Special Report - Direct Mail Technology: 3 Important Ways Print Is Transforming Direct Mail
Just one example of individualized printing is a project called "Share a Coke." The project is in 32 countries, where the common names in the country are added to the bottle labels. Walk into your local store and find your name for that personal experience, brought to you by digital print technology.
Think about how that option might change your next direct mail campaign, or even your in-store marketing.
Another differentiator can be your finishing. Have you checked out Trish Witkowski's Fold Factory website (foldfactory.com) to see all you can do to create unique experiences? FoldFactory has resources and ideas to free you from the idea that marketing has to be a flat postcard and marketing collateral has to be a simple sheet printed front and back.
Beyond folding, the vendors of finishing equipment bring new ideas to every exhibition. They bring kiss cuts to allow zip-open tabs, window cut-outs with plastic windows and lamination to form tear-out cards. These are just some of the ways you can differentiate with finishing.
Your takeaway? If you haven't looked at what digital printing and great finishing can do to differentiate your customer communication, it's time you did!
Pat McGrew, M-EDP, CMP, is an evangelist for the Inkjet High-speed Production Systems division of Palo Alto Ca.-based print products and services provider HP. Reach her at firstname.lastname@example.org.
Variable Data Printing: Not So 'Traditional' Advances Make Mail One-to-One
Contrary to popular belief that online marketing will completely replace offline marketing, direct mail continues to effectively engage customers and plays a valuable role in the overall marketing mix. Just as online capabilities have evolved to better engage target audiences and produce strong returns, offline technologies have also advanced to better serve marketing objectives and achieve business goals.
Pat McGrew, M-EDP, CMP is the Director and Evangelist for the Production Workflow Service at InfoTrends. As an analyst and industry educator, McGrew works with InfoTrends customers and its clients to promote workflow effectiveness. She also has a background in data-driven customer communication, and production printing with offset, inkjet, and toner. Co-author of eight industry books, editor of "A Guide to the Electronic Document Body of Knowledge," and regular writer in the industry trade press, McGrew won the 2014 #GirlsWhoPrint Girlie Award for her dedication to education and communication in the industry, and the 2016 Brian Platte Lifetime Achievement Award from Xplor International. Find Pat on Twitter as @PatMcGrew and LinkedIn.