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HP Customers Produce Powerful One-to-one Marketing Campaigns with HP Digital Publishing Solutions

Tuesday, September 30, 2003

Press release from the issuing company

Sept. 28, 2003 – HP customers are producing some of the industry’s most effective marketing materials with unparalleled color quality and high return on investment through HP’s line of digital print solutions, including the HP Indigo Press w3200. Fenske Media Corporation, one of the first commercial printers to purchase the HP Indigo press w3200, is applying the press’ technology full time to variable data, direct mail production. “The HP Indigo press w3200 is a one-to-one marketing workhorse that has greatly increased our productivity,” said John Fenske, head of operations for Fenske Media. Another HP customer, Rastar Digital Marketing, is leveraging the HP Indigo press w3200 to produce a suite of marketing materials for a major luxury car manufacturer, including brochures to reach new prospects. The auto company estimates that for every dollar the average dealer spends on their direct mail program, they get seven dollars in return. “One-to-one marketing is no longer something we just talk about it. It is here, delivering dramatic, cost-effective results,” said Grant Fletcher, president, Rastar Digital Marketing. The integration of customer relationship management (CRM) databases and printed collateral is becoming critical in an era where “do-not-call” lists and anti-spam legislation is on the rise. “The mailbox continues to be one of the most accepted marketing vehicles -- and now it is one of the most effective, too,” said Bill McGlynn, vice president, HP Digital Publishing Solutions. “By implementing HP digital publishing solutions with enterprise CRM systems, targeted direct mail helps companies communicate with their customers in a relevant, meaningful way.” Offering an unparalleled 97 percent of the PANTONE color range, the HP Indigo press w3200 combines the quality and speed of an offset press with the intelligence of digital printing on a wide selection of media types. “We couldn’t deliver the high quality, brand compliant materials our customers require if it weren’t for the color consistency and accuracy of the HP Indigo press w3200,” said Fletcher. “The HP Indigo press w3200 will help us expand our services to higherend applications that require the utmost in color quality and substrates,” added Fenske. HP Indigo Printing Paper, HP Special Ink Mixing Services and HP Special Inks The effectiveness of targeted one-to-one marketing campaigns also includes the quality of media and ink and its ability to produce consistent and accurate colors. Already a leader in this category, HP is expanding its portfolio of papers for HP Indigo presses with a complete line of coated as well as uncoated roll media for the HP Indigo press w3200. The HP Indigo Printing papers are engineered for the best system performance, high whiteness and brightness, and excellent ink adhesion. The new HP Indigo Printing Papers, available in both gloss and matte finishes, are 78 lb. and 100 lb. Premium Coated Text; 80 lb. and 100 lb. Premium Coated Cover; and 70 lb. and 80 lb. Roll Text. These are in addition to the existing HP uncoated substrates introduced this spring, bringing the complete Indigo Printing Paper offering to a total of 11 different media types. The new media are available in North America through an agreement with Xpedx. Coated roll media is expected to be available in North America later this year. HP also offers HP Special Ink Mixing Services, ideal for jobs that must comply with corporate color branding guidelines, and HP Special Inks, including fluorescent and security inks. All are available via the “My HP Indigo” portal – a comprehensive customer web site with tools for media selection, supplies ordering, technical tips and other HP news. HP Indigo Press ws4000 The seven-color HP Indigo Press ws4000, introduced one-year ago, is now one of the fastest-selling digital presses on the market and a key offering of HP’s line of digital print solutions for the label market. Sales for HP in the digital global label market have grown 150 percent and print volume has doubled since its introduction. Manufacturers spanning the Americas, Europe, Asia-Pacific and Australia have purchased the ws4000 as an economical printing system to produce all types of labels. Twenty-five percent of recent sales have occurred with repeat customers. Offering the most comprehensive digital printing solutions for the packaging and label market, HP provides manufacturers the hardware along with workflow solutions, compatibility on numerous substrates and a wide variety of finishing solutions. In addition, HP continues to collaborate extensively with its digital publishing solutions partners as an integral part of the publishing workflow. Companies such as Banta Integrated Media, Datalogics, GMC Software Technology and Printable Technologies help to seamlessly connect the digital document delivery system and accelerate creation and delivery of customized, immediate and costeffective print communications.




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