November/December 2022

Old Thinking Won’t Lead to New Ideas

December 13, 2022

5 tips to instantly become more innovative

By Susan Robertson, Harvard lecturer and innovation consultant

When you really need new ideas or fresh thinking or a creative solution to a challenge, a typical, day-to-day approach in your thinking is not the optimal process. Using the same old thinking will simply lead you to the same old ideas you’ve already had or tried before. Instead, you need to do something different that will stimulate your brain in diverse ways and shift your perspective on the issues. Here are some ways to ensure you (and your team) shake up your thinking so that you actually come up with the fresh, new ideas you need.

1. Change your environment. Get outside your own conference room or office. Debrief the latest research results or industry report in an art museum. Or take your team to the zoo with the objective of coming back with new ideas. Depending on what part of the country you’re in, you could send your teams to the Mall of America, Walt Disney World or a trendy area of Manhattan to look for inspiration and new ideas.

If you can’t physically get out of the office, then find a way to get out metaphorically. Ask people to imagine how they would solve the problem at hand if they lived in Antarctica, or if viewed from the perspective of a submarine captain.

2. Bring outsiders in. Overtly invite other perspectives into your discovery and idea generation processes. For example, for a project on new packaging and product ideas for a beverage company, invite a boat designer, a rainwater management expert, a sculptor and a water-park designer (among others). Your project team will be amazed at the range and diversity of new ideas that come when they are exposed to new perspectives on their challenge. They’ll think of ideas they’ll agree they never would have arrived at on their own – due to their own embedded assumptions about the topic.

3. Truly engage with your customers. Don’t rely solely on second-hand data to understand your customers’ needs. You need to actually talk to them. Go to their homes or offices to see the problems they need solutions for.

All too often teams looking for an idea generation project will say, “We don’t need to do any discovery in advance because we already have ‘lots of data.’” This should always make you wary, because it usually means they have numerous reports with reams of statistics about customers. Unfortunately, it rarely means they have discovered any real new insight into customer needs.

If you’re expecting your team to understand the customer by reading a deck or attending a Power Point presentation, challenge yourself to find a more engaging and interactive process. It will be far more effective to immerse your team in real customer understanding.

4. Question everything. Do some specific exercises that force people to confront and challenge their subconscious assumptions about the topic. An easy way to do this is to first ask for ideas that the team thinks would solve the problem, but they probably couldn’t implement for some reason.

Then, ask them to reframe each idea by saying “We might be able to implement this idea IF … ” What comes behind the “ifs” will help surface a lot of assumptions people have that may or may not actually be barriers. Of course, some of the barriers will turn out to be real, in which case, don’t spend more time on those ideas. But in every case that I’ve ever done this with client teams, they also discover many supposed barriers that they could actually solve for.

5. Let some crazy in the room. The academic definition of creative thinking is “the process of coming up with new and useful ideas.” The only way to get new ideas is to start with seemingly crazy ideas. Every truly innovative idea seems a little crazy at first. If you only start with ideas that are comfortable or clearly easy to implement, they’re probably not very new.

So, encourage people to throw in extremely wild ideas. Then, play a game called “If We Could.” Instruct the team to temporarily let go of the problems in the idea and ask, “If we could implement this idea, what would be the benefit(s)?” Once you have identified the benefits of each crazy idea, narrow down to the most promising few and ask the team to look for possible solutions to the barriers.

A team was on the verge of killing a truly original idea for a new kids’ cereal, because they didn’t know how to create the critical component. However, after “If We Could,” they agreed the idea was so interesting and unique that they needed to explore it. The R&D team made a few calls to other experts, and within a few weeks, they had solved it. This idea resulted in the most successful new product launch in the brand’s history!

It is unfortunately all too easy to simply approach every new challenge using our typical day-to-day thinking. It feels familiar, it’s easy to access that type of thinking, and it works on most daily challenges. So, you subconsciously assume it will work on any challenge. But it’s incredibly helpful to do some meta-analysis on your thinking. I.e., think about how you’re thinking. Not every problem will benefit from the same type of thinking. Once you recognize that this new situation needs new thinking, it’s fairly easy to do some things to shift to a more productive mode for this particular challenge. Then shift back to the more familiar day to day thinking for your daily tasks.

Susan Robertson empowers individuals, teams and organizations to more nimbly adapt to change, by transforming thinking from “why we can’t” to “how might we?” She is a creative thinking expert with over 20 years of experience speaking and coaching in Fortune 500 companies. As an instructor on applied creativity at Harvard, Robertson brings a scientific foundation to enhancing human creativity. To learn more, go to https://susanrobertson.co/.

Buying a Folder-Gluer: Top Three Factors to Consider

December 13, 2022

By Hani Hallal, Impack Packaging

Looking to buy a folder-gluer machine? Because of the role a folder-gluer machine plays in the production of carton and corrugated boxes, the demand for folder-gluers is growing rapidly.

That means choosing the right folder-gluer that fits a company’s needs and budget is critical. Failing to do so will not only cost the price of the folder-gluer, but also major long-term productivity and output losses.

For the last two years, I’ve researched and interviewed some of the most experienced folder-gluer experts. Recently, I met with Mario Persechino, a folder-gluer expert and instructor with more than 40 years of experience in the industry, to talk about the most important factors to consider before buying a folder-gluer.

This guide covers the top three factors Persechino said must be considered before buying a folder-gluer.

Top three factors to consider

Choosing the right folder-gluer depends on a multitude of factors that vary from company to company. However, there are three critical questions every folder-gluer owner needs to ask before buying a new folder-gluer:

What are the company’s production needs?
How will space be organized for the new folder-gluer?
What post-purchase services are important to the company?

1. What are the company’s production needs?

A company’s needs always will be the biggest deciding factor influencing the right choice of folder-gluer model.

Although all folder-gluers can produce the 300 different box formats that exist on the market, not all folder-gluers will be able to produce at the output, speed and budget a company requires.

That is, every company’s needs are different and the choice of a folder-gluer rests on the knowledge of that.

Most company needs can be broken down into two types: volume-based needs and format-based needs.

Volume-based needs
If a company’s primary focus is to produce the same types of boxes consistently every day, that would classify the company’s needs as volume-based.

In this situation, it is recommended that companies choose more than one fully automatic folder-gluer machine and have each dedicated to a specific box material. This allows companies to produce a high volume of different box materials at the same time without having to stop or pause folder-gluer production.

Format-based needs
If a company’s projects are such that different box materials are produced for each project and it’s not likely the company will be producing a high volume of boxes for each project, the company’s needs would be classified as format-based.

In this situation, choosing a semi-automatic folder-gluer is recommended since it is more versatile and flexible, allowing companies to meet customers’ requests for different box formats.

Now that it is known what the production needs are, the second most important factor to consider is: How much space is available?

2. How will space be organized for the new folder-gluer?

Knowing that the company needs a new folder-gluer is important, but just as important is knowing how this new machine will fit on the production floor.

It’s no secret that finding good operators these days is hard, and labor shortages have become a serious problem affecting the packaging industry. Thus, if the company’s needs are volume-based, then more than one operator will be needed. In addition, packing staff (or packers) also may be needed to pack the boxes into cases after they come off the folder-gluer delivery belt.

Most companies needs for a folder-gluer can be broken down into two types: volume-based needs and format-based needs.

This is all to say that if a company is thinking about buying a new folder-gluer, consider the space on the production floor and how operators and packing staff will be moving around workstations, with respect to the folder-gluer.

I know, it sounds like a lot to consider, but the good news is that companies do not need to personally calculate all of those factors. A folder-gluer supplier should help with these considerations before companies buy. Hence, make sure a reliable folder-gluer supplier is found with whom a solid long-term partnership can be formed for after-sale needs, which this article will get to next.

Ask Impack for recommendations on folder-gluer suppliers, if in doubt. We work with small companies, medium-sized companies and some of the biggest names in the packaging industry. We know what folder-gluer brands are on the floors of the least to the most successful box manufacturers.

3. What post-purchase services are important to the company?

When evaluating different options of folder-gluers, ask suppliers about past problems they have experienced with that specific model, but, more importantly, what after-sales services they offer. The answers will speak volumes about the only thing that truly matters in those types of relationships: reliability.

The biggest cost a company will incur is not the cost of the new folder-gluer but rather the productivity loss that will be incurred as a result of the machine breaking down, failing or not being utilized to its maximum capacity.

Find a folder-gluer supplier that truly cares about the service it offers after the sale. Make sure to consider everything, from the maintenance of the folder-gluer to the installment, training and delivery services.

After all, every single machine eventually will break down, fail or come across some sort of issue. It is what a company can do to fix it and maintain it that truly matters.

Ready to buy? Choose the right one.

As can be seen, there are a lot of factors to consider when buying a new folder-gluer; and it is impossible to think of everything before making the investment.

Reading this article can help those trying to make an informed and educated decision. After all, buying a folder-gluer machine is a big decision, and companies certainly
do not want to regret their purchase a few months down the line.

Hani Hallal is the marketing manager at IMPACK. To get answers to the most common folder-gluer problems, visit www.Impack.ca.

Managed Service Providers are Critical to Securing Smart Factory

December 13, 2022

By Lauren Middleton, content writer and web designer, River Valley Digital

Industry 4.0 has significantly transformed the manufacturing industry. Manufacturing companies that integrate Industry 4.0 or “Smart Factory” experience better efficiency, improved data insights, better quality control, reduced labor and reductions in cost. However, the associated interconnectedness comes with a cost.

Smart Factory environments have experienced a significant increase in cyberattacks. According to Statista, manufacturing accounted for 23% of cyberattacks in 2021 alone. In fact, manufacturing knocked down the financial services industry from being the most attacked industry by ransomware in 2021. The average loss from a major cyber breach was $1.7 million.

Additional costs also arise related to customer service disruptions, productivity losses and compliance fines. Surprisingly, despite the existential risk to the business, many manufacturers still believe that “this will never happen to my company.” Recovery from a cyber-crime event may not be possible, so what are some of the solutions to the problem? A proven solution is cooperation with a managed service provider.

A managed service provider (MSP) is a third-party company that in cooperation with a company’s internal IT staff remotely co-manages all facets of the corporate information technology infrastructure, OT and IT, including data networks of all devices, office and plant. These services include 24/7 systems management, monitoring and comprehensive security.

Cyberattack risks

The biggest cyber threats to manufacturers originate from ransomware via phishing attacks or other security impairments. Such attacks are malicious and can cause loss of revenue, business downtime and money extortion. Ransomware is the most common type of malware. It allows a hacker to access and cripple computer systems, and keeps systems inoperable and data inaccessible until the affected company pays a ransom.

Chris Scallan, converting superintendent at Delmarva Corrugated Packaging (Dover, Delaware) said cyberattacks are a significant concern in its Delaware facility, and the company has partnered with an IT-managed services provider. “It is a very large concern to make sure attacks do not happen and that the provider makes sure it does not happen,” he said. “And knock-on-wood, since being at the new manufacturing facility in Delaware, there have been no issues.”

The main reasons manufacturers are targeted for cyberattacks frequently are related to their high-value data and significant revenue basis. Hackers know that they have great leverage because the attack can cause extensive damage and the manufacturer has the revenue to pay for the ransom.

Phishing

Chris Scallan, converting superintendent at Delmarva, said cyberattacks are a significant concern in its Delaware facility.

Phishing often is the means of the cyberattack: The attacker disguises themselves as a legitimate source to convince the target. In most cases, a malware or ransomware attack needs the victim to click a link or download an email attachment. So, attackers often embed malware or ransomware code into a phishing email. An unsuspecting, unfamiliar and not sufficiently trained workforce is the most common reason manufacturing facilities fall victim to phishing attacks.

Roughly 26% of manufacturers report that employee errors and omissions are one of the biggest cyber threats faced. Common threats that stem from employee error are falling for phishing attacks, incorrect use of company data on mobile devices, direct abuse of IT systems and machine errors. Manufacturers need to create organization-wide cybersecurity policies and protocols. Managed services providers are ideally positioned to provide guidance in creating these security systems, helping to implement and monitor them.

Remote work

The increase of a remote workforce has led to a significant rise of cybercrime incidences in the manufacturing sector. The main threat to OT systems (plant operational technology) occurred through employees who have had direct access to OT networks while working remotely. The need for remote direct online access to production automation equipment increased suddenly with the arrival of the pandemic.

Not only employees have required this access, but vendors of automation machinery also needed to remote in as travel was restricted or outright not possible. Digital transformation on the factory floor has allowed once isolated operational technology networks to be connected with the rest of the devices of the company’s IT infrastructure. Scallan explained the advantages of having interconnected machines: “Anytime there’s an issue with one of the machines, an employee is able to call the vendor and the vendor can dial into the machine and troubleshoot directly with the employee and that makes it a lot easier than trying to speak over the phone.” Yet this infrastructure requires a whole new network and security configurations with around-the-clock monitoring as threats can surface indiscriminately at any time.

ERP systems

Environmental resource planning systems (ERP systems) are one of the top targets for cyberattacks. ERP systems contain company financial data and other sensitive information that is valuable to hackers. When this data becomes compromised, the factory’s critical infrastructure is in danger of shutting down. It is crucial for manufacturers to have cybersecurity measures in place for all ERP systems.

“The company has two ERP systems, two of them working in conjunction. One is further along than the other – it is a special system for the industry – and it is cloud-based,” explained Scallan. “Nothing is local here in Delaware. Instead, the provider takes care of it offsite. If anything happens within the building, the cloud-based disaster recovery kicks in, and the system can be run from anywhere.”

Mergers and acquisitions

Manufacturing experienced a revival after the pandemic slowed down and with it came several mergers and acquisitions. With more mergers and acquisitions occurring, comes the need for M&A cybersecurity strategy and due diligence. Cybersecurity due diligence is especially important in the context of M&A because all parties involved in it must have strong security protocols in place.

Following an acquisition, plant machinery will likely become interconnected at different plant sites. Before an acquisition takes place M&A due diligence assessments should include all its network systems and digital assets. Overlooking and underestimating cyber risks leaves a facility open to potential cyber incidents. There were cases where these risks had gone unnoticed for several years after the merger and acquisition had been completed. These incidents are reported to have cost organizations millions of dollars.

Cyber due diligence

Cyber due diligence involves the following:

Leadership support for cybersecurity due diligence;
data mapping;
quick assessment of cybersecurity practices; and
a risk scoring tool that identifies and prioritizes risks.

By understanding all of the sources of data in an organization, how the data is collected and where the risks of unauthorized access may be, an organization has taken the first step in understanding how to protect itself from cyberattacks.

Organizational leadership must not rely on an IT individual or small team who may be preoccupied with ensuring daily operational technology works properly. Instead, identify the risk, prioritize the needs of the organization and then develop a plan to address those needs … before ransomware halts activity on the production floor.

Tekscape, Inc. is an industry leader in advanced and tailored IT technology solutions. Its mission is to provide a result-driven and business-minded approach to technology services with ease and agility. Tekscape specializes in designing, implementing and managing solutions to help companies in their digital transformation path, enabling effective infrastructure solutions, workforce productivity and implementing a comprehensive cybersecurity strategy.

Lauren Middleton’s firm, River Valley Digital, specializes in working with managed service providers and manufacturers all over the United States.

More information: www.tekscape.com/manufacturing

The Easiest Way to Increase Sales May Be Right Under Your Nose

December 13, 2022

By Mark Porter, Dienamic MIS Software, Inc.

Successful businesses continually are looking for ways to increase sales and profits. Looking for new products, new processes and new markets are common approaches to meeting these objectives. These methods often are costly and time intensive. There are significant increases in sales and profits that can be obtained much more easily, and they are right under your nose.

There are significant increases in sales and profits to be had by simply taking control of the business in the following ways:

Determine the true costs of running the business
Increase revenue from existing clients
Maximize efficiency and reduce waste
Eliminate mistakes that turn good jobs into bad jobs

Determine the true costs of running the business

It is vital to know what the true costs are to know what profits will be on each job. This allows the finisher to determine which jobs to aggressively seek and which jobs to refuse. Budgeted hourly rate software is available that will help determine the true cost to operate each machine, and productivity analysis software can determine the true speeds and times achieved by the equipment. These true costs and standards can then be used in an estimating system that will determine the true cost of each quote produced.

We all know: Sales – Costs = Profits. If we don’t know our costs, how do we know our profits?

Increase revenue from existing clients

Of total sales, how much is created by changes to the original job specifications received from the client? Every print finisher/bindery experiences these changes. The estimate was to ship bulk in cartons and now the client wants to shrink wrap in 50s. The management of these changes can have a significant effect on the bottom line by collecting the charges from the customer or not incurring an additional cost the business ends up paying.

The nature of today’s business is to focus on quality and delivery time, causing companies often to miss many legitimate extra charges. These charges add up quickly. Let’s say a finisher has $2,000,000 in sales and that 15% of the work is for changes to the original order. That represents $300,000 in sales, if they tracked and rebilled them. By only capturing 50% of these charges, $150,000 is being left on the table.

Finishers must take an approach to their business, much like the housing industry. These changes are happening, and someone has to pay for them – the business or the client. The estimate represents the original blueprint, and a changes management system allows the business to capture these legitimate chargeable changes that happen during the production process.

The most effective way to accomplish this is through an order entry system. By computerizing the order entry process, finishers can lock in the original job specifications for the order – those that match the estimate. As the job is produced and changes are requested or needed, the order entry system date, time, employee and reason stamps the changes. The system will generate a change form that is sent to the customer with the price and the approval. The chargeable changes are automatically added to the invoice and documented to a report that management can review at the billing stage. The business is now tracking all extra charges and providing the backup to the customer to substantiate the charges and increase the likelihood of collecting them. This will either increase sales or reduce costs – every change made to a job is costing money to either the customer or the business.

Maximize efficiency and reduce waste

The easiest way to maximize efficiency and reduce waste is to make people accountable for the time and materials they use. If an employee knows that he/she can be questioned on the length of time that it took to perform a task or the amount of material used to produce a job, be assured they will be productive. Employee performance can be compared to identify employees who need more training or supervision. This can only make employees more efficient and have a positive effect on the bottom line.

The benefits of accountability are tremendous. Even a small 5% increase in productivity and decrease in waste can mean a significant increase in profits. If we use the same $2,000,000 finisher that has $1,800,000 in costs – a 5% change is $90,000.
By placing computers on the plant floor, employees are required to be accountable for every minute of their day and every piece of material they use on every job. This also tracks the time and utilization of the equipment. It’ll tell how much time was spent on running, makereadying, cleaning, repairing, maintaining or waiting in any time period. With computers on the plant floor, not only are employees sending information to the office, but the office is sending information to them in real time. This means changes made to orders, changes in scheduling can be communicated to the plant immediately in real time to ensure costly mistakes are not made.

Empower employees with technology that will benefit them and the business.

Eliminate mistakes that turn good jobs into bad jobs

Nothing is more frustrating than receiving a nice job and then losing money on it due to preventable mistakes: last-minute changes that don’t make it onto the job jacket in time, changes that are not well documented and missed or past mistakes that are repeated. Technology today can help prevent costly mistakes with applications in the following areas:

Electronic order entry
Customer profiling
Job notes
Problem history

Electronic order entry

Although there seems to be a reluctance to get rid of a physical job bag completely, as it is required to hold certain items, the reliance for it to provide information to plant employees should be questioned. The plant should be using an electronic version of the order. This ensures all employees always will have access to the most current job information. The information on the electronic order is always updated in real time – the minute a change is made in the office, it is immediately reflected on the electronic order. Employees eliminate wasted time looking for or inquiring about the correct job specifications. The electronic order will be linked to job notes, customer profile and problem history for that specific job.

Customer profiling

Customer profiling allows details specific to a customer, including production and shipping details, and even how the president takes his/her coffee, to be entered. Any piece of information that will ensure the customer’s work is produced exactly as expected, or procedures, should be entered. This will eliminate errors, improve quality and provide the greatest customer satisfaction.

This information is available to all employees at all stages of administration and production. A specific employee no longer has to be relied upon to know the finer details of a customer’s requirements. A great example is if the shipper is looking at a skid with 11,000 pieces on it and the job bag that states the quantity is 10,000. If the shipper looks at the profile and sees the customer accepts 5% overs, they can ship 10,500 which maximizes revenue and holds the other 500 back, which could be sold to the customer at a later date.

Job notes

A description that shows cryptic notes or shortforms that no one understands will only lead to costly mistakes. Software allows electronic notes to be attached and automatically warns anyone looking at that job that there are notes. With plenty of space to enter detailed notes and warnings that tell employees the notes exist, there is no way employees can miss vital information that will determine the success on a job.

Problem history

As the old saying goes, “You are not a fool for making a mistake – only when you make the same mistake twice.” Making preventable mistakes is the most frustrating way to lose money. If problems are not recorded and attached while producing a job, the same mistakes likely will be repeated. These problems can be seen at the estimating stage. Estimates can be adjusted. Issues can be reviewed when the job comes in, and issues that caused problems last time before the job was accepted can be reviewed at the end of a job to help analyze what went wrong and what can be learned. The system also is good at documenting issues on jobs that are going wrong to try to limit liability. The system allows photos and video of the problems to be attached as proof. It can be used as a relationship building tool to explain to customers how they can provide their jobs for the best most economical results.

The system also is a database of problems and solutions that can be used generically for common situations that may occur in the plant – finding previous solutions to those problems.

Automating the company in the office and plant with the proper software and hardware can save tens, if not hundreds of thousands of dollars each year by helping finishers know their true costs, maximizing their productivity, minimizing waste and preventing mistakes with real-time data to help them make more profitable decisions.

Mark Porter is president of Dienamic Software MIS Inc. Porter can be reached at mark@dienamicmis.com. Learn more at www.dienamicmis.com.

DataGraphic Creates Smyth-Sewn Book for Global Diversity Movement

December 12, 2022

By Erin La Row, editor, PostPress

Many great design pieces begin with an idea. This one begins with a movement: Rare with Google – an initiative to help, in Google’s words, “change the face of a notoriously homogenous creative industry.” The team at DataGraphic, a US specialty printing company in Commack, New York, was tasked with creating what resulted in a stunning and unique book for the program.

To complete the assignment, the team had to dive into the mission. Rare with Google is a global diversity, equity and inclusion (DEI) program. According to the Rare website, “Rare with Google provides equitable opportunities for underrepresented creatives to thrive at every stage of their career.” Since its founding in 2017, Australian experiential design studio Semi Permanent has designed and produced Rare’s evolving program, which includes talks, workshops, mentorship opportunities and research projects. MAUD, an Australian design firm and a founding partner of Rare with Google, was the design company behind the program’s intelligent, punk-inspired graphic identity.

“Of the plethora of physical and digital assets created to support the program, DataGraphic was asked to produce this striking, exposed Smyth-sewn book,” said Glenn Schuster, president of DataGraphic.

While there’s nothing unusual about a Smyth-sewn book, what makes this one stand out is the exposed binding. Schuster said it’s a design trend: The book’s edges are not wrapped with a hard or soft cover, but intentionally left uncovered so the stitching and glue are bare to the touch.

“The Smyth-sewn binding was chosen by the creative director of the project since it lends itself nicely to the punk/D.I.Y. brand aesthetic that was used throughout the program’s creative assets,” Schuster said. “What makes this example of exposed Smyth-sewn binding unique is the layering effect created by the screen-printed clear PET dust jacket, which contains and protects the binding while leaving it visible.”

The project used 130# ColorPlan Lockwood Green for the cover and 100# Mohawk Superfine White Eggshell for interior pages. Machines used in production of the book include a M+R Screen Press for screen printing white gloss UV ink; HP Indigo for the interior printing; and a Smyth Sewing Machine for the spine binding.

Overall, Nicole Cappiello, account management and development with DataGraphic, said production went smoothly. The biggest challenge was being thousands of miles and an ocean away from the client.

“Working with clients overseas was a bit of a challenge. We typically invite our clients to come into our facility for press approvals and encourage involvement in the process as much as possible. We overcame this distance dilemma through our consistent communication,” she said. “In addition to this project having an ambitious schedule, we were able to meet the quick turnaround needed.”

Other than the challenge of distance, Cappiello said the project easily fell into place. “The technology and techniques used – it was nothing that wasn’t already in our wheelhouse,” she said.

The final result is a book that serves the spirit of the Rare with Google program, and one the design team is proud to showcase. “Our clients were very pleased with the outcome,” Schuster said.

Working with Paper Stocks and Laminations for Digital Inkjet Embellishments

December 12, 2022

Edited by Erin La Row, editor, PostPress

Digital embellishments can take a project to a new level – enhancing the look and feel of a product and propelling its brand recognition. But even the best-laid plans can experience hiccups along the way. Selecting the correct paper stock and lamination (if applicable) are keys to a successful job when working with digital inkjet spot coatings and/or digital foiling.

Kevin Abergel, president of Taktiful, sat down with two experts on selecting paper stocks and working through lamination challenges with digital embellishment: Ken Huizenga and Matt Redbear.

When it comes to digital embellishment specifically, what kind of limitations are you seeing when it comes to the type of paper stocks you can and can’t use? And which ones do you recommend for the best possible results?

Redbear: I divide it up into three different categories. There are paper stocks that absolutely work, there are stocks that absolutely do not work, and then there are the ones that can be made to work – they have special situations, special production requirements. Obviously, what’s going to work best is a smooth, coated stock. It’s going to give even results if you want a mirror finish. And I want to clarify, too, that what we’re mostly talking about here is polymer varnish overlays. We can move on to talk about other digital development embellishment methods, but when it comes to laying down inkjet varnish, the smoother the stock, the smoother your results.

There are certain types of offset stocks that I have had good success with, including Royal Sundance Felt – which you would think would never work with the polymer overlay. Cougar® Digital will work as well if the operator is applying the varnish in small areas. If the spot varnish image is large, you’re going to run into problems.

I have used an offset parchment and offset laid paper, which aren’t supposed to work and have had success. There are others that simply cannot work – anything that has a heavily embossed or hatched surface will be difficult. They do make a digital linen, but it will pick up the texture if you’re laying foil on top of that. Any super-porous felt-types of paper or a cork surface simply won’t work with digital embellishments.

When working with uncoated stocks, you must create a barrier somehow, whether it’s through laying down a toner first or a lamination on the sheet. You have an advantage when you’re using a Xerox® iGen® because you have the fuser oil, which creates an additional barrier on top of the toner. You can use a clear or white toner as an underlay as well. Any color of toner can be used as a barrier – the darker the toner, the better coverage you will have. You must have some type of barrier with uncoated stocks – a pre-varnish or lamination works as well.

Huizenga: Much like what Matt said, the smoother the surface, the better. If you’re going to have a stock that isn’t the smoothest sheet, then you may not want to have fine details in the design. However, larger areas or more of a full flood coat can be accomplished with your embellishment press. I tend to prefer, and so do many customers, a dull coated sheet to create the contrast from with spot digital inkjet varnish.

The new FSEA Sourcebook cover includes a soft-touch lamination over the print and then a raised digital inkjet varnish with a textured red metallic foil (produced by FSEA member Post Press Specialties, Independence, Missouri).

A critical point when working with paper stocks and digital embellishments is to make sure you keep your substrate as flat as possible. I always found when ordering parent-size sheets and cutting them down, it reintroduced a moisture change. It often can curl a stock, which can create challenges with the sheets going under inkjet heads that clear by half a mil. You want to be sure to keep it as flat as possible. Ordering precut stock that’s already been conditioned and has been sitting on your shelf a while will lend itself to a much better embellished product. A lot of the pearl ices and metallic-look papers do work. You just have to take into account both design elements and what the end use is for the product because there’s a lot of concerns: whether or not it’ll crack, whether or not it can stand up to the bindery concerns; as well as just making sure that it’ll stand up to its environment, depending on where it’s going or where the customer is going to send it.

Your dyne level is very important. You’re putting down a liquid that has to distribute itself just right. There are dyne pens to test substrates so you don’t get yourself into a bind before you start. If a customer were to ask you to use a certain type of stock that you’ve never used before, I strongly recommend having dyne pens available because you want to make sure that it is in the perfect printing range to apply the digital spot coating. The range is between 34 dynes (minimum) to 45 or more dynes.

Testing the dyne level of the sheet is going to help with bite (how much adhesion you’re going to get into the paper), but also wettability (how well does the varnish smooth out to get a nice, glossy look). Those are the two things you really want – you want it to adhere and you want it to flow on that sheet as nicely as possible. I remember running into issues for clients from time to time on certain C2S sheets. So basically, the coatings are on both sides of the sheet and, if you built up a big enough stack, some of that issue is the coating would stick to the varnish if it was too hot in the production environment.

Redbear: If you’re printing on both sides, it’s all stock dependent, but the smoother and glossier your stock, the more of a problem you’re going to have. We have built a rack where we can literally stand the sheets up apart from each other when it comes off the stacker. We stand them up rather than lay them down to get the pressure off them. Then they cure for another 24 to 48 hours and that usually overcomes the problem.

Including a soft-touch or matte lamination before a digital inkjet spot varnish or foil is used creates a nice barrier but also great contrast for the finished piece. What suggestions do you have when it comes to using lamination, and what kind of limitations have you experienced?

Huizenga: Laminating the paper stock is a great addition – soft-touch laminates can look fantastic. That contrast I talked about earlier becomes tremendous with a soft-touch laminate. I think for me, the biggest concern is what kind of laminator is being used. You obviously need to consider heat and curl, because as discussed earlier, you can’t get a curly sheet under inkjet heads. Making sure that you get the temperature just right, that your finished product lays flat and that it can go into the machine comfortably are very big concerns.

Redbear: Lamination issues are widespread and either it’s just not a full lamination or you get the ragged edges because the blade didn’t cut it clean – either can create issues with sheets being sensed as a double-fed. As far as appeal and use, people seem to gravitate toward the soft-touch laminates more. You’re adding the reverse tactile effects to the other tactile effect. You’ve got the complete 180 degrees going on. This can create really sexy pieces, particularly with a lot of contrast or very dark colors or just black.

Another concern is it can be too thick for some digital embellishment machines. If laminating an already thick stock, you accidentally may find yourself beyond the machine specs. Another thing is to be mindful of your registration marks. Make sure the glossiness of the laminate doesn’t throw off any registration system you may have on your press, and make sure that if you do laminate, the entire width of the sheet gets laminated. If not, those registration marks can remelt in the laminator, and then ghost across the sheet via the hot laminator rollers, and subsequently throw off your registration system when it comes time to embellish.

The dyne level also is important when it comes to laminate rolls and unfortunately, laminates have a shelf life just like foil has a shelf life. The dyne levels will start dipping after the laminate roll has gone past its prime. Also, when you’re buying your laminate, number one, make sure that you’re getting that sell-by date. And number two, if you’re using something you have in stock, track how long it’s been on the shelf. If it’s been on the shelf for two to three years, you might have flow issues and adhesion issues that are linked to the dyne levels. And, of course, as you mentioned, getting the right laminate to stick to the right ink – some laminates stick better with specific inkjet inks or toners.

Huizenga: I also would like to add one quick thing to consider when you’re using laminate – a lot of people are using single-sheet cutters

for their cutting of the dimensional products. Laminate is pretty much a no-go on most of those machines, so you need to be thinking about diecutting or very carefully guillotine cutting these sheets. It’s an important thing to keep in mind when you’re designing.

This article was derived from a recent video interview with Ken Huizenga and Matt Redbear in a four-part series. Members of the Foil & Specialty Effects Association and the Digital Embellishment Alliance have access to this video series and others. To learn more, visit www.embellishdigital.com.

Sustainability ABCs and Energy-Curable Technology

December 12, 2022

By Cara Bommarito, sustainability manager, RadTech – UV+EB Technology Nonprofit Association

The ABCs are the building blocks of literacy. They are the most elementary principles to understanding language. Once readers have learned this concept, they gradually move on to reading, writing and grammar. This is an ever-evolving process, which continues to deepen over time. With practices and dedication, humans can take the ABCs and read 1,000-page novels or, better yet, write one of their own. The idea of ABCs also can be an analogy into sustainability.

Most people know the ABCs of sustainability as the 3Ps – or the triple bottom line. There are many variations on this, but the message is people, planet, profit. The concept is more complex and has varying approaches. It is user specific, unlike the ABCs, where A only can mean A sounds. The ABCs of sustainability can be interpreted in vastly different ways. This means sustainability can look different depending on the industry or even the person.

What are the ABCs of sustainability in the energy-curable industry? The best place to find this answer is through RadTech – a nonprofit trade association dedicated to the advancement of the energy-curable industry, which dedicates time and resources to authentically understand which sustainability principles to prioritize. For those who are unfamiliar, UV/EB and LED curing is a means for coatings, inks, adhesives, composites and other materials to be cured (dried). A wide range of industries use energy-curable technologies, including printing and packaging, aerospace and defense, automotive, collision repair and refinish, composites, electronics, metal finishing, medical devices, plastics, wood finishing, building products and 3D printing/additive manufacturing. With such a variety of industries, it is important that RadTech’s sustainability ABCs align with the industry and end users. The ABCs of sustainability for the energy-curable industry are: A – energy conservation, B – reducing greenhouse gas (GHG) emissions and C – encouraging a circular economy. UV/EB and LED have additional sustainability benefits, but this article only will focus on the above three as the foundation. While these sustainability items are the focus in the energy-curable industry, the technology also is a solution energy-curable technology creates for its users. It is an interesting paradigm. It is not only the goals, but also the solutions in at least two of the categories.

A – Energy conservation

The A of the ABCs is energy conservation. At the moment, there is a global energy crisis, particularly in Europe. Energy costs are soaring, and energy no longer is affordable and reliable. Now, more than ever, it is important to find innovative solutions to help conserve energy. How does UV/EB and LED help conserve energy? Almost all conventional methods where an oven is required for curing use about 50% more energy than energy-curable processes. Energy-curable technology eliminates the oven and replaces it with a curing lamp, which draws less energy. A real-world example can be found in the textile industry. When using UV, up to 75% of energy can be saved in comparison to classic thermal drying. UV curing is applied at room temperature, so thermal-sensitive materials can be used.¹ Energy reduction can be found across all industries, which have chosen to implement energy-curable processes into production facilities. It is an important solution that has potential for even more energy savings. This is why it is the first letter in the sustainability priorities.

B – Reducing greenhouse gases

Next is B, reducing greenhouse gases and other harmful emissions. GHGs are attributed to climate change, making this is a global problem. Energy-curable technology can help reduce the GHG emissions in some industries. One example of the savings that already have been achieved using the technology is a major industry study of a UV can-coating process line, which found an over 65% reduction in GHG emissions. The study compared UV curing to a water-borne coating line equipped with incineration. There also was a documented 80% reduction in the total amount of energy used by the facility’s UV can coating process, compared to a conventional thermal system.² Another important factor to consider is the vast reduction in volatile organic compounds (VOC) using energy-curable technology. Instead of using large-molecule polymers, UV/EB and LED use short-chain oligomers. This contributes to the overall curing effects that generate almost 100% solids and low or no VOCs. In many cases, energy-curable technology meets or exceeds the most stringent air quality standards. Air quality and reduction in GHGs are vital to sustainability. The UN sustainable development goals (SDG) list air quality as the following: SDG target 11.6.2, which aims to reduce the environmental impact of cities by improving air quality. The reduction of GHGs is of global importance and therefore is one of the foundations of the sustainable ABCs.

C – Circulatory

The final letter is C for circulatory, which coincidently starts with C. Circulatory is an important building block of sustainability. As defined in article written by Anne Velenturf, fellow in circular economy at the University of Leeds, “A sustainable circular economy involves designing and promoting products that last and that can be reused, repaired and remanufactured. This retains the functional value of products, rather than just recovering the energy or materials they contain and continuously making products anew.”³ The RadTech sustainability committee recently drafted three studies in circularity: two in recyclability and one in compostability. The goal of these studies is to understand whether UV-, EB- and LED-technology inks and adhesives have any effect on the recyclability or compostability of products that use energy-curable technology. It is important to the committee to be authentic in its findings and be forward thinking to ensure energy-curable technology does not negatively impact circularity. The results are not yet published on these studies and should be available in the early part of 2023. This is an important step to understanding energy-curable technology and its impact on circularity and sustainability.

Sustainability is about continuous improvement. The sustainability ABCs of energy-curable technology are impactful and, most importantly, quantifiable. They can be proved and measured so the industry confidently can back up the claims around sustainability. With the ABCs of sustainability, the industry hopefully can take these building blocks and expand further into other important sustainability issues and take the best practices to understanding the fundamentals in sustainability as they pertain to the energy-curable industry.

Cara Bommarito is the sustainability manager at RadTech. RadTech, located in Chevy Chase, Maryland, is a nonprofit serving the UV and EB industry and market. Learn more at www.radtech.org.

References

Making Projects Stand Out with Spiral Coil Options

December 12, 2022

By Rafael Renderos, PEL Manufacturing

Mechanical binding uses many products, including Wire-O, combs and spiral coils (aluminum spirals, wire spirals and plastic spirals). This article focuses on spiral coils, as they are the most popular and most customizable product within the mechanical binding method. Spiral coils come in several diameters, colors, thicknesses, hole spacings and materials.

Spiral coils are measured by inside diameter, with diameters ranging from 3/16″ (4.76 mm) to 4 ½″ (114.3 mm). Currently, the largest diameter in plastic is 3 ½″ (88.9 mm), and 4 ½″ in wire or aluminum. With diameters, gauge (material) thickness comes into play, as each diameter recommends a suggested gauge. But the beauty of spiral coils is there are no “standards.” As mentioned, spiral coils are customizable – it depends on the look one is going for, budget and supplier. For example: a 9/16″ (14.29 mm) 2.5:1 (hole spacing will be covered later) may suggest a gauge thickness of .103, but a gauge thickness of .135 also can be used. Customization can be done with all diameters, hole spacings and materials (aluminum, wire or plastic).

Hole spacing, also known as pitch, refers to the number of holes per inch. For example, a 4:1 pitch means that there are four holes for every inch. There are 10 different pitches available – all serving a purpose – depending on the look one is going for and overall thickness of the project. However, there is no need to worry about having all pitches available – having a couple of them will be enough for most projects. If possible, have a 5:1, 4:1 or 2.5:1. A 5:1 pitch is perfect for calendars, short books/binding edge and thin books/projects. It offers a more appealing look due to the holes being closer together. It is something a project manager may want to suggest to clients, especially when binding short books. A 4:1 pitch can cover a wide range of diameters. It can be used with coil from ¼″ (6.35mm) up to 2″ (50.8mm). This pitch is one to have in inventory. A 2.5:1 pitch is great for larger projects. With a 2.5:1 pitch, a 3 ½″ (88.9 mm) coil can be used. A wider pitch will make the coil easier to insert on thicker projects – something to keep in mind for projects that call for a 2 1/8″ coil or larger.

There currently are three types of materials being used to manufacture spiral coils: plastic, wire and aluminum. In the 1920s, plastic spirals were common. Wire spirals were introduced in the 1980s, and in the 1990s came aluminum spirals.

So, which one is better? This is a question often asked, and it is difficult to give a simple explanation. There are a few components to consider: type of binding project, the look the client is going for and the client’s budget, just to name a few.

Plastic spirals are great for most binding projects, especially children’s books. Plastic spirals come in a variety of colors. About 40 colors readily are available, but custom colors always can be made. Plastic spirals also come in various lengths, ranging from 6″ to 40″, depending on the supplier. Among all three materials, plastic spirals are the most economical so, if the budget is tight, plastic spirals will be the way to go.

Wire spirals, not to be confused with Wire-O, are single-loop spirals, just like plastic and aluminum (yes, the same punching and inserting equipment can be used with all three materials). They also come in a variety of colors, including custom colors. One common complaint is that the material is too thin and the spiral could distort after heavy use. This issue easily can be resolved with a little customization – a heavier gauge can be suggested. For example, many menu companies are using heavy-gauge wire for their projects – .055 gauge with a 7 mm spiral coil. Wire spirals also come in various lengths and pitches.

Aluminum spirals, the newest of the bunch, are becoming popular. Aluminum spirals have been around for almost 25 years but did not gain popularity until the early 2000s, when planner companies started using them. Aluminum spirals also are in high demand with marketing companies, as they always are looking to stand out with a unique product. Many binderies are making a switch from wire to aluminum, as it is a strong alloy but lighter in weight, allowing them to save in shipping costs. The base color for aluminum spirals is silver or “plain aluminum,” but like the other materials, color can be added. Aluminum spirals, made in the USA, are manufactured from “virgin” aluminum and are an eco-friendly product. Like wire and plastic, aluminum spirals also are single-loop continuous coils. Aluminum spirals also offer a wide range of diameters, from 3/16″ (4.76 mm) to 3 ½″ (88.9 mm), and they can be manufactured in 10 different pitches.

Mechanical binding offers a wide range of products, not just plastic spirals, and within each of the materials used there are options. Each binding project is different – each customer is different – and it is up to binders and finishers to make customers aware of all available mechanical binding options.

Rafael Renderos is a sales and marketing specialist at PEL Manufacturing. Learn more at www.pelspiral.com.

Dreyer Kliche Uses Danish Fairy Tale to Demonstrate Creative Extremes of Hot Foil Stamping, Embossing

December 12, 2022

By Erin La Row, editor, PostPress

Nineteenth century author Hans Christian Andersen dreamed up The Snow Queen – a fairy tale of good vs. evil, friendship and love, and adventure. Nearly 180 years later, Dreyer Kliche, a creative die manufacturer based in Copenhagen, Denmark, brought its interpretation of the enchanting story to life with its The Snow Queen self-promotion posters – a project to demonstrate the creative extremes of hot foil stamping and embossing.

“We used our own national treasure, Hans Christian Andersen, with this year’s self-promotion theme – The Snow Queen,” said Conni Dreyer, CEO and owner of Dreyer Kliche. “The mixed imagery of the story gives us so many opportunities to be expressive and varied.”

Dreyer Kliche collaborated with Foilco, a company based in Warrington, England, on the hot stamping foils for the project. Several foil colors were incorporated with the use of Dreyer Kliche’s brass engravings for all the foil elements. This included flat stamp and multi-level embossing engravings. Micro-structured patterns also were used in several areas. The micro-structured patterns provide a visual change in the look, as well as add a tactile finish. Dreyer Kliche structured dies can be incorporated into small and larger areas of a foiled image.

The result is a beautiful, multi-sensory four-piece printed interpretation of the Danish author’s fairy tale.

“Across the pieces, we used stamping foils for every print component. It ensured totally exact registration when combining so many foils and effects,” Dreyer said.

The imagery
The engravings were precision engraved brass for foil stamping and multi-level embossing. All of the foil and embossing passes were accomplished on a Kluge foil stamping press. The paper stock used was Iggesund’s Invercote G, 300 gsm board.

“The Invercote always is consistent and can handle numerous processes,” Dreyer said. “It is an excellent paper for accepting both the foil and deep embossed images.”

The Snow Queen used five flat foil dies and five foil colors combined with micro-structure, flat stamping and multilevel embossing. Most of the sheet is covered in several layers of metallic and pearl foils.

The Crown used five flat foil dies and four foil colors and a specially designed stamping foil Foilco created and branded as Clarity. Clarity is a transparent stamping foil that has had a small percentage of tint added to it. The contrast on the white board is, therefore, much greater and more luxurious than ordinary clear stamping foils that simulate spot UV.

“It’s totally unique, and we find we are constantly drawn to it for a lot of our creative ideas,” Dreyer said. “We used multi-level emboss diamond shapes to add high levels of detail out from the board.”

The Jewelry design draws on a similar desired effect but with six flat foil dies and six foil colors. The shapes are varied on the embossing for contrast and offer very fine line foiling.

“This challenged our embossing techniques even more,” Dreyer said. “If we cut too deep, then we faced splitting the board from the back, so we pushed the 300 gsm as far as we could go. The tactility we created is something very special.”

The Kai and Gerda sheet used four flat foil dies with a choice of four complementary foil colors. This used different combinations of foils on the icicles artwork with embossing, in contrast to the background cave image with added micro-structure in the foiling die.

“There is no other print medium that gives you these opportunities. With each success we achieve, and winning awards, like the FSEA Gold Leaf Award, it just pushes us on to take new challenges in our work,” Dreyer said. “A collective team effort means a sense of shared pride for us and also means we will be back next year with something just as special.”

Dreyer said The Snow Queen designs position the company with its customers as a recognized premium die supplier. She added, “The goal is to inspire them to be increasingly creative. If we can do that, we’ve done our job.”

Marketing Shifts: Finishers Reach Customers/Prospects

December 12, 2022

By Hallie Forcinio, writer, PostPress

When the pandemic curtailed in-person events and meetings, marketing tactics shifted to include greater use of digital communications such as social media, e-newsletters and websites. With face-to-face meetings returning, these tactics remain essential components of marketing programs, along with focused messaging, new products and product samples.

The pandemic also forced companies to be more proactive. Sam Michaels, creative manager at Studio On Fire, a supplier of impression-based printing, including letterpress, foil stamping and embossing, recalled, “Working with existing customers during COVID-19 became an exercise in communication about safety protocols and supply chains. Things that had never been worries previously had to be planned for: Our conversations had to start much sooner for re-orders. Pivots had to be made as material availability waned. We tried to really amp up our transparency and alert our clients about the roadblocks we were facing.”

More digital communications

Without in-person events such as sales calls, conferences, tradeshows and shop tours, service providers increased emphasis on digital communications. “The restrictions of the pandemic pushed us further onto the internet than ever before: Google Meets, TikTok, email newsletters, etc.,” Michaels said.

LinkedIn has become a favorite social media outlet for Phillips Graphic Finishing, a trade binder and finisher, which serves printers in eastern Pennsylvania and parts of New Jersey and Maryland. “We post in-house-created content as well as links to interesting developments in the industry,” said Andrew Hoffman, president and CEO at Phillips Graphic Finishing.

The company also publishes an e-newsletter called “Finishing Touch.” After emailing monthly for the past two years, it’s currently on hiatus before it shifts to a quarterly schedule in 2023. Each issue includes four links to outside content plus one article written in-house, which also is posted on the company’s website.

Studio On Fire maintains an inventory of samples created to show the company’s capabilities.

Studio On Fire focuses its e-newsletter content on events it is hosting/attending, interesting projects and educational articles about in-house capabilities. Newsletter and social media content is created in-house with everyone participating to identify interesting examples to film, photograph and write about. Michaels said, “We post social media content a few times a week. People love videos of machines. TikTok especially loves the paper cutter.” Although the company does some cross-posting, it avoids posting the same item on all channels so readers don’t find the posts annoyingly repetitious.

Digital Marketing Services, Inc. (DMS Color), a digital printer that supplies collateral materials, packaging, promotional items and other printed products, takes a more personal approach. Its in-house-generated e-newsletter typically posts every 60 days and announces employee work anniversaries, birthdays and employee of the month as well as content about products being produced and common obstacles. “It’s always good to humanize the company,” said Matthew Greer, CEO/CTO at DMS Color.

At DataGraphic, a supplier of printing and printing-related services including offset lithography, digital printing, letterpress, screen printing, custom book printing and bookbinding, bi-weekly e-blasts with professional photography showcase noteworthy projects. “We want to stand out from the crowd whenever we can,” said Glenn Schuster, president of DataGraphic. “As a result, we tend to get some difficult projects that other printers would turn down.”

An enhanced website features new landing pages, new content, hyperlinks and better calls for action. DataGraphic also has beefed up its social media presence by tagging posts and is working to improve search engine optimization (SEO).

New products/services

Although the pandemic brought disruption, it also proved to be a good time to introduce new products/services. Studio On Fire launched Craft Lock Box certified child-resistant, all-paper packaging for cannabis applications. Michaels said, “Marketing a product vs. a service is a new endeavor altogether. Marketing to a cannabis client means you might be talking to a farmer, not a designer. It’s a higher level of client education, but we actually enjoy that.”

DMS Color pivoted during the pandemic to produce personal protective equipment and also launched a new division, Gold Leaf Packaging, to serve the cannabis industry. “Having a separate division helps focus the message and generate demand,” Greer said. “We had to make sure our SEO was right and that we were guiding people and having the right conversations. We really doubled down on our marketing efforts and positioned ourselves as thought leaders and content matter experts.”

Traditional marketing continues

Traditional tactics, word-of-mouth and cold calling remain important marketing tools. Michaels said word-of-mouth is “our most successful way to grow. Our team spends a lot of time working directly with clients, developing their projects, creating dielines, optimizing art, tracking down the perfect materials (and, of course, providing the highest level of printing); it’s a level of service that is easy to recommend to others. We also have developed a level of expertise in several consumer niches, especially packaging within the cannabis market. Having folks on our team who understand the restrictions/guidelines to be aware of as additional states legalize, that’s not something every printer has.”

DataGraphic is looking beyond current customers to new markets as well as for new customers in existing markets.

At DataGraphic, although it receives many referrals via word-of-mouth recommendations, the company also takes a direct approach and reaches out to clients via phone and email.

With the launch of its Gold Leaf Packaging division and face-to-face interaction curtailed by the pandemic, DMS Color focused on cold calling and identifying what vehicles (phone, email, Zoom meetings, etc.) worked best. Although cold calling is essential, Greer noted, “It can be hard to reach the right person.” As a result, whenever possible, he favors events. “Events bring decision-makers and executives into one place,” he explained.

Importance of samples

Studio On Fire maintains an inventory of samples of client projects as well as in-house promotional samples created to show the company’s capabilities. Michaels noted, “One thing remains true, getting to touch/feel the printing still helps, thus we mail out more sample boxes than ever before. The printing we do sells itself when you can feel it.” Seeing and touching samples sparks ideas and helps prospective customers understand processes that they may not have worked with before. Samples can eliminate the need for prototypes and save the time and money associated with prototype tooling and press setup.

Seeing and feeling the quality of the work is key. “Samples can bring clients over the finish line by providing a better understanding of what they are ordering and confirming that print can do what they are trying to do,” explained Nicole Cappiello, a member of the sales and business development team at DataGraphic. Samples also reveal the clients a company serves and “lend credibility,” added Schuster.

At Phillips Graphic Finishing, a box of samples goes on sales calls. The company also relies on its website to present examples of its work.

Gauging success

Key performance indicators (KPIs), dashboards and other analytics help track marketing efforts. Phillips Graphic Finishing tracks KPIs and identifies customers gained via marketing efforts. It also compares revenue from resulting projects vs. revenue from existing customers.

DataGraphic studies analytics to see what information customers are looking for and find interesting. “We have our own customer relationship management (CRM) program and know who responds,” explained Schuster.

“We also are taking a closer look at how customers find us,” Cappiello said.

“Google Ad Words, Instagram, assorted social media efforts all have dashboards, but they don’t always tell you what you need to know,” Michaels said, adding, “In the end, we can tell if we’re succeeding by what jobs hit the production floor. When we market our capabilities well, you can hear it: The machines are running, and the shop is abuzz with activity.”

Greer looks upstream to the pipeline to gauge success. “The level of business coming in is the leading indicator of what’s to come,” he said. To closely monitor the sales process, DSM Color uses CRM software and recently hired a vice president of Sales and Marketing.

Looking forward

Like every year, 2023 will bring challenges and opportunities. Challenges relate primarily to turnaround time, supply chain issues and rising costs, particularly for paper. “We used to buy paper a la carte for each project,” Schuster said. “Now, we are stocking up when we can so we have stock on hand. Where customers used to be dead set on a brand and type of paper, they now definitely need to look at alternatives.”

Another huge challenge is teaching customers how to set up and work with files for embellishment processes. “A good design workflow and prepress workflow are essential,” Greer said. But, a lot of designers are not familiar with what is needed and not all design programs provide sufficient support.

Opportunities rely largely on diversification and communication. “The world changes so quickly, we’ve learned not to put too many eggs in one basket,” Michaels said. Cappiello agreed, noting DataGraphic is looking beyond current customers to new markets as well as for new customers in existing markets.

DMS Color is taking a similar tack and expanding its web-to-print process shop site by developing a web interface for packaging. The web-to-pack site will present 100 different packaging options for the cannabis/CBD markets. To complement its digital foil equipment, it also has installed a traditional machine for higher volume jobs.

To foster communication, Phillips Graphic Finishing plans to do more email marketing in 2023. Hoffman explained, “The more you communicate with customers, the more they understand your capabilities. People get distracted and forget. Using LinkedIn and the e-newsletter to promote name recognition and keep our capabilities fresh in people’s minds helps attract business.”