The print industry is ever evolving and adapting as a communication channel. New technologies, like digital embellishment, allows printers to embrace the power of touch by creating enhanced, desirable, memorable and valuable brand experiences. And when there is perceived value, there is a willingness to pay a premium. Yet many printers continue to treat print as a commodity, selling primarily on price, and boasting about equipment features, speeds and feeds.
Here are three opportunities for PSPs to add value – and profitability – with digital embellishments.
Capitalize on the Science of Touch
Humans like to touch things. It can spark and influence emotion and is proven to provide the strongest sensory recall. So it should come as no surprise that enhancing print with elements that make people want to touch it even more, can even further strengthen the effectiveness of packaging and labels.
The big brands get it, recognizing how enhanced packaging and print can heighten the sense of a product’s luxuriousness and thus value. They are witnessing more brand connection and recall thanks to the power of touch and aesthetics. And they are observing enhanced print sell between 24% and 89% more than non-enhanced print.
Extend Industry Boundaries
The relatively new cannabis industry has lit up with embellished packaging – be it gold debossing or holographic foil – as a way to exude a premium look to consumers, as well as enable micro-brands to capitalize on their share of shelf space.
One such company that has taken advantage of this trend is DMS Color, with their Gold Leaf Packaging e-commerce storefront, dedicated to the production of premium, enhanced collateral, packaging and branding for cannabis products.
The decreased costs of creating digital prototypes is especially appealing to micro-brands, start-ups and established brands testing new products and markets.
Invest Wisely
To determine the digital embellishment solution that suits where you are today – as well as where you plan to be – you need to know who you’ll be selling to, what it is that you’re selling, and the value that it brings them.
Once you’ve decided on the equipment, then it’s time to invest in your sales and marketing – with a go-to-market plan, as well as training – not just on how to use the equipment, but how to sell it. After all, when it costs you 5 cents per sheet, and your clients are willing to pay a dollar, the profitability comes from your margins, not volume. Price accordingly.
Read in full: Digital Embellishments: How to add value – and profitability – to ink on paper – written exclusively for Printing News
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Image by S. Hermann & F. Richter from Pixabay
