YCD In Strategic Partnership With Major Analog Sign Firm
February 17, 2012 by Dave Haynes
Every time I write something about the printing industry and the ongoing absence of digital signage vendors at their trade shows, I get responses about how the two businesses are too different and the analog print guys are Luddites, and so on and so on.
And every time, I sit there and think, “But … it’s not an ‘if’ thing, print HAS to transition …”
If you pay close attention, you even see sign and print companies calling themselves “visual communications” companies now as they make the shift.
So it was fascinating to read news this morning that one of the largest graphic production companies in the U.S. has worked a strategic partner deal with YCD Multimedia.
Coloredge New York – Los Angeles says the partnership will use YCD’s platform as the foundation of a “completely customizable and scalable digital marketing strategy, providing display placement and in-store architecture strategy, content creation and management, and real-time data analysis to chart the effectiveness of their marketing campaigns …”
“Through our partnership with YCD Multimedia, Coloredge has positioned itself to deliver even more efficiency for our clients’ brand messaging through a highly impactful convergence of traditional print and dynamic digital media, providing significant value,” says Don Uzzi, CEO of Coloredge.
“As the print industry continues to evolve, digital signage provides for an innovative access to customers through a varied platform that combines digital displays, analytics, and interactive elements that were formerly unavailable. The synergy between YCD and ColorEdge creates a digital marketing application tailored to enhance traditional graphic production for many verticals,” says Ziv Levavi, Senior Director of Operations US, YCD Multimedia.
As has been pointed out by others – and personally experienced in a Fellini-esque five weeks working with a print company – print and digital are wildly different businesses, with the biggest mental hurdle the reality that the sales cycle on jobs can go from days to months. The analog sign people also have no idea – generally – on how to sell it or make the ROI case.
Nonetheless, the “visual communications” firms that can credibly say “we do that” when asked about digital by clients – instead of watching that business go elsewhere – are being smart.
Dave,
I totally agree with your comment, “Nonetheless, the “visual communications” firms that can credibly say “we do that” when asked about digital by clients – instead of watching that business go elsewhere – are being smart.”
Can we add other types of firms, ie, POS companies, traditional “Sign” Companies, retrofit/remodel shops etc..for the life of me I can’t figure out why they don’t pursue offering digital signage solutions. They are already doing business with their customers. Just saying if it was my company I would want to get on board the digital OOH train….
Kate.