Technology has presented the promotional-apparel industry with what might be the “greatest thing” since . . . well, since the machine that slices bread: the digital direct-to-substrate printer. It was an instant hit when first introduced at trade shows several years ago, and its popularity has grown steadily since.

Perhaps the technology’s greatest appeal is the opportunity it presents to expand a business in such simple ways. It allows the screen printer to produce short runs, enables embroiderers to offer printed shirts at reasonable price points, and increases the offerings of specialty shops and advertising-specialty distributors. All such things equal added business opportunity.

The direct-to-substrate printer allows for on-demand printing that garners higher profits. There is a noticeably softer hand to the print––when compared to most screen printing––which is pleasing to the customer. It fits right in to multi-media by providing a print that can be further enhanced with embroidery, rhinestones and other embellishments.

Unanswered questions?

But all is not necessarily roses, as the sheer uniqueness and rapid emergence of this technology brings with it some unique pitfalls of which the uninitiated should be aware. For example, when deciding on the purchase of the printer, one must give strong consideration to both its production and marketing requirements. An impulse purchase is not the best idea at this price point. One business owner who purchased such a printer found that, in spite of great initial response from her customers, she wasn’t able to market the service well enough to produce the steady flow of business required to support the investment.

She also learned that, if the machine is not used daily, inkjet and cartridge maintenance becomes an even more critical factor than with regular use. This is especially true of systems that incorporate white ink––as hers does––and when she went on vacation she was required to arrange for routine, daily maintenance in her absence in order to assure the equipment would function upon her return. There have been upgrades on newer machines that, for example, agitate ink cartridges automatically to prevent pigment clumping.

As the machines seem to perform better in warm environments, one California business owner interviewed for this article felt compelled to install an alarm on her plant’s thermostat to alert her if the temperature drops below 40°F, which is the minimum temperature necessary to keep the inks flowing.

Although frequently advertised as portable, most of the machines work best if they aren’t moved around a great deal. They aren’t necessarily large but do require a dedicated space, away from the contamination of embroidery’s lint and screen printing’s inks.

As with any new technology, there have been, are and certainly will be bugs to work out of the D2 system. Still, the author’s research indicates the supply community is responding very well to market feedback, leading to many happy customers.

Supplier satisfaction

If you currently offer screen printing and can justify to your customers a slightly higher price for a multi-colored image based on job particulars beyond the print itself, a direct-to-substrate printer could be a good choice. It is excellent for short runs or custom single pieces that are not cost-effective with standard screen printing. The ink is similar to that used in an inkjet printer and the process––when everything is in tune and functioning properly––can be almost as simple as printing a photo.

The machine was originally intended to print only flat surfaces but, since its introduction, additional platens have been developed that allow printing on caps, pockets, bags, golf balls and other promotional items. One of the companies interviewed for this article has had great success direct printing on hand towels.

It is important to note that every business consulted was satisfied with their equipment seller. If there was a problem it was typically because the buyer hadn’t done enough research or had asked the wrong questions.

Still, like any relatively new process or piece of equipment, the direct-to-substrate printer is a work in progress. Chris _______, owner of Mich.-based Holly Jean Designs, was concerned about the difficulty she was having with the ink and associated expenses. Both she and her customers were very happy with the shirts she was able to produce. She was even able to sub-contract jobs from other local embellishers, but ultimately decided to discontinue the service when she had trouble meeting deadlines. She recently received a letter from the equipment manufacturer, along with a follow-up phone call, in which it proactively offered solutions to her problems in order that she could provide the products she’d hoped to, at a pace satisfactory to her market. She’s currently mulling over the situation before deciding whether or not to jump back in.

The manufacturers appear to work hard to satisfy their customers and ensure, with ongoing research and development, that constant improvements are being made, staying on top of operation issues while striving to expand the printers’ capabilities, offering upgrades, training and software.

Building before buying

Check out the latest equipment generation when attending your next Printwear Show (www.nbmshows.com) and be sure to inquire about warranty and support particulars. Networking on chat lines and Internet forums such the Embroidery Line (www.EmbroideryLine.net) and T-Shirt Forums (www.t-shirtforums.com) can provide needed support, answer questions, and even provide some business for you. You might also consider contracting out direct-printing jobs until your customer base and volume of business justifies the expense of purchasing your own equipment.

If you want to attract customers and/or test the market before you buy, consider another short-run/quick-turn technology such as instant transfer prints and your CAD-cutter to attempt building a customer base for such services. Be ready to expand to a direct-to-substrate printer when the time is right. One California-based embellisher added heat-press transfers to his business after buying the direct-to-substrate printer as he wasn’t able to effectively print on dark shirts. He found that, by supplementing with the dark-shirt transfers, he had more control of production schedules.

An Ohio-based company wrote a prospectus for the new direct-printing service it planned, offering it to local screen printers and advertising-specialty companies. The owners felt this would ensure a strong volume of orders, but soon discovered that their existing customer base was ready for the new venture. They found they were able to provide clubs with personalized items without the minimums and set-up fees charged by the local screen printer with whom they had been contracting before the purchase of the direct-to-substrate printer. Thus, they were able to turn a better profit and offer faster turnaround. They offered specialty shirts to their UPS driver for an anniversary celebration which, because of the driver’s diverse and wide-ranging delivery route, proved to be a great word-of-mouth advertising venture, bringing in orders from local businesses and schools. Students also liked the idea of a special shirt for their group or special event because it set them apart in the crowd and provided them with a souvenir.

Is D2 right for you?

Our research indicates that pricing for a shirt currently averages $3 for one print location and $5 for two, plus the cost of and profit on the garment itself. One business owner we spoke to is excited to have experienced a 200 percent increase in revenue in just one year. She is also planning to incorporate other items with her printed garments to add excitement and perceived value to her product line.

So, is D2 technology right for your business? Ask yourself some questions if you are considering growth based on this innovative printer:

How does a machine fit into your budget?

Do you have a physical space for it in your shop?

How will you promote the service it allows you to offer?

Can you find other businesses to work for once you are proficient in the use of the printer?

Can you outsource to another business while you build your client base?

Do you have the heat press required to complete the process?

How much training and support does the manufacturer offer?

What add-ons or software are available and how much do they cost?

What maintenance does the machine require?

Do you have the man-hours available to operate the equipment? If you get busy, are you prepared to add staff?

It is essential to speak to other experienced digital direct-to-substrate printers before making your decision. The information contained in this article came from just such sources. They’re out there, aren’t that hard to find and, as a rule, are delighted to chat about the positive impact this technology is having on their businesses.