Print shop: short runs and variable data

Printing companies have seen a shift in overall orders, especially in quick printing and promotional printing.

In the past, fewer orders were received, but they were always in large volumes. Today, this trend has reversed: the number of orders has increased, but the volumes are smaller. This is where low-volume printing and on-demand printing come in.

Typically, prints are more seasonal and digital, as digital printing is a profitable and more efficient option compared to other technologies.

By printing on-demand and in low volumes, companies can take advantage of specific moments to run various campaigns: one print project for Valentine's Day, another for Mother's Day, and a special one for Christmas, for example. There’s no need to use the same print throughout the year.

In this new strategy, companies can better evaluate which print project delivered the best return. It’s possible to clearly measure which type of print yielded results and which one needs adjustments, enabling further low-volume prints. If a project performed exceptionally well, on-demand digital printing can be used for a new batch.

Supplies and Printers for Quick Printing

Commercial and promotional printers have understood the new concept and adapted production processes in their printing facilities to meet the new demand. However, quick printing companies are the ones truly benefiting from these opportunities.

The well-known “copy shops” have gone beyond just providing photocopies and urgent document or booklet printing, becoming true suppliers of special printing services with a diverse portfolio of printed materials.

Quick printing presses work on demand, both in black-and-white and color printing through inkjet or toner-based printers.

Various materials are produced, including brochures, small posters, flyers, and more. High-value printed items like luxurious invitations for weddings, graduations, and birthdays, gift kits for the corporate market, promotional printed items, and more are also available.

Quick Printing Trade Show

ExpoPrint & ConverFlexo brings together all the tools needed for your print shop to adapt to this new way of promoting products and services, offering low-volume prints, on-demand printing according to customer needs, and even considering special finishes in variable data digital printing, taking personalization to unprecedented levels.

On-Demand Printing Trade Show

When it comes to on-demand printing, small print runs immediately come to mind, but it goes beyond that. On-demand printing is indeed ideal for smaller and often fully customized print runs, but it also excels in smart marketing campaigns.

You can create special, segmented prints for different audiences through on-demand printing—like producing distinct prints for an audience divided by age, position, or gender. Or capitalize on holidays for different types of printed materials.

To achieve this, equipment and supplies such as digital printers, inks, special substrates, finishing machines, and supplies like foil and varnishes are necessary. ExpoPrint Latin America is the printing fair that brings together all these solutions and many more, providing the best platform for printing business owners to discover all the tools they need to drive real change in their quick printing, commercial, or promotional print businesses.

What is Variable Data Digital Printing?

Variable data digital printing produces focused and personalized printed materials. These products are widely used in smart marketing campaigns, often integrated with digital communication capabilities.

This occurs when you receive a printed item at home with your name, interests, and needs. For example, imagine receiving a supermarket flyer at home containing only the items you actually buy—and with special discounts! Or receiving a beer with your name printed on the label. These are possibilities when we think about variable data.

Variable data is present in promotional communication and reaches other segments, such as editorial, where a magazine can be produced by assembling articles according to a reader’s specific interests. This requires the perfect integration of data intelligence hardware and software, which can be seen live at ExpoPrint & ConverFlexo Latin America.