Direct Mailing Company Masterworks Looks to Better Personalize Mailing with New Technologies
Published on March 16, 2012
Masterworks's Caleb Atkinson reflects on how they can incorporate the technology shown at the pre-drupa HP Inkjet First Look event at O'Niel Data Systems in Dallas.
Hi. My name is Caleb Atkinson. I’m with Masterworks. We are a direct mail agency that deals with non-profits. Today I’m at O’Neil Data Systems and checking out their new HP products they have here. At Masterworks we do a lot of direct mail and do a lot of personalization with direct mail. And that direct mail—the products that HP has here will help us personalize our direct mail better to our clients. At Masterworks we do direct mail fundraising and each and every month our clients send out newsletters to appeals that gets that particular donor engaged into that particular organization, and we use direct mail to help their donor base to be engaged in direct mail.
In the modern world where we live in you have two choices. You have the choice of actually printing the letter shell and then black-lasering whatever customized data you have for that particular donor. What O’Neil and HP brings is 100 percent personalization, both on the images that you can give and on the text that you can give. This inkjet technology brings us to a new—brings our non-profits and our clients to a next level of personalization through data and using your data that we know about our clients.
What this technology does for our clients is the ability to personalize in ways that we’ve never been able to do before, to use color; use, for example, text. You could use red text in the middle of a paragraph to grab a person’s attention. You could use a photo that is—a photo that has been personalized to that particular person using data. Today it’s going to change how our donors react to the organizations that they donate to.
HP has really changed the game and the application of coded stocks. And today I just saw a poster of a—a movie poster that is amazing where the quality of print has come to. And from a year ago, from the HP event a year ago in LA, the technology and the paper, and the adaption with the paper companies, have really changed what these machines can be used for.
To post a comment Log In or Become a Member, doing so is simple and free
Leveraging Standards and Specifications to Get to Great Color
Published: January 16, 2017
Don Hutcheson of HutchColor, one of the industry's most knowledgeable color experts, shares his thoughts on the latest developments in color management and the tools print service providers should have to be able to print to the numbers and deliver against customer color expectations. He explains how industry standards are driving more process control into the art and science of printing.
Are You Ready for the MarTech Explosion?
Published: January 16, 2017
Marketing technology is exploding. Michael Chase of St. Joseph Communications says that there are now more than 3,500 providers of "MarTech" services. But, building efficient marketing platforms requires more than just cherry-picking technology solutions. Chase notes that all the MarTech in the world won't help if there is no content strategy in place to guide the effort. The first tasks are to define the kinds of content to be created and to identify the audiences to whom the content will be presented. Armed with this knowledge, says Chase, marketers can choose the right channels and work toward achievable outcomes.
Frank Looks Back at Early Variable Data Printing
Published: January 13, 2017
Frank talks about some of the earliest Variable Data Printing from when digital color first came into play in 1994. He shows the now classic Alphabits piece and many others.
Change Management in Print MIS
Published: January 12, 2017
When your Print business is faced with changing your Print MIS, the attitude towards the change can make all the difference. Are you looking to force the Print MIS software to work just like you work today or are you willing to adapt your workflows to optimize how the Print MIS software was built?
The Impact of Production Inkjet on Thomson Reuters Core Publishing Solutions
Published: January 11, 2017
Thomson Reuters Core Publishing Solutions in Minneapolis, kindly hosted the WhatTheyThnk team to view the digital transformation the operation is undergoing. Larry Soler, its Director of Prepress, Press and Digital, explains that while offset will be a core functionality for the foreseeable future, web and sheetfed production inkjet is driving change, including a 3-to-1 replacement of toner devices and migration of shorter runs from offset to digital.
How PIA and Idealliance Collaborate for the Benefit of the Industry
Published: January 10, 2017
Tim Baechle, Director of Global Print Media Markets and Technologies at Idealliance, joins Senior Editor Cary Sherburne to discuss how Printing Industries of America and Idealliance collaborate for the benefit of the industry. He also discusses the DNA and mission of Idealliance as it pursues its global objectives. He also outlines a new program call Brand Q on which the two organizations are collaborating.