SELLING DIGITAL VS. OFFSET -- Making the Right Impression

"We also wanted to send a clear message that our digital printing capabilities were new and expanded," Higgins continues. "Digital printing breaks new ground. For the first time as traditional offset printers we found ourselves talking to customers about VDP (variable data printing), CRM (customer relationship management) and POD (print on demand.) We needed to help our sales force sell a new product to a new audience."