Mailings of yesteryear relied on (and unfortunately for the uninspired, currently as well) the recipient to respond by mail or telephone.  Most direct mail campaigns neglect the large percentage of recipients who prefer to respond online, still relying on a decades-old model of business reply mail, telephone response, or less archaic but equally impersonal, the now aged “go to our website” tag.  Personalized URL marketing provides an exclusive on-line response channel for direct mail that adds yet another personal touch to an overall marketing effort.

URL is webspeak for “uniform resource locator”.  Huh?  Skipping right past the techno-blah, its just the “savvy” way of referring to a websites’ address on the big information superfreeway.  Insite DM’s home “url” is www.insitegroup.com   So what is a personalized URL and why on earth does anyone need that?   Sending prospects to a same-to-all corporate web site (www.insitegroup.com)  just isn’t good enough for today’s web-savvy audience (lets say, like me, Greg Gammon). Personalized URL marketing engages these highly valuable prospects (like me!) with their own VIP landing pages (www.insitegroup.com/GregGammon.php). PURLS (personalized URL’s) are pearls to the knowledgeable marketer and savvy buyer.

A PURL utilizes the same data, text, graphics, and images that are uses to personalize and customize the targeted direct mail piece. These are used to create a personalized landing page for each name on your marketing database. This means each person who receives a mail piece from you can open their own personalized landing page as a response device to order, complete a survey, download whitepapers, e-books or access further information and more.   The deeper the data goes on each of your customers or prospects, the greater the ability to personalize the landing page and achieve the highest results.

The very personal nature of the PURL tends to increase responses to traditional mail campaigns, because the body language of the PURL says “this is only for you”.  If you haven’t used PURLs in your marketing campaigns, now more than ever is the time to get started. Insite DM can design a front-to-back integrated marketing program that starts with personalized variable data printing and culminates in a PURLized direct response system that takes your campaign out of yesteryear and into tomorrow. Pearls of wisdom from Insite DM, Digital Marketing from The Insite Group.

Databases really are nothing more than lists of things organized by commonalities.  A grocery list can be considered a database:  a simple list.   In an unorganized form, that list may jump around from produce to the freezer section to soups and back to produce.   To get some organization to the list, items can be arranged by sections in the store for easier shopping.   Grouping like items together gives the database some structure.   In this simplified example, your grocery database would have two columns:  Item, and Section.   The first column lists the items such as celery, soup, milk, cheese, and flour.  The second column, would list the section of the store:  produce, soups, dairy, dairy, and staples.   When the database is sorted on the “section”, the two dairy items then would be in order next to each other.   The list now has structure and can enable the shopper to be more efficient.

Those who have dealt with a direct-mail project have already used databases.  Mailing lists are actually databases with data that can be sorted or organized on many levels.   The simplest mailing list will include columns for Name, Address, City, State, and Zip code.   The list will ultimately be sorted (indexed) by address and zip code for mailing, but can also be indexed on the “Name” column (field) for easy lookup of a name.

However, when we speak of databases in the sense used for digital marketing, there is a huge difference between a mailing list and a database. A mailing list consists of names and addresses. A marketing-centric database may include additional data such as customer history, buying preferences, purchasing frequency, source of names and much more. Often the data is stored in multiple databases that must be related to each other…relational databases.  The difference in simple mailing list data versus complete prospect/customer metrics can greatly impact the success of any direct mail and marketing campaign.

Most of the clients Insite DM has talked to recently had no idea where this information was inside their organization, so the challenge becomes uncovering how many departments or entities within the organization have customer information they need. Additionally, demographics and psychographics can be appended to a customer profile, giving a higher degree of insight to that customers’ lifestyle. Similar lists can be researched to match their profile so future direct mail efforts generate better results. Sales volume, number of employees, SIC (standard industrial classification) codes and other criteria can also be merged to a business customer or prospect list, making much more data available. This data can be analyzed and used to identify potential clients.

Companies that are serious about getting the best results from customer and prospect lists look for the following help:

“Each customer has unique needs and demands and we want to take that message directly to them,” says Larence DeBose, Director of Digital Marketing. “The days of mass communication with the same static message to a diversified audience is rapidly becoming less effective.   Personalizing the message to each member of a target audience yields dramatically higher results.”

Digital marketing is always about relevance and targeting. That’s where Variable Data Printing (VDP) makes all the difference. Insite DM specializes in creating unique, targeted communications with impactful images, offers, and graphics that are designed to speak directly to unique customers and prospects.  This results in better marketing and higher ROI’s than ever before.

With over 20 years of experience in print and advertising marketing, The Insite Group is positioned to bring marketing consultancy and digital technology together. VDP is fast, cost-effective and impactful.  For more information, click here.

With production facilities centrally located in Bryan, Texas,  and sales offices in Houston, Texas, The Insite Group and Insite DM targets corporations, universities, travel & hospitality, and nonprofit organizations who need advanced marketing services.

Insite has just recently installed two new components that add to our array of capabilities.  Both are upgrades: An Indigo 3550 digital press replacing the 3050 series press; And  an automated wrapping machine replacing an older manual model.   So what?   What’s it do for ME you ask.

Indigo 3550

Expanding on the industry-leading digital print technology, the Indigo 3550 adds new features that makes it easier for us to produce work for you….and easier on us translates to cheaper for you!   The new press adds more automation for easier setup, faster ink color changes, and a larger sheet size (so we can get more pieces per sheet and less $$$ from you.)   Upgrades in the electronic front-end extends compatibility to more types of files meaning fewer possible issues in getting (a vast number of)  different file formats to print correctly.   Easier for us….faster and cheaper for you!

Shanklin A27A Wrapper

Few printers ever tout their packaging capabilities…its just a given part of the front-to-end process.   But plastic shrink wrap is often an integral part of delivering a defect-free product, protecting printed matter during shipping (or mailing in the case of poly-bagging).   Most wrapping is done on manual machines that can do 2-3 packages a minute.   The Shanklin automated wrapper can do 20-30 packages per minute, translating to significant cost savings on larger orders.   In addition, the machine will do single poly-bag wrapping for mail pieces to prevent scratching or scuffing ensuring that high-quality pieces are delivered.

Farouk Systems founder Farouk Shami

Insite Printing client Farouk Systems of Houston is garnering national attention for moving jobs overseas, but not in the direction most of us are accustomed to.  With its manufacturing operations in Houston, Texas, Farouk has moved overseas jobs back to the United States as it expands manufacturing of its famous CHI, Sunglitz, and BioSilk hair care products.

Farouk Shami, founder and chairman of Houston-based Farouk Systems, was interviewed on World News with Diane Sawyer, airing October 6, 2011 at 5:30 pm nationally on all ABC affiliates.  Following a World News Made in America segment that aired June 30, 2011 featuring Farouk Systems bringing jobs to America from overseas, this second segment focused on the impact on the American economy and what it means to those who have gained employment.

World News with Diane Sawyer has reported that if each person in the US spent an extra $3.33 a year on American-made goods, it would create 10,000 new American jobs; a fact that resonates with Farouk and his personal goal of creating more American-made products and jobs.

“I am living the American Dream,” says Farouk. “I came to this country with less than $100 and I started Farouk Systems in Houston 25 years ago. I am proud to be an American and to help others realize their American Dream. We can’t rely on the government to fix the economy. Businesses need to invest in American jobs and consumers need to buy American goods to keep the money circulating. We are continuing our marketing efforts to ‘Be Safe, Be Beautiful and Buy American.’”

Insite Printing is proud to be a partner with Farouk Systems.  Insite produces point-of-sale promotional posters and full-color product brochures and catalogs for the company.

A Tuna Christmas November 29-30 at MSC OPAS

InsitePrinting has signed on to produce programs for the Texas A&M MSC Opera and Performing Arts Society for the 4th straight year.  Insite has again won the contract based on its superior performance in past years combined with its cost-effective production capabilities.   Each performance program will consist of a full-color cover, 64 pages of black and white, and 12 pages of full color.   In addition to the programs, Insite has already produced the full color season kick-off brochure for OPAS.

This is the 39th season for MSC OPAS which will consist of nine Main Stage programs that begin with Steve Martin with the Steep Canyon Rangers on Tuesday August 30th.   Other offerings include Young Frankenstein, The Blue Man Group, and perennial favorite A Tuna Christmas.   

SoloShoe Communications is tasked with promoting the OPAS season and works directly with Insite in creating the programs for each event.   “We are looking forward to working with the pros at Insite again this year,” says SoloShoe president Craig Boleman.  ”Insite always comes through faced with tight deadlines and high quality demands.”

For more information on the upcoming OPAS season, visit http://opas.tamu.edu/

Much of the information created and distributed today is readily suited for the Internet in the form of web pages, but no web page can create the vivid effects of a printed page, nor communicate a tactile response evident in a  superbly crafted sheet of paper.  Coatings, flourescent ink colors, foil and embossing treatments, and concrete, unchangeable layouts (one continual gripe of web designers is  that variables from web browsers to computer monitors can change the intended design and color of their designs in not so subtle ways) give the printed word ever more power.  So what does it take to make it all work?  Without delving into the processes needed for great writing, editing and graphic design, I’ll focus on what it takes from that point to actually get it all on paper.

Two primary processes are used today in most printed materials:  digital printing and offset printing.  Offset printing has been around for decades and control systems continue to evolved that aid in producing top-notch quality printed products.   Digital printing, utilizing toner instead of ink and an electrostatic process instead of printing plates, can often deliver similar value of quality.  So whats the difference?

Offset printing presses utilize a natural law that water and oil don’t mix.  The printing plates used on offset presses, contrary to what most people might think, do not have any relief to them, meaning the areas of the plate that are intended to print to the paper are not raised (as is the case for letterpress printing, much like the type strike of traditional typewriters)…the aluminum plate is smooth, generally about 12/1000 inch thick, and is flexible for mounting around a cylinder on the press.  What makes the plate work is the use of water in addition to ink.    A printing plate is exposed, now most often on a drum imagesetter which is a kin to laser printers…a digital “image” being exposed by a laser to the plate rotating on a drum…rendering a plate that has image areas that attract ink.   The coating on the plate that is NOT image area, or what has not been exposed by the laser, is water receptive.  Once mounted on the printing press, a series of rollers apply a thin film of water to the plate, followed by additional rollers that apply ink to the plate.   This thin water film repels the oil-based ink leaving only the image areas of the plate with ink to transfer to the paper or other substrate.  A very delicate balance of water and ink must be maintained to achieve high quality printing.  So where does the term “offset” come into play?

Insite Printing's Komori LS629 Six Color Press

The thin metal plate carrying both a water film and ink film does not lend itself well to being pressed directly onto the paper…the results would be very poor reproduction quality.  Instead, the plate comes into contact with a rubber “blanket” that has a small amount of compressibility and is very receptive to ink.   The ink is fully transferred onto the rubber blanket which then is “offset” onto the paper.  The ability of the rubber to accept and release ink, along with its compressible nature allows offset printing to achieve very high quality results.   This entire process can run at over 40-50,000 cycles per hour on roll-fed presses, or 12-18,000 sheets per hour on sheetfed presses…what most observers would call “very fast” (something on the order of 5 sheets per second for sheetfed presses running 25×38 inch sheets, or the equivalent of 144,000 8 1/2 x 11 sheets per hour.)   Presses are equipped with computerized control systems, cooling systems, and heat dryers to allow for very fast production while maintaining superior and consistent quality.

What has been described in the previous paragraph is what is needed for one color, say a simple black ink on white paper brochure.   Full color printing needs four plates, Cyan, Magenta, Yellow, and Black (CMYK), and a full color printing press will have four separate printing towers, one for each color.  The combination of those colors can produce a full range of color, but still has its limits.  Some printing jobs will require additional color plates with specially mixed colors to achieve the right color palate.  For this reason, many offset presses have anywhere from four to ten printing towers in one press, each tower dedicated to one ink color and one plate.

Insite Printing uses the HP Indigo 3050 digital press

Digital copiers and digital presses use a similar process whereby they use CMYK toners but apply the images directly to the paper using a high-voltage electrostatic process.  One exception is the HP Indigo digital press (which Insite Printing uses) that uses liquid inks and an offset blanket.  Without getting into highly technical details, the main difference in digital presses is no need for a printing plate. The image is sent directly from a computer and printed.  Most people are familiar with this process in the form of desktop laser or inkjet printers.  This results in big up-front savings as there is no cost associated with making plates and the time it takes to hang plates on the press, align them, and adjust ink until the first good copy results.  This can take up to an hour on an offset press which usually bills at hundreds of dollars per hour. The cost of making the plates can also be significant.

On a digital press, generally the first copy off is saleable, and it takes only minutes to set up and run. The downside to digital is the cost per copy…the cost of consumables on a digital press (toner, electro imaging plates, and general maintenance) is much higher than traditional offset, and instead of running 144,000 8 1/2 x 11 sheets per hour, a fast digital press may produce only 4-5,000 8 1/2 x 11 images per hour.  A break-even point where traditional offset printing becomes more cost-effective than digital is usually around 2000  8 1/2 x 11 sheets.  Where a hundred sheets on a digital press might cost $100, on an offset press that can be nearly $400.   Likewise 5000 copies on an offset press might only be $600, while on a digital press could run as high as $1500.

Therefore digital printing is widely used for short-run applications, while offset is still king for longer runs. Digital printing does have other advantages in shorter turn around times (negating the need for prepress work such as plates), and the ability to do variable data printing which will be discussed in a future article, both of which can often justify higher costs. But getting the print onto the paper is only one part of a complete printing project.  Finishing is often required in the forms of cutting, folding, embossing, foil stamping, coating, packaging and/or mailing.  Watch for other articles on these aspects.

copyright 2011 Greg Gammon / The Insite Group

The B/CS Chamber recognized Insite Printing & Graphic Services, which had a major role in producing the “Newcomers Guide,” that won in the brochures category. The Chamber was also recognized for its monthly magazine/newsletter, the “Chamber Connections,” which is distributed each month to all members.

In addition to the catalog mailing, Insite continues to handle postcard mailings for ticket promotions that go out prior to performances, and also produces programs for the events.  Some of the promotional efforts by HGO have utilized Insite’s digital variable data printing capabilities that allow for customization of individual printed pieces based on the recipients’ profile.

The HGO 2011-12 season kicks off with The Barber of Seville which runs from October 21-November 6.   Other offerings by HGO include Fidelio, LaTraviata, The Rape of Lucretia, Don Carlos, and Mary Stuart. For more information on the upcoming season, visit HGO at www.houstongrandopera.org or call 713-228-OPERA.  Season ticket packages are available with up to 60% savings.

Full Color Photo Quality Poster 24 x 36 Inches – $ 24.00 each

Perfect for point-of-sale displays, office artwork, promotional signs, or a framed family portrait.   Photo prints are professionally printed on heavy, archival quality glossy photo paper with fade-resistant inks.  Don’t miss this exceptional offer of $24.00, one third the normal price of $ 72.00 !

How it Works

Purchase your Deal of the Week now by clicking on the BUY NOW link.  Credit Cards and Pay-by-check online are accepted.   You may upload your artwork at the same time, or take up to 30 days to redeem your deal. Purchase offer expires on July 22, 2011 and offers must be redeemed by August 22, 2011.   Posters may be picked up at the Insite Office at 123 E William J Bryan Parkway, or shipped to your location anywhere in the United States for an additional $15.00 via USPS Parcel Post.  No refunds on purchase or unused deals.  Allow 7-10 business days for production.  Limit one purchase per customer.

Note: JPEG, PNG, PDF, and GIF files are accepted and must be sized to 24 x 36. Low resolution files will result in sub-par prints. File intervention to fix files may result in additional charges. You will be notified beforehand if any work is required to complete your order.

BUY NOW 

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