Sep 5, 2007
GRAPH EXPO Focuses on CRM Printing
By Pete Basiliere
Customer Relationship Management (CRM) printing technologies will be the major focus of the largest printing industry trade show in North America this year---GRAPH EXPO. Pre-show discussions with exhibitors indicate that GRAPH EXPO will display numerous hardware and software products that enable a diverse range of personalized, relevant print communications.
GRAPH EXPO will feature digital presses and printers, along with traditional offset presses, prepress equipment, finishing and mailing systems, producing incredible images on papers and other substrates ranging from letter size prints to wide-format bus wraps. Equally importantly, software demonstrations will illustrate how as a high volume transaction output (HVTO) manager you can not only improve your operation but also increase company revenues by producing targeted printing pieces.
CRM printing is enabled by the combination of digital printing devices and software-enabled marketing techniques. Companies such as yours are using digital printing technologies to personalize more than transaction documents. Brochures, presentations, signage and other marketing/sales materials are personalized through a combination of astute CRM database management, digital printers and finishing systems.
Indeed, CRM printing tools have reached such a high level of functionality, practicality and affordability that every HVTO operation---and any company buying print---must incorporate targeted print capabilities if they are to implement a comprehensive customer communication program. CRM tools and techniques enable your company to micro-segment prospects’ and customers’ needs and to then deliver pertinent marketing, sales and transaction information based on the recipients' requirements. While “trans-promo” work is one well-known application of CRM printing, HVTO managers who collaborate with their marketing and IT peers are able to take advantage of software and hardware tools to produce a much wider range of relevant printed materials.
In addition to CRM printing tools, GRAPH EXPO will feature workflow solutions demonstrated by the major mailing equipment manufacturers and digital press suppliers. Their Automated Document Factory (ADF) tools enable you to tie the entire production workflow together, from the time the data enters your operation to the time it is presented to the postal service or another carrier, with a high degree of mailpiece integrity. As a result, your HVTO operation benefits from the cost-savings, document integrity and targeted printing and mailing inherent in an ADF operation.
Whether you attend the show or follow coverage on OutputLinks, I recommend focusing on exhibitors with products in the following areas:
- Document Composition Software---These tools enable personalized documents while maintaining the integrity of your company's branding by pulling information from CRM databases and combining them into documents according to pre-defined rules. Look for document composition products that will enable you to produce customized charts and graphs, import relevant text or images, create personalized letters, format targeted statements and build compelling marketing materials, whether from one data stream or combined from several different applications.
- Digital Presses---As you are well aware, these devices produce personalized documents, marketing materials, business forms, checks and labels with optional inline finishing. Color image quality is no longer a question since you can purchase the device needed to meet your company’s standards. Check out not only the high volume, high-speed printers but also devices in the 70 to 90 page per minute range. Gartner research indicates color, low volume production printers are taking the market by storm because of their combination of productivity, quality and cost.
- Mailpiece Production---documents and other materials are typically folded, stuffed into envelopes, addressed and metered using high speed, automated inserting machines. Although other vendors offer similar tools, inserter manufacturers offer comprehensive ADF tools that not only monitor the integrity of each envelope’s contents but also facilitate the reporting requirements of today’s HVTO operations.
Entering last year’s exhibition, GRAPH EXPO attendees passed huge digitally printed banners proclaiming exhibitors’ digital printing equipment---not traditional offset technology nor bindery equipment, just digital. I expect this year will be no different. Without a doubt, hardware and software exhibitors have grasped the fact HVTO operations and their customers are employing digital technologies to successfully produce both high volume transaction documents and comprehensive CRM-based marketing campaigns.
I will be attending Graph Expo and hope to see you there!
Also, Be Sure to Join Pete at Gartner's Print & Imaging Summit
Dec. 2-4, 2007
It’s a whole new world for office and production printing. Those who forge ahead and gain new expertise in today’s breakthrough technologies will play a leading role in their organizations. Those who delay will be left behind.
In December 2007, the world-renowned Gartner print and imaging analyst team will show you how to gain a front-runner advantage. Together, you will explore the exciting convergence of new technologies and strategies that are radically transforming the once-staid print environment into leading-edge profit center.
Visit www.print-imagingsummit.com for details on how to attend or sponsor the Summit.
About Pete Basiliere
Pete Basiliere is Gartner’s research director for print markets and management, conducting research and providing insight on production print and mail systems and applications including best practices, market strategies and technology trends. Mr. Basiliere assists suppliers and end users with practical advice relating to Gartner's Automated Document Facility (ADF 2.0) and customer relationship management (CRM) printing concepts as well as production print and mail operations and security matters. He has spoken at numerous industry events including the On Demand Conference, the GATF Technology Alert Conference and Gartner’s Print and Imaging Summit.
Mr. Basiliere has 30 years of printing and direct mail experience in operations, engineering, customer service and purchasing management, having worked for Liberty Mutual Insurance Company, NEBS, PVA-EPVA, John Harland Company and others. The National Association for Print Leadership (NAPL) published his two books: Diversifying with Mail and Fulfillment Services: Unlocking Hidden Profit Potential and Successful Print Buying: A Guide to the Cost-Effective Procurement of Printing.