Advertising expenditures depend on the economic climate, which in a downturn focuses
on reductions in high-profile mass media campaigns and concentrates on targeted
audiences, where results are directly measurable. In a world of product proliferation
run lengths for brochures are decreasing.
If a single feature in a single product changes,
the entire marketing material must also be changed. With conventional technology,
this generally means pulping.
Digital printing has changed all that by making printing of short runs or of collaterals on
demand a practical proposition. Content can be guaranteed to be up-to-date without
wastage, and, if desired, it can be personalized with variable elements such as address fields. Collaterals-on-demand carries the concept a step further. Consumers can generate their customized brochures online via a web portal and they receive their personalized hardcopy within days – with only the content they need. Color can be creatively used to drive home the message or the brand values.
For you, the print services provider, printing on demand solutions as supplied by Océ are a superb and profitable fit to the needs of corporate marketing departments and the advertising industry.
Increase communication efficiency: targeting the audience precisely
The new efficiency and measurability demanded of advertising means that corporate marketing departments, and marketing teams in ad agencies, increasingly stipulate that advertising be targeted more precisely to audiences. The increased communication impact being sought after can be achieved by integrating customized messages for target groups, even down to ‘print runs of one’ – individualized messages for individual recipients.
Alongside larger-format advertising, information on price labels, small posters and flyers is an important factor driving point-of-sale revenue volume. As a medium for promotional messages, such adverts attract attention. These new ‘below the line’ measures, specifically designed to prompt a particular response, are perfectly suited to take full and economic advantage of the enabling technologies provided by Océ.
Utilizing collaterals on demand to the full
The creative minds engaged in advertising, whether in agencies or marketing departments, have one ever-present need – how can I make the best use of collaterals given the budget? The traditional scenario, with too few collaterals, generally based on compromise, has proven to be a thorn in the side of advertising experts and their customers. But now, thanks to Océ, you can introduce them to the world of collaterals on demand, where consumers receive exactly the information to suit their needs, no more and no less. And the economic efficiency of the print runs means that previously unreachable niche markets can be taken into consideration.
Color brings yet another subtle benefit here. Its strategic and tailored use across a range of collaterals is a powerful instrument in the hands of the advertising professional – an advantage you can fully exploit with solutions from Océ, the Home of Color.
Unleash the power of color in advertising
Today’s advertising is unthinkable without color, and a large part of the industry’s expertise is based on its use. Find out about the creative use of digital color printing – discover the Océ Home of Color. Experience how professional printing of collaterals on demand opens up a whole new world of opportunities for your advertising customers – and a major revenue stream for your own operation. You’ll find solutions embedded in advisory and service models that cover the entire value creation chain. Be inspired by the technological and creative innovation and a totally unique form of color workflow – all to be found in the Océ Home of Color.
Use the right technology
Océ leads the market with highlight and full color production speed systems, driven by powerful software. The Océ CS665 Pro digital press meets the varying needs and requirements of demanding advertising products. Printing professionals demand a fast, reliable, heavy-duty color system. The Océ CS665 Pro has large input and output capacity for unattended production on up to 300 g/m² and 330 x 487 mm media. Various configurations support a wide range of advertising applications with finishing options such as booklet making, perfect binding, large capacity stacking, stapling, punching and many folding choices.
The Océ ColorStream series is the color press of choice for Graphic Arts and advertising for higher volumes and larger formats, for example gate-folded documents. All of these printers offer the brilliant color quality, stunning speed, and value-added features for which Océ is renowned.
Océ powers these families of digital printing systems with open, integrated Océ PRISMA® workflow and software tools that make it easy to design, compose and cross-manage variable data documents such as collaterals on demand. Océ PRISMA is an integrated family of adaptive workflow management software that makes work flow faster and more efficient. In addition, Océ Document Designer Advanced allows you to personalize your collaterals quickly and efficiently without needing a suite of tools or programming capabilities. It also saves a great deal of time, since all the tools are combined into one easy-to-use integrated package. PRISMAweb provides a web-to-print solution which is expressly tuned for collaterals-on-demand. This seamless integration into web-to-print workflows results in fewer errors and reduced order handling cost.