WHAT makes a consumer pick up a book, select a carton from a shelf or look twice at a poster, annual report or catalogue? Is it the texture they can’t help touching, or the shimmer of foil that catches the eye, or the perfect quality binding? Shaun Blumberg, MD of Press Products believes all these elements are key components in any print campaign.
‘The print industry has become grossly competitive, making innovation vital in staying ahead of the game,’ he says. ‘And, with digital print swooping in, variable data becoming the norm and consumers wanting to feel special – especially the “me generation” wanting their individuality recognised – marketers, advertising agencies and brands are expecting PSPs (print service providers) to help take campaigns further by thinking outside the box and giving consumers something memorable, something that builds brand loyalty.’
It’s Shaun’s contention that PSPs need to think beyond print quality, turnaround times and pricing; they need to extend product and service offerings, to build relationships and find novel ways making a printed project stand out on-shelf or in the corporate environment.
Print finishing is one way to achieve these goals, especially when a comprehensive selection of options is available in-house. Added benefits for printers is improving their bottom lines by offering customers an end-to-end service, faster turnaround times, a greater degree of quality control and better security.
‘With proper equipment, trained staff and quality control procedures, PSPs can eliminate costly reprints and ensure customers’ print jobs remain in a secure environment,’ Shaun maintains. ‘They’ll also achieve faster turnaround times because they’re not at the mercy of third party production schedules, and can control the final stages of the job by offering a complete basket of finishing options, such as specialised binding, or specialty foils and lamination films.’
Read the rest of the article here: Packaging & Print Magazine