What the heck is Web-to-Print and/or POD

 I just finished establishing international print on demand and print and distribute solution for two major technology players and have learned so much the hard way! Here's a chance to share knowledge and help others minimize the challenges of supporting and international marketing channel.To start, here are a list of terms used to describe an electronic, eCommerce enabled print on demand, and/or "service on demand" solutions with definitions of what they normally include:
- Private Commerce Network or Private Marketing Network (not necessarily Intranet, but it could be). This just means that the marketing support materialsare only available to those given access (partners, sales, independent representatives, etc.)

- PartnerWeb Site - digital asset management (allow people to download imagery/logos/brand materials, as well as order and pay for marketing collateral). Some sites allow partners to run email, direct mail, and other campaigns with Peraonalize URL forms (built on the fly).Marketing Mall - Shirts, Marketing materials, logoed merchandise, etc with or without commerce.

- Print On Demand (POD) System - the ability to access a web site, order brochures, personalize each piece to a local office or branch or partner using variable text, or use a database/list (variable data) to drive personalization on each piece. Pieces are ordered paid for with credit card/PO or Marketing Development Funds (credits earmed by achieveing sales goals, usually) printed and delivered anywhere in the world within 3-5 business days. Some companies allow brochures pulled from inventory to be ordered for free for approved partners.
 
- Web to Print - The printing industry's name for POD.The common goals of an online ordering or POD or Partner Web or....system for a channel include the following:

1) Allow your marketing channel or channel partners to access marketing marterials and digital assets in one managed location in order ot reduce the burden on marketing by making requests "self service".
2) Allow 100% control over all branded materials - from PowerPoint presentations to brochures, to emails
3) Offset the cost of printed materials by allowing
4) Decrease printing cost by eliminatinng inventrory spoilage, carrying costs, pick & pack, etc.
5) Recover marketing material development/printing cost by charge (at some level) for printed material production - rather than absorbing it 100%. Often printing is subsidized the manufacturer to make it a good value for channel partners.
6) Significantly increase speed to market of new product marketing support materials to a company's entire channel.
7) Increase channel satisfaction by offering templated direct mail, email, posters/banners, brochures & sell sheets with the ability to enter the local contact information (partner address, branch address, etc.) This is it for now. Off to the OnDemand show in Boston! I can be reached at jward@nugraphics.com