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Dove Direct Print & Marketing Blog - Enjoying the Exhilarating Time of Print

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “Enjoying the Exhilarating Time of Print” underscores the technological development of the printing industry and how it's now positioned to offer solution based objectives. Typically, both small print shops and enterprise commercial printers have traditionally concentrated on fulfilling printed collateral based on print specifications.

To that end, print specifications still matter. Today however, the print industry has morphed into a marketing solutions provider based model, whereby clients are afforded the opportunity to discuss and get help solving a myriad of problems that may or may not position the printed piece as the main focal point.


Technology Levels the Playing Field

For ages, printers have had to deal with the round peg square hole conundrum, meaning that the creative ideas clients wanted to execute fell outside of the print communities realm of paper and presses. This oftentimes left the clients disappointed because their creative ideas could not come to fruition. And so they, like the print industry settled; they settled with the limitations forced upon them by the lack of technology afforded to the print industry.

Similar to the demise of the Kodak camera caused by newer technologies, the old print model has been replaced with new state-of-the-art digital printing technologies. These rapidly evolving technologies offer mind-blowing creative solution based possibilities, whereby that famous quip from the movie Field of Dreams, “If you build it they will come,” has now morphed into a new manner of thinking; “if you can think it, we can print it.”

Due to continuing technological advancements, today’s digital printing world now provides colors that are not only more vibrant, but also affords clients precise recall of specs over time, thus saving money and reproduction costs.  In addition, digital printing solutions also offer a wider range of textures, die cuts, foils, various output paper sizes, and of course a variety of paper types. If that’s not enough, digital print technology leads the marketing solution gamut with a range of personalization capabilities from independent output of each printed piece for each targeted recipient/group right down to the most scrutinizing details.

The Sales Process

In the distant past, the sales process was a tedious one, and for the most part one dimensional, as the topic of conversation centered around press and paper types.  Not anymore.  Take for example, the HP Indigo 10000 Digital Press capabilities. To begin with, this HP Indigo press can produce virtually any commercial job, including Indigo quality, substrate versatility, and production flexibility.  And when you look under the hood of the HP Indigo 10000 Press, the following attributes define an even more robust statement demonstrating the technology and power of today’s digital printing press:

  • Offset Print Quality
  • Four Color Process including White and Spot Color
  • Larger size Paper (29.5 x 20.185)
  • Variable Data Printing

  • Faster Turn Around
  • Speed: Up to 4600 color B2-size sheets per hour
  • Color: Seven color support
  • Size - 750 x 530 mm (29.5 x 20.9-in) maximum sheet size

As a result of digital printing technology advancements that brought about the likes of the HP Indigo 10000 Digital Press the offerings have evolved tremendously over time.  Now, clients can have just about anything their creative quest may lead them to.

Proofing and Turnaround Times

Test results that once took weeks, sometimes months to deliver for offset presses, can now be done in hours. With digital printing computer generated output, clients now benefit from being able to view dimensional renderings, die cuts, embossed artwork, open lids, flip pages and a virtual copy prior to making investment decisions.

Printing is Now a Marketing Vehicle


Marketing successes have always depended on timing which is basically a speed statement. With the digital world now able to offer speedy interactions and messaging communications, speed which affects timing output is no longer a hindrance in the digital printing universe.

Thanks to digital printing technology, clients can now determine what they need from a marketing solutions perspective. As a result, the focus now shifts to conversations concerning messaging as opposed to discussing the tools required. Print organizations sales personnel are better equipped to advise clients how to better communicate their messages, which provides the opportunity to create partnerships among clients and printers.

As fast as creative ideas emerge, they can now be output in record time. Got a table top idea at 10am? It can be fully realized at your restaurant before the dinner hour.  Forgot to order that full sized banner for an afternoon sales event? You can get in an hour.  Need handouts for the trade show that starts at noon? No problem. Digital printing capabilities are only limited by one’s imagination.

Pinpoint Timing

That old sales and marketing adage, ‘reaching the right people in the right place at the right time in the right medium,’ is now a reality in the print world. Digital print’s database driven variable digital printing technology now allows clients to speak to their target audiences at precisely the right time with the exact message using the right media.

The Net-Net

Today’s digital print offerings are supercharged to deliver printed materials across a wide variety of output circumstances, without limitations on creative considerations. It’s a great time to enjoy the exhilarating time digital print has to offer. Happy Print and Marketing Collaboration!

Let’s have a conversation about direct mail strategies, printing, print software, transactional documents, variable digital printing, brand equity and unified marketing collateral during our next Open House. We invite you to join us on Thursday, May 31st, 2018, from 9:30 am to 4:30 pm. Let us show you how to improve your document processes to optimize your workflow, reduce your costs, and maximize your organization’s printing, letter shop and mailing capabilities. Dove Direct does have an official USPS certified bureau located within our offices that will save you time and money. And, if you bring us your files, we will create a demo file for you. For more information call Carla Eubanks at 404-629-0122 or email Carla at This email address is being protected from spambots. You need JavaScript enabled to view it. .

Dove Direct, your Atlanta based print and mail solutions provider offers organizations end-to-end data, printing and mailing solutions: Data Management, Variable Digital Printing, LetterShop and Fulfillment, Fully Automated MLOCR Presort Bureau, Marketing and Production Management Support and Secure Data Life Cycle Management.

If you don't want to wait for the Open House, you can reach Dove Direct today by calling 404-629-0122 or use the contact form for Dove Direct.

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Leland Hicks is the CTO of MatterMax Media, a digital marketing agency that provides business strategy, web design, social media management and training.  He can be reached at lahicks@mattermaxmedia.com