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 personalised with variable elements such as address fields. Collaterals-on-demand carries the concept a step further. Consumers can generate their customised brochures online via a web portal and they receive their personalised hardcopy within days – with only the content they need. Colour 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 can be achieved by integrating customised messages for target groups, even down to ‘print runs of one’ – individualised 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.
Utilising 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.
Colour 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 Colour.
Unleash the power of colour in advertising
Today’s advertising is unthinkable without colour, and a large part of the industry’s expertise is based on its use. Find out about the creative use of digital colour printing – discover the Océ Home of Colour. 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 colour workflow – all to be found in the Océ Home of Colour.
Use the right technology
Océ, the number one in production colour continuous feed printing, delivers a broad portfolio of colour technologies that fulfill the high expectations of the advertising and collateral printing industries. The Canon imagePRESS brings you vibrant colours with an offset look and feel, while the Océ ColorStream 10000 Flex, the Océ JetStream series and the Océ ColorStream 3500 are the colour presses of choice for Graphic Arts and also for higher volumes and larger formats, for example gate-folded documents, in advertising. All of these printers offer the brilliant colour 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 consists of an integrated family of adaptive workflow management software solutions that make work flow faster and more efficiently. In addition, Océ PRISMAdesigner allows you to personalise your collaterals quickly and efficiently without needing either a suite of tools or programming capabilities. It also saves a great deal of time, since all of the tools offered are combined into one easy-to-use integrated package.