A Wanganui print company has invested in a new package of digital print solutions from Fuji Xerox, as it looks to move ahead in tough economic times
Warren Ruscoe, managing director of Meteor, believes the 60 year old company has retained a reputation for quality and service by combining expertise and knowledge with outstanding equipment and technology partners. He has worked in the company since the 1970s, taking over the managing director’s role from his father around 26 years ago. During his watch, he has seen the face of traditional printing change at Meteor.
A decade ago, Meteor Design & Print moved into digital print to support market demand for cost effective short run personalised print. Ruscoe says, “Ten years ago digital print probably represented just five per cent of our business, now it’s closer to 40 per cent. The nature of the business has changed as well, with that 40 per cent being made up of far more and much smaller jobs. If we didn’t have the technology to enable us to meet demand we’d be falling way behind in the market place.”
The company has enjoyed a relationship with Fuji Xerox spanning some 35 years. This has seen Meteor move from its initial installation of a basic copier through to purchasing Fuji Xerox’s latest high end digital print solution. Ruscoe says, “We have invested in a complete technology package – a fantastic Fuji Xerox 800, the latest version of Xmpie’s variable data publishing software and our soon to be live OPS (web to print software). The 800 is so advanced that it has taken over what would have previously been considered offset jobs. It can do in just hours, from start to finish, what used to take days to complete using offset.”
The Fuji Xerox Color 800 Press, and the Color 1000 Press, are the first high-end printers to employ Fuji Xerox’s matte EA-Eco Dry Ink. EA Dry ink provides a smooth, offset-like finish without the need for fuser oil, according to Fuji Xerox, which adds that other innovations include belt fusing and a seamless transfer belt to provide advanced image quality, expanded gamut and productivity.
The Xmpie software allows the print process to be integrated with the customer’s database to create personalised and multiphase campaigns where names, colours and images can be changed out to meet the preferences and purchasing history of the individual.
The new OPS solution allows Meteor to create print ordering portals, which look like part of their clients’ own sites, so that business cards and other stationery can be ordered online, proofs generated and price options for varying quantities displayed. The move to an online ordering solution directly leverages the increased usage of the internet as a purchasing tool.
Fuji Xerox has supplied more than digital kit to Meteor. Ruscoe says, “Fuji Xerox has been quite amazing with its help and nothing is too much trouble for the people there. They even got involved in the launch and I’ve had amazing back up from their sales team.”
He advocates the personalisation of print as a significant marketing tool when building and maintaining relationships and sees a future where a company’s database, and the integrity of the information in it, becomes its most valuable asset. Meteor Print & Design has positioned itself to provide opportunities to support that vision.
He agrees that as it moves closer to offset quality, digital print not will drive the market more and more. He concludes, “We are in an economy where digital printing offers great value as we see our customers watching their money very carefully, being highly proactive, targeted and producing just what is needed, and no more.”
Sweet strategy for digital
Meteor demonstrated the capabilities of its latest Fuji Xerox technology and made a point about the impact of the new press and the use of variable data printing with an effective marketing strategy. The company designed and produced its own eye catching and personalised pyramid shaped invitations, filled them with sweets, and invited its customers to come and view its new solutions.
The invitation proved so effective that the invitations became talking pieces around town and helped showcase Meteor’s print capabilities as well as introducing prospects and customers alike to some smart marketing strategies.
Ruscoe says the strategy helped clients understand the impact it could have for them by using variable data as part of their own marketing strategies. He says, “When you get 50 pieces of print information a day pushed in front of you through the mail it’s only going to be the unusual ones which stand out, get passed around or stay on a desk. It’s important that our customers understand how to leverage their databases as well as realise the creative possibilities available to them, so we made sure that our own invite demonstrated this in full.”