Web-to-Print technology: designer to himself
If you look at the vacancy announcements of marketers, especially in small companies, you will find out one curious detail. At least half of these ads in the list of requirements appear skills in graphic editors - Photoshop, CorelDraw, and the like.
A fair question arises - why? It seems to be obvious that professionals should take care of every business, especially design.
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The answer is simple - most often they need skills in Photoshop not for design, but for more trivial tasks: insert the branch numbers of their branch into a ready-made layout, correct the text, add conditions valid in a particular region, and so on. It seems to be little things, but these little things accumulate a lot, especially in companies with an extensive branch network. You can, of course, give these things to an outsourcing, along with the actual design, but it is much more advantageous to have a person on staff who can make these edits on their own. It will come out faster and cheaper.
But what if you take this path a little further? What can be achieved by giving the marketer a powerful, multi-functional editing tool that does not require design skills?
In Europe, where the culture of using web applications is already quite developed, MRM-systems (Marketing Resource Management) are widely used - specialized software solutions designed specifically for marketers. And one of the most popular technologies in MRM is just Web-to-Print - that is, the production and editing of advertising layouts using previously created templates.
What is it for?
There are several applications:
• editing and individualization of all advertising printing - flyers, leaflets, booklets, etc. After developing a layout template, it is placed on the internal resource, and a marketer from any branch can take it, insert the data he needs and use for printing. At the same time, the main elements of the layout that are necessary to comply with the corporate style are rigidly fixed and not edited, which ensures compliance with the brand book’s requirements.
• image printing for the office - business cards, letterhead, badges, tablets and much more. The module allows any employee to independently make ready-to-print layouts for themselves.
• materials for the sales department. With the help of the module, you can ensure that all your prices, commercial offers, catalogs look beautiful and consistent. In addition, it is possible to automatically create these tools - for example, by importing data from your ERP system.
• And finally, fourthly, Web-to-Print will take your promotional newsletters to a new level. You can upload data from your CRM system to the module and create personalized print or web mailings - up to a personal appeal to each client.
What the company gets in the end:
- time saving
- Reducing the cost of design services
- Materials, impeccable in terms of corporate identity
- Ability to quickly and easily update or recycle any layout
- Uniform and at the same time adapted promotional materials for each specific branch.
The technology helps marketers become less dependent on designers when working with advertising products. In general, the company benefits from lower costs and faster workflow.
What it looks like
Looking for templates. Search - by file name and / or by tags.
View data about the template. The list of parameters taken into account can be customized depending on the client’s needs.
Go to editing
To ensure compliance with corporate identity, you can edit only individual blocks of the template. In this example, only text.
Thanks for attention!
BrandMaker Russia http://www.brandmaker.com/ru/
A fair question arises - why? It seems to be obvious that professionals should take care of every business, especially design.
')
The answer is simple - most often they need skills in Photoshop not for design, but for more trivial tasks: insert the branch numbers of their branch into a ready-made layout, correct the text, add conditions valid in a particular region, and so on. It seems to be little things, but these little things accumulate a lot, especially in companies with an extensive branch network. You can, of course, give these things to an outsourcing, along with the actual design, but it is much more advantageous to have a person on staff who can make these edits on their own. It will come out faster and cheaper.
But what if you take this path a little further? What can be achieved by giving the marketer a powerful, multi-functional editing tool that does not require design skills?
In Europe, where the culture of using web applications is already quite developed, MRM-systems (Marketing Resource Management) are widely used - specialized software solutions designed specifically for marketers. And one of the most popular technologies in MRM is just Web-to-Print - that is, the production and editing of advertising layouts using previously created templates.
What is it for?
There are several applications:
• editing and individualization of all advertising printing - flyers, leaflets, booklets, etc. After developing a layout template, it is placed on the internal resource, and a marketer from any branch can take it, insert the data he needs and use for printing. At the same time, the main elements of the layout that are necessary to comply with the corporate style are rigidly fixed and not edited, which ensures compliance with the brand book’s requirements.
• image printing for the office - business cards, letterhead, badges, tablets and much more. The module allows any employee to independently make ready-to-print layouts for themselves.
• materials for the sales department. With the help of the module, you can ensure that all your prices, commercial offers, catalogs look beautiful and consistent. In addition, it is possible to automatically create these tools - for example, by importing data from your ERP system.
• And finally, fourthly, Web-to-Print will take your promotional newsletters to a new level. You can upload data from your CRM system to the module and create personalized print or web mailings - up to a personal appeal to each client.
What the company gets in the end:
- time saving
- Reducing the cost of design services
- Materials, impeccable in terms of corporate identity
- Ability to quickly and easily update or recycle any layout
- Uniform and at the same time adapted promotional materials for each specific branch.
The technology helps marketers become less dependent on designers when working with advertising products. In general, the company benefits from lower costs and faster workflow.
What it looks like
Looking for templates. Search - by file name and / or by tags.
View data about the template. The list of parameters taken into account can be customized depending on the client’s needs.
Go to editing
To ensure compliance with corporate identity, you can edit only individual blocks of the template. In this example, only text.
Thanks for attention!
BrandMaker Russia http://www.brandmaker.com/ru/
Source: https://habr.com/ru/post/129243/
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