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					                            Using Thermal Inkjet
                           Technology To Improve
                              Response Rates
                                      Presented at MailCom ‘99

                           Contact: Janet Dobbs, Hewlett-Packard Co.



 MAILCOM ‘99 annual fall convention
MAILCOM ‘99 annual fall convention
 October 17-20, 1999 Las Vegas, NV.
October 17-20, 1999 Las Vegas, NV.
    WELCOME TO NEW
   OPPORTUNITIES WITH
     THERMAL INKJET
        PRINTING
MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
Key Questions You Face Every Day

        • How Can Your Direct Mail Achieve the
          Desired “Open” and “Response” Rates
          You’re Looking For?

        • How Can You Ensure That the Outside
          of the Envelope Gets Attention and
          Communicates the Importance of the
          Message or Offer Inside?
MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
   The Answer is....
   Color and Thermal Inkjet Technology

            COLOR and Variable Digital Printing
            using Thermal Inkjet Technology
            allows you to obtain the results you
            are looking for in your mailings.



MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
               You Know Your Mail Printing
                    Today in BLACK




MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
                            If You Want COLOR...
          It Either Has to Be PREPRINTED Requiring Early
                 Decision Making & Long Lead Times...
       OR, It Requires Extra Print Heads or System Downtime
                         for Purging & Cleaning.
       ALL OF WHICH INCREASES YOUR OPERATING COSTS
                 AND DECREASES YOUR FLEXIBILITY.




MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
                   The Importance of COLOR


           • We Respond to COLOR Naturally




MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
                              BLUE Communicates
                              Honesty or Tranquillity




MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
               GREEN Communicates
            Spring, Growth and New Love




MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
                                          RED
                                     Catches Your Eye




MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
              HIGHLIGHT YELLOW
          Aids Awareness and Retention



                                     Important Information
                                     About Your Account




MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
                   The Importance of COLOR

            • COLOR is All Around Us




MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
                 WHICH CATCHES YOUR EYE,
                  A GRAY COCKTAIL DRESS
                      OR A RED ONE?




MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
                      WHICH IS MORE TRANQUIL,
                        A BROWN OCEAN OR A
                         OR A BLUE OCEAN?




MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
              DO YOU LIKE A BROWN LAWN
                  OR A GREEN LAWN?




MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
                     WHY ARE MOST TAXICABS
                                     YELLOW?




MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
                     The Importance of COLOR


            • COLOR is Part of History & Culture




MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
              Could You Imagine Historical
               Paintings Without Color?




MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
       Many Cultures Have Used Color
       as a Means of Communication




MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
           Proof That COLOR Works!

           • Research Conducted By the Direct
             Marketing Association Proves That
             COLOR in Direct Mail Increases
             Results.

                                     For Example...


MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
              Proof That COLOR Works!

              Independent Tests by 20 Mailers
          for B-to-B, Consumer, and Fund Raising
                          Showed

                Addition of COLOR Increased
              Response - and Sales - Every Time!

MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
              Proof That COLOR Works!

                 Coalition Against Gun Violence
                  Used Blue to Underscore Text
              + Yellow Highlighting of Action Steps.


       Response Up 254% Over Control

MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
              Proof That COLOR Works!

                  3M Corp. Tested
      White Order Cards vs. Yellow Order Cards



                            RESPONSE UP 17.5%

MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
              Proof That COLOR Works!
                 R. R. Donnelley Introduced
             COLOR to Personalize Mail for a Travel
             Agency Client, Promoting Destinations
               Not Previously Visited, Based on
                   Customer Travel History.
                                 Result #1: Increased Sales!
                                Result #2: Improved Customer
                                 Satisfaction and Retention!
MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
              Proof That COLOR Works!

     Blockbuster Video Combined COLOR to
        Personalize Mailings to Customers
      Based on Movie-viewing Preferences.
        Before COLOR, Mailings Pulled 2%

                                  After COLOR ,
                              Response Soared to 25%!
MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
                   COLOR Adds IMPACT and
                      VALUE to Words
      • COLOR on Key Words Focuses
        ATTENTION
      • COLOR Excites the IMAGINATION
      • COLOR Strengthens and Supports
        the SELLING Message

MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
                   Thermal Inkjet Technology

        Gives You the System Flexibility with:
        • On Demand Variable Digital Printing
          in COLOR at a Low Cost.
        • Individual Ink and Print Head
          Cartridges.
        • Snap in and Print Capabilities.
        • No System Change Over, Purging, or
          Cleaning Required.
MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
    Now, Thermal Inkjet with COLOR!
    RED GREEN BLUE + HIGHLIGHT YELLOW!


                                     To Personalize
                                     Your Envelope




      For Immediacy


MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
    Now, Thermal Inkjet with COLOR!
    RED GREEN BLUE + HIGHLIGHT YELLOW!

                                     For One-To-One
                                     Marketing




   To Draw Attention
  to the Contents of
  Your Envelope

MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
      Use Thermal Inkjet Variable Printing in
       Color Instantly and Affordably On...

                                     LETTERS




MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
      Use Thermal Inkjet Variable Printing in
       Color Instantly and Affordably On...

                          BUSINESS REPLY ENVELOPES




MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
      Use Thermal Inkjet Variable Printing in
       Color Instantly and Affordably On...

                                     SELF MAILERS




MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
      Use Thermal Inkjet Variable Printing in
       Color Instantly and Affordably On...

                                     ORDER FORM




MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
Now, These Capabilities Are Available to You with
                        Hewlett-Packard Thermal
                           Inkjet Technology
      • Proven Technology
      • Ink and Print Head
        Cartridges Developed
        Together
      • And Now, COLOR With
        the Same High Quality
        and Low Cost You’ve
        Gotten Used to With
        HP Black Ink
MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
         The Benefits You Get With HP
          Thermal Inkjet Technology
                     QUALITY              RELIABILITY
      • High Resolution(600 dpi)     • HP Black and COLOR
      • Rich, Sharp Text and           Cartridges Incorporate
        Spot COLORS                    the Print Head
      • “Instant” Switch From        • New Print Head Every
        Black to COLOR                 Time You Snap In a New
        (NO Modification               Cartridge
        Needed for Industrial        • Minimal Intervention &
        Printers Currently Using       Maintenance -- HP Print
        HP Black)                      Heads Run Clean, Stay
                                       Clean
MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
         The Benefits You Get With HP
          Thermal Inkjet Technology
                 SPEED                LOW COST
      • Single Pass Printing    • Downtime Costs Money,
        Means FASTER Printing     Uptime Makes Money
        (Speeds Capable of 50 • HP COLOR Is Affordable -
        inches per second)        Only Slightly More Than
      • Capable of Achieving      HP Black Cartridges
        Wider Print Areas Using • HP COLOR Is Substantially
        Multiple Cartridges       Less Than Preprinted
        While Maintaining High    Color or Other Color
        Speeds                    Technologies

MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
               In a Recent Comprehensive
          Examination of the Status and Future
         of Direct Mail in North America, GAMIS
            Summarized Their Findings Into a
             Few Important Success Factors
                 for Direct Mail Suppliers.
                    • More COLOR
                    • More Customization or Targeting
                    • More Flexibility
                    • Lower Costs
                    • Shorter Cycle Times
                    • “Go Digital, or Go Home!”
MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
        HP Thermal Inkjet Colors Also
       Mean MORE OPPORTUNITIES
       We’re Spreading the News About
                                         COLOR
          Your Customers and End-Users
                                     WILL BE ASKING!
                            WILL YOU BE READY TO
                             MEET THE DEMAND?
MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.
                Visit the Vendors at MAILCOM
                     Who Display This Logo




     Be Ready for Calls Asking About COLOR

MAILCOM ‘99 annual fall convention
October 17-20, 1999 Las Vegas, NV.

				
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