Author Archives: Sheri Jammallo

About Sheri Jammallo

Sheri Jammallo is a Corporate Enterprise Segment Marketing Manager for Canon Solutions America, with a keen focus on marketing strategies across North America in the Transactional, Direct Mail, Data-Center and In-Plant print production space. She brings with her a wealth of industry knowledge that enables her to lead field relevant go-to-market production print strategies and programs for Canon Solutions America that bring value-add to the production print customer and to the print industry.

Inkjet Color Training – What Can It Do For You?

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Although you have been in the printing business for many years and quite successful using offset or toner-based technology, when you make a transition to production inkjet technology, there are new skills to be learned—one of which is color management.  Color management is a holistic process with inkjet technology.  It starts when the design is created, it is controlled at the prepress stage, and it is dependent on the ink and paper being used and their linearization (an iterative process of calibrating the press, ink, and paper to each other). Initially, the normal tendency is to apply color management as you were used to doing for other print technologies, but inkjet is different.

To successfully manage inkjet color output, the right input profile and output profile must be set so the entire workflow connects together correctly. An input profile describes the colors of an input device, like a digital camera or scanner. It tells the color management software, “These are the colors I saw when I took this picture.” An output profile defines what color the press has to create the output colors. It says, “These are the colors I can produce.” These two sets of colors do not align naturally. It’s the color management software that must translate the input information into information that the press can use to create the output as accurately as possible.

If you are new to color, it’s important to learn why an input profile is important, what that means in terms of a color workflow, and how to apply that information so the output is the best the output device can do. If you are a print provider with a lot of experience in the prepress area with color and color management related to platemaking, that understanding of color needs to be adapted to a digital workflow. The digital workflow takes the color files directly to the inkjet printer instead of the computer-to-plate system. How you manage color will be a big part of your success. Regardless of the technology you have now to handle color, you will find some changes are necessary.

How do you get this knowledge? With color training. Part of the implementation plan for a production inkjet press should include an assessment and needs analysis conducted by the representatives of the inkjet press manufacturer. During that assessment, any gaps in your organization’s understanding of color and color management will be identified. Either your production inkjet press manufacturer will provide training programs to address any gaps, or the manufacturer may suggest other training programs to consider.

Who should receive color training? We believe anyone who makes a color decision in an organization, whether it is creating the color content, deciding how to set up the press from a color content or color management standpoint, or determining whether the color output is acceptable should receive color training. These are the people who have a stake in stating that the color is correct or incorrect or actually making a change to the color. While each company’s structure is unique, such people could include data and content creation personnel, prepress or graphic artists, quality control managers, press shift leaders, print room supervisors, marketing, and customer service representatives.

Every manufacturer’s training is different. Some provide on-site operator training, some use classroom training, some do both. Look for the following topics to be covered.

  • Fundamental components of color theory, lighting, and color management
  • Practical implementation of color management concepts using customer-specific applications
  • Color binding techniques
  • Basic color prepress tools and techniques
  • Parameters that affect color inkjet output, including a focus on paper stocks
  • Paper linearization and color matching

A hands-on course that uses the applications you will be running is the most advantageous. And it’s a great way to get everyone in the organization who interacts with or evaluates color output on board with the new inkjet technology and able to understand the changes that need to occur for optimum color output. You’ll find it is time well spent.

Experiencing the DMA &Then Event

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The &THEN event, brought to us by Direct Marketing Association (DMA), is the one immersive marketing experience that was designed with the most varied perspectives of the world’s best brands and marketers—the CMOs, creatives, analysts, writers, strategists and thought leaders who get it and get you. I attended the event in early October held in Boston and had the privilege of networking with a variety of marketers while also spending time with some of our production print customers showcasing their various services at the event.

The DMA has really tried to reinvent this event with the goal of delivering the global marketing experience for a new generation of digital, data-driven marketers. &THEN is a total reinvention of the DMA Annual Event. The DMA succeeded in reinventing themselves with a classy and welcoming, yet modern and high-tech event that was incredibly well attended.

I attended on behalf of Canon Solutions America and experienced the event with a number of our customers including Trend Offset and pii. At the event, Trend Offset announced their acquisition of one of our newest production inkjet presses as the company will become the first in the U.S. to install the Océ ImageStream 2400 inkjet press. I also saw a number of key offerings from our customers on the wide variety of applications that digital printing and printing-on-demand can do. Taylor Corporation and pii were demonstrating live on-demand printing of personalized phone cases. Attendees could go to a specified website and upload their own photo to be printed on a phone case for them to pick up in the booth. Ultimately the goal of pii, and many of the customers I met with on the exhibit floor, was to obtain key partnerships with prospects looking for a preferred vendor for Data & Analytics, Marketing Technologies, and Production Print capabilities. This event proved to be an excellent networking environment to accomplish just that.

The entire &Then event centered on the omni channel marketing experience and strategies – marketers now need to provide a seamless experience, regardless of channel or device. Print can be the vehicle that serves as an on-ramp for an omni channel marketing strategy. It can also be a physical printed piece that breaks through the clutter and saturation of digital channels. Print is almost undergoing a hipster-like resurgence. With how busy the online world has become, print now stands out as a unique communication channel. By levering personalization and the growing affordability of production inkjet digital printing, marketers can create powerful messages and campaigns that reach people in both the physical and digital worlds. This entire concept is really an excellent opportunity for the DMA to give focus to the printed piece in marketing communications.

I look forward to seeing how the DMA event – &Then – continues to reinvent itself. The next event will be held in LA in October of 2016. Until next time!

What’s Missing from Your Omni-Channel Marketing Strategy?”

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Canon Solutions America will host an “Ask the Experts Roundtable” entitled “What’s Missing from Your Omni-Channel Marketing Strategy” on Oct 27th at 12:30 PM at the Direct Marketing Association Conference being held in San Diego, CA. The roundtable Group Leaders will be Elizabeth Gooding, President, Gooding Communications Group, and Sheri Jammallo, Corporate Enterprise Segment Marketing Manager, Canon Solutions America.  Both Elizabeth and Sheri will lead the group through a discussion you won’t want to miss.  In this session you will learn:

What’s Missing from Your Omni-Channel Marketing Strategy?   When marketers compare the MROI of the various direct marketing channels they use the conversation tends to follow the lines of “digital versus traditional” or “online and offline” but rarely is it a true “omni-channel” discussion. One of the most overlooked channels is statement marketing, which is a critical anchor point in customer retention and cross-selling initiatives. With recent advances in full-color inkjet printing, statement marketing is poised to become one of the most cost efficient and effective tools in the marketer’s palette – particularly when used in conjunction with an overall multi-channel customer experience strategy. Come to this session to learn how statement marketing can drive value on its own, add value to other channels, and the key factors to consider when developing statement marketing initiatives.

For more information on this session, go to: http://dma14.org/conference/ask-the-experts/

Elizabeth Gooding helps clients in highly regulated industries to optimize the designs, processes and production technology used for multi-channel communications. She conducts research on trends, technology and opportunities related to the marketing services value-chain while sharing her experience through industry white papers, blogs and speaking engagements. She is a recognized thought-leader in the optimization of transaction communications and hosts the Transpromo Professionals Network on LinkedIn and other business communications related groups. Having worked extensively with a wide spectrum of clients from print manufacturers and print service providers to in-plant printers and corporate print buyers she has a unique perspective on the application of technology to specific vertical industries and business development strategies that drive results.