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
CustomInk Believes Co-Opetition Is a Win/Win for Suppliers, Producers, and Customers in the Garment Decoration Industry
Published: March 21, 2018
Andy Louis-Charles, Vice President of Business Development at CustomInk, one of the largest online custom apparel companies in the U.S., talks about the importance of mutually beneficial partnerships with others in the industry. He believes this practice of "co-opetition" raises the level for everyone in the industry. Custom apparel for events is a $7 billion industry—there's lots of room for everyone and an opportunity to grow the pie. With a bigger pie, everyone gets a larger slice, he says.
Does Your Brand Reflect What You Are Made Of?
Published: March 20, 2018
Robert Prioleau, Partner and Brand Director at the Blue Ion agency, and a principal of Outpost, another agency, explains what he meant during his talk at ThreadX, when he said, "The best brands are defined by what they are made of, not by what they make." What values, purpose, mission and cause are you bringing to the table on top of your great products and services?" Hear what he has to say, and think about how you can apply his advice to your brand.
Is Your Tech Pack Smart Enough?
Published: March 19, 2018
Matthew Cochran, CCO of of Purchase Activated Apparel Technology (PAAT), is building an open digital product development network, looking to augment the traditional tech pack that is the DNA of a product. His Smart Tech Pack (STP) technology is a machine-readable file that takes some of the opportunity for human error out of the garment manufacturing process. The goal of this digital product development network is to move to a design-sell-produce model as opposed to today's design-produce-hope-to-sell model.
“Don’t Put Pictures of Your Press on Your Website”
Published: March 16, 2018
Print business owners need to have an effective “content strategy” for their websites and other online presences. John Foley, CEO of interlinkONE & Grow Socially, talks about the reasons for developing a content strategy, as well as some dos and don’ts for online content.
Published: March 16, 2018
Frank recommends two books, one on sales training and one on applying online print. They are “25 Best Sales Tips Ever” and “Keep Calm and Print On.” This one would be funny if you had pop-ups throughout it.
Analog-to-Digital Transformation Is Disrupting the Textiles Industry
Published: March 15, 2018
Mark Coudray, Founder of Catalyst Plan, has nearly 50 years of experience in graphic communications. He talks about the analog-to-digital transformations that have occurred in the industry over the past few decades. The fourth iteration of analog-to-digital transformation is revolutionizing the discipline of marketing and having a huge impact on the textiles and apparel industries. He offers guidance to buy time and gain breathing room.