By Gerry Mulvaney, European Sales Manager, Landa Digital Printing
At exhibitions, conferences and customer meetings, I often get a request for a brochure on the Landa Nanographic Printing™ Presses. Perhaps being asked for a brochure is surprising in this digital age, but it is a reflection of a wider need for a printed product. Of course it would be easy to offer a PDF version for them to download or perhaps even on a memory stick, but customers expect me to let them have a something physical that they can handle, something tactile that they can see, touch, and feel. The content is important but the memento of the occasion is the really important part.
When I meet new customers I have long since ceased to be amazed at how much they know about our technology and our products. The Internet has provided a 24/7 channel, that enables detailed research to be conducted long before the first call or email to Landa. In fact it is probably one of the reasons for the gradual demise of large printing exhibitions like Ipex and drupa, with some much detailed technical information available for customers to examine online. If a customer wants to purchase a new piece of capital equipment, they won’t wait for a four year exhibition cycle to complete when the information they need is a couple of clicks away.
Nothing Says “Think About Me” Quite as Well as a Printed Piece in Hand
Which brings me back to brochures and the importance they still have in the buying cycle. Once I have met with the customer and we have finished our meeting, the only record of our discussions for my customer is the notes they took and the brochure I leave on their desk. That brochure has to continue to represent Landa, me and my Landa colleagues, and the new press until I see the customer again.
This is not unique to Landa Digital Printing; there are many other products from property to cars and auction houses to travel agents where a high quality sales brochure has to represent the vendor. The opportunities this presents – for colours, base stock, coating and varnishing as well as the finishing – to add value to the vendors products are enormous, and are some of the reasons that brochures continue to survive in the digital age.
Nanography® technology is going to add enormously to the repertoire of tools available to brochure designers. With so much data being collected from potential customers by vendors, the opportunities to personalise brochures for even relatively inexpensive products will be large. The low production costs will enable versions of brochures to be produced for specific purposes, such as sporting events and national holidays. CMYK will provide an even greater range of Pantone colours when using Landa NanoInk™, and the Landa S10 B1 (41 in. / 1050 mm) format will give printers the full range of existing finishing options for even relatively short run demands.
Brochures have got a lot of life left in them yet, and for those of us involved in high value sales, the printed brochure will continue to be a vital part of the process for the foreseeable future.