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Digital printing has been around for over a decade now and its usefulness as a marketing tool has developed every year since its inception. Originally whilst it had the advantages of variability and personalisation it was normally of poor quality and very expensive. All this has now changed, though it is still not cheap as by its very nature it is designed for smaller runs but quality issues are a thing of the past and the range of substrates that can be printed on is infinitely variable. Digital printing is now an integral part of the production process and has by its development allowed creativity to be expanded across campaigns from direct mail, point of sale and as a result of the development of flat bed technology hoardings and building wraps.
What can you use digital printing for?
Direct Mail – Personalised not just with text but with images, your catalogue can have a bespoke cover targeted at your customer and their preferences, your web site can have different home pages and so can your offline communications.
Presentations – You can deliver cost effective professional presentations individually tailored to your audience.
Books – Build brand awareness by creating a coffee table book, even the smallest company can benefit from this. The book can be about the company for reception areas and as a leave piece in sales environments but if the book is about something that interests your customers even if not directly selling products it can increase your awareness many times over for a relatively small investment as the books can be printed in small quantities on demand.
Calendars & Greeting Cards – Rather than having to choose standard designs with limited areas for personalisation every element of the calendar or greeting card can be personalised enabling messaging to be directed specifically at the recipient.
Textile printing gives further opportunities
The rapid development of this technology in the area of textile printing has resulted in creative teams and designers having even further opportunity to explore different forms of marketing as the avenues for brands to advertise and directly sell cost effectively has increased. In the world of textiles designers have been experimenting with their new creative licence but the use of textiles enables marketers to generate more tactile and unusual forms of communication, by printing on silk, canvas, cotton in fact any material you can name so instead of leaving it to eco-friendly bag producers develop your marketing by using other materials instead of paper and board and use them in ways not expected by your customers.
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