The Digital Lizard Blog

Back in the good old days, if people were excited about your business, they told each other — over the fence, at the water cooler, etc. Today’s world is different. People are overbooked, with very little in-person time to share thoughts on companies or give recommendations. Add in all the apps for curbside/in-store pickup, and there’s no longer even chatter while waiting in line.

Digital printing has been around for a long time, but for many people, it may be new. Perhaps you work at a catalog or magazine business and have always done long-run web printing. Or maybe you’re a new graphic designer or marketer starting out. Others may have held back because of the “toner” look or need to replicate Pantones or specialty mixes.

Being successful in business requires smart marketing. But more than that, it takes ingenuity. Your direct mail effort is a great place to start. Tangible and tactile, your postcard, tri-fold, dimensional mailer, or other piece offers promise of getting sorted through the hands of your consumer rather than breezed through on their phones. Be respectful of this privilege, and give recipients a reason to respond.

Data is all the rage these days. Open any industry journal, attend any conference, or simply sit in on a marketing meeting, and you’re sure to hear the need for your data to be “robust,” “relevant,” and “targeted.” However it’s framed, the objective of data is to ensure it has the power not only to drive sales now, but also to continue profitable business for years ahead.

For most of us, New Year’s resolutions are a losing proposition. Who actually is still going to the gym by January 15? And, of course, all the leftover pumpkin cheesecake needs somewhere to go. Yet, while our personal resolutions may have limited effect, our business ones can have a lot greater value. Chosen wisely — and kept — they can have tremendous impact on our companies, our customers, and our bottom lines.

The Internet makes it super-easy to get just what you need delivered right to your door. Purchase a toner cartridge, secure tickets for a sporting event, or order a copy of the latest steamy romance novel. These days, you can even conjure up a Big Mac with a couple of keystrokes! Yet, while buying existing products is pretty much WYSIWYG, buying those that are produced can get a bit tricky. Online printing, for example, can have a significant margin for error.

No business is immune to challenges. A loss of a big account, a new competitor, a price increase, a firing or layoff, or even a change in ownership will occur from time to time. While these situations are tough on management, they can be absolutely alarming to employees who don’t have the same insights or job security. Unaddressed, these feelings can grow into discontent — causing a business to lose some of its greatest assets.

As little as five years ago, designers had to make some serious concessions when preparing a file for digital printing. Substrates and personalization were limited. Quality was inconsistent. And Pantone matching? Fuggetaboutit.

Digital printing has come a long way. Back in the early 1990s, when it was just becoming a “thing,” it had some big challenges. First, it was rare. Burned by waterless printing, stochastic screening, and other ideas that didn’t live up to their hype, few shops were early adopters. Then, there were the hassles with special papers, coatings, and ink/toner reproduction. And finally, many buyers thought that it simply had a “fake” look to it. Still, digital printing had its place. And writing your customers’ names in clouds was pretty darn cool — even if it had nothing to do with the project at hand.

Producing print is a great opportunity. Not simply a means to “get your message out,” print lets you engage, inform, inspire, and sell in ways no other media can. Whereas electronic communications may depend on audience-controlled screen sizes or preferences, print puts the power in the hands of the author. Paper stock is a big part of this.