How to differentiate with digital print creativity

Guest blog – Philip Dodd, Managing Director of UK Print Service Provider Healeys, renowned for its passion for inspirational print and commitment to continuous evolution.

Ricoh Europe, London, June 17 2022 -The digital world is crowded and we aim to help our clients differentiate by offering them an array of possibilities.

We work closely with design agencies to provide them with smart, creative, and memorable print that captures attention and drives action.

We strive to deliver pieces of work that are well thought out, beautifully designed and incorporate some embellishment. This physical print gives the content an extended life span – a longevity that digital communication doesn’t have. High quality communication is still very much valued.

Our sales team is expert in explaining the power that print has and helps clients explore the opportunities it offers. The team listens to the requirements and expectations and presents solutions that will generate the desired response. It helps clients improve their understanding of what processes to use and how they can be applied to deliver the right message in the most impactful way.

Among the possibilities we have been having more conversations around are what the gold, silver, neon and white toners for our  Ricoh Pro™ C7200x digital colour sheetfed press can enable. I have been particularly impressed with the results we have achieved by laying down white first and neon, gold or silver on top. We have been producing our own mailers to showcase the results.

Educating agencies is an important for us too. We have been explaining how they can improve their return on marketing investment and generate higher response rates. The toners can produce some wonderful effects that prompt action. Designers can produce something incredibly creative, in budget, and on demand.

Further differentiation is being explored with the use of some very interesting substrates. They deliver greater tactility that engages the senses and reinforces quality. They help get the piece of print noticed.

Following the pandemic people are being incredibly careful. Some have not printed since. But we are seeing more work returning as the power of print is becoming increasingly recognised. The year is going well so far and I am happy with how it is expected to continue. Next year I think we will be able to add up to 10% to 12% on our turnover.

Some of that growth may come from short run packaging which is a new service we are considering adding. As part of that we are investigating how our Pro C7200X, and its toners, can help us enhance those jobs.

Alongside our growth plans and commitment to innovation in print we are also focused on improving our sustainable operation. We are working towards a 42% reduction in carbon emissions by 2030 as part of the Science Based Target Initiative. That is something we think we can achieve with investment in electric cars and by changing our energy contract to renewables.

We will then look at our suppliers and their approach to reducing carbon emissions. That is why working with companies that are also concentrating efforts on reducing their emissions is a key consideration and will become increasingly important for our relationships in the future. We will also continue to offset our carbon use with the World Land Trust. It is even something I also do in my personal life. It costs as little as £1.50 per week.

Ultimately, we are looking at ways we can help our clients see all the possibilities that print offers while operating in the most sustainable and responsible way we can. Having the support of likeminded partners and suppliers like Ricoh is essential to that.



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