MindFireInc, the leading developer and distributor of ondemand cross-media communications software, and In-Plant Graphics, the leading industry publication for in-plant printers, announced the release of a joint study at this year's IPMA International Conference in Rochester, New York that highlights some of the challenges and opportunities facing in-plant printers.
According to the June 2009 poll, which surveyed 120 respondents from a cross-section of in-plants in areas such as education, non-profit, government, healthcare and financial services, in-plants are finding ways to cut costs and generate new revenue streams through the end of this year.
Among the top strategies for viability and growth: investing in additional hardware and software (65%), adding new services (64%), and reducing budgets (63%).
As far as tools of the trade, digital printing is now mainstream within these organizations, as 89% of the in-plants surveyed own a digital printer. More than 50% use VDP software, and an overwhelming 90% view it as an important tool today or in the very near future.
This bodes well for the future use of personalization as more than 90% of these organizations have yet to use it, though 50% of them are at least somewhat familiar with it. Similar data can be found in the adoption of cross-media communications, which combines the power of direct mail and print marketing with other response channels such as email, SMS, and pay-per-click.
"The demands being placed on the in-plant industry for demonstrating value are greater than ever," said Arie Abecassis, President, MindFireInc. "With a large installed base of digital printers, and the increasing importance of VDP, this survey supports the notion that this community is well-positioned to take full advantage of the benefits of personalization as a means to track and improve the effectiveness of print marketing for their parent organizations."
For a free complete download of the survey, please click on www.IPG.GotPurls.com
and a complimentary copy will be sent to you.