The New South Wales division of the LIA was recently provided a full briefing and demonstration of the new NexPress digital colour press by Heidelberg. Over 70 members and guests were in attendance to hear how digital print was growing at 20 per cent per annum, how turnaround times was changing from three or four days to hours and minutes and how the reduction in run lengths is causing a dramatic increase in content. To achieve this there would need to be an improvement in skill sets and technical knowledge.
Heidelberg account manager for digital systems Steve Peck continued by providing a local example from Holden Special Vehicles (HSV) of target marketing apparel to existing HSV owners.
According to Peck, personalised printing is no longer a name inserted here and there but four colour brochures printed, two sides in the recipients favourite car colour to identify with the pictures. Response rates jumped from three per cent to 30-40 per cent as a result of this advertising method.
