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Michael Peluso VP of Shawmut talks about new services thanks to digital offerings

Published on November 30, 2010

Vice President of Shawmut Michael Peluso tells Cary about the company's new digital offerings to existing customers and how the transition to digital helped acquire new customers.

Cary Sherburne:  Hi, Cary Sherburne, Senior Editor at WhatTheyThink.com and I'm here with Michael Peluso who is Vice President at Shawmut a printing company in Massachusetts, welcome.

Michael Peluso:  Correct, thank you.

Cary Sherburne:  Maybe you could talk to us a little bit about as you have moved more into the digital offerings, what are some of the exciting things that you've done for customers that you hadn't been able to do before?

Michael Peluso:  Well have a client of ours that's in the biotech field.  They came to us with a situation they had where they needed to look at a prospect list they were getting and it was a small prospect list but they were getting it every month.  And they needed one time to contact these people and they wanted to make it somewhat unique.  So we looked at what they were doing, came up with a solution, and filtered in Dream Type to help us with that.  And we sent out personalized pieces with people's names on it.

It was interesting.  The offer was good.  The list was good.  We sent - use a Pearl to tie it in and the response rates for that particular project were up the 25 percent range.

Cary Sherburne:  Wow.

Yeah, pretty significant because the three things that they have, the offer, and the list, and the creative are really good.

Cary Sherburne:  And so this is a recurring project, so it's recurring revenue for you?

Michael Peluso:  It turned out to be a one timer that has turned into be a monthly and it's not a year-in-a-half into it. 

Cary Sherburne:  That's great.  And then how is this transition or move into digital, has it helped you acquire new customers, because it sounds like it was an existing customer?

Michael Peluso:  This was an existing client, yeah but just recently we went into a college, a small college in the Boston area and they had a situation where the donor groups needed to be contacted and they found this list that was really old that was made-up of many different years of people that had never been contacted.  We went in, we were talking about our solutions, mention the Pearl.  They were very interested in it, deployed that within a month period and now they've contacted those people and we're getting response rates as we speak.  But she's very excited about it because the response rates, we have measured at this point but there are people that they haven't contacted in 20 or 30 years that are coming back and...

Cary Sherburne:  Alumni?

Michael Peluso:  Yeah, alumni.

Cary Sherburne:  So it was a new customer for you and then it was a whole new like customer for her in a way in terms of the contribution potential, the donation potential?

Michael Peluso:  That's right and she connected that through a social media side of it for herself and the response is back in that social media side were extraordinary.

Cary Sherburne:  That's great.  And I think you mentioned to me earlier that in your business you're actually using some social media, that you did a YouTube video?

Michael Peluso:  Yes we did.  We tried to eat what we cook and for everybody - every printer out there, it's difficult and time consuming but we have major campaigns that we put on - this would be the third one - our first one last year was a campaign that we did monthly that at the end you went to a Pearl, entered into a drawing and you won a cruise.  It was - we actually present that cruise to the client and videotaped it and put it onto our website.  This year it's reality TV so our first monthly everybody that is a client of ours will know that the theme of it is printing with the stars.

Cary Sherburne:  Huh, that's great.

Michael Peluso:  Yeah.

Cary Sherburne:  That's great. Congratulations.

Michael Peluso:  Thank you very much.

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