NEW YORK CITY - May 12, 2015 - CHILI Publish, a new sponsor of the PODI AppForum, is hosting “Maximizing the Value of Print: Offering Marketing Solutions Instead of Print Services,” an AppForum session presented by CHILI Publish’s NYC-based Pre-Sales Engineer, Jeff Cheal. Conference attendees will learn how integrating CHILI Publisher makes it possible for printers to more easily offer in-demand marketing solutions. Cheal’s presentation is scheduled to take place at 1:30 pm on Wednesday, May 13 at the PODI AppForum, being held May 11-13 at Harrah’s, Las Vegas.
Printers as Marketing Partners
Printers who count themselves among the earliest adopters of digital printing have been their customers’ marketing partners for years. In fact, pre-media divisions of the largest commercial printers began working with multiple media over 10 years ago.
CHILI Publisher’s Exclusive Advantages
Two CHILI Publisher developments give printers important advantages in bringing marketing services in-house:
- Infinite API opportunity via support for any standard communication protocol, including XML, SOAP, FTP, email, and TCP.
- Advanced (3D) visualization functionality, permitting operators and other stakeholders - especially customers/brand owners—to see precisely how jobs are setup, with full 360 previews and accurately simulated folding/unfolding routines, when warranted. An additional, essential result is the confidence derived from being able to “see” the end product.
Keeping Direct Marketing and Web2Print In-House
Two of the most popular, high-ROI marketing solutions are now available to in-house and commercial print shops through the use of CHILI Publisher: Direct Marketing and Web2Print.
“Generally, the more personalized a promotion is, the more successful it is,” Cheal says (1). He goes on to explain that printers who are, or could be, comfortable with databases and marketing automation and analysis tools don’t need a third party to execute high performance, direct campaigns. “That’s a huge swipe at the cost, right off the top,” he says.
“CHILI Publisher can interact with databases and marketing automation applications so that even a novice can pull data to match campaigns. There’s no need to wait for an expensive, third party provider to ‘redesign’ a job and setup the data pull,” Cheal explains. CHILI Publish says that any brand owner or printer who has the necessary artwork and access to relevant databases is “all set” to run the direct campaigns, whether print or electronic, on their own.
The significantly lower overhead of keeping the job in-house, combined with the ability to adjust and run tailored follow-up campaigns as quickly as desired, makes CHILI Publisher a ‘no-brainer’, profit-producing solution for the industry.
The application for which many distinguished vendors have partnered with CHILI Publish is Web2Print. For brand owners, printers, and in-house plants that have their own DAMs and creatives, setting up a Web2Print operation can be accomplished in a variety of ways; from hiring independent coders to integrating specialized applications, such as Magento e-commerce, or going full steam ahead with a complete solution from a third party.
Although they are not necessary, turnkey Web2Print solutions are also supported. “There is a place for turnkey solutions,” Cheal says, “such as with major, multi-product and international brands who typically have their assets held by third parties at numerous locations around the world.
“However, a printer that can produce, or outsource and drop ship, any format material - on any substrate - or via electronic display or outdoor promotion - can also control their Web2Print communications, directly,” Cheal says. “Many are already storing client assets, and so in many cases it just makes sense to keep everything inside.”
Time and cost savings when incorporating some or all of W2P include: easy access to templates, templates available in multiple formats: and the ability of the end-user to have immediate access, so there is no need to wait for people, or for involvement from the service provider.
Also, if the UI / User experience of the end-user application is easily adapted, there is close to no need for training.
Another added benefit is the ease of template creation whereas, instead of having several templates for several formats; a single CHILI Publisher document can maintain several sizes and formats. As a result, the process of creating (with CHILI Publisher, multi-use) templates is much faster.
Similarly, if the end-user application includes approval flows, there is—again—less interaction with people on the service side, and therefore faster turnarounds.
Finally, in terms of relationships and customer retention, the “inside” W2P gives stakeholders control over their jobs. The fact that there is a GUI for document editing, online, gives owners and their production partners the feeling of control. Even if the templates only allow so much variation, the experience is significantly better than, for instance, form driven data entry, which results in generated PDFs.
Spotlighted customer case studies will include Suttle Straus and My Creative Shop.
(1) Cheal makes the point that personalizing “for the sake of it”, when there is nothing about an offer that differentiates one recipient from another, are not as well accepted and are being met with backlash by an increasingly privacy-savvy population.