It is very important for any screen printing firm to build a firm relationship with its clients. It has to offer more strategic solutions, more cost effective methods and a fresh way of thinking. The technological evolution enabled even the smallest screen printing firm to use up-to-date technologies in order to deliver customized messages to its audience segments.
Today, any screen printing firm uses modern digital technologies in order to win big clients. Customer Relationship Management (CRM) and e-Business collect and manage individual customer data. Using modern CRM and providing one to one marketing, marketers can treat customers like the individuals they are. This idea used to be absurd, but the invention of the NexPress 2100 proved that it could be cost efficient and very effective.
Marketing to customers was changed by Versioned Printing, another offer of the NexPress 2100. Working much like a variable data printing, it covers a wider segment; thus, it can be more useful. With its help a screen printing firm can, for instance, create for its clients several different versions of catalogues that contain products of interest to different market segments.
The NexPress 2100 offers its solutions for some possible problems. When a new technology is applied, the clients of any screen printing firm should be educated in its attributes. Some facts that can be used to allay some of clients? fears are listed below:· Higher Unit Cost. The increase of a unit cost can be easily justified by demonstrating how a personalized messaging increases response rates. Another important argument is a ?re-use? (some templates can be used again in other campaigns).
· Lack of Customer Data Base. One of the vital components of the variable data printing is a database of customer information; hence, it should be discussed with a client.
· Print Quality. A digital colour printing used to offer customers the advantages of speed and flexibility and somewhat a low quality. Prints from the NexPress 2100 provide a high speed and flexibility with a great print quality.
A screen printing firm can also use the ?paperlessness? of the Internet. If its client has a web site of his own or simply uses the Web to deliver or promote information, he can be offered some customized brochures, designed to sell products.
A bright example of a prosperous and successful screen printing firm is Advertising Creations, one of the oldest screen printing firms. Founded in 1946, it has been serving businesses for more than fifty years.
Wilford "Bill" Everson, the founder of the company, learned the screen printing process as a sign painter. He started out producing window banners, counter signs and yard signs and as the business grew, he took on emblems and displays.
The agency grew rapidly and soon won the leading positions in the screen printing industry. Today, it is one of the world-known and most popular companies. Its clients are offered great capabilities for displaying advertising and processes for electronic touch panels, sub-surface decals, a four color process and a wide format inkjet printing, as well as a computer graphic design and production and an ultraviolet print curing.