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The Wonderful World of Color: Notes from the Xerox Seminar
In the not so distant past, if you wanted full-color printing, you paid through the nose for it. With the introduction of the digital press, color is now affordable at a greatly reduced cost, it can be run on virtually any substrate, come off the press with no drying time, and be bound inline or off. hence longer color runs are fewer and farther in between. Here are a few facts from the “Print on Demand” seminar…
- 1. In 2003-04 digital color outsold film cameras.
- 2. 2006-07, more color prints were being made at retail stores than at home on a color printer.
- 3. 2008-09, Polaroid Cameras were discontinued and Kodak no longer made Kadachrome film (Sorry Paul Simon).
As a matter of fact, there are over 10 billion color photos on Facebook alone. People not only want color on their site, but also want color photo albums* of their families and friends. With the new digital technology this is easily accomplished. Yes, entire photo albums with personalized color covers are on the uprise. What does this mean? People(consumers) want color in everything they do and they want to reproduce it in calendars, photo albums, and framed photos. Still, color applications go far beyond this.
With the new XMPie software, printers can now send out direct mail pieces which are addressed and personalized to the person who’s attention you are trying to capture. With an InDesign plug-in, digital printers can not only place the address and the name of the person it is aimed towards, but it can also swap graphics for each mail piece depending on the addressees profile.
This one-to-one in one marketing is a powerful tool and is outgrowing all other sources of advertising. Confused? Well let’s say you want to get your company’s info in front of the head of marketing at ABC Hospital. A direct mail piece is sent out to this this person with the individuals name and profile specific graphics tailored to that person. An incentive is introduced to have this person log onto your website where you begin to glean information on your prospective customer, from the “matrix” of data collected. When the prospective customer logged in, how deep did they go? What items or articles did they click on and read? Now you have real useful data. The response rate to these direct mail pieces (personalized print jobs) is 5x to 10x higher than a generic mail piece and about the same price. Now you’ve established a direct line of communication with the potential customer. You have added value to your print project by making it a dynamic marketing material that you can track and glean information from.
Overall, direct mail marketing and one-to-one in one marketing is a valuable tool for businesses who want to target specific markets where their product or service is most useful.
For more information on one-to-one in marketing: to increase sales and your bottom line, contact us at Davinci Graphics.
