reTHINK : Digital Transformation Takes Root At Range

How Range Printing Is Leveraging Digital Solutions To Grow Its Business.

When Johannes Gutenberg created the first printing press with replaceable and moveable type in 1438, there was no way he could have anticipated that until the 20th century, his process would largely remain the same. But, Johannes would be proud to see his industry participating in another revolution – the ability to economically use VDP and digital technology to provide high quality, full color 1:1 materials on a mass scale. Of course, adding digital capabilities comes with some real challenges. In addition, to being an incremental capability for most printers, since digital is not a one-size-fits-all approach for all printed materials, digital printing means incorporating an array of new sales and production processes to ensure success. For Range Printing, that challenge has been met…and conquered…resulting in a new Range that is an even stronger competitor in the print markets it serves.

Range Printing is a family run printing business based in Brainerd, MN. Founded in 1968, today the company has a Press Room with two Heidelberg Speedmaster sheet-fed presses (a 74 and a 102), and a Canon IR110. Sixty employees keep the presses going all 3-shifts, and run the proofing, bindery, full service mailing capabilities and provide creative services. Most recently, Range added a Kodak NexPress 2100 digital color production press along with Kodak INSITE Storefront web to print software, to expand its capabilities.

“Our Kodak NexPress and Kodak INSITE storefront have allowed us to capture work from existing customers – needs we had no idea existed -- simply by asking,” said Shawn Sundquist, Vice President, “Some of this was business that we used to turn away, and we have not tapped the market for all the applications yet!” These included short run color and traditional mailers, as well as the longer-run color VDP jobs that the Kodak NexPress does so well.

When evaluating companies that could benefit from Range’s new digital solutions, Sundquist looks at both company structure and industry. However, the process of making a sale of this type can be long and frustrating. To shorten the sales cycle, Sundquist says "he frequently reaches out to the senior people in the target company because they are most concerned with the results and impact on the bottom line, rather than the cost per piece. We can quickly move the process into customer data- collection which can take the most time during the implementation process" says Sundquist.

Sundquist targets organizations with multiple sales representatives, offices or franchises because they are the most likely to be attracted to the key solutions he is trying to promote. By targeting the headquarters, Range can offer a Web-to-print or purchasing portal that will help them retain brand identity and offer product/production that will support marketing offers and promotions. This setup permits Range to offer centralized production, tracking and mailing.

Winning business like this can be an extended — and involved — process. To illustrate, Sundquist pointed to a key Range customer, a non-profit with a headquarters staff responsible for major marketing programs and field directors who manage the individual locations. Selling to this account started with a presentation to one person, then to HQ, then a presentation to the field directors, and finally communication to the local chapters. The process required educating the customer, at all levels, about both VDP and digital solutions concepts. The payoff for the hard work is a major account with tremendous long-term potential.

Sundquist’s advice: “As a first step, take your top customers and introduce them to your new capabilities while discussing their unmet printing needs. Use it as part of a value-add to your existing relationship. Then extend to vertical industries – with multiple locations. Keep tracking results and building your library of successes. Some of the programs we have done for customers have had a remarkable ROI. While Sundquist is excited about the possibilities Range’s new digital services present, the new sales processes and long lead times to close deals make this a long-term initiative for his company. “In the time since we installed the Kodak NexPress and INSITE Storefront software, we have just begun to scratch the surface,” Sundquist said. “But at Range, the solutions are delivering several benefits — keeping our existing creative group, finishing and mailing operations busy, and adding customers we could not have serviced before, either because we did not have the ability, or because they were too far away.” When asked how he will know this is a success for Range, Sundquist said, “when the NexPress is running at 3-shift capacity!”

That’s a goal every printer can appreciate.

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If you are looking for more ways to transform your business by offering leading-edge services like the ones described in this article, Kodak Market Mover Business Development Services are designed to help. We are here to help you develop your plan and access the complete array of resources we have available. For more details, visit our Website at http://marketmover.kodak.com or contact either of us directly using the information below: