DMI Adds Second Xerox iGen3 Press to Grow Personalized, Short-Run Color Business
Press release from the issuing company
WOBURN, Mass., and ROCHESTER, N.Y.--June 14, 2005-- DMI Inc. has installed a second Xerox iGen3 Digital Production Press, six months after buying its first Xerox iGen3 press, to meet growing customer demand for personalized and short-run color printing jobs.
The marketing services provider printed more than 1 million pages in a single month only three months after installing its first iGen3 press, and it expects to average more than 500,000 pages a month on the second digital press.
According to Mike Jenoski, president of DMI Inc., the Xerox digital press "barely broke a sweat" at 1 million pages a month.
"With the iGen3 press we are no longer selling print - we are selling business solutions," said Jenoski. "Our customers are looking for innovative ways to reach their audience faster than the competition. The Xerox iGen3 allows us to deliver our customers full-color, highly targeted marketing campaigns that are printed on-demand to better meet their needs."
Prior to installing the first 100-page-per-minute Xerox digital color press, 80 percent of DMI's business came from printing short-run jobs such as data sheets, training documentation and brochures for financial, high technology, government, healthcare and marketing customers.
After installing the Xerox iGen3, the company experienced a 20 percent increase in its personalized print jobs, in which content and images vary from one page to the next. The second iGen3 press is helping DMI continue that momentum, as the company anticipates personalized print jobs will become as much as 50 percent of its Xerox iGen3 revenue by the end of the year.
Jenoski said one of the reasons the company purchased its iGen3 presses is the outstanding image quality and consistency. Printed output has the look, feel and quality of traditional offset printing.
"When our customers submit their jobs for printing or order reprints from the Web, the first and last documents have the same color as the original," Jenoski pointed out. "This is absolutely critical to having high-quality jobs and satisfied clients."
To demonstrate the image quality of the iGen3 press for a recent sales meeting, DMI produced two sample marketing brochures - one printed offset and the other printed on the Xerox iGen3. "Somehow the samples got mixed up, and three of us here at the company, with a combined 40-plus years of printing experience, could not determine which was offset and which was digital. That's a true testament to the image quality of the digital press," said Jenoski.
On both Xerox iGen3 presses, DMI is producing print-on-demand brochures, marketing collaterals, training documents, and personalized direct-mail campaigns. The company is also printing full-color books. According to Jenoski, the digital press not only matches the quality of offset, but it also costs less and books can be produced and delivered in as little as 24 hours.
Among the applications the company is printing on the Xerox iGen3:
Customized point-of-purchase signs for clients in the retail industry. Prior to producing the signs on the Xerox iGen3, DMI printed color shells on an offset press and used Xerox black-and-white DocuTech 6180 Production Publishers to add personalized information. DMI now capitalizes on an all-digital workflow by downloading daily data-feeds from the client. DMI prints a growing percentage of the customized signage in one pass on the digital color press, delivering the displays directly to the store within as little as 24 hours. The iGen3 allows DMI to print color signage with relevant photographs of each product together with pricing, which further motivates consumer purchases and increases sales. According to a study by Point-of-Purchase Advertising International, a global nonprofit association for marketing at retail, customized signage boosts sales by up to 28 percent.
Highly targeted personalized direct mail. A typical direct-mail campaign is limited to offset printing of a color mailer with a "same to all message," then a separate inkjet printing process adds the name and address information. Now each direct-mail piece that DMI prints can be unique with full-color customized photography, graphics, text, and mailing address information all printed in one operation on the Xerox iGen3. DMI can get customer's mailing projects in the postal stream faster, and the content is more relevant to a reader's interests, which dramatically boosts response rates, lowers the cost per sale, and increases marketing return on investment. DMI recently produced a personalized self-mailer on the iGen3 press for a services consulting company to invite prospective clients to a seminar. The number of attendees who registered using the self-mailer compared to those who registered by other marketing channels increased by 140 percent.
DMI also chose Xerox for its customer business development tools, part of the ProfitAccelerator(TM) Digital Resources Collection. These sales and marketing resources help Xerox's customers grow their business and provide tools to speed up the return on investment in digital technology.
To help streamline its production and make print jobs more convenient and accurate, DMI uses Xerox's FreeFlow(TM) Makeready as the main workflow to the iGen3 presses and to black-and-white devices. DMI also uses FreeFlow Print Manager to easily distribute jobs to the printers and monitor all printers from a single interface, allowing the company to better leverage the presses for a better return on investment.
DMI Inc. is a 24-hour, 7 days a week marketing services and variable data printing provider with more than 50 employees. The company offers digital print-on-demand, large-format digital output, variable-data programming, document management, complete in-house bindery, mailing and fulfillment services. A Xerox customer since 1988, DMI uses Xerox color and black-and-white production printers.
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