Rich Garigen at CPC Solutions talks about new ideas through new services
Published on September 13, 2010
Cary Sherburne: Hi, Cary Sherburne, Senior Editor at WhatTheyThink.com and I'm here with Rich Garigen who is President of Digital Printing at CPC Solutions in Colorado, welcome.
Rich Garigen: Thank you.
Cary Sherburne: So tell me a little bit - I talked to you earlier and you talked about how your company is undergoing a transition, maybe you could talk to me a little bit about the couple of specific customer cases where you've been able to bring new ideas and better results through some of the new services you're offering.
Rich Garigen: Yeah, one happened just currently. We have a client who had a need for a survey and of course the pearl and the Mindfire application just fits that perfectly. It's really to gather information and, you know, we - it was a little longer than we typically would recommend but the idea - it was a survey for a captive audience. And it had a great results, you know, very happy with it. It was the classic mix of email and direct mail. And the ones that were direct mail they didn't have email addresses and typically vice versa.
And it was very successful. Overall they get like a 28 percent return. I always like to explain to our clients that, you know, this stuff isn't - it's not always a silver bullet. There is more than one reason for it and it's not for everybody but it certainly helps and they had a great offer to a captive audience. So they had some great responses and we're happy.
Cary Sherburne: And so when you think about this particular example with the 28 percent, had they been doing things before that were just kind of static direct mail and so they had a baseline result that you were compared against?
Rich Garigen: You know, I don't know that for sure. I'm sure they have done surveys in the past and certainly they were done through just the mail survey because, you know, the technology - they weren't using this technology before taht. So I don't know exactly that answer.
Cary Sherburne: But they were happy with the 28 percent?
Rich Garigen: Yeah, absolutely and, you know, the email response was definitely a little higher than the direct mail but the direct mail if I recall correctly, was actually I think 14 percent or maybe it was 12 or 14 percent, just on the direct mail piece alone so that was exciting.
Cary Sherburne: That's great. As compared to a normal static one percent or half a percent?
Rich Garigen: Exactly, yeah exactly. And it's gathering that information. No one - as we all hear people, you know, like to respond via the internet. So we all get - in fact I'm still amazed today that I get survey's the way I do from the healthcare industry. I actually want fill them out but I'm not going to fill out a two-page form that is just - I got to mail back. But if it was on the internet and was a little faster and quicker I would most certainly do that. So I think we'll see that shift more and more which is why we're excited to be in this position. And I think we'll see a tipping point, you know, they touched on it in one of our - one of the speeches over the last couple of days and the market doesn't quite understand everything that we're doing.
But there will be a tipping point and people will get it and I think 85 percent of our clients, 90 percent of our clients don't understand what we're doing. And so that's a lot of room for growth, so that' exciting part. We'd like it to happen faster like everybody else but we'll get there.
Cary Sherburne: Sounds like you're doing some great stuff. Thank you.
Rich Garigen: Yeah, thank you.