Our History, Part I: Who’s selling digital printing? We’re selling time.
Working on our company newsletter article about our 15th anniversary got me to thinking about digital printing, our niche in new product packaging, and what it is that we really sell—time.
Back in 1995 CL&D Digital was among the first six printers with roll-to-roll installation of digital printing technology for HP Indigo. After presenting the technology to a good friend at a big CPG company, we determined Digital’s vision to be the authority on fast package and label printing for sales samples.
Funny thing is, we went in pitching short-run label production and our friend told us about these pieces that marketing people need in small quantities and in a short time.
And the rest, as they say, is history.
Soon our first customers came back with how much we saved them in cost and grief—that’s when we started understanding the true value of we were delivering. We quickly learned that what we were selling was time—to marketing managers who need to present and sell their new products and package ideas to be fast and first in the marketplace. Pair that with know-how on finding the decision makers, and once we explained what we could do for companies, they were in.
