Printing costs from top suppliers for banners, business cards, flyers, letterhead and direct mail postcards
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Two Innovations in Printing
Some commercial printers have invested in digital press equipment. With this equipment they can offer these special services.
Print on demand
This is where a commercial printer just prints as many brochures (catalogs, posters, etc.) as you need at a time.
The digital press equipment allows them to run as few as 25 prints at a time with commercial offset press quality and turn that around usually within 24 hours.
You generally pay more per printed piece but you may end up saving money because you only print as many as you need. Most companies end up throwing brochures, catalogs and posters away, so you may be saving money with this print on demand option. This is a smart option for printed information that changes like product prices, etc.
- This article on Print on Demand gives more information about this technique
Personalized Printing
This is also called VDP (Variable Data Printing) by commercial printers
Personalized printing allows a company to customize or personalize printed brochures, catalogs, letters, direct mail or other marketing materials by changing elements like text, photos or images.
For example, a prospect for a high-end car tells the sales person they like like it in red with a tan interior. The sales rep can place an order with a printer to customize the brochure sent to that person so it includes the car model they are interested in, in red with a tan interior. And their name can also be used to further personalize the brochure for them.
The print quality looks and feels like conventional offset printing. Versions of brochures can also be created and printed for different groups of customers or prospects. Direct marketers using this approach claim significant increases in response rates which more than pay for the increased cost of this approach.
- Learn more about Personalized Direct Mail
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