Posts tagged ‘prisma graphics’
The Spirit of Giving- Prisma Graphic teams up with St. Mary’s Food Bank for an 8,000 can food drive.
A Gift to Many at the Holiday Season.
Being in the service business, the notion of positively impacting others comes natural to all of us at Prisma Graphic. We are fortunate for our partnerships and we count our blessings every single day. In the spirit of the holiday season we hope to unite the resources of our clients, co-workers, families and friends to help our community. Prisma Graphic has set a goal to collect 8,000 cans of food to donate to St. Mary’s Food Bank Alliance by the end of January 2010.
St. Mary’s Food Bank Alliance, the world’s first food bank, is a non-sectarian, nonprofit organization that alleviates hunger by efficiently gathering and distributing food to sites that serve the hungry. Covering 13 of Arizona’s 15 counties, this worthy organization is committed to volunteerism, building community relationships and improving the quality of life for all Arizonans in need.
As a special thank you for your continued support and patronage, Prisma Graphic will match all donations can for can or dollar for dollar until this goal is reached; a perfect way to give a deserving family a happy holiday.
Please join us to make a donation:
Simply click here to contact Prisma Graphic to arrange for the pickup of your food or monetary donation. We’ll contact you to coordinate a convenient time for one of our delivery drivers to stop by your location
2010 – The Spirit of Giving Continues…
To continue the spirit of giving throughout 2010, Prisma Graphic is planning the following company events to support our community. Please check back for updates throughout the year.
April – May 2010: Habitat for Humanity
October 2010: Race for the Cure
November – December 2010:
St. Mary’s Food Bank Alliance Drive and
Crisis Nursery Hope for the Holidays Campaign
Prisma Graphic Services and Capabilities
Prisma Graphic has the following services and capabilities.
Equipment List
Electronic Prepress
- (1) Magnus 800 Platesetter with 5 Autoloader/Cassettes
- (1) Creo Trendsetter Spectrum Platesetter
- (9) Mac Work Stations
- (9) PC Work Stations
- (6) PREPS Imposition Stations
- (2) Prinergy JVX 10.4 Ripping & Trapping Systems
- Prinergy Stochastic Screener
- Prinergy – PDF Workflow
- Kodak – FM Staccato Screening
- Canon Color ImpoProofer Automated
- 2-sided proofer with Color Management
- Canon ImagePrograf Contract Color Proofer with Kodak Color Management
- Epson Inkjet Color 9900 Proofer 44”
- (2) Sherpa 2-Sided Proofers
- HP DesignJet 5500 Proofer
- Pictoral Proofer (11” x 17” max)
- Multiple CD/DVD Burners
- Rimage Premium CD/DVD PlexWriter (6 Unit) High-Speed
- Eversmart Pro2 Flatbed Scanner (11.5” x 17” original input)
- X RITE PlateScope (Plate Quality/Process Control)
- X RITE Spectrodensitometer (Proofing, Plating, Press Profiling Process Control)
- Eye One Color Calibration System
- Profile Maker Pro (Color Profiling system)
- Complete Up to date Software and Font Library
- All files archived on DAT and DVD
- Mirrored 3T Raid Dell Servers & Gigabit Speed Network
- E. Quix & High Speed Network Server
- FTP Server
- (2) CIP3 Servers
- Kodak ColorTune Proofing Server
- Prinergy 1.6 Remote Proofing Server
- Kodak InSite – Customer Job Interface
Bindery
- (2) Heidelberg Cylinder Press; Sheet Size: 22 x 30”
- Brausse – 22 1/2 x 29” Die Cut, Emboss and Foil Stamp
- Kluge EHD – 14 x 20” Die Cut, Emboss and Foil Stamp
- Baum Lawson MPU, 47” Paper Cutter (Micro-cut)
- Polar 52” EMC Paper Cutter (Micro-cut)
- (2) Saber® 54” Cutter w/ Baumann Jogger
- Mueller Martini Saddle Stitcher 10 Stations w/ Cover Feeder & 3-Knife Trimmer
- (2) Mueller Martini Saddle Stitcher 6 Stations /Cover Feeder w/ 3-Knife Trimmer
- Perfect Binder 18”
- Rollem TR, 35” Perforating & Scoring
- Rollem TR, 40” Perforating & Scoring
- MBO B26S Perfection Folder 26 x 40”; 32-Page
- MBO B23 Folder 20 x 26”; 8-Page
- MBO B32 S Perfection Folder 32 x 40”; 8-Page
- Stahl Folder 30 x 40” 16-Page Folder
- Kluge Pocket Folder Gluer w/Final Fold Ability
- Challenge Paper Drill, 5-Hole
- (1) Auto Shrink Wrap Packager
- (3) Semi-Auto Shrink Wrap Packager
Presses (Web, Sheetfed & Digital)
- M-130 Heidelberg 38 inch, 5 Color Heatset Web with Color Control System CCS Loop
- Combo Folder – Sheeter – Pattern Perforator Maximum Sheet: 22.75 x 38 inches, Maximum Image Area: 22.5 x 37.5 inches
- Color King 36 inch, 2 Color Web Press / Combo Folder Maximum Sheet: 22.75 x 36 inches, Maximum Image Area: 22.5 x 35.5 inches
- Akiyama 40 inch, 5 Color Perfector with Color Control System CCS Loop Maximum Sheet: 28 x 40 inches, Maximum Image Area: 27.5 x 39.5 inches
- (2) Akiyama 40 inch, 6 Color w/ Aqueous Coater, Maximum Sheet: 28 x 40 inches, Maximum Image Area: 27.5. X 39.5 inches
- Mitsubishi 28 inch, 6 Color w/ Aqueous Coater, Maximum Sheet: 20 x 28 inches, Maximum Image Area: 19.5 x 27.5 inches
- Ryobi True 2 Color (Best for Registration and Solids), Maximum Sheet: 12 x 18 inches, Maximum Image Area: 11.5 x 17.5 inches
- (2) AB Dick 2 Color Replicator, Maximum Sheet: 12 x 18 inches, Maximum Image Area: 11.5 x 17.5 inches
- Halm Jet 2C Color Perfector Envelope Press, Maximum Sheet: 13 x 18 inches, Maximum Image Area: 11 x 17 inches
- HP Indigo 5000 4 Color Press Maximum Sheet: 12 x 18 inches, Maximum Image Area: 11.6 x 17.2 inches
- C6500 Digital 4 Color Copier/Press, Maximum Sheet: 12 x 18 inches, Maximum Image Area: 11.6 x 17.2 inches
Fulfillment
- Pick and Pack
- Package and Distribution
- On-line Customized Inventory Management
- Cycle Count
Mailing Services
Our Mailing Department offers a fully integrated service, which
is completely in-house, and configured to suit any requirements.
These services include data acquisition and management, CASS
certification, NCOA service, DPV validation. Prisma can customize
any mailing program to satisfy the needs of our clients.
Dokshop.com (Web-to-Print Solution)
A unique business-to-business product that enables users to order,
personalize, proof and manage print materials online. Its parameter-
based programming allows customization with various user options
and controls. Each site can be specifically tailored to fulfill any client’s
needs.
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Offset Printing Services:
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Sheetfed: Medium Quantity Print Runs
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Jprint 5C Perfector Press with Color Control System CCL
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Sheetfed: Large Quantity Print Runs with our new Control System CCL
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Heatset Web: Large Quantity Print runs with Color
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Open Web: Short and Large Print runs
Digital Printing:
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Including Variable Data
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Indigo Short Quantity Print runs, Up to 12”x18”, Including Variable Data with Inline Finishing
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Konica Minolta Quantity Print runs, Up to 12”x18″
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41”X72” Large Format-Short Quantity Print runs
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State-of-the-Art Computer Hardware,
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Software & Color Correction & Image Manipulation
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Hi-res Canon Kodak Proofs
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HP Ink Jet & Laser Proofs, Sherpa Digital Proofs
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Prinergy Ripping & Trapping
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Prinergy –FM Segundo Stochastic Screening
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Kodak Remote Proofing
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Kodak-FM Staccato Screening
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Prinergy PDF Workflow
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SSL Secured FTP Site
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Direct-to-Plate Magnus 800
Design & Production
- Outside agency support
- Supplement In-house Creative Staff
- Develop Original Concepts
- Follow Existing Corporate Graphic Standards
CD/DVD Duplicating
- Data Duplication
- Thermal Label Printing
Bindery
- Folding
- Scoring
- Perforating
- Stitching
- Perfect Bind
- Die Cutting
- Embossing
- Foil Stamping
- Gluing
- Drilling
- Mounting
- Sequential Numbering
DOKSHOP: Online e-Commerce Website
- Pre-approved Products
- Brand consistency
- Static and Dynamic Fields
- Instant Online PDF ApprovalView Order Status and History
- Customizable Shipping
State-of-the-Art Warehouse Facility
- Product Inventory Storage
- Clearly Labeled Product with Scannable Bar Codes
Fulfillment
- Computerized Pick & Pac
- Build Kits of Various Configurations Requirements
- Bulk or Custom Packaging to Fit your Unique
- Ship to Single or Multiple Locations
Mailing, Shipping & Receiving
- CASS Certified Mailing Services
- Database Management
- Inserting
- 1st Class, Standard Presort
- Bulk Mail with FedEx Overnight
- 2-day or Ground Shipping
- Common Carrier
Contact Prisma Graphic for a quote on all your printing, design and mailing needs.
Prisma Graphic provides print smart marketing solutions.
Prisma Graphics – Relationships Redefined: Our sales story
There are all kinds of sales people, all kinds of buyers and endless bargaining options. Selling a product or service based on price alone is one approach. Being able to earn a long-term business relationship as a trusted solutions provider, however, is something completely unto itself.
Alan McAbee, Prisma Graphic’s General Manager says, “By offering creative ideas, adding project value and even knowing equipment limitations, our sales team demonstrates Prisma’s fair business practices right off the bat.” He goes on to say, “No matter the level of experience, each member of our sales staff has a team of industry professionals behind them to help our clients make the most informed, economical decisions for the specific needs of every project.”
Our ability to sell marketing solutions and secure business with some of the largest and most reputable companies in the world goes well beyond a passion for print and seasoned industry knowledge. The Prisma sales team has redefined the rapport between a printer and its buyers by focusing on one key element. Trust.
“I will never forget the satisfaction I felt for the trust and loyalty of my first corporate client,” says Prisma’s Vice President of Sales, Tim Bateman. “As a salesperson, it is an extremely rewarding experience when a client decides to work with you, and the company that you represent, when you know they have countless options.”
That ideology is just a part of our Print Smart philosophy. From the initial contact, to the delivery and success of each project, we ensure our clients are satisfied throughout the entire production process. We understand partnerships and strive to offer a wide selection of solutions and programs that exceed our clients’ expectations.
Call one of our Prisma’s Sales Representatives today to learn more about what it really means to Print Smart (800 379-5777).
Primsa Graphic is Proof to Print G7 Master Qualified.
Prisma Graphic is Proof to Print- G7 Master Qualified by IDEAlliance. For more information about Prisma Graphic and the G7 Master rating please contact us at Prisma Graphic.
Print Smart: The Rewards of Being Green
Print Smart: The Rewards of Being Green
Despite the growth and popularity of the Internet as a marketing tool, the mailbox continues to be the preferred communication channel for information, promotions and announcements. According to a study by International Communications Research1, 70% of consumers prefer direct mail compared to 18% who prefer email.
As consumer concern for the environment increases, so has sensitivity toward direct mail and its perceived negative impact. While direct mail accounts for only 2% of the country’s municipal waste, it is still a concern for businesses that use direct mail as a marketing strategy.
So, what can marketers do to accommodate today’s consumers? Print Smart. For Sherri May & Company, a mailing proponent that specializes in direct marketing, being green is the positive result of simply printing smart. “We’ve been the most successful when we focus on delivering the right message, to the right audience, at the right time, using the most energy and cost-efficient means possible. Green production is a win-win all the way around,” explains Sherri May.
To address the growing concerns of the environment and the impact of direct mail, the Direct Marketing Association, Pitney Bowes and the United States Postal Service have all published practical steps to become more efficient in direct mail and thus more environmentally responsible.
Data Management – Reducing Undeliverable Mail
Each year almost 60 billion pieces of direct mail end up in landfills. By working with a partner who understands how to minimize undeliverable records and optimize the production process in general, you can save as much as 30% on each and every mailing. Incorporating USPS endorsed NCOAlink® software, Intelligent Mail® and OneCode ACSTM into the data process will ensure accuracy, helping to maximize ROI while maintaining good environmental stewardship.
FSC Certified versus Traditional Recycled Paper
Besides positively positioning your company’s image, for little or no additional cost, using an FSC Certified paper helps reduce global warming, save forests, conserve water and lower emission of toxic pollutants. Moreover, using a recycled FSC Certified paper supports municipal recycling collection programs and diverts usable materials from incinerators and landfills.
Generally speaking, the benefits of using a traditional recycled paper are more of a perception than a reality. Many countries continue to destroy rain forests for the hemp needed to produce the original papers used in the recycling process today. In fact, recycling traditional paper actually depletes more in fossil fuel and other non-renewable resources in the collection, fabrication and delivery than it saves for the environment. The FSC Certification demonstrates that your finished product was produced from start-to-finish, using sources and methods that promote responsible forest management worldwide.
Manage the Mailbox
When possible, try to consolidate your message into fewer mailings. Instead of mailing monthly, consider mailing quarterly and augmenting the effort with opt-in, personalized phone and/or email communications. Combine multiple messages into a single envelope and always utilize the front and back of each insert. “Companies that are able to coordinate all their mailings through a single internal point person, do a great job of managing the customer mailbox. Customer perception can turn negative when they receive multiple mailings from the same company within a short period of time,” says Sherri May. These minor adjustments will stretch your marketing dollars and help to reduce your company’s impact on the environment.
Manage the Message
Making an impression is sometimes easier than most people think. Minor size adjustments, self-mailers versus envelope mailers and even using a pre-printed corporate mailing permit instead of stamps, can all extend the budget of a direct mail piece. This creative thinking not only improves efficiency, but also inherently applies eco-friendly practices.
Poly versus Poly-Less Envelopes
Implementing the use of a window envelope is a smart way to retain personalization, yet avoid the extra cost of match mailing. Also, by using poly-less window envelopes, especially on larger quantities, you can reduce production costs while making these envelopes easier for consumers to recycle.
Vegetable/Soy or Petroleum Inks
The increasing demand for a front-to-back eco-friendly process has made vegetable and soy-based inks more cost-effective than ever before. Today, these inks are very competitively priced against petroleum-based inks, and customers appreciate receiving printed pieces from those who demonstrate a commitment to the environment.
Always Consider the Combo
Printing one project at a time is always more costly than printing multiple projects at once. Although that’s not always possible, a strategic approach to your next staggered, multiple-piece campaign could save your company thousands of dollars, while also reducing the manufacturing waste of the overall campaign.
Become an Environ-mail-ist
Employing these simple initiatives into your direct mail strategy can improve your company’s image, will be good for your budget and ultimately good for our planet. Print Smart is more than a philosophy for Sherri May & Company and Prisma Graphic. We all have a responsibility to our clients and to our shared environment. Plus, if we’re able to reduce a carbon footprint along the way… we all win!
Contact Sherri May & Company today to discuss everything from data optimization, mailbox management and how to develop a results-driven direct mail campaign that positively impacts our environment. Call 602 547-7020 or visit www.sherrimayco.com .
1 International Communications Research (ICR) study dated 6/11/2007
2 The Truth About Green, February 2008, © Pitney Bowes Inc.
3 Forest Stewardship Council, see www.fsc.org for more information
Mailing Made Simple
Over the years it became increasingly clear that print buyers were becoming tired and often frustrated managing multiple vendors in the direct mail process. This is especially true considering the everyday pressure to find ways of improving speed to market, while reducing costs at the same time.
In response, Prisma Graphic hired a mailing expert, invested in the equipment and launched an in-house mailing department almost three years ago. This move quickly became an invaluable addition to our service offerings. We have been able to shorten turnaround times and reduce overall project costs for our clients. Today, our mailing department drops over 1.5 million pieces per month and continues to grow in output.
Advantages of a Knowledgeable One-Stop-Shop:
• Start-to-finish quality control by a trusted contact
• Improved speed to market
• Waste reduction by using USPS endorsed NCOAlink®, Intelligent Mail® and OneCode ACSTM processes
• Availability of saturation or demographic-specific list purchases
• Promotional results tracking
To find out how Prisma can help you reduce costs and make
your next direct mail project seamless, contact your a Sales Representative, or John Pisauro at 800 379-5777 or johnp@prismagraphic.com.
Sustainable Actions
Everyday at Prisma Graphic, we search for ways to step a little softer on the earth. From the inks we use and the paper suppliers we support, to the design of our 82,000 square foot facility and the company-wide recycling program, we are proud to say we have successfully implemented one of the most aggressive sustainability programs in our industry.
Most of our success and efforts are thanks to our General Manager, Alan McAbee. His 29+ years of seasoned commercial printing experience and devotion to sustainability have benefited Prisma, as well as the green initiatives of some of our clients, Arizona State University in particular. Truth be told, Alan is always willing to discuss current trends and real-world sustainability applications with anyone who shares his passion.
Prisma’s initiatives include:
• Vegetable and soy-based inks
• Energy-efficient equipment
• Low-wattage halogen bulbs used in offices
• Recycled shipping cartons
• Recycle paper, aluminum and cardboard
• FSC Certified & FSC Certified recycled paper
• Trip Reduction Program (rewards for use of alternative transportation)
• Eco-friendly floor mats, cleaning and restroom supplies
• High efficiency HVAC units
For more information about sustainability or to learn how Prisma can help with your efforts, please contact a Sales Representative, or Alan at 800 379-5777 or alanm@prismagraphic.com.
What is Loyalty Marketing and how can it help my business?
Loyalty Marketing by Jessica Grosse
As consumers, we are constantly exposed to loyalty marketing programs. Think about how many times a day you insert your debit card, scan a key fob or provide your phone number or zip code at the check-out counter. We have become so accustomed to these routines that most of us now consider them just part of the purchase process, regardless of the personal benefit or reward. Whether we opt-in or not, our spending patterns and product preferences are easily attainable. Considering how prevalent transactional data has become, companies willing to invest the time and resources to collect this data have a distinct advantage in their respective industries. This data provides clear customer profiles, helps to predict product trends and can also be used as the foundation of a successful loyalty marketing program.
I recently had the opportunity to sit down for a brief Q&A session with Stacee Amos who is the Owner of SEEK-Consultants, an advertising and branding firm. The goal was to capture the essence of a loyalty program, what it entails and how it can work for any brand.
Q: How do you define loyalty marketing?
A: Loyalty marketing can be defined as a program that helps a company retain and expand their existing customer base by identifying the purchasing habits, preferences and then translating that data into relevant incentives to increase sales.
Q: What is a successful loyalty program?
A: You must keep it simple and sweet or “KISS.” A successful loyalty program offers: (1) a clear list of expectations, (2) valuable rewards/perks that are relevant to its members’ needs and (3) attracts new customers with compelling opportunities that are only provided through the program.
Q: How does one start a loyalty program?
A: A few top-line points in starting a loyalty program.
• Get to know your customers intimately. Try to gather enough information during enrollment to learn about their preferences, which will in turn allow you to define their needs, wants and wishes. After all, the program is all about them.
• If you can offer multiple points of communication, find out how they prefer to be contacted (online, direct mail, social media, mobile, etc.) and how often (1x a day, 1x a week, 1x a month). This investment will keep loyalty customers engaged on their terms, and allow your business to better understand what methods and promotions are working best.
• Tracking. A loyalty program must have a tracking component within each communication. Implement an online tracking code, personalized URL (PURL), vanity phone number or bar code within all communications to determine what works and what needs improvement.
Q: What types of rewards are appropriate in loyalty programs?
A: In most cases, the bargain hunters are not loyal customers. Ideally, your loyalty program will have rewards based more on products and less on discounts. If you are a restaurant, consider offering members one of your most popular or newest appetizers the next time they dine in. Or, if you are an online or retail store, offer an exclusive opportunity to purchase new products prior to the general public. Reward your loyal customers with your product as the incentive, not a discount. These customers become “loyal” over time by choosing your brand over price.
Q: And lastly, how do you sustain a loyalty program?
A: Sustaining a loyalty program is simple if you continually support your existing customers with relevant promotional opportunities, entice new customers with members-only rewards and consistently track all communications; ensuring you target the right person, with the right message and at the right time.
To learn more about the benefits of loyalty marketing, or discuss ways to get started using transactional data to increase sales, contact a Prisma Sales Representative, or Chad Carmody at 800 379-5777 or chadc@prismagraphic.com.
Emerging Markets: Latino Market Grabs Attention
Marketers’ heads are starting to turn toward new big game players. The Latino population’s high growth, changing labor profiles and purchasing power are making a noticeable difference in business demographics. According to the second annual Marketing Executives Networking Group (MENG) survey, Top Marketing Trends for 2009, the multicultural marketing trend was one of the top 20 rated marketing concepts most interesting and relevant to the majority of the marketing executives surveyed.
The U.S. Census Bureau reported that from 1990 to 2000 our Hispanic population increased by 12.9 million people. Moreover, this market accounted for almost one-half of our nation’s growth from 2000 to 2006. At nearly 15.5% of the total current United States population, their impact can be seen nationwide with 29% purchasing power in California, 18% in Texas, 10% in Florida, 8% in New York and 4% in Illinois.
In response to increasing requests from Latino prospects, Prisma Graphic added a team of bilingual sales professionals to meet the demand. As a member of the business community in general, we understand diversity is a necessity – diversity in our product, in our service offerings and in our people.
“Accommodating the needs of the Hispanic market has allowed us to better support the Arizona and US business markets with exceptional print marketing campaigns. We have seen significant growth since we have ‘cultured’ our services,” says Claudia Ochoa, Prisma Sales Representative. “If I were to sum it up, I think our progress is a direct result of continued involvement, dedication and good old-fashioned word of mouth.”
Claudia Ochoa and Ramon Tamayo are two of our bilingual Sales Representatives. Fluent in Spanish and English, they have both worked hard to reach out to the Hispanic community. We have since secured business with clients such as the Arizona-Mexico Commission and Latino Perspectives, a local entertainment and news magazine.
In a country where demographics continue to evolve, technologies develop, and communities expand, one thing is for sure – businesses must change along with them if they expect to remain relevant in the near future.
To find out how Prisma Graphic can help serve your multicultural marketing efforts, call 800 379-5777 and ask to speak to Claudia Ochoa claudiao@prismagraphic.com .
The evolution of targeted marketing are you ready for the fourth wave?
The Evolution of Targeted Marketing Will you be ready for the fourth wave?
by Mike Schmitt
While it goes without saying that these are trying times for organizations across the board, there has never been a more important time to market your company. Times like these prove that effective marketing can guarantee your survival during a down economy. Because there are fewer consumers willing to spend on your products, target marketing will help you deliver on the promise of spending less for a higher return.
During a time of economic distress the CFO rules. This spells trouble for mass media investments as the hard dollar ROI is often difficult to measure, let alone prove. Targeted marketing to the rescue. The CFO will appreciate the fact that you are sending offers exclusively to people who are determined to be good candidates for your products and overjoyed to learn that you will be able to directly attribute marketing dollars spent to revenue generated.
Brief History of Targeted Marketing
We can look at targeted marketing in waves. The first wave of basic segmentation finally moved (most of) us away from “junk mail” or unsolicited promotions. Offers became relevant based on demographics such as gender, household income and lifestyle traits.
The second wave was defined by “actionable” consumer data and personalization solutions for both traditional and emerging media. Intuitive companies realized that their very own customer data, including their transaction history, allowed for a new class of both segmented and highly personalized targeted marketing. The really smart marketers enhanced their customer data with geographic, demographic and lifestyle information. So, the right offer got to the right person and with a relevant message to the recipient. Now a company could actually spend less on marketing campaigns and expect a higher return.
Second wave marketers, however, were lacking a true connection with the consumer. Direct mail continues to be the medium of choice for prospecting, and variable data print has given new life to this proven method of product and brand promotion through the ability to cost-effectively personalize each printed document. The proof to me that the cost of personalization had become reasonable, to even the smallest business, was when our dog Max received a personalized postcard from our veterinarian!
Importance of the Consumer Database
We know that most companies have some form of customer database, as well as a transaction master. We also know that a significant number of companies have very poor and scattered data. Customer data is duplicated in several departments, mailing addresses are fairly outdated, little or no data verification (mailing, email, telephone) systems are in place and the list goes on-and-on. Bad data basically means that any attempt at targeted marketing will result in a poor response to the campaign. More importantly, the potential actually exists to lower lifetime value as you may send a very negative message to your customer.
An extreme case involves a hospital that sent out a promotion for a cancer screening, which targeted elderly people within a certain radius of the hospital. The hospital received a call from an upset woman who thought it was in poor taste to be included in the promotion, when her husband had recently passed away and at the very same hospital. Another person received multiple, redundant offers and wondered about the quality of the care if they were unable to even get a mailing correct. The message here is to spend the time and effort on the database, before any form of targeted marketing is considered. Everything is better with a good database. Your analytics and reporting will tell the true story, and you will have the confidence to launch highly personalized marketing promotions knowing your data is accurate.
Integrated Cross-Media Marketing
We are now just entering into the third wave. Savvy marketers are branding their products and images in a consistent way and across all traditional and emerging media. While newspapers are getting roughed up by the Internet and network TV is competing with cable, all media remains important. Marketers are working to have consistent messaging on the web, traditional media, mobile phones (which greatly outnumber personal computers) and on email. Many marketers are also trying to figure out how to exploit social media (e.g. Facebook, MySpace, Twitter), but that is a topic unto itself. Thankfully, there are variable data composition engines that will produce output for emerging presentation spaces (e.g. mobile screens) and the ubiquitous 8.5″ x 11″. The new breed of composition engines help marketers format any given promotion to all sizes and resolutions required for cross-media marketing. Mobile, web, email and direct mail are all supported so the designer can concentrate more on the messaging and less on the presentation space. This is not to say that we can ignore the fact that a mobile webpage must be radically different than a typical PC web browser page, but the designer can prototype the various formats to ensure consistency across different media. This is far superior to using different design tools for different media.
Marketers have also learned that some marketing messages are better sent as printed documents, while others are more suitable for electronic communications. Email, thanks to the spammers, continues to be a tough way to prospect as it is very hard to get through the clutter. Many marketers realize that direct mail can be used to drive online communications. Companies should determine the individual preferences of their customers and this means supporting traditional and emerging media; many direct marketers are predicting an explosion in mobile marketing. Americans love the concept of instant gratification, and the mobile phone gives the consumer an opportunity to respond to a promotion anytime, anywhere. As a marketer you get the chance to respond while the consumer’s interest is at its peak. Send a mobile coupon while asking for their email address – fully integrated and automated cross-media marketing.
Marketing Nirvana – The Fourth Wave
The fourth wave of targeted marketing can be characterized by the consumer managing their marketing communications from both a timing perspective and the channel of delivery. Imagine a consumer registering in a global marketing database their desire to purchase a diamond tennis bracelet within the next 60 days. Now also imagine that they prefer to receive mobile offers while commuting to-and-from work, email during the work days and direct mail at home on the weekends. Fourth wave marketers will have the ability to promote to people who are looking at the products they sell, during the time frame that they are interested, and through the channel the consumer has selected. Respecting the wishes of the consumer will reward the marketer with highly qualified prospects and nothing else.
Marketers that have developed the infrastructure and processes necessary, to capitalize on the opportunities presented by the fourth wave, will obviously have a significant competitive edge over their rivals. I believe that consumers will respond positively to advertisers who spend the time and effort to fully understand their preferences for marketing communications.
So, get your consumer database ready — the fourth wave is a marketing tsunami that will wipe out those who ignore the signs.
Prisma Graphic works closely with Mike Schmitt, CEO of Clairvoyix, to provide our clients options that meet their targeted marketing goals. To discuss how we can help your company stay in front of direct marketing trends, please contact your current Prisma Sales Representative, or Rob Steele at 800 379-5777 or
robs@prismagraphic.com.
Clairvoyix is a full-service direct marketing company with a core-competence in database marketing and marketing automation solutions. Delivered as a “Software as a Service”, its branded database (Clairvoyix Knowledge Factory), is the foundation for fully-integrated, cross-media targeted marketing. Clairvoyix directly supports personalized communications utilizing any media type including direct mail, email, web, PURL and mobile campaigns. From customer data hygiene and consumer data enhancement to analytics and campaign execution, their company offers a complete targeted marketing solution for clients of all sizes. Call 877 866-8693 x709 or e-mail mike.schmitt@clairvoyix.com for more information.
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