Quick Printing

JUN 2013

Quick Printing is the resource for the Commercial printing, visual and graphic arts industries. Since 1977, Quick Printing has focused on improving efficiency and increasing sales and profits in the print shop. Industry experts share their ideas and

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Page 26 of 49

fulfillment," he says. "It's just one more thing we bring to our customers to provide them with the full package." That said, however, prototyping is not without its challenges. For instance, Cober says, once you have created the prototype for an in-store display that holds packages, the challenges of shipping that design can sometimes create more work than actually developing the prototype. In addition, he says, there's the hurdle of "being in new territory," having to think about how the product will be used, and what will attract consumers within a store to approach the display and learn about the product. How does the process begin? Cober Evolving Solutions maintains an archive of its clients' digital assets, Cober says. "They come to us with a problem, [saying], 'Here's what environment it will be used within,' and we create various scenarios in response, and do a presentation. They select their choice, and then we'll go about creating the prototypes. "We can do it in a matter of days with equipment we have now. And we can do it economically with the Indigos right through our wide-format equipment." mend this business as a stand-alone business. I wouldn't recommend people go out and make a living producing package prototypes without there being larger prices—that being the actual production run. It's not anything we decided would become a revenue stream. It's something we do to get the work from our customers." That said, the digital printing capabilities RockTenn Merchandising Displays was able to begin offering when it acquired the aforementioned digital printing equipment has been a boon to business. "For us, having digital printing capabilities allows us to sell to customers we wouldn't otherwise have worked with because the run didn't represent enough volume [to be profitable]. Getting (continued on page 33) RockTenn Merchandising Displays Based in Winston-Salem, NC, this company's short-run facility has been in place for two years, and has been doing prototyping all that time, says Matt Neuhoff, general manager of the short-run manufacturing and assembly facility. In addition to serving some external clients, the facility produces a number of prototypes for an internal customer; that being the RockTenn Folding Carton Division. "Our primary business is secondary or tertiary packaging display prototypes, where we're taking already produced packages and creating display prototypes that hold those packages," Neuhoff reports. RockTenn relies heavily on Inca S40 single-pass, wide-format digital UV printing equipment, Neuhoff says. Other important pieces of equipment include a Fuji Acuity wide-format digital printer and Zund high-speed CAD cutters. "We produce temporary and permanent displays for Fortune 100 consumer product companies," Neuhoff says. "It's part of doing business for us. We design the displays, and prototype them prior to production, so the clients can kick the tires, so to speak. Once they finalize their structural and graphical design preferences, the job will go to more conventional printing methods and more analog production." As for the pros and cons of prototyping, Neuhoff says, "It's a great means to an end, if the end is getting a larger order from a customer. But I wouldn't get involved in this business or recom- w w w. M y P R I N T R e s o u r c e . c o m For more information, visit MyPRINTResource.com/10005029 June 2013 / QUICK PRINTING 25

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