Riding the Sea Change
Of course, none of this technology is inexpensive. For many small- to mid-range narrow web shops, the costs are no longer insurmountable. This provides a sea change in the options available to smaller shops and helps them avoid becoming a feudal subject of a dominating company. If you’ve been called on by any of these firms, you probably know who they are.
Less than a decade ago, the only choices for flexographers seeking the best quality came from just a couple of giant companies that charged prices that only the largest and most profitable flexo shops could afford. The systems were largely analog, produced excellent image quality (for the time), augmented by supporting software and add-on features designed to lock customers into buying only products from one brand.
For a time, it was the only game in town; but a funny thing happened on the way to industry domination. Other companies—erstwhile smaller competitors of these larger firms—began rolling out all-digital solutions that offered greater capabilities, broader functionality, higher print resolution, superior color management and easier operation, all at compellingly attractive price points.
“Smart utilization of automation and digital technology can make a bottom line difference in your business. If you don’t have this capability, or are not accessing it through a trade shop, you are leaving money on the shop floor. Don’t do this!”
Big players went on the war path, still pushing their aging technologies. They couldn’t make a business case for development of modern, fully digital systems because they would have to start from the beginning. It was a little like the waning days of Polaroid, which saw digital photography coming, but insisted that instant photos were all anyone would ever want.
Today, new automated digital systems feature lower total acquisition and support costs. Offerings from key vendors feature a rich mix of technologies that rely on open software, enabling flexo shops to adopt the elements of technology from several companies that make sense for their specific operations.
Although several digital systems should ideally be used together, it is possible to choose which elements from different providers will work in a given shop. For instance, plates can be made on a new automated digital plate maker but be processed on an older (and paid for) machine, helping reduce the investment.
Lower costs of new technology can make a compelling argument, but realities of business today can mean that some flexo shop owners still can’t pull the trigger on the equipment they need. Some may already take on jobs they can’t handle internally, turning to a trade shop for best-of-breed color management, high-resolution plate making and fast plate processing. There’s nothing wrong with this approach, and if part of a sound business development strategy, it makes perfect sense for a smaller shop that is seeking to grab a larger share of customers’ wallets while keeping the lights on and the company moving forward.
The business coming in means your customers value what you offer, so partnering with a fully capable trade shop that has the automated digital capability you need is a sound strategic move. Need to find such a partner? Talk with the digital business analyst from your supplies and equipment provider to make the connections you need.
Four Questions
“Smaller shops nearly always feel the pinch, especially when it comes to the adoption of new technologies. Fortunately, there are solutions.”
Still, as you look for ways to make a leap to digital, there are four questions you need to answer. Think carefully about these and your business, and at the end you can begin to find the best approach for your operation.
- Are you now, or have you ever considered, digital prepress systems? Most shop owners have, but those running smaller businesses may still wince at the price tag or feel uncertain about handling the transition. Yet, while learning to feed your existing flexo presses using digital technology can be challenging, the end result is usually positive. The technology is proven around the world—even by your competitors—and is sufficiently stable and reliable, so that you can save money and ramp up throughput and quality very quickly. Customers will notice
- Which technologies have you considered? Investigate all the options based on your business needs, but look especially at how an automated digital plate maker, plate processor and state-of-the-art color management can raise the bar on your productivity. Benefits of shorter turnaround times, more jobs per shift and noticeably higher print quality are ones your customers will see and appreciate
- What kind of jobs do you normally run? This is a key question. Think about both the types of jobs and the run lengths. These days, it’s not unusual for a customer to want 10,000 labels in two days and 150,000 a week or two later. Automating plate production, processing and color management makes it easier to handle a wider range of jobs and run lengths because you remove the variability of manual steps in the production process
- How do you think you may be able to do things better? This is the pain point question. It comes down to this: What really stands out for you in the ways you handle jobs now, and what would it take to help you do things better and more profitably?
Smart utilization of automation and digital technology can make a bottom line difference in your business. If you don’t have this capability, or are not accessing it through a trade shop, you are leaving money on the floor. Don’t do this!
The Way Forward
Finally, talk with your vendors. Shifting to automated digital systems requires an investment and it may be over the top for your budget. You won’t really know until you talk in depth with a digital business analyst or experienced and knowledgeable sales pro from an equipment and supplies provider who can understand your business and work on your behalf to develop a winning solution.
It may be that he or she can show you financial options that help you come out ahead, or help you find the perfect trade shop. Moreover, this kind of support can help you escape the feudal tendencies of a few old-school legacy suppliers.
And as you talk with providers, look for relationships. You need a partner who understands your business, where you’ve been, and where you want to go. And one that can work alongside you to help you get there.
About the Author: Noel Ward is editor-at-large for both Anderson & Vreeland Inc and PrintPlanet.com, and is managing director of Brimstone Hill Associates. Brimstone Hill provides copywriting and video production services for technology vendors and commercial, packaging, direct mail and transactional print providers. Regardless of the medium or venue, Noel’s primary focus is on communicating ways companies can use digital printing as a driver for business growth, productivity and efficiency.