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Marketing Report: Making “Green Printing” Work

An increasing number of marketers are turning to toner- or inkjet-based printing in order to green their print marketing programs. It’s not that offset presses are inherently ungreen. On the contrary, printing as a whole is a whole lot greener than many people give it credit for. But digital printing has some compelling green benefits.

  • Lower start-up waste
  • Smaller, more targeted production volumes
  • Presses with a higher percentage of recycled (or recyclable) parts
  • Lower energy use (in certain cases)
  • Ability to drive document management models that can reduce print waste and unnecessary print volumes that can reduce your carbon footprint and save money at the same time

All the while boosting your marketing effectiveness at the same time.

But for these digital-print-driven applications to work, it takes more than a digital press. That’s just the tool. It’s the smarts behind them — the marketing savvy and understanding of the technology — that drives results. To this end, Digital Printing Reports can released an October 2009 update to its “Digital Printing: Transforming Business Models & Marketing” training and educational report, incorporating the latest software and hardware technologies from Print 09.

The report is designed to help marketers get their minds around the issues that drive digital print production and marketing applications and make the most of them. It has five sections:

  1. Technology discussion from a marketer’s perspective
  2. Application classifications with illustrative case studies
  3. How digital printing greens marketing
  4. More effective ways of evaluating marketing program success
  5. Best practices for greatest marketing impact
  6. Conclusions and additional resources

Incorporating applications driven by digital printing is not only a step in the green direction. Done right, it’s also smart marketing.

Written by Heidi Tolliver-Walker

Heidi Tolliver-Walker has been a commercial and digital printing industry analyst, feature writer, columnist, editor, and author for nearly 20 years. She is known for her meticulous research and no-nonsense perspective. In addition to having written thousands of industry articles for top industry publications, she and Richard Romano have been the face of the well-respected industry research firm The Industry Measure (TrendWatch Graphic Arts) for many years. In her more than 13-year tenure with the firm, she has written countless reports on digital printing, 1:1 (personalized) printing, Web-to-print, personalized URLs, and other hot industry applications. She is also a long-time contributing editor and columnist for Printing News, for which she writes two monthly columns, including "Personal Effects," which features monthly analysis of 1:1 (personalized) printing case studies. She is also the author of three titles for the National Association of Printing Leadership: Designer's Printing Companion, Ink & Color: A Printer's Guide, and Diversifying Via Value-Added Services. As a small, niche publisher (Strong Tower Publishing), she is active in utilizing these technologies in her own business, as well.

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