Inspiring Print Transformation with Ricoh’s Pro C7100X

Graham Moore -business development director for Ricoh Europe

Graham Moore -Director Business Development, Ricoh Europe

Since the launch of Ricoh’s  Ricoh Pro C™ 7100X digital press   we have found that many Print Service Providers (PSPs) have been able to offer a  new level of value added capabilities to their clients.

The key to this is the highly accessible and cost effective fifth colour on the cut sheet digital press.

PSPs are discovering just how the fifth colour can produce an amazing array of eye-catching effects, particularly in combination with speciality media. By using the 5th colour station they can enhance their print offerings by printing on a variety of speciality media such as black or coloured sheets, transparency or metallic media.

 

Adding a fresh dimension

PSPs can choose the fifth colour to add a fresh dimension to all elements of print, from books and brochures to business cards, invitations, posters and packaging.

The ability to print additional colours, other than CMYK, such as clear gloss and white toner provides added value. So does offering spot gloss, flood, and watermarks along with printing on coloured and clear media inline, with no need for separate costly and time consuming processes.

We have seen customers develop some very special applications around the fifth colour supported by an ever growing choice of substrates and value added software products such as Color-Logic.

A number of examples have really stood out for me are as follows.

  • white toner used in combination with metallic board to create a hot-foil effect on the HarperCollins childrens book covers we demonstrated at drupa
  • Black envelopes such as those from Blake Envelopes which we used to create impact as part of our own drupa marketing campaign.

Here’s how the 5th colour station is helping some Ricoh customers to strengthen relationships with their clients.

Pushing the boundaries with some amazing results

It is the flexibility of the Pro C7100X that appealed to Dutch operation Benda Drukkers. They  use a lot of unusual paper types for their portfolio of services ranging from business stationery to brochures and books. With the white toner Benda Drukkers also now produces a high image quality on coloured media.

Loesje Benda, owner of Benda Drukkers,  says the operation can now offer existing customers a broader portfolio. It can print on all kinds of special paper stocks, as well as envelopes and even plastics. This versatility has also attracted a new audience of, for example, graphic designers.

The business has been able to bring in new clients as a result of its Pro C7100X. And, by inspiring people to use the new possibilities in creative ways, its print volume is on the rise as well.

He says that adding white and clear enables it to produce all kinds of special effects that no regional competitors can match. It allows them to get ahead of the game and create new applications and opportunities.

More about Benda Drukkers

Another fan is family owned printer Offsetpaino L.Tuovinen Ky, Finland. It printed its own business cards on 0.3mm birch veneer using white and CMYK.

More about Offsetpaino L.Tuovinen Ky
To learn more about the fifth colour please watch https://youtu.be/r73ZlELmk_I

For application ideas please visit ..

https://ricohppshowcase.wordpress.com/2016/05/20/amazing-5th-colour-applications-at-drupa/

 

New whitepapers available

Ricoh has commissioned Smithers Pira to create a series of whitepapers. These look at opporunities for Print Service Providers to open new worlds in a number of key market segments.

Whitepapers available now:

Ricoh Pira whitepaper – Corporate Print: bringing the world in-house

Ricoh Pira whitepaper – Digital commercial print: the new world order

Ricoh Pira whitepaper – Direct Marketing: printing the personal

Ricoh Pira whitepaper – Retail point-of-sale: the new frontier for consumer engagement

Ricoh Pira whitepaper – The new world of publishing with virtual stock

Reflections on drupa 2016

After 11 frenetic days of meeting with our customers, listening to their needs and challenges and showcasing how our range of products, solutions and services support our clients’ needs, I want to take a moment to reflect on our drupa 2016 adventure.

Our theme for this year’s drupa, ‘Open New Worlds’ was developed to focus on the opportunities and challenges that our customers see in their sphere. What we wanted to let our visitors know was that no matter their size, sector or ambitions we can help them build from their strengths, creating more opportunities for them to grow and evolve. Welcomed in our theatre, customers, press and industry analysts enjoyed hosted tours to experience this first hand.

On the product side, we presented the latest versions of our cut sheet printers including the Ricoh Pro™ C7100 series and the Ricoh Pro™ C9100 series. In the continuous feed sector we put the spotlight on our newly enhanced Ricoh Pro™ VC60000 high speed inkjet platform. Live demonstrations of these in the Commercial Print, Direct Marketing, Publishing and Corporate zones, and in our lean manufacturing Smart Factory, highlighted the innovative applications, quality output and the broad range of services our presses offer.

Many of our clients agreed and signed on stand deals. Among the sales we celebrated were a Pro C7100 for Cicero, and Nationwide Print who chose MarcomCentral to support production on its new Pro C7100. Cicero also ordered a Pro C9110 as did Magneet Communicatiecentrum, Ecograf, Datum, Deltor, Impremta and CFH Documail – to name but a few of our clients trusting our technology to support their growth.

We were also very excited to celebrate the sales of our Pro VC60000. EDC was our first customer in Eastern Europe, while Adare ordered two lines and CFI opted to add a second. This latest addition to our portfolio is gathering market momentum, as our clients learn and embrace how its combination of productivity and high quality can help them be more cost effective and profitable.

We had a very busy industrial print zone, where we showcased the powerful opportunities offered by additive manufacturing, industrial inkjet printheads, direct to shape coding and marking as well as branding product decoration.

To add to that, we announced our entry into the vibrant signage market, by adding EFI VUTEk flatbed printers to our portfolio. The decision builds on the success of our large format portfolio of print production solutions.

There was a lot of discussion surrounding the overall theme of drupa 2016. Connectivity was a topic that ran through the show like a red thread, for all solutions and in every sector.  Many of our visitors were looking for software and services that will enable them to connect and integrate different workflow streams and production environments.

In our Studio, many visitors discovered the capabilities of our TotalFlow portfolio including TotalFlow Cloud Suite, and learned how they could improve productivity, add value and open up new opportunities.

Graham Moore -business development director for Ricoh Europe

Graham Moore -Director Business Development, Ricoh Europe

Finally, it’s important to remember that an event like drupa is only as good as the people who make it happen. It’s been a real pleasure for us all working with colleagues to make drupa such a powerful event. We couldn’t have made it the success it was without all the hard work that people put in. Ricoh really is a company that is driven by passion and dedication, and where imagine.change is not just a brand, but an expression of the talent and commitment of our team.

 

Evolution of the Print Service Provider – why it’s time to get closer to your corporate clients

It’s Monday 8:30 AM, the day’s print production has not even started and you have just got that call that you dread. Your sales rep has called you to tell you that a reshuffle at your biggest corporate client has meant that your purchasing contact has left.

The organisation has brought in a new purchasing manager and now they want to switch all of their corporate print to their supplier of choice. Now it seems that no new business is likely to come your way.

This is potentially a nightmare scenario for printers; you can lose a big corporate client without any warning or time to consider the impact on your business – or have an opportunity to fight your corner.

Most Print Service Providers do not have a relationship with their clients’ management that influence the overall marketing strategy. Instead they communicate with a print buyer not a marketer – and this is the fundamental issue in the above scenario.

Digital first can mean print last

These days many marketers have a digital first strategy, where most of the marketing team’s focus and energies goes into digital communications. Print can be seen as a low priority item.

Unfortunately this means that the Print Service Provider (PSP) is seen by many marketing executives as a commodity, providing something that can always be done cheaper by someone else, and switched without any real impact on their day to day business.

This is why in many cases print is managed by purchasing and not marketing. So how does a PSP start to influence beyond the purchasing department?

How can a Print Service Provider start influencing marketing executives?

Direct marketing banner

First,  offer great personalised print  

Providing personalised and relevant content is a growing requirement for marketing as it is proven to drive response rates – and is therefore a great opportunity for the PSP to offer added value to their corporate clients via personalised printed collateral.

Adding links to enable interactive content that bridges offline and online media via QR codes, Personal URLs (PURLs) and visual search technology (such as Ricoh’s Clickable Paper) help to ensure that print can enable and link to other aspects of a wider digital marketing strategy.

Second, add value

There is also a huge amount of other corporate assets that need to be created as part of marketing communications. For instance, signage and display, videos, digital assets, etc.

You may well wonder how the PSP can add value here. Helping the brand manage all of this, as well as the printed piece, is the key part of moving from a print only based supplier to becoming an integral part of your client’s business.

Third, enable controlled customisation

Customisation of assets to make them relevant for a local market is a growing requirement for a corporate brand.

Typically local agents and franchisees want to adapt collateral supplied from central HQ Marketing to make it relevant for their local market or customers. However, enabling asset customisation whilst protecting the brand is a major challenge for most corporates and there is not an easy solution.

Helping to manage the brand

In summary, there are major opportunities for Print Service Providers to help Corporate clients, but it has to go beyond print alone and start to help them solve the everyday issues they face in managing and protecting the brand.

Managing and protecting the brand is a key issue for the Chief Marketing Officer (CMO) or brand manager. It is vitally important to ensure that the brand is presented and protected across all of the collateral, campaigns and via its remote channels to market such as local outlets.

How to get started

What the PSP needs to do is get so entrenched in the client’s organisation at the highest level possible, so that no matter which individuals come and go it remains integral to the way the organisation does business and is not easily dislodged.

This can mean building relationships with contacts other than those responsible for buying print such as the brand manager or CMO. In many cases the PSP does not have a relationship with these people. After all, print is only a fraction of what they care about, so why should they even bother speaking to a print service provider? What does a PSP know about managing the brand?

If your clients have any of the following branding challenges, then you have a great opportunity to help them solve them:

  • A widely spread organisation with a strong brand identity
  • Tight brand control and messaging with lots of “stuff” to manage
  • Getting content into the hands of stakeholders, e.g franchisees
  • Customisation that is not controlled

The challenge with evolving from supplying print to supplying a wider variety of marketing services is how do you get started, what services do you offer and what solutions do you need to invest in?

Ricoh Marketing Asset Management (MAM) Solutions for PSPs

MarcomCentral® from PTI (a Ricoh company) is already used by a large number of global corporate clients, and by PSPs providing services to their corporate clients.

 

Intelligent Marketing Overview

Intelligent Marketing Overview

For a PSP, MarcomCentral offers its clients “evolution in a box”. It enables the PSP to offer a service to its clients that helps them control their brand, manage branding challenges and solve highly complex branding dilemmas – avoiding issues like rogue marketing, pre-printed stationery costs and much more.

MarcomCentral allows the PSP to offer clients their own branded portal offering both static and customisable assets. These are configured in the portal by the PSP via templates that allow the brand to lock down corporate elements (logos, colour schemes, etc.) but allow customisation of other specified areas. Templates can include print, direct mail pieces, PowerPoint, email and video assets.

These assets are presented within the portal to registered users using an intelligent menu-driven user interface, ensuring that incompatible selections are not possible. Items can be customised (within the boundaries defined), previewed and then either downloaded locally (if authorised) or ordered via the integrated e-commerce module. Print orders are routed to the PSP and other items (such as apparel) are routed to alternative suppliers that the PSP manages. It is a true marketing service offering managed by the PSP.

This is reinforced by the Danish client BordingLinks who purchased and installed MarcomCentral in 2015 from Ricoh. Mads Busk (IT Manager) explains as follows:

“By providing the means for our customers to manage their marketing assets, we have made it easier for them to do business with us. We are now engaged earlier in the process and, controlling the workflow, we are winning more of our customers’ business.”

 

Find out more

Graham Moore -business development director for Ricoh Europe

Graham Moore -Director Business Development, Ricoh Europe

At drupa 2016 Ricoh will be presenting a range of solutions and applications, including MarcomCentral, showing print service providers how they can work with their key corporate clients to help them solve their complex brand compliance challenges – and “open new worlds” for their own business to evolve from just print based offerings to broader marketing based services.

http://www.ricoh-europe.com/open-new-worlds/

 

Insights from Ricoh’s first Global Innovation Summit

In my role as Head of Commercial Print Operations for Ricoh Europe, I am constantly looking to grow our presence in the Graphics Arts market.  That’s why from 27-29 January Ricoh organised its first Innovation Summit in Tokyo for 15 of the largest commercial printers globally. This is part of Ricoh’s Large Commercial Print Program initiative, under which the 100 largest commercial printers are members of the program and globally get benefits of the program like Global Account Management, joint business development activities, national/international senior management sponsorship and close interaction with Global Ricoh R&D.

As part of this program Ricoh organised for the first time the Innovation Summit. The main goals were for the customers to get new insights into the market via external key note speakers and Ricoh’s strategy and future developments as shared by the senior management.

Attendees of first Ricoh Global Innovation Summit Jan 2016

Attendees of the first Ricoh Innovation Summit 2016 in Tokyo

The Innovation Summit was kicked off by Zenji Miura, CEO Ricoh worldwide with a strong message about strengthening our customer centric approach and continue our investment and focus in the Commercial Print business. No surprise of course as this is seen as one the major growth areas of Ricoh and a very reassuring message for the commercial printers in the room.

After this intro by Zenji Miura, external key note speakers Abe Smith from Oracle, Marco Boer from IT Strategies and Ulbe Jelluma from Printpower followed. They talked about the speed of change in current society and the digital disruption.

Some interesting conclusions to consider:

  • Only 12% of the Fortune 500 companies in 1955 are still active
  • 75% of auto shopping is done on-line, before stepping in showroom
  • Offset pages shrinking 6% year over year, but not always because of digital print
  • Digital print is growing 8% per year, with colour inkjet growing 20% year over year last 7 years
  • Printing is still very much alive, but need to add value and complement with digital media
  • Digital colour print remains on the growth path with inkjet leading the charge
  • Number one priority for marketeers is increasing the customer experience, lowering costs is only second
  • Need to ask ourselves the question if we are in the business of print or in business of producing meaningful and impactful communication.

Also worth mentioning is Ulbe Jelluma’s presentation in which he explained how agencies today consider print as an application in the total communication mix. He highlighted some new print applications all driven by the generation of emotions in using print like putting a mint flavour on the tickets of a parking garage drawing the attention to the ticket with an advertisement of Extra mint!

Another example of ‘existing content, different application’ with books that are printed in Brazil for the public transport authorities, serving as a ticket and a planner at the same time as being a reading book. Or what to think about a plasticised newspaper that can act as an umbrella, in a country such as Ecuador ‘where it rains a lot’?

All creative examples of how print is being used in many new and different ways.

As the voice of the customer, Lynn Terhune from publisher John Wiley & Sons and Makoto Enomoto from the advertising agency Dentsu explained to the audience what’s happening in their market, what they expect from commercial printers and how they have used digital print to enhance their business for their customers.

Of course senior management from Ricoh gave their views on on the Graphic Arts Market and Ricoh as a company. Key messages expressed were the following:

  • A market leader for 80 years with a spirit of innovation
  • Ricoh invests over $1 billion annually in R&D, and we are a top 100 Global Innovator
  • Ricoh’s Production Printing business growing 18% between 2014 and 2015 and is now generating $2 billion
  • Ricoh has strong commitment to supporting a sustainable and environmentally friendly world
  • Customer Centricity to create value for our customers by delivering high performance solutions, cross media software support and broad range of substrate support
  • Commercial Print/Graphic Arts seen as key growth initiative for Ricoh and commitment to continue to invest in this market

This approach was very pervasive during the visit to Ebina, Ricoh’s R&D facility with 5000 R&D persons that work day in day out on developing new innovative solutions, which fit the needs of our customers.

During the Open House we showed under non-disclosure some specific new developments for inkjet, industrial and reprographic applications, which will certainly help our customers develop their business.

We created a special mailer for the event, to showcase the latest Ricoh technologies.For more information see: Making an Impact at Ricoh’s Global Innovation Summit.

And finally Christian Haneke from Print and Service Group Haberbeck presented the reasons for their investment in the Ricoh Pro VC60000 being the first one in Germany. A perfect example of a company who has adapted to the changes in the market and developed into a full service media provider for print and non-print.

This day was ended with an interesting presentation from Robert Crooker from Heidelberg, who talked about digitalization as it also is for Heidelberg a key enabler for future growth.

So for me Ricoh’s first Innovation Summit was a great success and featured a series of diverse speakers with a broad spectrum of experiences, insights and predictions to share. It seemed that all customers got a better idea of scale and commitment that Ricoh has dedicated to helping commercial printers successfully grow their business.

Finally one statement stuck with me which I think we constantly have to remind ourselves as being part of the printing industry is:

Are we in the business of print or in the business of producing meaningful and impactful communication?

Eef De Ridder Head of Commercial Printing Operations, Ricoh Europe

Eef De Ridder
Head of Commercial Print  Operations, Ricoh Europe

Responding to the new publishing landscape

Publishers face many challenges in a rapidly evolving marketplace, but Ricoh’s new Pro VC 60000 means that long lead times on new publications need not be one of them

Ricoh VC60000 Colour Inkjet in action at Hansaprint, Finland

Ricoh VC60000 Colour Inkjet in action at Hansaprint, Finland

How things have changed. Only a few years ago people were predicting the death of the book as, e-books achieved exponential sales growth.

But two significant developments have demonstrated that the print book market remains alive and well.

Several weeks ago British high street bookseller Waterstones decided to stop selling Kindles due to “virtually no sales”, perhaps marking a watershed in the evolution of e-books. More recently, Amazon announced that it was opening a physical book store in Seattle.

So what is going on in the market—and what next for books?

Have e-books now reached their plateau?

Since the introduction of Amazon’s Kindle device, e-books have seen meteoric growth. They now account for nearly 25% of book sales in the US, and nearly 15% in the UK. However, many people that we talk to within the publishing industry believe that e-book sales have reached a plateau, especially in the US and UK. Indeed, the latest data from Nielsen shows that physical books sales actually increased, by 2% year on year.

This coincided with a decrease in e-book sales for the first time ever in the US.

But this does not necessarily mean that people have fallen out of love with e-books—rather, it indicates a wider pattern.

First, the e-book market is maturing.

The “land-grab” days are over, when e-book makers, content providers and publishers cut prices to drive market share. There has been consolidation among e-book providers.

Recent e-book price rises implemented by Amazon have made e-books less attractive as an alternative to print. “Large book publishers—including Hachette, HarperCollins and Simon & Schuster—recently won, after a hard-fought battle, the ability to set their own prices for e-books. But now, as prices for many e-books have risen, the industry is seeing a slump in sales,” reports Nova Safo, a broadcast journalist for Marketplace.

Last but not least, printed books have proven to have an enduring appeal. Whereas there has been a wholesale shift from print to electronic in some segments—especially academic journals and novels—in other segments, demand for print remains strong, with year-on-year growth in Adult Non-Fiction (+5%), Adult Fiction (+3%), Juvenile Non-Fiction (+11%, all data from Nielsen). Perhaps this should not be such a great surprise. Electronic delivery has revolutionised the journals market and expanded the reach of scientific and medical publishing. However, there is strong demand for printed children’s books.

The new world of publishing

So the bigger picture has been that, while demand for individual books has been declining, the dynamics of the market have been changing. There has been an explosion in the number of new titles published. In fact, according to European Book Publishing statistics, in the EMEA markets, more than 500,000 new titles are now published every year.

At the same time, Amazon has set the bar high for customer service. Increasingly consumers are expecting fast delivery—of around 24 hours for a paperback, or 48 hours for hardback.

This creates a whole new business model. Publishers increasingly need to plan their business around high availability of a very large range of titles, and low stock levels to reduce their risk. Nowadays, a major publisher will typically have 80,000 plus titles available via Print on Demand.

In a way this is the same as delivering e-books: consumers can access a large catalogue and can order what they want, when they want it.

Virtual stock means print to order

This is exactly what major academic and scientific publisher Elsevier has been doing with its journals, which are literally printed to order in very small quantities using a highly efficient supply chain.

Key to this are the latest developments in digital print technology. The first wave of colour inkjet devices used by book manufacturers has helped to change the market by providing a compelling business case for short runs, produced quickly. This has already revolutionised the academic book market and some areas of mono trade books.

Now, with the launch of new colour inkjet devices such as the Ricoh Pro VC 60000, it is now feasible to print colour trade books in the same way. At our recent publishers event, held in Boulder, Colorado, we demonstrated that the Pro VC can now deliver a quality that can actually be better than offset. This opens up many new opportunities for publishers to take advantage of the compelling business case for short-run (and long-run) colour inkjet printing for books and journals that were either printed offset—or indeed, not even printed at all.

The ‘infinite print run’

These are exciting times for publishing and book manufacturing. The whole business model is changing.

For publishers this not only reduces their risk, but also opens up significant opportunities to extract more value from their content. Now it is viable to produce even high-quality, colour trade books in very small quantities—and in short lead times too. This potentially means that books can be launched to the market quicker and be kept in print indefinitely.

To find out more about Ricoh’s solutions for publishing, visit www.ricoh-europe.com/publishing

This article originally appeared in the FutureBook 2015 Conference Programme. 

From high volume inkjet to light production cut sheet – Ricoh’s double EDP award recognition

The EDP (European Digital Press Association) awards 2014/15 were held during FESPA last week, when many of Europe’s leading production printing journalists gathered in Cologne for this expanding event. I was delighted to be able to represent Ricoh at the awards ceremony, and to leave clutching not one but two trophies. Firstly in the ‘best production printer web-fed’ category, Ricoh’s brand new groundbreaking ProTM VC60000 took the prize. It was satisfying that the judging panel recognised the unique attributes of this innovative inkjet system, including the offset-like image quality it can produce and the flexible graphic arts oriented digital front end with advanced colour management capability. And then the Ricoh ProTM C7100X series prevailed in the ‘best production cut-sheet printer light production’ category.

Graham Moore Director, Business Development, Ricoh Europe with the two EDP Awards

Graham Moore
Director, Business Development, Ricoh Europe with the two EDP Awards

The judges were clearly impressed by the opportunities for print service providers opened up by the fifth station. As it’s gloss and white toner capability and multiple substrate choice are designed to transform the impact of a broad range of print applications. So it was a successful afternoon for Ricoh. But, more importantly, I hope the EDP’s acknowledgement of the market-leading prowess of these two devices means that more professional print businesses become aware of how they could spearhead their drive for productivity and profitability. And come and talk to us.

Why you actually can start ‘small’ with ‘Big Data‘ to boost the success of mail

We have recently conducted a survey among British marketing agencies and marketing departments to find out more about the future of direct mail (or ‘advertising mail’, as it is often called in Great Britain). Together with the British DMA (Direct Marketing Association), we invited both marketing agencies and companies to share their view on this specific communication medium.

The results of this survey have been released as a report (called ‘Mail Matters’, published on March 25th by the British DMA) and those of you who are interested in the details are more than welcome to download the study using the following link:

http://www.dma.org.uk/uploads/Ricoh%20report%202015-240315_5512a5d8dcc40.pdf

The report was full of useful findings, e.g. that the majority of respondents still consider direct mail a trusted and effective medium (which it is) but a minority of respondents is concerned that direct mail may be considered as ‘junk mail’ (which it is only  if you don’t make it relevant for the recipient!). A conclusion was that the so-called ‘Digital Natives’ seem to have acquired relatively little knowhow about the production and use of direct mail, so that they concentrate on online marketing activities.

DMA research Five Segments of advertising mail

However, most of the respondents  can still be considered ‘loyal fans’ of direct mail although the research revealed that they are expecting more from the medium (and, in the case of agencies,  from their clients). One of the barriers for more successful direct mail obviously is the ‘lack of data and data analytics’. The data, however, is already there … but it can seem difficult to fully harness, so let’s have a closer look at the issue of analytics:

In recent months more and more focus has been put on how much value ‘analysing Big Data’ could bring. Despite the fact that ‘Big Data’ has become a marketing buzzword and that many decision makers are unsure of exactly what Big Data is, a whole industry has formed to help marketers to identify the best target groups and create customer profiles.

Starting with ‘Big Data analytics’ might at first sound like David’s fight against Goliath (also known as the data monster).  A marketer will learn that consumer data is stored among multiple databases and that the format and content of the databases heavily depends on the application (CRM, sales database etc).

In order to get a full, 360 degree view of your customers an immediate task is to consolidate the data from those different data sources (basically ‘copy’ all datasets into one big Excel  or .csv file). Once you have done that you will be confronted with the fact  that one and the same customer’s data occupies more than one database; in other words, you have found ‘duplicates’. A deduping exercise is therefore needed. In addition to that, important data fields like the gender (which determines the salutation) are not always filled, foreign names are not recognised  correctly  or the address is written with many different variations.

So a first small, but very important, step in data analytics is ‘data cleansing and data enrichment’. Don’t think that this must be a manual process. As long as you can transform the data from the different sources into one and the same format (e.g .csv-files) you can use appropriate tools. Such software comes with built-in intelligence (and algorithms) to understand which data belongs to one and the same customer. Most of them come as a SaaS (software as a service), run by European companies following the strictest EU data privacy laws (Ricoh is currently developing such a tool with an authorised RiDP = Ricoh Development Partner). Large corporations might prefer local installations and regular local updates and upgrades.

My recommendation is to take ‘data cleansing’ and ‘data enrichment’ seriously. Today’s tools can not only improve the quality of your general data but can also check whether email addresses are valid or if GSM mobile phone numbers are still in use. The cost of this first small step (data cleansing and data enrichment) is relatively modest.  More good news is that such state-of-the-art algorithms to clean your data can be built into all your existing (and future) web forms so that no bad data will find its way into your databases.

Once your general data quality has improved, you will be ready for true data analytics. Ricoh and alliance partner SAS can ‘calculate’ the likelihood of your customers buying further products or services (called predictive data analytics), so that you can concentrate your focus and improve the effectiveness of your actions.

So: mastering the (big) data monster should start with small steps, with ‘data cleansing and enrichment’ at the beginning of the list. After that, getting full customer insights using data analytical software should be second. Once you have created customer profiles and target groups, talk to us so that we can combine your data insights with our dynamic document composition tools to create the truly personalised pieces of customer communication which can make direct mail so successful.

This process actually is what we call ‘Precision Marketing’. Learn more about Ricoh’s Precision Marketing practice on YouTube and see e.g. how retailers can benefit from data-analytics and mail.

Your opportunities are endless! Let’s take the first steps together…

Colour Inkjet Users Are Turning To Monochrome

As another Hunkeler Innovationdays is almost upon us, we at Ricoh have been looking at the past year’s technology trends and how they’re impacting you.  One area where we’ve seen a lot of movement is the shift from colour to monochrome inkjet systems. While this step might be unintuitive, or even backward, as colour applications are dominating the conversation about where print is headed, this fact still remains: 85% of books printed are black and white (and this stat also applies to all print impressions beyond the book industry, including the insurance, transaction and regulatory industries).  Couple that with inkjet’s flexibility of accommodating different applications, the shift towards shorter runs, and the opportunities to take on more types of work, and you have the formula for monochrome inkjet being a quiet, but powerful tool in modern printing.

Rural Wit and Wisdom

Rural Wit and Wisdom

So why the shift, you ask? The book market as a whole, especially trade books, have transitioned to producing books in very short runs as part of moving to a weekly replacement model in an effort to reduce costs by avoiding keeping inventory on hand.  This trend has caused a shift from conventional toner-based printing presses to inkjet systems, which are designed to handle variable applications. There are thousands of toner machines in print shops that have been in use for ten or more years, becoming even more costly to operate as time goes on.  Printers are often adopting colour inkjet first to accommodate their more graphic applications, and after realising the significant efficiencies and cost savings they’ve gained in productivity, they want to match that productivity for their monochrome work, which isn’t as cost-effective to run on a colour system.

What awaits printers on the other side of their implementation of the InfoPrint 5000 MP monochrome inkjet system is a pleasant surprise: In addition to flexibility of being able to switch jobs on the fly without calibrating and the ability to do shorter runs, they retain the print quality of toner-based systems.  The InfoPrint 5000 is a rare specimen among digital inkjet systems for its affordability, and it’s the only machine that can match the optical density of blacks that the book market values.

The power of monochrome inkjet for the book market will be on display at Hunkeler Innovationdays in the form of an updated and expanded edition of “Rural Wit and Wisdom”, a timeless classic by best-selling author Jerry Apps.  The 154-page book melds black-and-white photographs by Steve Apps with a collection of common phrases, observations, comments, and conundrums celebrating the lighter side of life in the Midwest.  Printed on the InfoPrint 5000 MP Monochrome at 720 x 360dpi resolution on CVG LETSGO Silk 90gsm, the samples at the show bring the promise of high-quality monochrome inkjet to life.  (And the cover, printed on the RICOH Pro C9110X, showcases how colour cutsheet can complement monochrome inkjet.)

To learn more about the evolution of the book market and its relationship with print, read this white paper by IT Strategies’ Marco Boer.  And be sure to check out vivid monochrome output at our booth at Hunkeler Innovationdays, and learn more about the InfoPrint 5000 MP Mono here.

 

More Return On Marketing Investment? At Zalsman, we can …

 

Business Development Manager Zalsman Innovative Print

Business Development Manager Zalsman Innovative Print

Media expenses are shifting from print advertising to digital. This trend is mainly driven by the fact that today’s CMO (Chief Marketing Officer) is looking for more engagement and measurable results and that’s what is offered by different online marketing tools like Google AdWords (paid search advertising). Marketers communicate more and more online and interactively, so media expenses are also shifting.

Three questions determine the use of media:

  1.  Do I want to take the initiative, or do I want to leave that to the consumer?
  2. Is there any relevant (big) data available? Can we analyse it?
  3. Is the business case for Individual Mass Communication positive?

The trend is visible to everyone. Search engine marketing (SEM) has won ground rapidly. But the initiative will then lie at the consumer side. Those who search start a consumer journey. Those CMOs who want to keep the initiative, but do not have any data, will invest in traditional advertising. They will rely on radio, TV, newspapers and magazines. These traditional channels deliver a broad audience against predictable costs, but have a much less measurable ROMI (Return on Marketing Investment). That is why digital media, email and social media are so popular at the moment. All investments are measurable and traceable. However, their success has boundaries. Email is not always opened in time and online channels get clogged. This is where Individual Mass Communication, which enables what we call Precision Marketing, can make a significant impact. Consumers prefer personal and relevant information across all channels as well as positive omni-channel brand experience, rather than pushy marketing. Individual Mass Communication offers new chances and strengthens the relationship with today’s consumers, who want to be treated as individuals. Print then becomes accountable. Those who have the data and the right business case can start using new marketing recipes.

At Zalsman we are now able to deliver against this promise even more effectively now that our new Ricoh ProTM VC60000 is up and running. The first worldwide installation of this next-generation continous feed inkjet press from Ricoh, designed to excel in the production of direct mail, book printing and an array of marketing communication materials, is expanding our service portfolio and opening up exciting business opportunities. We believe that the  the Ricoh Pro VC60000 represents THE printing technology of the future for interactive marketing. It assures premium print quality thanks to Ricoh’s own print heads and multi-drop ink technology, at resolutions up to 1200×1200 dpi with dynamic variable drop size within each pixel.

Our clients have responded extremely positively to the print quality, which outshines even traditional offset.  The fact that the Ricoh press is able to handle Big Data and  to print at a dazzling speed on various substrates has ticked all boxes for us and allows us to offer creative and interactive personalised marketing applications.

Quality, flexibility and customisation are key to adding value to print and to helping our clients realise their goals in market reach, engaging in a meaningful manner with their target audiences.  We have only just started our journey but already we see many new opportunities in the retail and publishing markets.

Smart Marketing Cookbook being prepared for Hunkeler

Smart Marketing Cookbook being prepared for Hunkeler

For Hunkeler Innovationdays, we have jointly developed with Ricoh a ‘Smart Marketing Cook Book’ demonstrating showcases for relevance that precision marketing can bring to a printed product. Combining the ingredients of the Ricoh Pro VC60000, Ricoh Process Director and dynamic document composition software with Clickable Paper interactive print technology, we have a number of recipes for success that pair high quality digital print with online content.

From personalised catalogues to company brochures, tailored sales documents to clear and concise billing, the Smart Marketing Cook Book highlights many examples of how this type of printing can be used in every sector – the only limitation to the recipes you can cook up is your imagination!  Make sure to collect your personal copy from the Ricoh booth at Hunkeler Innovationdays.