At NetPub, a full-service print, publishing and fulfillment firm in Poughkeepsie, N.Y., variable-data and web-to-print solutions are already second nature, according to William Grogg, the company's president.
"We've been doing short-run, customized work since the early 1990s," said Grogg. "We're very good at print-on-demand and we've figured out the multichannel marketing process, but our customers need data analytics."
Combining the print service skills of NetPub with KODAK MARKETMOVER Managed Campaign Services just made sense. Now NetPub can offer its customers data-driven, multichannel direct marketing campaigns, based on the rich information available in their own customer and prospect databases.
"What attracted us the most was the depth of expertise Kodak had in their tool bag," said Grogg. "We will be able to offer our customers better use of their existing or purchased data. This will allow them to reduce their marketing budgets by doing more targeted campaigns to reach the right audiences."
A Kodak team of experts provides marketing-related consulting and customized KODAK Solutions to print service providers. These experts bring extensive knowledge in data analytics, marketing, and marketing science that enables printers to deliver multichannel campaigns that differentiate their business and build customer loyalty.
Grogg sees opportunities in three distinct markets: financial, nonprofit, and educational.
"For example, a bank wants to target prospects for car loans in a specific county or region. We can look at current car loan customers in that area and run those analytics against a list of people who do not have car loans, to find the prospects who will be most receptive to the offer," said Grogg. "Maybe the original list is 100,000 names, but once we've done the analytics, we can mail to just 30,000 and get much better results-for less money."
Grogg sees the potential for establishing long-term relationships with customers using the Kodak program as well. "We offer the client the ability to use the data, with us maintaining it for them for as long as they want it," said Grogg. "Once you do a great job for a customer and they are successful, there is less chance of them switching to another vendor."
"NetPub is establishing a more integrated relationship with their clients using Kodak's data analytics capabilities as the unifying factor," said Stuart Grossman, Service Line Lead, KODAK MARKETMOVER Business Advantage Solutions. "The best part is that NetPub can offer MARKETMOVER Managed Campaign Services to their customers without making a significant capital or resource investment. With this advantage, NetPub is a force to be reckoned with."
MARKETMOVER Solutions consultants work with printers to identify the strongest candidates among existing clients, then help to market and deliver high-margin marketing services. This helps printers move toward new account acquisition.
"Customers see the opportunity immediately," said Grogg. "They're receiving it quite well, and they're really excited."
Kodak is a global advisor and provider of integrated services to help companies transform and optimize their businesses. Through a network of service professionals in 120+ countries, Kodak provides technical, professional, consulting and managed services to enable customers to focus on growing their businesses, maximize productivity, and more effectively manage risks. All KODAK Products and Software are backed by KODAK Service and Support. To learn more, visit www.graphics.kodak.com.