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Archive for the ‘Arandell Prepress’ Category
To iPad or Not to iPad – Part II
I’m sure that after my last blog about the iPad you are now the proud owner of one…
perhaps the iPad 2. Congratulations and welcome to the ever-growing and not-so-elite-anymore club.
Since my last posting we have had a great deal of interest and questions as to how we go about building our apps. Like gin, there are a lot of labels to choose from. You need to look at the ingredients to judge the product and taste as many as you can, or in this case download as many as you can. So today I want to cover a few points to keep in mind when doing your homework on bringing your iPad app to market.
Do not get caught up in any cooperative program where your app is together with many other apps (“to save you money”). Your brand should stand by itself and be available to your audience as part of your multi-channel marketing strategy, not anyone else’s. A PDF version of your catalog posted on iTunes will get you nowhere.
Our clients have found that an app being somewhat different than the actual catalog has a better appeal to the audience. As I mentioned previously, the app itself is not meant to replace the catalog but to provide the user with a more mobile option. So while many marketers create the app with the catalog “guts,” most have added unique products, features, services, etc. to attract a broad audience.
Your app should be interactive…not just in the obvious, ordering…but by incorporating videos, perhaps audio, how-to’s. The digital world makes this easy and affordable. One of my favorite apps (not catalog related) is The Daily. It is a news app that makes great use of every digital means available to engage the reader and differentiate itself from the other news apps. This formula is so successful that it is one the best-selling (yes you have to pay for it, after a free trial period) apps out there. Their competition gives theirs away for free and are still are having a hard time beating The Daily’s numbers.
Make sure you have a splash page, the first thing a user sees when searching iTunes; the page that’s visible when downloaded onto the iPad. That brand logo is critical and should be consistent with your other marketing promotions. It represents who you are and your subscribers identify with you through that consistency.
Promote your app in every way possible. Place it (splash page) in catalogs, direct mail pieces, website, emails…anything and everything that reaches your audience. Again, consistency is key.
Tell the audience why they should download it. Seems obvious but the “build it and they will come – and stay” mantra does not apply here. There are over 350,000 iPad apps as I write this and probably a few more added by the time I finish, so you need to sell your audience as to why they should get yours.
When it’s time for a new release of your app, let your customers know – in advance. Not through the usual updates through iTunes but alert them through the channels I mentioned above. Let them know when it will be out and maybe tease them as to why they should download the new version. Some marketers alert their customers of a new release when the old app is activated on the iPad.
Again, most iPad users like to use the technology they have at their fingertips. That’s why they purchased one to begin with. Make your app appealing to their desires.
Make sure you are measuring everything you can about the usage of the app, not just the number of downloads. Also keep in mind that for some ordering through an iPad may not (yet) be a comfortable experience. So look at all available metrics, not just sales through the iPad.
There are a few marketers who are charging for their apps. Unless you have a pure educational or “how to” theme that has perceived value, you will not get much attention, or downloads by adding a price tag to your app. The goal is to make it easier for your customers to communicate with you and free is still king. (Do you remember the days when catalogers put a “price” on their catalog to show perceived value?) How’s that working today?
You do not need to refresh your app each time you roll out a new catalog. Again, the intent for an app is to be something different than the printed piece. We are seeing a trend with our clients of refreshing an app based on seasonality, new product roll-outs, etc. Apps tend to have a longer shelf life than the printed catalog so make the most with each one you produce and give people a reason to keep them.
Many of our customers see their web traffic increase significantly when their app hits the market. Then after a couple of weeks it plateaus. They see a similar pattern with the apps. You have to keep them wanting more. One of our athletic apparel companies includes workout videos within the app, enough for 30 days of workouts that challenge the user to reach that next level. After 30 days, a new set of videos is available to download.
Make sure you test the app yourself before it gets released. Try every feature, every page, every link, etc. This app represents your brand and you want it to be perfect. BUT – we all are still in a learn-as-you-go stage. The technology is rapidly expanding and the available options will be expanding as you move forward. Some clients are exploring ways to use the cameras in the iPad 2, another option.
So, we will keep you updated on the evolution of the iPad as it relates to the catalog market and the success and tribulations marketers continue to experience. But let me give you a little “heads up.” If you want to have an iPad app presence for the all-important fall and holiday seasons, now is the time to act.
I end this blog the same as my last one on this subject – the future is now.
Our phone lines are open.
Contact Us
Gary Sierzchulski
Vice President, Arandell Marketing Solutions
Phone: 866-834-5611
Email: GASierzchulski@arandell.com
Collaboration and Co-Creation in Today’s Marketplace
Listening to customers and having them collaborate with you will deliver positive results:
- It creates an environment for change by addressing current practices which forces you to research alternatives.
- When listening and encouraging collaboration customers will be less app to complain and more encouraged looking for solutions.
- By enlisting customer input, these same customers will lead customer-driven change.
- When customer collaboration results in changes they will feel empowered that they were able to influence change no matter how small the change.
- Customers who have participated in the collaboration and change efforts are more likely to look for more opportunities to initiate change.
Creating communities where customers can engage your organization are invaluable in today’s marketplace. When structured properly, customer engagement can channel customers toward creating value for your organization. Collaboration and co-creation can influence change as a result of having a different set of eyes and ears working on an issue.
Customers today are better-educated, better-informed, better-connected and far more resourceful than any time in our past. Customers today want to be heard. Customers want to be part of developing the solution, resulting in a positive customer experience.
Customers demand greater vendor transparency and increased influence over what is sold to them, where it is sold, and how it is sold. They also exercise greater collective and individual power in the marketplace. The customer relationship from one of buyer-seller to that of a collaborative team will command greater loyalty and higher average prices.
First we must:
- Discover our customers’ insights.
- Develop a value proposition.
- Deliver a positive customer experience.
Next we will delve into the role of the salesperson.
To discuss this topic further, contact:
Gary Sierzchulski
Vice President, Arandell Marketing Solutions
Phone: 866-834-5611
Email: GASierzchulski@arandell.com
Bring your Catalog to Life with an Electronic Version
You have already worked hard to create a beautifully-printed catalog and you already have a web site, right? So why not leverage the two channels together to promote your brand to a broader audience, resulting in an increased ROI for your catalog? Our digital catalog software gives you the ability to easily turn a printed catalog into an electronic version, offering myriad advantages. Not only does a digital catalog enhance your brand and make it consistent across channels, but this solution can also be:
- Seamlessly integrated into your Web site;
- Delivered to customers via a link, creating additional opportunities for email marketing and prospecting;
- Employed at retail locations as a guide for customers;
- Tied into your online, social media and mobile marketing programs;
- Uploaded instantly, so that your customers are always viewing your most up-to-date catalog with current images and prices;
- Sent to your call centers before the catalog drops so that representatives are fully prepared for catalog orders to come;
- Created quickly and affordably;
- Accessed 24/7 from anywhere in the world.
We offer this cost-effective solution to all of our customers, saving you the time and expense of having to search for an outside provider. Creating a digital version of your catalog to display on your Web site gives you the opportunity to increase the return on the piece that you have already worked so hard to produce.
To view an example of a digital catalog, visit http://www.customer-connect.net/ or click here.
Questions?
For additional information about Arandell’s electronic catalog solution, feel free to contact me any time!
Stochastic vs. Conventional Line Screen Pros & Cons (Part 3 of 3)
This is my third and last article in this series. In my two previous articles I explained what stochastic printing is, and the responsibilities throughout the production process flow specific to stochastic printing. In this article I will discuss the pitfalls of stochastic printing. As with any specialty application within a pressroom, there are also potential pitfalls that you may face. Even after proper file and proof preparation, press finger printing and developing the appropriate plate curves, there are still hurdles you need to be prepared for.
The following are just a few of the potential pitfalls of printing stochastic;
- Ink Piling – due to the higher dot gain encountered with Stochastic screening you will experience both plate and blanket ink piling.
- Ink Savings – fact or fiction. Gray Component Replacement (GCR) will lead to greater ink savings than stochastic screening.
- Reduced Blanket life – a direct result of increased blanket washes due to ink piling.
- Reduced Plate life – a direct result of increased blanket washes due to ink piling.
- Increased Blanket Washes – a direct result of ink piling.
- Paper waste – a direct result of the increased blanket washes.
- Increased Press Maintenance – a direct result of increased blanket washes due to ink piling and the need for proper blanket and roller conditioning.
When not to use stochastic screening
- Poor separations – keep in mind that stochastic screening greatly enhances your separations. Poor separations will only look worse.
- Flesh tones that have not been properly balanced. There is a tendency for poorly color-corrected flesh tones to appear “rashy or choppy.”
- Lack of knowledge by your client, separator and/or printer.
So where do we go from here? Customer and separator education is the most critical step in the process and with proper education, preparation and planning, the results of stochastic screening are well worth the additional work.
Stochastic vs. Conventional Line Screen Pros & Cons (Part 2 of 3)
We recently wrote an article on the differences between and the advantages of stochastic and conventional printing. Click here to read my last article.
To continue the conversation, today I will address what steps need to be taken into consideration when running a stochastic screen in a web offset environment.
Client Responsibilities:
- Consult with your current suppliers or industry trade groups to get other opinions. Does your catalog have a lot of flesh tones, shadow or reverse texts? What has been their experience with similar catalog designs?
- Define your goals and objectives – what is it you are hoping to achieve? What elements in your design would you like to draw attention to? A catalog selling makeup would like to highlight different features than a clothing retailer…
- Determine Paper Specifications. Grade #2 versus Coated Groundwood, matte, satin and silks…as with any printing method, the choice of paper can affect how the end product appears. Viewing finished samples of like-catalogs will help you decide if your paper choice is appropriate for your products.
These are all areas that need to be taken into consideration by the client that will have a direct impact on whether or not to utilize stochastic screening
Color Separator Responsibilities:
What type of proofs will your separator provide?:
- AM screened proofs (150 LS)
- FM screened proofs (25 micron)
- Epson / Inkjet Proofs
How will your separator manage your images?:
- Image resolution (300 DPI vs. 400 DPI)
- Pick-up images/repurposing of images
- Image/file compression, i.e. JPEG
Keep in mind that any type of compression will strip critical data from your images. This somewhat defeats the purpose of printing a higher line screen, yet many separators apply compression in order to save space.
Printer Responsibilities:
When approaching a stochastic workflow within your printing plant you need to resolve the following areas first.
- 25 micron (285 LS) versus 20 micron (365 LS) – which is best for your plant and client base?
- Stabilize plate production – restrict variables that can contribute to problems on press.
- Finger print the presses – you need to have a firm handle on the color gamut, ink characteristics, dot gain, etc. before you can build the appropriate plate curves.
- Test and modify prior to using on live jobs.
In my next blog I will address the potential pitfalls of stochastic screening.
Stochastic vs. Conventional Line Screen Pros & Cons (Part 1 of 3)
Have you been given the option of printing stochastic versus using a conventional 150 or 175 line screen?
What are the advantages and disadvantages of the two?
Would your catalog benefit from changing your printing techniques?
In my 25 years in the prepress industry, I have learned that changing from stochastic to conventional or vice versa can make the difference between good and GREAT printing.
What is stochastic printing, and how does it differ from conventional screening?
Stochastic screening utilizes a much smaller dot that is randomly placed throughout the images. Click here to view an up-close example. As a result, stochastic printing, images have a continuous tone feel. Also, with the smaller dot size utilized in stochastic screening, you are actually running the equivalent of a 285-line screen when using 25 micron or 365-line screen when running 20 micron. This is what contributes to stochastic’s ability to reproduce much finer detail than conventional screening.
Conventional screening utilizes a larger dot and is placed along a grid (creating screen angles). This results in a more obvious dot pattern, and a rosette-like pattern. This pattern is most noticeable in your mid-tone areas such as flesh tones. Click here to view a up-close example.
Some of the clear advantages to stochastic printing are:
- Improved detail and definition
- Reversed text prints cleaner
- Improved shadow detail
- Wider color gamut
These advantages can also work against you. In later discussions I will address the potential pitfalls of stochastic screening and how to avoid them.
In my next blog I will address what steps need to be taken into consideration when running a stochastic screen in a web offset environment.
6 Prepress Questions to Ask Your Printer
When choosing a printer, many clients overlook the importance of how it might impact their prepress production workflow and specifications. Although most large commercial web offset printers have similar prepress and plate requirements, there are inherent differences that need to be addressed prior to preparing your final files and proofs.
A variety of conditions need to be taken into consideration when preparing your photography, separations and proofs prior to printing. Here are just a few that come to my mind:
1. Will this job print sheetfed, web offset or possibly gravure?
Proof and file requirements change with each printing method. You will have to ask your printer the best practice methods to ensure the best possible quality.
2. Will these materials be repurposed for other media, i.e. newspaper, web, VDP, etc.?
Different media requires different quality images. When in doubt, always err to the side of critical quality. You can always repurpose your materials for a lower quality standard more easily than you can repurpose your materials for a higher quality standard.
3. What type of paper will I be printing on?
Changing papers, even if it is the “same paper” produced at a different mill, can create a different effect. Make sure you know the best prepress practices for your paper choice.
Being Punctual Saves Your Press Day
Everyday at Arandell we encounter files from multiple sources that will not reproduce well on press. The cause may be a mismatch between the color separation and printing process, the amount of black generated when converting RGB to CMYK, or a disparity between the ink values in the file and the press and paper requirements.
Often times a printer does not know far enough in advance which press a job will print on; therefore it is not possible to provide press profiles for the CMYK separation process.
CMYK Optimizer allows a prepress provider to automatically check and correct, and dynamically balance the colors and ink weight characteristics of incoming files. Files are adapted to suit the printer’s actual press conditions to ensure accurate rendering of the approved proofs.
The advantages to preparing files/images to specifically fit a printer’s specifications include:
- Preflight and CMYK file standardization
- Output files compliant with the printing requirements
- Improved color balance
- Reproducibility of proofs by the printer
- Standardization of files in accordance with ISO standards and ICC profiles
- Generation of files that are compliant with PDF/X1a and PDF/X3 formats
It is important to begin having these discussions with your printer prior to your photo shoot. With proper preparation and communication among the photographer, separator and printer, the final printed results will exceed everyone’s expectations.
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