Danvers, MA – RISO, Inc., a leader in digital printing technology, recently presented "How to get five marketing leads for the price of two" at two Xplor Document University On the Road (XDU) events. The XDU On the Road program is a multi-city educational tour for the communications technology industry. The program will visit a total of ten cities and features a full day of presentations and discussion from a variety of industry leaders. RISO hosted the event in Boston and participated in the Toronto event held at Ryerson University. RISO will also sponsor additional XDU events in Dallas, Orange County, and New York later this year.

At last week's events, RISO presented the findings of an independent INTERQUEST study comparing the effectiveness and cost of producing direct marketing lead generation documents using full-color inkjet technology. For the study, over 10,000 postcards were mailed, with approximately half of the postcards printed on a RISO full-color inkjet printer on matte-finish card stock and the other half printed on a full-color toner-based (EP) production color printer on high-gloss card stock. While response rates for postcards printed by color inkjet and EP printers were nearly identical, the study showed that the cost per lead generated from the inkjet-produced postcards was 62% lower than the leads generated from the EP-produced postcard.

The results of the study provided for lively discussion among the event attendees. "The YouTube video illustrating the difference between desktop inkjet and RISO's production-class inkjet technology was well received and the INTERQUEST study helps dispel the myth that higher priced high-gloss documents-whether produced on offset or EP-based technology, generate higher response rates," commented Bob Raus, RISO's Manager of Product Marketing and a featured presenter at the Boston and Toronto XDU events. "Inkjet technology is making incredible inroads on high-volume direct mail and transactional applications. For as low as $32,000 and speeds up to 150 ppm, RISO's ComColor full-color cut-sheet inkjet printing systems provide a low-risk, scalable solution for print providers to enter the high-volume color printing market-while also providing an affordable method for producing reprints, short runs, and proofs for large shops that already have roll-fed inkjet presses."

XDU On the Road will wrap up in November. RISO will participate in the Dallas, TX (September 21), Orange County, CA (September 23), and New York, NY (November 18) events. The Dallas event will take place at FedEx, Three Galleria Tower, 13155 Noel Road, Dallas, TX 75240. The remaining locations will be announced at www.xplor.org.