The commoditisation of the print industry has driven new services to market that were well received by more than 800 attendees of Bytes Document Solutions’ demonstrations at Africa Print 2011. Cross media marketing and Web-to-print are changing the face of the print-for-pay market.
“The equipment is no longer a point of differentiation between businesses and brands,” says Keith Knott, divisional director of the production and software solutions division of Bytes Document Solutions.
“Printers must sell themselves on their ability to offer a complete solution for customers.”
SilverlineLAB’s invitation to take a tour of its stand at Africa Print 2011 employed cross media marketing to full effect and has subsequently turned one-third of the more than 800 VIP guests into qualified leads who requested quotes on various services and equipment.
Registered visitors to the stand who took the tour learned more about the value of personalised cross media communications and brand management solutions and that they can automate the design, distribution and administration of print, e-mail, Web and mobile marketing services.
They also experienced the capabilities of personalised cross media marketing first hand since the invitations to Bytes Document Solutions’ stand at Africa Print employed cross media techniques.
“The personalised cross media campaign demonstrates the service offered by our cloud-based SilverlineLAB and visitors to the show responded extremely well,” says Leanne Clack, marketing manager of the production and software solutions group in the Xerox division at Bytes Document Solutions.
“It gave guests an idea of the impact of personalised cross media which was a powerful tool for us in reaching a qualified audience and giving them precisely what they want at the stand, from their order for tea or coffee, red or white wine, their name in all of our communications directly to them, their own personalised theme in all collateral, and a tour of only the technology, systems and solutions that they felt could maximise and optimise their digital investments,” says Clack.
SilverlineLAB, a division of the Xerox division at Bytes Document Solutions, essentially allows smaller businesses in the print-for-pay market to offer the services of large print organisations that have greater Capex to invest in equipment, skilled employees, and software.
“Many people in the industry have been talking about this type of service for a long time, but we are the first to offer it in a hosted environment through the cloud,” says Knott.
And for printing highly personalised one-to-one marketing communications, marketing collaterals and high quality photobooks, Bytes Document Solutions exhibited a full array of Xerox digital presses; from a 50 image per minute (ipm) Xerox DocoColor 550, to the Xerox 700 (70 ipm) and a 100 ipm production digital press, the Xerox 1000 that also features a fifth clear toner station to add spot or flood clear toner to a document for added visual impact and image-quality enhancing effects.
This extensive range of presses enables customers to “start with Xerox and grow with Xerox,” says Paul Haglich, product marketing manager.
A Nuvera 288 high speed mono perfecting press with inline tape binder to produce thermal tape bound books was also displayed and a Xerox 4127 that is an extremely flexible entry-level production printer ideal for quick print/print-for-pay outlets and corporate in-house print shops as it features numerous inline finishing capabilities such as a 2 or 4 hole punch, stapling, saddle stitching, wiro-bind punch and C/Z folding.
SilverlineLAB also generated a database of attendees for future marketing efforts.
The business awarded three lucky draw prizes at the show to people who took the tour. A Xerox DocuColor 550 went to CPW Printers, a cross media marketing campaign went to The Sign Shop, and SE Litho won a trip to Drupa.