Asset Management - The Digital Revolution (1,374 words)
Each year, Lenox mails more than a thousand different direct mail packages and runs 900-plus on-page ads. Woodard, who has been with Lenox for 16 years, was there when the company mailed its first 32-page catalog in 1989. Today, catalogs account for 20 percent of the company's marketing mix. On the catalog side, Lenox mails three titles based on its core collectible products—Winter, Christmas and Summer—and another three books—Winter, Christmas and Spring—of both collectible and Lenox lifestyle products.
The company outsources all catalog design and copy, as well as prepress and photography. "We handle all design and copy for direct mail and media inhouse," Woodard notes.
Lenox spends a significant amount of time and money on high-quality product photography for its solo mailings. "We use this library of product photos in various iterations for the different ad versions and catalogs created throughout the year," Woodard explains.
Having a digital library of images to draw from has made it easier for Lenox Collections to handle production across its various internal clients, supplying staff and freelancers with low-resolution images to create layouts and then supplying high-resolution images with the final files sent to the printer. Woodard explains that as the number of mailings and catalog titles has grown, this demand for images would have presented a production nightmare if image files had to be recalled from vendors scattered across the country every time they were needed.
For a multimedia, multi-product marketer like Lenox, Woodard says she strongly believes digital makes it easier in all areas of prepress and printing. "Plus it saves money in terms of total production dollars spent," she adds.
Taking Control of An Asset
From the wide variety of media it uses to promote its wares, Lenox needed to track down the digital files of images used in current and prior campaigns—with the Web site driving the decision to move forward. "We needed to recall hundreds of high-resolution digital images from several separators." That meant an influx of image files ranging from 5MB to 200MB pouring into the Lenox office on various media.