Product category:
Print Finishing (Binding, Folding, Inserting, Stitching, etc.)
News Release from: Rotoflex Tooling | Subject: Vericut finishing system
Edited by the Printingtalk Editorial
Team on 12 January 2007
Finishing System Provides Timely Labels
Logo Label Printing in North Caroline (USA) has developed what it believes to be a refreshing brand marketing approach.
Logo Label Printing in North Caroline (USA) has developed what it believes to be a refreshing brand marketing approach The company said it maximised the power of digital printing and finishing technology to offer bottled water with a customised label
This article was originally published on Printingtalk on 26 Jun 2007 at 8.00am (UK)
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Dave Grossman, chief operating officer of Logo Label Printing, said: "We approached our clients with the notion that we are helping them promote their name and message by designing custom labels that were unique to their marketing needs.
Our initial strategy was to provide a higher quality bottled water, custom labeled, at pricing competitive to commercially available bottled water.
As the company grew our marketing and sales strategy evolved in that we are not selling bottled water and, therefore, we are not competing with bottled water sales." He added: "We approached our clients with the notion that we are helping them promote their name and message by designing custom labels that were unique to their marketing needs.
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Bottled water is a great marketing tool because it has been shown people will look and read the label more readily than most other give-aways.
The fact that the message was applied to a bottle of water was secondary to the label itself." Grossman explained that as a result, the label was being sold, rather than the bottle and the critical nature of commodity pricing became secondary.
Now that the company is in the printing business, it is custom labelling soaps, lotions, shampoo, ketchup bottles and tea cans, amongst a variety if products.
Over a three year period Logo Label Printing said it tripled it sales of custom labelled bottled water, becoming one of the largest suppliers in North Carolina.
Grossman commented: "We were on the verge of doubling our sales again when the business was acquired by the company that supplied us with the bottled water.
In addition, we shipped our product to businesses all over the country at pricing that was significantly higher than the customer would have paid a local supplier.
The reason was the quality of the label design and the ultimate value it held for the customer." Ten years ago, the top demands of customers could be summed up as quality, service and price, said Grossman.
Today, digital printing and finishing technology empowers label producers to extend their services in ways never before possible, he believed.
The result is that label producers, such as Logo Label Printing, successfully differentiate themselves in the market whilst creating new revenue streams.
In his opinion, the most successful digital label producers actively seek out and sell digital marketing services that affect top line revenue.
Labels are now being printed digitally for markets that include pharmaceutical, nutritional supplement, wine, food and beverage, health and hygiene, amongst others.
The company's print technician, Brad Greenwell, who operates a Rotoflex Vericut finishing system, said: "As our business grew we realised that our biggest problem was getting commercially printed labels on a timely basis and at the level of quality that we and our clients expected.
With careful consideration we made the decision to sell the logistical part of our business and invest in a high end digital production system, concentrating on label design and printing for the custom bottled water industry." He continued: "After nearly eight months of research and investigation, we determined that the HP Indigo digital press was the printing system we would purchase and the Rotoflex Vericut would be the finishing system that we would use.
Six months later, we are very pleased with the decision.
There are just not enough adjectives to describe the support that HP and Rotoflex have provided.
The staff from each company was much more patient than I would have ever expected.
Someone is always available when we call and most importantly we have minimal down time.
We have not missed a single commitment since the equipment has been in operation." Greenwell explained that not a single person in the company had any previous experience with commercial printing equipment, or processes.
Everything the company is now doing is new to it, including the language used in the printing business, the suppliers, the equipment and the business itself.
And he added: "Now we are servicing more than a dozen custom label bottle water companies, as well as co-packers of salsas, sauces and other products." Rotoflex said that it has introduced the next generation in digital web finishing with the Vericut.
2.
Designed with motion control technology, the system incorporates what is described as higher technical performance objectives for the digital market.
Vericut 2 is said to include the latest advancements in semi-rotary die cutting, spot coating, cold foil, hot foil embossing, rotary sheeting and stacking.
The die cutting system is claimed to be versatile, covering partial repeats, as well as full rotary applications with tool changes.
Die throw-off allows the operator to save time and material by positioning the cut on the first impression.
The hot foil stamping option includes a 19-inch repeat magnetic cylinder, uniflex die plates, automatic registration control and servo-driven tool and draw station, added Rotoflex.
The system is said to be easy to use with superior foil tension and wrinkling control.
It is also available with a cost saving 'foil saver' feature, said the company.
Grossman commented: "This technology gives our clients options.
The bottom line is we were able to realise an opportunity through some powerful partnerships with industry leaders such as HP and Rotoflex." The flexographic printing unit has a 19-inch repeat printing plate cylinder for spot varnishing and printing, with automated first impression positioning.
And Grossman added: "The Vericut can laminate, underscore, die cut, strip, slit and roll labels in a single pass.
We take pride in offering the highest quality stocks and inks producing labels that far exceed customer expectations.
The Rotoflex Vericut system, with its modular design, allowed us to purchase just what we needed at this point in our development with the knowledge that we can upgrade at any time as demands for our printing capabilities increase, without committing the capital prematurely.".
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