectations. In fact, we recently won a new contract because of our capabilities.” The Rockville location is successfully producing output on a variety of substrates, including MDO wood (a wood composite) for exterior post and panel signs, corrugated plastic yard signs, aluminum composite for real estate companies

and rigid pieces like acrylic panels with stand-offs. “With the two Acuity F presses, we print on acrylic and other hard substrates, and we often print White ink down on clear decals or clear vinyl; having that ability helps us stand out from the crowd,” says Garber. “When we print on MDO, those sheets are usually 4’ x 8’, so it’s nice to be able to print the whole sheet, bleed off the edge if necessary, and finish the job very quickly. We can even print 5’ x 10’ sheets. Actually, with our two large Acuity F’s, we have the capacity to print four, 4’ x 10’ substrates all at one time.” Signs By Tomorrow of Rockville is also heavily involved in the real estate market, managing a contract with a Mid-Atlantic company with more than 300 agents. They have repeatedly exceeded the needs of this client by turning jobs on their Acuity F presses with unparalleled speed and precision. “We print on aluminum composite for the real estate agency,” says Garber. “We are able to turn around their jobs fast, and the client is very pleased. We also manage their ‘new development’ signs for properties and renovations, in addition to their ‘for sale’ and ‘open house’ signage. All these jobs go to the two Acuity F presses.” The Acuity F is the most productive printer in the popular Acuity Series. It combines eight years of market-leading image quality with leading-edge engineering and ink technology to deliver a state-of-the-art platform capable of a wide range of print applications. The addition of White ink further extends the application and media range to include clear and colored substrates. And, with a maximum print speed of more than 1,600 square feet per hour, the Acuity F is built for production and—of course—speed.

print illustrated ❘ SPRING 2018 ❘ 7

SURVE THE LAND SCAPE 8 ❘ print illustrated ❘ SPRING 2018

EYING THE ART OF FINDING – AND MOVING – ON TRENDS ROHIT BHARGAVA CALLS IT

“The Haystack Method.” In order to accurately curate trends, you must first focus on gathering numerous and seemingly diverse stories and ideas (the hay), and then use them to define a trend (the needle). The needle is the trend that gives collective meaning to all of the hay that is gathered. In his book, Non-Obvious: How to Think Different, Curate Ideas & Predict the Future, Bhargava emphasizes the importance of asking the questions that most brands miss. Does Bhargava’s strategy work? Ask the likes of Intel, Under Armour and the World Bank, all of which have followed his lead in spotting paths that lead to success. The marketing expert and Georgetown University professor’s best-selling list is the kind of mindset that today’s print services providers must embrace. The strategy involves getting yourself into the habit of saving

print illustrated ❘ SPRING 2018 ❘ 9

AS THE ECONOMY GROWS AT A MORE ENCOURAGING RATE, THE DYNAMICS AFFECTING THE INDUSTRY WILL INCREASE IN NUMBER, SPEED AND INTENSITY.” – DR. JOE WEBB

interesting ideas, and then aggregating or sorting those ideas. Next, he recommends challenging yourself to think about the underlying themes of these ideas and move on your actions. Bhargava says that most predictions lack real insight and are based on the obvious, citing that it doesn’t take an expert to predict trends. By utilizing the “power of non-obvious thinking,” any business can make an impact in its marketplace. Over his years of intimately researching the print landscape, Dr. Joe Webb has watched a number of trends engulf the marketplace. Consolidation. Emerging technologies. The move to Marketing Service Provider capabilities. The list goes on. If there is one piece of advice that Webb, president of Strategies for Management Inc. and the director of the Economics and Research Center at WhatTheyThink.com, can offer, it’s that you must keep your ear to the ground. “In just a decade or so, our world has changed dramatically,” Webb says. Amid all the changes, the fact remains that print is anything but obsolete—a point that Webb says today’s printers must be able to embrace. Regardless of trends, there is still a great deal that marketers can do with it that they simply can’t with other mediums. Take digital printing. Webb says the industry will need to deal with new sources and allocations of capital. “For that reason, I believe that alliances, joint ventures and other approaches will be needed to manage risk while taking advantage of the numerous opportunities that things like digital print will be offering.” Being able to spot the opportunities— trends, if you will—is what will keep printers relevant in a sea of change. “Finding a specialty or niche where printers can stake out the market is going to be vital, Webb says. Take the growing small business sector—a trend that printers can embrace. Webb says that enterprises with less than $25 million in assets have been doing well. “They are

10 ❘ print illustrated ❘ SPRING 2018

producing about 80 percent of total industry profits. If the large businesses had the same performance, the industry would be going through some very happy times.” WHAT YOU CAN DO If you’re looking for ways to navigate through the wealth of changes impacting the industry, Webb says there are things

you can do. Start by listening and watching. “We need to get to know the needs of the new consumer,” Webb says. “We need to be sure we are understanding their objectives, understanding their goals and really learning about what they’re doing now. When we listen and understand their goals and objectives, we can uncover ways print can add value.”

YOUR

5-POINT PLAN TO TRENDSPOTTING

Thought leader Rohit Bhargava says that a worthwhile trend is an idea that describes the accelerating present in a new, unique way. In his book, Non-Obvious: How to Think Different, Curate Ideas & Predict the Future, he highlights the five habits of trend curators:

BE CURIOUS Ask questions as to why things work and embrace new topics with wonder.

BE OBSERVANT See the details that most others miss. Among the ways to cultivate being more observant is to try explaining the world around you to children.

BE FICKLE Capture ideas without the need to completely understand. Using a timer can force you to evaluate more quickly.

BE THOUGHTFUL Take time to consider a particular point of view and express it with consideration.

BE ELEGANT Cultivate the ability to describe concepts in a beautiful, unique way.

“I BELIEVE THAT ALLIANCES, JOINT VENTURES AND OTHER APPROACHES WILL BE NEEDED TO MANAGE RISK WHILE TAKING ADVANTAGE OF THE NUMEROUS OPPORTUNITIES THAT NEW DIGITAL PRINT WILL BE OFFERING.” – DR. JOE WEBB Webb says that, no matter the trend making its way through the industry, printers must remember to use print and relay how the experience has helped others succeed. “Digital print enables more targeted communications and makes print more relevant. You need to be communicating how using new print methods and deploying new print applications have impacted

growth opportunities.” In the end, Webb says that when you understand where the marketplace is heading, you can help your customers see where print fits into their communications mix. “We need to have the marketplace see us in a context where we can convey to them our abilities to assist them in this regard.” Your ability to stay focused on what

your customers want and need rests in staying attuned to changes around you. “Look for more resource shifting—and chaos—ahead,” Webb says. “As the economy grows at a more encouraging rate, the dynamics affecting the industry will increase in number, speed and intensity. The entrepreneurs and best managers will be plain for all to see. It’s a new start.”

print illustrated ❘ SPRING 2018 ❘ 11

ALWAYS INNOVATING FUJIFILM’S ILLUMINA LED-UV RETROFIT SYSTEM LOWERS ENERGY USE AND EXPANDS PRODUCTION CAPABILITIES AT BEAU LABEL

eau Label has been serving customers worldwide for over 50 years. So when it comes to providing custom printed labels to the food, beverage, wine and spirits, health and beauty, pet supplies, household and industrial products, it’s no wonder they are known as the label authority. With a strong history of expansion, along with continuous adoption of new technologies, Beau Label, a third generation family-owned New Jersey-based print services provider, has realized steady growth under the leadership of Vincent ‘VJ’ Melapioni, Beau Label’s president. So when Fujifilm introduced its new Illumina LED-UV retrofit system, VJ was quick to consider how the new technology could benefit his operation. Illumina, which represents the most powerful new or retrofit LED-UV curing system on the market, allows for increased productivity and cost savings compared to running water based drying or traditional UV curing. The Illumina LED-UV cure is an instant on/off process, dramatically lowering the energy usage compared to conventional “always-on” UV mercury lamp curing. LED-UV also eliminates the costs generated by cooling air blowers, ozone extraction and heat makeup systems. The UV energy emitted at Illumina’s 20 percent power setting is the same as the 100 percent power setting of other LED-UV curing systems. Patented LED technology delivers up to 44 percent more energy toward the substrate, and the patented design produces less heat than competitive LED technologies. Prior to its conversion, Beau Label was running 110 or 120 amps of 480 volt service to a press to run the UVs. With the Illumina, it is running 10 amps of 480 volt service. “That’s a

12 ❘ print illustrated ❘ SPRING 2018

“SINCE INSTALLING THE ILLUMINA SYSTEM WE ARE SEEING INCREASED PRESS RUNNING SPEEDS UPWARD OF 15 PERCENT COMPARED TO CONVENTIONAL UV.” – VINCENT ‘VJ’ MELAPIONI, PRESIDENT, BEAU LABEL

significant savings,” says VJ. “With our previous system, we had a noise factor due to the powerful blower extracting the heat, which was also taking out the (HVAC) heating and air conditioning,” Melapioni says. “Illumina has made a better working environment, which our operators appreciate. It’s quieter and more efficient to keep the temperature stable within our 30,000 square foot facility.” And since Illumina is able to cure ink faster, Beau Label is also experiencing increased press speeds. “Since installing the Illumina system, we are seeing increased press running speeds upward of 15 percent compared to conventional UV,” Melapioni says. “I know it’s capable of more.” Beau Label will also be able to expand its substrate and application range with the new Illumina system. “Illumina will enable us to run shrink films without chill drum rollers,” Melapioni says. “We are only a few months in, and that’s a possibility we are already entertaining.” Beau Label converted to Fujifilm’s 300 Series inks when it converted its UV presses to LED-UV. The more efficient design of Illumina is optimized with Fujifilm 300 Series flexo inks, and the inks are uniquely designed so that they perform equally well under LED-UV or conventional UV-arc curing. “Fujifilm manufactures the (300 Series) ink, so in the unlikely event we have an ink issue, I’m not going to be told ‘it’s the lamps not the ink’. I know from experience that Fujifilm stands behind their high quality inks,” Melapioni says. “With the Illumina system, we’ve had no issues with curing or adhesion on any substrate, and the ink colors are more vibrant.” Beau Label, which opened its doors in 1967, was started by Melapioni’s father, who previously worked for his father’s offset business. Over the years, the business

has grown through capital investments, acquisitions, real estate and its people. “My father and two of his partners started in the label business many years ago,” Melapioni says. “My father will soon be 78 years old, and he still comes in to work every day.” The company employs more than 30 full-time employees, with many of them being long-term staffers—several with 30plus years of service. With continuous investment and expansion on the horizon, Melapioni looks forward to adding Illumina to his other presses in the near future. “Beau Label is always looking for more business. If you’re not growing, you’re shrinking, you’re going backward.”

Vincent ‘VJ’ Melapioni, president, Beau Label, alongside a UV press he recently converted to Fujifilm’s Illumina LED-UV retrofit system.

print illustrated ❘ SPRING 2018 ❘ 13

CHECKING EVERY BOX WHY THE OnsetM IS YOUR SHORT RUN, HIGH QUALITY PRINT SOLUTION

EVERY PRINT PROVIDER HAS A CHECKLIST. You want the most cost-effective way to print one-off or hundreds of pieces. You want to enable the production of on-demand short run work and the endless customization of print campaigns. You want to eliminate prepress costs and reduce waste. And speed—don’t forget speed. You want

14 ❘ print illustrated ❘ SPRING 2018

the fastest job turnaround time possible. Now, if you’re looking to check every box on that checklist, you’ll need to check out the small-format, high quality OnsetM. Built for production and reliability, the B1 format (27.8 inches x 39.4 inches) inkjet printer is designed to address the evolving needs of the commercial, display graphics, packaging and industrial print markets. Becky McConnell, product marketing manager at FUJIFILM North America Corporation, Graphic Systems Division, says the OnsetM was developed with a focus on consistency and throughput. “This press offers a complete solution for short run jobs. It enables the production of a broad range of work, but with much faster turnarounds compared to analog processes, creating a profitable solution for short run work.” If you think that print quality demands from your clients can’t be met with inkjet, think again. The OnsetM is driven by Inca’s intelligent features for precise ink droplet placement, coupled with FUJIFILM Dimatix printheads. The small 7 picoliter ink drop produces crisp 4 pt. text and smooth color transitions ideal for close viewing distances. “Printers can increase productivity and profitability by moving work from traditional offset presses over to the OnsetM. At the same time they can open up new growth opportunities for short run, multiple version, or variable data jobs,” comments Greg Pas, director of product marketing at FUJIFILM North America Corporation, Graphic Systems Division. “With the ability to print on a wide range of substrates, from paper to paperboard and plastics, the OnsetM checks a lot of boxes for many commercial, sign and display, and packaging applications.”

HERE’S A LOOK AT SOME OF THE OTHER FEATURES AND BENEFITS THE OnsetM DELIVERS:

Scalable, configurable linear print engine architecture built to fit business needs User-friendly, intuitive touch screen GUI Robust construction for reliability iNozzle mapping ensures print quality consistency Optimized Fujifilm Uvijet inks produce vibrant colors

7 pL FUJIFILM Dimatix printheads generate fine detail and remarkable quality

Automated cleaning station helps to maintain the printheads without manual operator intervention, ensuring consistent throughput and quality

print illustrated ❘ SPRING 2018 ❘ 15

ROUNDTABLE

HOW PRINT PURCHASING HAS CHANGED PRINT. DIGITAL. VIDEO. SOCIAL. With so many ways for com-

panies to engage with their communities, today’s print service providers are looking for ways to raise their games, especially when it comes to helping their customers buy print. The key is to define the campaign, look for the messaging points, and then create a distribution process to build on the branding.

So, where does print fit in, and how are today’s print shops working with their customers to emphasize the majesty of print? We decided to ask printers to weigh in on how the print purchasing game is changing. What follows are insights from David McNerney, director of sales and marketing, Think Patented; Scott Hudson, director of corporate communications, Worth Higgins & Associates; and Thanh Nguyen, CMO, The Standard Group. HOW HAVE PRINT BUYERS Q CHANGED THE MOST SINCE THE GREAT RECESSION? A

THINK PATENTED’S DAVID MCNERNEY: Education of print buy-

ers continues to be a challenge. The turnaround expectations from clients continue to get shorter. Following consumer trends, our clients want information available when and where they want it. The question is, “How do we make it easier for them?” WORTH HIGGINS’ SCOTT HUDSON: My

big takeaway is that the traditional “print buyer” is gone from most corporations, agencies and universities I work with. In most cases, the graphic designers or AEs, who know very little to nothing about print, are left to buy the printing. I also see more buyers who are willing to buy online. I get called in when they receive

16 ❘ print illustrated ❘ SPRING 2018

the “get-what-you-pay-for” treatment from an online source. I met with a customer recently who paid a quarter of my price for a postcard online. The product was so bad that they lost their client. Their client commented that they could have bought it online themselves, but, instead, depended on the agency for their expertise. They didn’t expect to end up with an inferior product that they wasted $500 on. THE STANDARD GROUP’S THANH NGUYEN: The changing nature of media

has affected print buyers and their position. Once a dominant force as part of the big three media, print is now a mature channel of communication that is fighting to be top-of-mind in an increasingly digital landscape. In most instances, the modern print buyer is morphing into either a procurement generalist or more of a marketing sourcing and logistics specialist. If the latter, then they’ll likely be responsible for additional sourcing of marketing services, assets, and promotional products, as well as manage branding, inventories and budget. The dedicated and experienced print buyer will be a rare commodity.

WHAT CHANGES DO YOU ANTICIPATE IN PRINT BUYING GOING FORWARD? Q

THINK PATENTED’S MCNERNEY:

I believe the print buyer, even at the corporate level, will expect to be able to get a quote and/or buy online. I’m not saying the VistaPrint model, but I think just about all printers will need to have some sort of eCommerce strategy. The printers that make it easy to do business with them will win. On our side of the house, the client tries to commoditize us. For our business, we need to be focused on not only being easy to do business with but also providing value to the client. And that doesn’t mean just a high-quality piece. For us, we can’t be just a printer; we need to be a marketing partner. WORTH HIGGINS’ HUDSON: I see a need

for printers to streamline, automate and control costs to better compete with online sources. Technology and differentiation are very important. THE STANDARD GROUP’S NGUYEN: More

customers will insist on ways to automate and democratize the print buying process and make it available online, 24/7. Marketers and procurement will want to put the power of buying print in the hands of those who need it most, like the sales team, the marketing team, distributors and the retail stores. This will eliminate the bottlenecks and remove the tedious task of procurement of print, inventory and fulfillment. Because of a greater need to justify print spend, more customers will request more personalization and segmentation of printed products. As a result, printers will be required to have a better understanding and management of data. An eCommerce or retail chain will want you to be able to automatically grab their data feed and

deliver personalized and variable printed pieces seamlessly. WHAT ARE THE MOST CRITICAL VARIABLES THAT BUYERS LOOK AT WHEN IT COMES TO BUYING PRINT AND LAUNCHING CAMPAIGNS? Q

THINK PATENTED’S MCNERNEY:

Ultimately, it comes down to results or ROI. Breaking that down, it’s being able to measure it, the time and effort to launch, and does it accomplish the goals or initiatives? Cost enters into most parts part of the discussion. Depending on the industry, target or goals, we have a lot of clients asking, “How can this campaign help us to stand out?” WORTH HIGGINS’ HUDSON: Competitive

pricing, quality and meeting delivery/mail dates without fail. THE STANDARD GROUP’S NGUYEN: In

today’s print buying market, great print

DEPENDING ON THE INDUSTRY, TARGET OR GOALS, WE HAVE A LOT OF CLIENTS ASKING, ‘HOW CAN THIS CAMPAIGN HELP US TO STAND OUT?’” – DAVID MCNERNEY, VP OF SALES & MARKETING, THINK PATENTED

quality and great customer service are what you need to just be in the game. The critical variables that buyers will look at in buying print will be cost (Can you help reduce my cost in procuring print and mail?); timing (How quickly can you get me a quote and produce the print?); effects and finishing (What can you do to differentiate my work from the competi-

tion?); technology (What integration can you provide for online purchasing or multichannel campaign development?); personalization (How can you help increase engagement with personalized messaging to segments or individuals?); and ease-of-use (Do you understand my business and can you help automate the work you provide?). Companies understand the high cost of managing too many vendors and will look to consolidate. The printers that win will have as many of these elements as possible and be able to perform with results. Of all of these variables, the most critical will have to be ease of use. Today’s buyers are doing more with less and do not have the luxury of babysitting their projects. They want to be able to lob the work and trust that it gets done, no questions asked. No one ever calls up Amazon to ask whether its two-day delivery will arrive in two days. We are now programmed to expect this level of service.

print illustrated ❘ SPRING 2018 ❘ 17

THE FASTEST PATH TO COLOR ACCURACY HOW THE COLORPATH® SYNC™ BRAND COLOR OPTIMIZER™ QUICKLY AND ACCURATELY MATCHES BRAND COLORS

f you’re a color expert, raise your hand. Go ahead, raise it up. Finding the road to color consistency is a critical part of the printing process. So, it stands to reason that being able to predict your color results more accurately, in a fraction of the usual time, can be a major asset on any job. Now, thanks to Fujifilm’s ColorPath® SYNC™ Brand Color Optimizer™, your path to accurate and consistent color just got a whole lot easier. “One of the most accurate solutions on the market, both visually and colorimetrically is the ColorPath SYNC Brand Color Optimizer,” says Peter Pretzer, ColorPath Solutions development manager, FUJIFILM North America Corporation, Graphic Systems Division. “This will help you quickly determine if desired brand colors will be accurate and in or out of gamut for a particular print condition.” Regardless of whether you’re using Fujifilm’s XMF Workflow or another existing workflow system, ColorPath SYNC is an easy-to-use web platform that manages color across multiple output devices. The cloud-based system features the ColorPath SYNC Align, ColorPath SYNC DLP and ColorPath SYNC Ink Optimization (IO)—color management solutions designed to meet the highest color standards. With the ColorPath SYNC Brand Color Optimizer, you can receive fast, accurate, cost-

“COLORPATH SYNC BRAND COLOR OPTIMIZER WILL HELP YOU QUICKLY DETERMINE IF DESIRED BRAND COLORS WILL BE ACCURATE.” – PETER PRETZER, COLORPATH SOLUTIONS DEVELOPMENT MANAGER, FUJIFILM NORTH AMERICA CORPORATION, GRAPHIC SYSTEMS DIVISION

18 ❘ print illustrated ❘ SPRING 2018

effective brand color libraries, and easily be able to optimize an entire PANTONE® color library in an hour, and get quick reports on predicted and actual color accuracy. Simply profile your print condition with ColorPath SYNC DLP. Load the profile to predict color accuracy of the library and optimize the library. You can print the charts and measure to verify the results. All that’s required to run the ColorPath

SYNC Brand Color Optimizer is a current ColorPath SYNC DLP license at appropriate level for customer needs and a conforming DFE that’s licensed for and accepts spot color libraries. And, like every Fujifilm product, the ColorPath SYNC and ColorPath SYNC Brand Color Optimizer are backed by Fujifilm’s Professional Services team, which offers more G7 experts than any other company in the commercial print industry.

Color Management in the Cloud®

print illustrated ❘ SPRING 2018 ❘ 19

TOUCH POINTS

When marketers were asked to rank channels in order of influence over a consumer’s shopping and buying behavior, a shift is clear as digital channels give way to the importance of physical touchpoints also being part of the omnichannel experience. Corporate

websites might top the marketer’s list of critical channels, but it is actually in-store activities and resources—including point-of-purchase displays, in-store advertising, in-store sales reps and product packaging—that have the most influence over the consumer’s behavior.

This reveals a significant gap in what marketers say is critical to delivering an omnichannel experience and what channels actually have the most influence on the end consumer’s buying behavior. SOURCE: THE RESPONSIVENESS REQUIREMENT REPORT. CMO COUNCIL 2017

CRITICAL OMNICHANNEL TOUCHPOINTS FOR MARKETERS AND CONSUMERS

Which touchpoints do you believe have the most influence on your consumers’ purchasing decisions (select the top 3)?

Which touchpoints do you consider to be critical parts of your current omnichannel engagement strategy?

50%

IN-STORE PROMOTION/ADVERTISING (INCLUDING POP)

65%

37%

DIGITAL ADVERTISING (INCLUDING DISPLAY, VIDEO, SEO, SEM)

73%

34%

IN-STORE SALES/SERVICE REPRESENTATIVES

67%

32%

SOCIAL MEDIA CHANNELS

78%

29%

TRADITIONAL ADVERTISING (INCLUDING TV, RADIO, PRINT AND OUTDOOR)

66%

28%

CORPORATE WEBSITE

80%

20 ❘ print illustrated ❘ SPRING 2018

Introducing the new OnsetM Fujifilm is setting the industry on fire with the new OnsetM. This new B1 format inkjet printer is robustly designed to produce a high quality, short run solution for the offset, screen, and industrial print markets. Jetting 7 picoliter droplets of Fujifilm Uvijet inks through FUJIFILM Dimatix printheads, the OnsetM produces vibrant colors, smooth gradients, and fine text that rivals an offset print. And with a throughput of up to 200 B1 boards/sheets per hour of everything from paper to plastic, the OnsetM can give y ou the edge you need to take on jobs you never thought possible.

To learn more visit FujifilmInkjet.com/OnsetM