Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     European Coverage     Production Inkjet Analysis

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.

Email Icon Email         

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

 

Recent Videos

 

Video preview: Jennifer Matt interviews Jerry Kennelly about Tweak Cloud

Jennifer Matt interviews Jerry Kennelly about Tweak Cloud

Published: December 8, 2016

Make print easier to buy. The Tweak Cloud offering is a toolset that streamlines the process of getting to a final agreed upon design. Jerry Kennelly, CEO and founder of Tweak describes the offering and his approach to giving the customer self-service control over the proofing process.

 

Video preview: Silicon Publishing Launches Redesign of Silicon Designer

Silicon Publishing Launches Redesign of Silicon Designer

Published: December 6, 2016

In this interview, Cary Sherburne, Senior Editor, talks with Max Dunn of Silicon Publishing about the company's clean sheet redesign of Silicon Designer leveraging the talents of former Adobe InDesign developers. This Web2Print/online editing solution is used by some of the world's largest companies.

 

Video preview: 1,000th HP PrintOS Customer Speaks Out

1,000th HP PrintOS Customer Speaks Out

Published: December 6, 2016

Senior Editor Cary Sherburne talks with Martin Saavedra, Jr., EVP at MLI Marketing in Tampa, the 1,000th HP PrintOS customer. Saavedra explains why solutions like HP PrintOS are important in helping printers remain competitive with a streamlined and productive workflow in an open, cloud-based ecosystem.

 

Video preview: PIA's Julie Shaffer on Color Conference 2016

PIA's Julie Shaffer on Color Conference 2016

Published: December 5, 2016

Julie Shaffer, Vice President of Education and Marketing Strategies for the Printing Industries of America, explains the evolution of the Color Conference and its value to brand owners, printers and premedia professionals. She also discusses broader PIA educational initiatives and certification programs, including a customer service certification that will be available soon.

 

Video preview: Frank is Entranced by Pop-up Cards

Frank is Entranced by Pop-up Cards

Published: December 2, 2016

Frank is entranced by pop-up cards from opencardnow.com. Former typographer Julie Brumlik has a new career with pop-up origami. Frank even shares his pop-up Gutenberg book.

 

Video preview: ASU's Print & Imaging Lab Leads the Way in Workflow Integration

ASU's Print & Imaging Lab Leads the Way in Workflow Integration

Published: December 1, 2016

Chris Halkovic, Web-to-Print Manager at Arizona State University's Print and Imaging Lab, talks about how the shop/learning environment is integrating Web2Print and MIS for a coherent and automated workflow for printed materials and 3D objects.

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2016 WhatTheyThink. All Rights Reserved