Brodnax Leverages JETvarnish 3D Special Effects and Data Analytics for Customized Marketing Campaigns
Thursday, September 13, 2018
Press release from the issuing company
Konica Minolta Provides MGI Digital Print Enhancement Solution to Texas Printing Technology Firm
Melbourne, Fla. – In the connective, converging world of omni-channel customer communications, Brodnax 21C Printers of Dallas, TX has established a special unique expertise to help brands and print buyers create highly customized marketing campaigns based around sophisticated use of information technology (IT), market data analytic models and customer knowledge.
Craft Printing & Computer Coding
For sixty-one years, Brodnax has delivered “High-Definition” offset lithography and digital printing services. Their areas of application expertise span the spectrum of traditional commercial printing document formats - with additional options for folding carton packages, sheet-fed labels, wide format signage, promotional merchandise and, now, the unique digital decorative special effects only available with the MGI JETvarnish 3D.
The Brodnax VariDoc system delivers data reports that provide business insight and decision-making guidance to client management teams. The sophisticated use of database modeling techniques and business profile analysis allows Brodnax to artfully target the right audience for the right message. Then job requests are reviewed to evaluate how print, mail and marketing campaigns can benefit from the extra VIP treatment of applying eye-catching, sensory JETvarnish 3D special effects.
A Dramatic Print Campaign Success Story
An example of how Brodnax used its JETvarnish 3D solution to generate new business opportunities for its customers involves a local Texas health club organization seeking to expand its membership base and increase their annual renewal rates. As a loyal and longtime Brodnax customer, they were willing to listen to the suggestion of opening up their standard corporate marketing mailpiece design to incorporate JETvarnish 3D embellishments.
The Brodnax print team then designed and applied a 3D dimensional heart in silver metallic foil to a series of 10,000 postcards. The concept was meant to express the quality care of the health club for its members and to use the tactile, dimensional nature of the JETvarnish treatment to engage end-users more effectively when they received the mailpiece. The result was a remarkable 400% increase in new customer and renewal offer conversions. Since the revenue of even a single new 1 year membership would have paid for the entire cost of the mailing, the Brodnax client was thrilled with the results.
JETvarnish 3D Technology Impact
Jim Singer, President of Brodnax, stated, “We love the craft of printing, especially when our customers tell us that they love the results too. We’re a $20 million dollar printer doing business with billion-dollar brands. These days printing pretty pictures is not enough. Fortune 500 companies want a business advisor for their customer campaigns, not just a printer. So, we invested in the people, computers and printing equipment that would help us become a partner in the business development and customer relationship strategies of our clients.”
Labelexpo Americas & Print 18 Demonstrations
In collaboration with MGI’s Global Business Partner, Konica Minolta the JETvarnish 3D Series will be demonstrated live at the upcoming Labelexpo Americas (Sept. 25-27th - Booth #5721) and Print 18 (Sept. 30-Oct. 2nd - Booth #1611) trade shows in Chicago. All interested members of the graphic arts industries are welcome to contact Konica Minolta and MGI to arrange for a personal briefing on the digital power and revenue production benefits of the JETvarnish 3D Series during these autumn events.
Brodnax President Jim Singer & JETvarnish 3D.
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