Kohl & Madden's New Hybrid Ink Finds Success Through Direct Marketing Campaign
Press release from the issuing company
NORTHLAKE, IL - July 15, 2005 - Kohl & Madden was confident that its new generation, advanced Hy-Bryte hybrid ink line was a winner, and to prove it they introduced it to the market in an unconventional manner.
Through a specially designed direct marketing promotion, K&M mailed sheetfed printers a voucher for a “starter kit” containing a 5-pound sample of each process color, along with press wash and UV coating. According to Brad Bergey, K&M president, response to the campaign has been overwhelmingly positive.
“We are certain that once printers try our new hybrid inks they will be convinced that it is a superior product, so we let them try it free-of-charge,” Bergey explained. “We also send a K&M service technician during initial trials to ensure optimal performance of our products.”
Combining the best performance properties of conventional sheetfed offset with UV curable technology, K&M’s new Hy-Bryte ink provides consistent and higher gloss levels than conventional inks when in-line coated.
“In a single pass, you can now print and in-line coat without gloss-back or the need for primer, and the printer achieves sharper, cleaner printing with greater mileage and less downtime,” Bergey said. “Our goal is to provide the best quality products to our customers and help them be more competitive in the marketplace.”
He added that gloss is retained over time, and no changes need to be made to the conventional press. No changeover press cleaning or conditioning is necessary. Only two to three UV lamps need to be added between the print and coating units.
K&M is continuing its promotion, and printers interested in a first-time trial of the product can call K&M at 1-800-590-8872 for more information. K&M will also be at Print 05 Booth 811 in Chicago, where printers can also learn more about Hy-Bryte hybrid inks.
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