Two multi-channel approaches printers also want to consider - both of which involve delving more into electronic communications - include Web-to-print and getting involved in true multi-channel communications. Web-to-print, a very hot area of late, involves incorporating Internet browser-based communication with print to facilitate commerce, collaboration and/or client service interaction between buyers and sellers.
MONDAY, November 2, 2009 • $2.00 Printer in Transition: Mail Print By Liz Fedorowicz True variable data printing requires a certain collective mind- set by the entire company to pursue all of the elements neces- sary to be successful. There’s no half-way in variable data. That pretty much sums up the philosophy of Mail Print CEO Gina Danner. She said she likes to think of her company as a marketing soft- ware company that happens to own an extensive array of offset and digital printing equipment. But she doesn’t use her digital presses for short-run printing the way others do; she pushes variable data technology to the limit. She prints a catalog for one of her clients that has almost 1,000 variable elements in it. Kansas City-based Mail Print has stayed ahead of the curve in terms of variable data. In fact, as many printers are looking for ways to cut back, Danner, who owns the company with her two brothers, is focused on growing the business. Mail Print recently expanded by about 10,000 square feet. The expansion doubles the size of the company’s original space, which was 20,280 square feet in 1996. This consistent growth is a direct reflection of careful planning Gina Danner and market evaluation by the owners of the company. Twenty years ago Mail Print produced lots of letterhead and envelopes, however with the advent of e-mail as a core business tool, let- Personalization More Relevant Than Ever terhead production is virtually gone. Today Mail Print is more of a total marketing service provider than a printer. By Helene Cohen Smith One technology printers have been Adapting to change is the hallmark exploring for the past several years “We were fortunate to learn about digital printing years ago of successful printing companies. —and been hammered with by when a prospect approached us with a project,” Danner noted. In today’s economic climate, those suppliers and consultants alike— is “And in 2001 we leaped into digital with Indigo technology. that survive and thrive have come offering their customers the ability With a core piece of business already on board it was a painless to master transition; to take the best to create and deliver documents investment for us.” of new technologies, methodologies that are customized for specific and trends, and weave them into audiences or individuals. There According to Danner, “You have to make a cultural shift— the fabric of their business offerings. continued on page 5 change the DNA—of the company in order to be successful. The continued on page 4 Inside: ■ Tweet Your Way to Success ■ Holograms Foil Counterfeiting ■ Text Message Marketing PERIODICALS POSTAGE PAPER For All Your Paper and Envelope Needs MART INC. PAPER MART INC. 1-800-772-2001 www.papermartinc.com
Pages to are hidden for
"Personalization More Relevant Than Ever"Please download to view full document