How to Knock it Out of the Park with Variable Data
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How to Knock it Out of the Park with Variable Data

Don Peppers and Martha Rogers began preaching 1:1 marketing for 19 years – the era of Web 1.0. Peppers and Rogers got on the 1:1 soapbox in 1993 with their bestseller, The One to One Future.  To speak to your customers 1:1 in the 90s, a company had to do it through phone calls, lunches, small...

Posted by September 18, 2012February 8, 2021
Get Closer to Your Customers with Variable Data
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Get Closer to Your Customers with Variable Data

Lately I’ve been opening more of the email marketing I’ve been receiving. I look at email in much the same way I look at direct mail.  I look for effective call to actions, subject lines, and intro paragraphs. I am constantly looking to see what it is that gets someone to actually open an email...

VDP Helps Surgeons Increase Response Rates by 50%
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VDP Helps Surgeons Increase Response Rates by 50%

It makes sense that personalized versus generic direct mail better meet the needs of your customers, or in the case of a group of plastic surgeons, its patients. A group of plastic surgeons found itself sending out far too many generic information packets as a follow-up to when someone would call in with a procedure...

How to Make Your Marketing Database Sparkle Like a Diamond
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How to Make Your Marketing Database Sparkle Like a Diamond

Being a leading provider of variable data printing, we find that some of our clients are lagging behind when it comes to having their customer relationship management (CRM) system or database spit-shined and cleaned. Some clients we know have been mailing to the same customers for decades without touching base with them to learn if they...

Why Variable Data Printing is the Future
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Why Variable Data Printing is the Future

Ask IT strategists, any printer, and most businesses what is in store for the future and those in the know will say data mining and CRM systems.  And in the printing industry they will tell you that having data allows you to personalize through variable data printing. Transitioning from static direct mail to variable mail is how to stay...

Small Businesses Look Big and Get Huge Results with VDP
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Small Businesses Look Big and Get Huge Results with VDP

Variable Data Printing (VDP), a printing method which allows the printed content to change within a single press run, is no longer cutting edge. So if you’re not using it now, then when? With the ability to drive return on investment up to 30 to 40 percent, why not take advantage of printing different impressions...

Posted by June 19, 2012February 8, 2021
Two Fitness Centers Exercise Direct Mail to Drive in New Members
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Two Fitness Centers Exercise Direct Mail to Drive in New Members

Health clubs have withstood tough economic times. Since 1992 the number of health clubs has increased 40 percent and membership has grown by almost 60 percent from 20.8 million to 32.8 million, according to a Trends Report published by the International Health, Racquet & Sportsclub Association. So what’s the downside if the number of healthclubs...

Posted by June 12, 2012May 29, 2019
Retire Your 1980s Marketing Practices Along Side Your INXS Album
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Retire Your 1980s Marketing Practices Along Side Your INXS Album

The 1980s Australian band, INXS (pronounced “in excess”) has yet to retire though critics plea that they reconsider.  The band’s name summarizes the excesses of that period, which include plenty of waste in the marketing industry — mass mailings, print overruns, static, soon-to-be-tossed collateral pieces, and one-way, non-triggered communication. The spoilage and fallout of living to extremes...

Posted by June 5, 2012February 8, 2021
How One Print Error Can Cost a Company or Country Billions (or more)
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How One Print Error Can Cost a Company or Country Billions (or more)

To err is human. For the Federal Reserve to err when printing 1.1 billion in redesigned $100 bills led to $110 billion in unusable dollars, which is the equivalent to a tenth of the worldwide U.S. currency. Of course these botch bills can be destroyed over the course of many years, but they still cost...

Posted by May 8, 2012August 16, 2022
I’m Just Happy to Make a Contribution
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I’m Just Happy to Make a Contribution

In the 1988 baseball movie Bull Durham, Crash (Kevin Costner) mentors Nuke (Tim Robbins) about what clichés to recite to the media after a big win. Though not the brightest bull in the pin, Nuke, executes beautifully upon pitching his first no-run win in the majors by saying, “I’m just happy to make a contribution and...

Posted by March 13, 2012May 29, 2019