PrintTechNJ

Cost of ownership – the truth behind your trade show display’s bottom line By Ben Ritacco

2011-06-13T17:01:00.000-04:00

As marketing and event professionals know, the scope of any trade show or event display design is always governed by one controlling factor – BUDGET. A project’s budget is a means of keeping expenses capped while avoiding any unexpected over-spends. This also provides a laser focused mechanism for tracking your ROI.

Most of the time, rigid budgets are merely theoretical, as the final price tag is rarely even close. This does not have to be the case. The reason budgets are rarely set in stone is because of the “unknowns”. Inevitably, these unknowns can cause a project to exceed budget projections…sometimes tremendously.

So, how do we avoid this nasty problem??? The answer is as simple as basic math:

(A) + (B) = (C)
Budgeted Items + “unknowns” = TRUE BUDGET

Math can be tricky when variables are concerned. Event budgets are no different. Since we know what the initial budget (A) is, the variable (B) is your “unknown”. To figure out the TRUE BUDGET (C), we must determine the unknowns. This is where you, the marketing professional, can look like an event wizard (complete with crystal ball).

When shopping for displays and printing, your pricing only reflects what is called the “COST OF PURCHASE which includes what is “known”:

• Price of graphic design
• Price of building your display
• Price of Printing
• Price of having your display shipped to you

What we cannot account for (or avoid) are the unknowns. These fall into a second category – “COST OF OWNERSHIP” which refers to the costs associated with owning and operating a certain type of display. With the proper knowledge, these costs can be prepared for, greatly reduced or avoided entirely. This foresight has everything to do with making the correct decisions regarding your display purchase. Here are just some the things to expect regarding cost of ownership:

• Shipping costs (every show – inbound and outbound)
• Drayage costs (every show)
• Labor costs (every show – set up and tear down)
• Electricity costs (every show – varies based on the requirements of your display)
• Employee time / undue stress / reduced morale on the show floor

To make matters worse, overhead costs are recurring. This means that over the course of a year, you purchase your display only once, but you are paying for the cost of ownership each time the display is used.

What is the solution? One answer is – know your (enemy) cost of ownership. If you know that the operating costs for a particular display will be at a certain level, you can budget for it accordingly. This is a simple solution, but still very costly. In this case, you will manage to stay on budget, but have considerably less money to work with at the time of purchasing the actual display. This is due to the fact that most of your budget will need to be earmarked for your cost of ownership. In the end, this is no solution at all.

The correct way to combat this issue is – know your options. When shopping for your display, factor in all of the typical attributes which will effect your cost of ownership. These display attributes include:

• Weight
• Portability
• Ease of shipping
• Ease of use
• Low wattage appliances and lighting

Each of the factors listed above must be an important part of your decision making process. No matter what look, feel or aesthetic you are going for, there is a display out there which can work into your model. Many displays today can be set up and taken down by a single person in just minutes. And the best part:

• NO tools
• NO hair pulling
• NO union labor
• NO freight charges
• NO drayage
• NO last minute headaches

Portable, tool-less exhibits are no longer limited to basic pop-up displays and banner stands. Take a look at what is available out there. I’m sure you will be surprised at all of the options which are currently available. Just remember to always keep in mind – cost of purchase is a one time thing…cost of ownership is an every time thing. Put these elements together and you will always know the truth behind your trade show display’s bottom line!

Make Beautiful QR Codes

2011-05-26T15:07:00.003-04:00

HOW TO: Make Your QR Codes More Beautiful

The QR code: A thing of beauty or an eyesore? The magical barcodes that can be scanned by a smartphone to launch an offline-to-online experience are often criticized for their black and white checkerbox appearance. Those who doubt that QR codes will go mainstream are quick to point out that the look of QR codes will deter marketers and advertisers from using them.
Fortunately, QR codes are malleable and can be redesigned in truly extraordinary ways, while still maintaining their scanability. The truth is, QR codes no longer have to be checkerbox in appearance. We’ve entered a new phase of “designer codes” that can be integrated into marketing campaigns in an attractive way that isn’t an eyesore.
QR codes have so much potential from a design perspective, so let’s take a look at a few tricks and techniques you should keep in mind when designing a code to enhance your brand and appeal to your audience.
________________________________________
1. Add a Color Palette
________________________________________
The easiest way to add branding power to your code is to add color to it. Your QR code does not have to be standard black and white in order to be scanned. You can embed multiple colors and apply a color gradient without affecting scanability. The only rule of thumb is that the code color should generally be dark and placed against a light-colored background. Make sure the contrast is sufficient, or the code will be difficult to scan.
A “reversed out” code, where the background is dark and the boxes are light colored, is generally not recommended. Only a small handful of QR code readers can treat such codes as a film negative and properly interpret the data.

________________________________________
2. Soften Hard Edges with Round Corners
________________________________________

One of the QR code’s greatest aesthetic flaws is its numerous hard edges. You can dramatically lessen the severity of this look by strategically rounding some corners. It is not necessary to round all of the corners, but softening up the edges will definitely make the code appear more friendly and approachable.
________________________________________
3. Incorporate Dimensionality for 3D Impact
________________________________________
One high impact way to brand your QR code is to obstruct some of the boxes with imagery, such as a logo. By placing an image in front of the code, you imbue the code with a sense of depth. An ordinary barcode suddenly becomes a form of artwork, and you can really make a statement with the way you melt boxes together or choose to obstruct aspects of the code.
Fun ideas include adding a logo to the center of the code, but you could also add interesting elements to the corners or the sides for an even less standard look. Adding images or characters between the boxes is another playful way to dress the code with personality and style.
________________________________________
4. Use QR Codes With 30% Error Correction
________________________________________

If you decide to add in a logo to create a 3D feel for your QR code, you need to decide which part of the coding to obstruct with your logo. The key to creating these eye-popping designer codes is to take advantage of the fact that up to 30% of a QR code’s data can be missing or obstructed, and still be scanned. QR codes can be generated with 0%, 10%, 20% or 30% error correction rates built in. Building in the 30% error correction rate adds more noise (extra boxes) within the code, but those extra boxes within the code can then be removed to make way for a logo or other interesting imagery.
If you use a QR code with 0% error correction, the code will look more streamlined, but opportunities to brand the code by adding in a logo are very limited. Removing or obstructing a single box within a 0% error QR code could render it unscannable.
________________________________________
Apply a Trial-and-Error Process
________________________________________

Technically, it is possible to mathematically compute which boxes in a QR code are the buffers that can be removed, but such computations are generally unnecessary. By applying a simple process of trial-and-error, anyone can begin applying their design techniques to a code and then test for scannability.
Be sure to test your code’s scannability with multiple QR readers, ideally three or four. Some readers may be able to overcome some stylistic elements of your designer code, whereas others will not. Deploying your code without testing for scannability is designer malpractice and can cause serious heartache with clients. It is true that even with reasonable precautions, designer codes may still be difficult to scan, so you must always weigh the costs of scanning difficulty against the benefits of designing a code that is eye-catching. If a designer code takes more than a few seconds to scan, it probably needs to be redesigned.
________________________________________
Conclusion
________________________________________
In the end, creating branded QR codes is as much art as it is science. The mathematical qualities of a QR code and the impact of a clever design can truly elevate a QR code to the point where the code becomes the central artwork of a piece of marketing collateral. Applying designer best practices will enhance scanning conversion rates and effectively augment an offline item with online capabilities.
It is only a matter of time before QR codes hit mainstream. Knowing how to innovate both in technology and design, and how to implement a QR code in the right way for your business, will keep your brand on the cutting edge of marketing and technology.

Content provided by Print Tech from a previously published article by:
April 18, 2011 by Hamilton Chan 182
Hamilton Chan is CEO and founder of Paperlinks. With the free Paperlinks iPhone app, featured previously by Apple as the #1 New & Noteworthy app, consumers can scan and view QR code content with a native app experience. Paperlinks also provides a powerful platform for generating QR codes, hosting content and tracking their performance.

Let It Rip!

2011-03-28T08:51:00.004-04:00

Your desktop publication usually contains two kinds of files, Raster images that use many pixels, like photographs, and Vector Art which uses a mathematical formula to create the lines, points and colors of type and illustrations.

A Raster Image Processor (RIP) takes the information about the photos, fonts and illustrations in your document and translates it into an image composed of dots that the imaging device (like our iGen, DI or large format printer) can output.

A RIP is like your printer driver, only super-sized. They are used in the graphic arts industry for batch processing, color separations and halftone screening. They can also check for missing fonts and graphics.

With the additional control of a RIP, a printer can increase productivity and produce higher quality results than non-RIP files.

A Printing Press for Every Job

2011-03-15T09:58:00.006-04:00

There are many factors that play into how your job will be printed at Print Tech. These include: the size of the run; the size of the paper; whether will it be one color, spot color or 4-color printing; and whether the printed piece will be personalized.

Once the scope of your job is determined, we will then print on the type of press that will be the most economical with the highest quality results. Print Tech currently uses the following three types of presses:

Traditional Offset

The Heidelberg Printmaster is an example of a traditional offset printing press. It is used to print one/two-color jobs (up to 10,000 pieces per hour), on sheets up to 12” x 18”. It is used primarily for envelopes, letterhead, newsletters, and business cards.

Traditional Offset Meets Digital

The Heidelberg Printmaster DI is a hybrid printing press. Although the actual printing is ink on paper, the plates are made on press by sending a digital file from the art department. This greatly speeds the process up, allowing the press to be running your job within 10 minutes of the files being received.

The "DI" can print up to 10,000 13" x 18" 4-color sheets per hour. It is used for large runs, four-color printing, newsletters, postcards and posters.

Digital Printing

The Xerox iGen 3 is a toner-based printing press that does not use printing plates. Instead, electronic files (Postscript, PDF, EPS) are sent to the printing cue for scheduling. The IGen 3 prints up to 6600 14.33" x 20" sheets per hour.

The digital art file can be combined with a database containing text, graphics and photos in a process called Variable Data Printing (VDP). With VDP you can change each message on one continuous print run. (More about VDP)

Digital printing and Variable Data are most often used in shorter runs of direct mail, postcards, sell sheets and any other marketing materials where personalization can help sell your product or service.

Five Tips For Creating Successful Design Documents

2011-02-24T14:50:00.005-05:00

Graphic design packages (inDesign, Quark, Illustrator) give users unprecedented control over page layout, graphics and photos. The programs have become so popular that many clients design their own work and send it to Print Tech for printing only.

However, there are times when, by inexperience or mistake, we receive files that are not correctly set up for print. Here are the top five mistakes to avoid:

1. Don’t Get Your Graphics Off the Web
Many inexperienced designers will pull a logo or graphic off the web and place it into their document. This creates two problems: first, the resolution is too low and secondly, the web graphic is RGB (Red,Green,Blue) instead of CYMK (Cyan, Yellow, Magenta, Black).

2. Don't Use Low Resolution
The resolution is measured in DPI (dots per inch). A web graphic is considered low resolution because it is usually at 72 dpi. A printed piece is usually considered high resolution because it is created at 300 dpi. This means that the print graphic is roughly four times the size of the web graphic.

Web Graphic 4 inches @ 72 DPI = 288 pixels

Print Graphic 4 inches @ 300 DPI = 1200 pixels

Pasting the small web graphic into a printed piece would give you a pixilated, fuzzy result. On the other hand, if you placed a high resolution print graphic into a web site, what you thought was going to be a small insert would actually stretch across the entire computer screen.

3. Don't Use RGB Graphics and Photos
Our TV's, cameras and computer screens all use the RGB color space. It is known as an additive color and it works by visually mixing the primary colors. When red, green and blue are added equally at their highest intensity, we get the color white on our screens.

The printing process uses CMYK and is known as a subtractive color space. This works by the printer laying down inks, from light to dark, on a substrate. As more colors overlay each other they get denser.

Simply put, the difference is that with RGB, white is the presence of all color and with CMYK, white is the absence of all color.

For more information on color and printing, visit our blog posts from May of 2010.

4. Supply All Fonts and Graphics
When sending a file to a printer, you should always supply the fonts and graphics that you have used in your document. Without doing this you may end up missing graphics in the final print or the printer's graphic program may substitute a font, giving you something you didn’t expect or want.

5. Create a Great PDF
The most important steps in creating a successful PDF are:

Make sure the fonts are embedded

Graphics and photos are in the CMYK color space

The resolution is 300 dpi

Choose “High Quality” PDF when saving

Print Tech examines every file that comes in for printing. If you need help or tips on how to better prepare your artwork, call our pre-press department, they will be happy to assist you.

Direct Mail Sells Baby Boomers

2011-02-21T09:07:00.007-05:00

The rise of the internet, e-mail and social media, contrasted by the rising cost of stamps and the constant news of the U.S. Post Office losing millions, cause many to feel that mail is dead.

But, compared to all the other marketing methods available, direct mail is still the most effective in targeting, reaching and getting a response, This is especially true of the most powerful buyer...the Baby Boomers.

Mail Gets Baby Boomers’ Attention:

95% immediately sort through their mail

79% open their mail the day it is delivered

Mail Gets Baby Boomers’ Business:

56% of Boomers shop directly from catalogs

12% of them follow up with on-line orders

59% of them follow up with store purchases

As you can see, direct mail is targeted, and powerful!

Print Tech Is Moving To A New Location

2011-02-07T15:26:00.004-05:00

Print Tech is in the process of moving their corporate headquarters and production facility from the current Mountainside, NJ location to 49 Fadem Road, Springfield, NJ 07081. The move is being made to better service the Print Tech customer base and will be completed on February 14, 2011.

“We are always looking for ways to provide additional opportunities for the success of our clients,” said Production Manager Enrico DiNardo. “We feel that by combining the latest building technologies, our talented team and a more efficient floor plan, we can maximize our resources and provide an unmatched customer service experience.”

Print Tech’s proofreader Fran Angiola agrees. “We currently employ a state-of-the-art tracking system to follow every phase of a job from start to finish. The new plant layout will give us more control over the QC process and our plan to cluster departments like graphic design, IT and customer service together will result in speedier service and greater customer satisfaction.”

The move has begun with some services already located at the new building. “We expect to be completely moved into the Fadem Road facility by February 14, with little or no service interruption,” said Keith Knox, Print Tech’s Printing Production Manager. “The main reason for this move is to enhance customer service. Our Print Tech team is determined not to let anything fall through the cracks during our move and so far, nothing has.”

Printing With Vegetable-Based Printing Inks

2011-01-25T14:10:00.006-05:00

Volatile Organic Compounds (VOC’s) are toxic gases emitted from paints, cleaning supplies, building materials and thousands of other products and chemicals. The Environmental Protection Agency (EPA) defines a VOC as any organic compound that participates in a photoreaction and considers them greenhouse gases. The health effects from breathing VOC’s can range from headaches and dizziness to damage to the central nervous system.

One of the ways Print Tech has reduced the risk of VOC exposure to employees and customers is by using vegetable-based printing inks. Vegetable oils such as soy, linseed and safflower are used as the base for the pigment so it will transfer evenly from press to plate to paper.

The standard had been petroleum-based inks until the 1970’s oil crisis, when the Newspaper Association of America started to look for alternate ways to make ink that were more cost efficient and reliable. With the development of vegetable inks came the reduction of VOC’s and other advantages, including increased ink degradability and the need for less ink to be used, thereby reducing both ink and printer cleanup costs.

Print Tech is FSC (Forest Stewardship Council) Certified and is always looking for ways to reduce our environmental footprint. (Slideshow)

Cost of ownership – the truth behind your trade show display’s bottom line

2010-12-03T11:38:00.004-05:00

10 Low-Cost Ways to Market Your Business Part - 3

2010-12-03T10:54:00.000-05:00

8. Become an online expert. This is the "free sample" approach to bringing in business. Research active e-mail discussion lists and online bulletin boards that are relevant to your business and audience. Join several and start posting expert advice to solve problems or answer questions. You may need to keep this up for a bit. But, the rewards come back in paying clients and referrals. "E-mail discussion lists have been my single largest source of clients over the last eight years," says Shel Horowitz, a small-business marketing consultant based in Northampton, Mass.

9. Court local media. Editorial features convey more credibility with prospective clients than paid advertising does. To get coverage from the local media, whether from the town newspaper, TV, radio stations, or trade journals—you need a fresh, timely story. It's usually worthwhile to hire an experienced publicist to position the stories, target appropriate media representative, and write and send press releases. Usually, you can work on a short-term or contingency basis.

10. Finally, don't let customers simply slip away. Make an effort to reel them back in. It costs a lot less to retain a disgruntled or inactive customer than to acquire a new one. If you haven't heard from a customer in awhile, send a personalized e-mail (you can automate this process), inquiring whether all is well. For a customer who suffered a bad experience, pick up the phone, acknowledge the unpleasantness, and ask if there's anything you can do. A discount can't hurt either. Being kind to customers is the smartest low-cost marketing you can do.
Reprinted from Melissa Data

10 low-Cost Ways to Market Your Business - Part 2

2010-11-08T14:17:00.003-05:00

4. Develop an electronic mailing list and send old-fashioned letters. Most businesses have harnessed the power of e-newsletters—and, you definitely should be sending out one, too. It's very cost-effective. But, exactly because e-mail marketing is now nearly ubiquitous, you can quickly stand out by occasionally sending personal, surface mail letters to customers and prospects. Just make sure the letter delivers something customers want to read, whether an analysis of recent events in your field, premium offers, or a sweetener personalized for the recipient (a discount on his next purchase of whatever he last purchased, for instance). "This mailing has to have value to those that read it, so it reflects the value of what you offer," says Leslie Ungar, an executive coach in Akron, Ohio. "Remember, the best way to sell is to tell."

5. Boost your profile at trade shows and conferences. You can quickly create signage, glossy postcards with your contact information, product news inserts, or an event mini website.

6. Combine business with pleasure—and charity. Spearhead an event, party, or conference for a cause you care about. That puts you in the position of getting to know lots of people, and shows off your leadership skills. "I host an annual baseball game where I take hundreds of clients to a Cubs game at Wrigley Field," says Kate Koziol, who owns a public relations agency in Chicago. "Last year, I took 300 people and we raised $10,000 for a local children's hospital. Few people turn down a game, and it's a great networking opportunity for guests. It lets me reconnect with current clients and impress potential clients."

7. Create a destination. Bookstore chain Barnes & Noble has its coffee bars. Furnishings giant Ikea offers child-care centers and cafeterias. Why? So, customers gravitate to the stores to enjoy an experience, and to hang out for a while. Sunday morning at Barnes & Noble becomes a pleasant weekend routine, rather than a shopping errand. Steal this idea. This tip isn't limited to offline destinations, either. Using pay-per-click advertising, you can cheaply drive traffic to a one-time news event or specialty offerings, points out Jay Lipe, a small-business marketing consultant based in Minneapolis. Lipe recently set up a website for ‘Games by James,’ a retailer of board games, and quickly attracted customers via PPC ads. "The effect was overnight," says Lipe. "Traditionally in the marketing world, it takes weeks or even months to generate acceptable awareness and traffic. Here we saw traffic spike overnight."

Other tips to become a destination:

• Add a free advisory service, whether party planning ideas or investment seminars.

• Add customer loyalty services, such as free shipping for second-time buyers, or rewards when customers spend a certain amount.

Reprinted from MelissaData.com

10 Low-Cost Ways to Market Your Business

2010-10-26T12:05:00.002-04:00

By Joanna L. Krotz, co-author, Microsoft Small Business Center
Part 1 of 3; Re-printed from Melissa Data

Ongoing marketing isn't tied to a price tag. It's defined only by putting the right message in front of the right person at the right time. Joanna L. Krotz of Microsoft Small Business Center gives you 10 ideas for doing just that—on the cheap.

Too many small-business owners think marketing is like a trip to the dentist—something you just gotta do every six months or so.

But, when marketing is continuous and targeted rather than occasional and shotgun, business gets easier. If prospects have a positive view of your wares and reputation before you call or before they start shopping, you're that much closer to nailing a sale. Here’s how:

1. Take steps to make customers feel special. Customers respond to being recognized, especially in these ‘rush-rush, get-the-lowest-price’ times. "Even with a Web-based business, good customer service is possible," says Denise McMillan, co-owner of Plush Creations, an online retailer of handcrafted travel bags. McMillan encloses a small, rose-scented sachet in every jewelry and lingerie bag she sells, and also sends a handwritten thank-you note. "The sachet and note cost pennies, but add something special to the purchase," she says.

2. Create business cards that prospects keep. Most business cards are tossed within hours of a meeting. Instead of having your card tossed, create one that recipients actually will use—say, a good-looking notepad with your contact info and tagline on every page. "The business card notepad is referred to almost daily, kept for 30 days or so, and carries a high remembrance factor," says Elliott Black, a Northbrook, Ill., marketing consultant who specializes in small businesses.

3. Stop servicing break-even customers. If this idea makes you gasp, think harder. You're falling for the fallacy of increasing sales instead of boosting profits. If you stop marketing to unprofitable customers, you have more time and resources for customers who actually grow your business. "More than likely, 20 percent of your customer base is contributing 150 percent to 200 percent of total annualized profit (TAP); 70 percent is breaking even; and 10 percent is costing you 50 percent to 100 percent of TAP," says Atlanta marketing consultant Michael King. Take a detailed look at your customer profitability data and then direct premium services, and marketing to customers who count.

Our Quality Control is Looking Out for You!

2010-10-07T15:38:00.004-04:00

Print Tech uses a unique tracking system that ensures quality control every step of the way. Your job could flow through as many as twelve QC stations, including design, prepress, proofreading, press, bindery and fulfillment.

If a problem arises, our employees are empowered to stop any job at any time to resolve the issue. After all production is complete, the job is reviewed one final time before being delivered.

We appreciate your trust in us and we will continue to make quality assurance our #1 commitment to you.

Print Tech is looking out for your success!

Why You Need a Print Tech Web Portal

2010-09-23T11:15:00.003-04:00

Print Tech is always online and always ready to streamline the ordering process for static, versioned and variable data documents, ad specialties and inventoried items.

We offer secure, branded web portals that are designed for high paced businesses with multiple locations. Our Print-On-Demand services can be personalized to dramatically increase the return on your marketing investment.

Print Tech Web Portal Features
Private and secure customer portal
24/7 Access
Connect from anywhere through your internet browser
Central ordering for unlimited locations
Digital Asset Library
Customize marketing campaigns quickly and easily
Online Proofing
Reorder business cards, letterhead, envelopes and more!

Benefits
Brand Consistency
Control Costs
Save Time
Reduce Carbon Footprint
Increase Revenue!

Visit our demo at:
www.print-tech.com/printflexdemo

Why Direct Mail Works

2010-09-08T10:45:00.003-04:00

With the explosion of e-mail marketing, you might think that direct mail is dead.

Nothing can be further from the truth. Mail is perceived as personal and many look to their mail for financial savings, to stay informed or just to unwind at the end of the day. It can be easily shared with others, point decision-makers to valuable web sites and permits easy comparison and note making.

But most importantly, the response rates from direct mail are 20 times higher than magazine ads, 7 times higher than newspaper ads and almost 40% higher than the average e-mail blast.

When it comes to marketing, direct mail is alive and well and still giving you the biggest bang for your buck!

Signage is Always On Duty

2010-09-01T14:39:00.011-04:00

Signs and displays work hard every day as your "silent salesperson" to increase your revenue.

A University of San Diego Study on Signage and Display Return On Investment (ROI) states:

- One additional on-premise sign increased annual sales by 4.75%
- That same sign increased the number of orders by 3.93%
- One additional 36 sq. foot wall sign added $.06 per transaction
- One 144 sq. foot wall sign added $.78 per transaction
- New Signage increased revenue by 5%

Sign Tech will partner with you to create eye-catching signs that will maximize the return on your signage and displays.

Enjoying The Last Days of Summer

2010-08-19T12:24:00.002-04:00

Summer has always been a time to take a little bit of a breather from the frenetic pace of the other seasons. Summer hours, vacations and a slower work schedule give everyone time to spend with their family, catch up on home projects and explore the world around us.

Print Tech is no different. While some have stayed close to home, a quick survey shows that some of our co-workers have vacationed in Washington D.C., North Carolina, Watkins Glen, the beaches of Delaware and the Jersey Shore.

But with the passing of the July heat waves and the coming of shorter days, it's becoming more apparent that Fall is just around the corner. That means cooler days, kids going back to school and most of us returning to business as usual.

So try to take some time during these last couple of weeks of Summer to relax and enjoy yourself; Fall, school, business and our regularly scheduled lives will be here soon enough. You deserve the break and we'll all be here when you get back.

QR Codes Bring Interactivity to Printing

2010-07-28T11:44:00.018-04:00

Recently there has been a lot of press about QR (Quick Response) codes. These 2D glyphs were developed in Japan and are capable of containing up to 4000 characters of information.

The information can be read by a dedicated QR Scanner or with free software that can be downloaded on the ever increasing number of smartphones. The code can contain contact information, calendar events, URL's, geo locations or text messages.

In printing, the QR Code can be used to expand on the printed piece. For instance, a catalog might have a small description and a photo of a Flux Capacitor. Since this is probably your first Flux Capacitor, you might want to know what colors they come in, how much power each of the 3 different models uses and if it's still compatible with your 1979 DeLorean. If a QR Code was included, all you would have to do is snap a picture of it with your smartphone's camera and you would be taken to a website containing videos that would answer all of your questions.

Although the U.S. has been slow to adopt the technology, the explosion of iPhone, Android and Blackberry smartphones will make QR Codes an increasingly important marketing tool for enhancing the customer experience.

The Basics of U.S. Mail

2010-07-13T16:11:00.007-04:00

First Class Mail

First Class Mail is used for personal correspondence, bills and statements. There is no minimum or maximum number of letters required, however there are size and weight restrictions. It is more expensive than Standard Mail and additional services such as Certified Mail, Collect on Delivery and Certificate of Mailing can be applied to a First Class letter. Another advantage of First Class mail is that if it does not reach its destination due to a bad address, it will be returned to the sender, making it easy for them to update their list.

Standard Mail

A minimum of 200 pieces are needed to qualify for Standard Mail. When using Standard Mail, you need to do the preparation and sorting that result in substantially reducing your cost. This is why printed matter such as flyers, circulars, newsletters and catalogs are most often sent out this way. There are no returns for bad addresses with Standard Mail.

Presort Mail

Print Tech can Presort your mail for even greater savings. With a minimum of 500 for First Class or 200 for Standard Mail, our presortation does much of the work of the USPS, thereby getting maximum postage discounts. This includes reading addresses, placing barcodes and sorting mail according to the destination zip code. After sorting, mail is placed into trays and given to the USPS with payment at the discounted rate.

Variable Data Printing - Mail Merge on Steroids!

2010-06-30T15:59:00.014-04:00

Many of us have used Microsoft Word or similar programs and a database to create a mail merge for letters, labels and envelopes. It’s an efficient way of placing names, addresses and other information into text fields so the sender does not have to type out each piece. For Print Tech, that’s only the beginning. With our Variable Data Printing (VDP), we can also change blocks of copy, graphics, colors and photos.

VDP is a form of Print-On-Demand (POD) where information in a database is fed from a computer to a digital printer, creating a personalized piece for everyone on the list.

For instance, a car dealer might want to entice recent car buyers to return for regular servicing. Becky Smith, who paid $56,000 for her new Mercedes, will get 15% off her next servicing if she acts before the end of the month. The postcard could have her name, her salesperson’s name, the special offer and a picture of the car she recently purchased (see photo below).

That same dealer might offer Chris Jones, who purchased a used Ford Pinto, a different discount. His car might require more work at the regular servicing since it’s older, so his offer is only for 10% off and he has to bring his car in before the 15th of the month (see photo below).

The beauty of variable data printing is that these two cards could be run at the same time with thousands of other variations and without ever stopping the press. Each variation is targeted toward the person receiving it, producing response rates up to 20%; rates that are far higher than static mail, making variable data printing a powerful tool in your marketing arsenal.

US Post Office Move Update Processing Saves You Money!

2010-06-22T08:56:00.012-04:00

In late 2008, the United States Post Office announced a major change in the rules for both First Class and Standard Mail that help them swiftly complete their appointed rounds and save you money in the process.

The New Move Update standards mean mailers MUST begin using addresses that have been updated within the previous 95 days of the mailing date. For example, a mailing entered on June 23, 2010 must bear addresses that were updated no earlier than March 20, 2010.

The NCOA Link reduces undeliverable-as-addressed (UAA) mail by electronically checking them against the USPS National Change of Address database and then correcting addresses prior to mailing. This eliminates printing and postage costs for mail that cannot be forwarded. The USPS believes "...the revised standards are crucial to the business interest of the mailers as well as the continued vitality of the postal system." They cite 2004 as an example of handling 9.7 billion pieces of UAA mail at a cost of $1.85 billion.

As a Premier Partner of the United States Postal Service, Print Tech can do the Move Update Processing and save you up to 50% on your next mailing. For more information, visit us on the web at www.print-tech.com or call us now at 1-800-422-5527.

Why Print Tech is FSC Certified

2010-06-14T16:30:00.004-04:00

In some countries, up to 80% of all timber is illegally harvested, often in violation of human rights and resulting in the destruction of protected forests. The ecological role of forests cannot be underestimated. They provide us with clean water, food, medicine, natural resources and prevent global warming.

The FSC (Forest Stewardship Council), an internationally recognized non-profit organization, was established in 1993 as a response to concerns over global deforestation. They provide a chain-of-custody between production and consumption of forest products. This means that when a job gets the FSC approval, the paper can be tracked to a managed forest, assuring that trees in environmentally sensitive areas have not been cut down.

Print Tech is FSC Certified because we pursue a pro-active “green” strategy. We believe that part of our mission is to reduce our footprint on the environment by using FSC papers, other recycled papers and vegetable-based inks. And whether you print one page from your computer or 10,000 full-color brochures with us, we hope you consider the environment before printing.

Digital Printing at Print Tech

2010-06-01T14:15:00.011-04:00

The Xerox iGen3 is Print Tech’s Print-On-Demand workhorse. It is a toner-based (like your laser printer) printer that can print Duplex 14” x 20” sheets in full color.

Using toners instead of inks, the iGen3 has some advantages over traditional printing methods. First, there are no plates, so set-up is less expensive and faster, making them great for short runs. Secondly, there is little waste. If you need to print 137 copies, a digital press can do just 137, eliminating the need for minimum runs and saving everyone time and money.

Finally, with the IGEN’s Variable Data Printing capabilities, those 137 pieces can be personalized with text, graphics, and photographs, giving you maximum flexibility in targeting your recipient.
(iGen3 Video)

2010-05-24T16:02:00.006-04:00

What is Your Color Space? Part 3, CMYK.

Professional printers use CMYK (Cyan, Magenta, Yellow, Black) to print full-color text, graphics, and photos on just about anything. These colors are called Process Colors and, when printed, the inks are laid down light to dark. CMYK is known as a Subtractive Color Model because every time one ink overlays another the color gets darker and it subtracts from the reflectance of the substrate.

So, how does CMYK work?

Let’s take a picture of an old red barn surrounded by green grass, against a blue sky. First, that picture would be Color Separated into its CMYK components. Since this is a photo, the printer would use a Halftone Screen. This screen breaks the image up into little dots and controls the amount of ink being laid down in any particular area of the photo. In the separation (a negative image), the darker areas contain small dots, allowing more ink to be transferred to the paper by the plate. In lighter areas these dots are large, so the plate picks up and carries less ink to the paper, resulting in lighter printed tones.

Now we have our four plates and the press is inked up. We’re ready to print thousands of copies of our barn landscape. How do we get those brilliant reds, greens and blues? That’s easy (at least in theory). CMY are secondary colors in the RGB color model we spoke about last time. By mixing any two secondary colors you get one of the RGB primaries.

For the barn, the red will be a mixture of magenta and yellow. The green grass is a mixture of the yellow and blue and the blue sky is a mixture of magenta and cyan. (See photo)

Final Question: Why do we need a black (K) plate in four-color printing?
Answer: In theory, the secondary colors CMY, when printed at 100% saturation, should add up to a solid black. But that’s only in theory. The fact is that without the black added we end up with a dark muddy brown. This is not a problem with the theory, but instead it is the imperfections of the inks. Adding black is the only way a printer can get richness and depth in a printed piece.

2010-05-12T11:26:00.005-04:00

What is Your Color Space? Part 2.
RGB

The RGB color space is the most common way we see color. It is not only the way color is mixed for televisions, computer monitors and digital cameras, but it is also the way our eyes view and our brains interpret the world around us.

This color space, called an Additive Color model, consist of the three primary colors red, green, and blue. An additive color model is one that involves light and uses overlapping primary colors to create all other colors by combining them in different intensities and ratios.

There are two major factors that make the RGB color model counterintuitive for printers, painters and designers who have to mix dyes, inks, and paints. The first is the difference in the primaries themselves. As we learned in grade school art class, our primaries in paint are Red, YELLOW, and blue, with green being achieved only by blending the yellow and blue primaries. Now being confronted with green as a primary, our color palette is thrown way off. How do we make yellow, a color we were taught was a primary?

That brings us to the second factor. Unlike paint, which gets darker as you add primaries, light does the opposite. Adding primary red and primary green gives us a bright yellow, which in light is a secondary color. And if we were to add primary blue to that mix, the area where all three overlap would be white (see photo).

Hint: An easy way to remember the difference between an additive and subtractive color model is to ask yourself, "how do I get to no color?" Light requires all primaries to be "added" together to get white, while pigment requires all color to be "subtracted" to reach white or the base color of the substrate.

Next:
CMYK

2010-05-04T14:56:00.004-04:00

What Color is Your Space?
Part 1.

RGB vs. CMYK
Understanding color in graphic arts can be confusing, even to experienced designers, printers, and photographers.

That is, in part, because no two people, computers or output devices “see” exactly the same thing, making color models hard to standardize. For instance, the RGB (Red, Green, Blue) color space accommodates many different models including sRGB, Adobe RGB 1998, and Adobe Wide Gamut RGB, just to name a few. All have their places in representing color on computer screens, cameras, television sets, projectors and photographic prints. But RGB can’t do everything.

That’s why, in the world of commercial printing, CMYK (Cyan, Magenta, Yellow, Black) is king. Known as four-color printing, printers use these color pigments to create printed text, graphics, and photos on almost anything. And although Process Colors are pretty much the same everywhere, every combination of computer, press and substrate can create unpredictable and inconsistent color without a Color Profile.

Next Time:
What is Your Color Space?
Part 2
RGB

2010-04-22T13:39:00.002-04:00

On Press - The Heidelberg Quickmaster DI

The Quickmaster DI blends the quality of offset printing with the speed of a digital workflow.

The DI is a four-color press in which the entire printing process is controlled from a touch screen station. The digital data is loaded directly into the press where precise plates are made at the touch of a button, reducing the "makeready" time by eliminating costly, time-consuming steps.

The DI can run a wide range of paper stocks and print on a maximum sheet size of 18-1/8" x 13-3/8"

See Print Tech's Lead Printer, Keith Knox, describe more on the Heidelberg Quickmaster DI (video).

2010-04-20T15:19:00.000-04:00

Why Print Tech?

When it comes to finding the best printer for your project, it’s a lot like trying to find a needle in the haystack.

There are so many choices between your local printer, the internet, and the big national companies that it’s hard to know which to choose. Much of the choice depends on what you’re printing. Is it black and white or color? Do you need a 200 page catalog or 200 4 x 6 postcards? Is it a one-off, oversized poster or 5000 business cards?

I can give you lots of practical reasons why you should use us and not the other guy. Like, we do digital printing, signage, graphic design, variable data printing, targeted marketing, and we print “green.” But I seriously doubt that any of you reading this is about to change printers based on the short list of services I just recited. And you shouldn’t.

Instead, maybe you should consider not what we do, but who we are. We are a highly skilled group of artists, proofreaders, printers, salespeople, mailing experts and customer sales reps that provide exceptional service. As a closely knit team, we understand all facets of the printing industry and we are able to bring that extraordinary knowledge to every job we do, so it’s done right, on time, and on budget.

It is our intention to use this blog to share that knowledge and experience with you. We want to inform, educate and entertain. And in return, we hope you join us in the conversation. We hope you’ll post your own comments, tips, and experiences so this can become the “go-to” resource for your printing and design questions.

After all, finding the information you need to get the best printing and design shouldn’t be like looking for a needle in a haystack.

Russell Evans, CEO Print Tech