Who Knew Digital Printing Could Make Your Brand Look So Good?

Printed marketing pieces are now more versatile than ever and still one of the best ways to help grow your brand.

By Mark Hahn, Production/Traffic Director
Email comments to mhahn@theandersongrp.com

To print, or not to print, that is the question. With the emergence of social media tools, many are questioning the purpose of, and the need to, continue printing marketing materials. It is important to realize that your marketing communication mix is just that—a mix. After determining your audiences and the correct messaging for those audiences, you need to communicate your message in formats that will best resonate with them—it may be email, direct mail, billboards, catalogs, or sales sheets. For instance, you may know that your primary customers don’t have time to sit at a computer all day and rarely check their emails, so a brochure or catalog is something they can pick up and use quickly—it works for them.
 
While printed marketing materials may be a great solution, there are some key considerations before you proceed. Traditional printing can be costly due to heavy up-front costs (making plates and generating proofs). The turnaround times can be slow, and many times you feel obligated to order a higher quantity so you can get the volume discount, which can result in wasted product because there is no way you can use all those brochures. There are also environmental issues with traditional printing that many consumers are aware of—the use of chemicals and paper waste.
 
While these are concerns, it is important to understand there is still a real need and purpose for traditional printing. If it doesn’t fit your budget, however, it doesn’t mean you’re stuck. It may be time to investigate the benefits of digital printing, if you haven’t already.
 
Digital printing has come a long way since it first hit the scene about 20 years ago. It was once considered a cheap, low-quality solution for short runs and quick turnarounds. Due to technological advancements, however, digital printing has improved to the point where the print quality is very good, but still affordable. It also is more eco-friendly than traditional printing because it uses fewer chemicals and creates little paper waste.
 
Digital printing also allows you to:
 
• Create affordable pieces individually customized with words or images (e.g., personalized direct mail or presentations)
 
• Accurately print PMS colors to ensure consistency of your organization’s brand image
 
• Print smaller runs of literature (e.g., avoid numerous copies of literature that may get outdated quickly)
 
• Customize literature for different products or geographical areas
 
• Print on demand for short runs of books and other literature
 
• Enjoy quick turnaround times
 
• Develop products in short runs for tradeshows or special events
 
Of course, digital printing may not always be the right answer. While the quality is excellent, it does not print museum-like quality. Digital printing is not economical for quantities over 5,000 and there are paper size limitations with a digital press. For instance, you cannot print specialty items like pocket folders or large posters. Finally, the ink adheres differently to the paper than traditional printing, so the printed piece is not as durable as a traditionally printed piece.
 
In the end, your printer or marketing partner can help you best decide on what process is best for the project. But, be sure to look at all your options. Printed materials definitely continue to have their place in the marketing mix, and with digital printing, those printed pieces can be more targeted, environmentally friendly, affordable and effective!