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February 25, 2009

InfoCision Expands Multichannel Direct Marketing Capabilities

By Brendan B. Read, Senior Contributing Editor

The future of winning and keeping customers, donors, and their incomes lies in highly personalized and targeted one-to-one communications. InfoCision Management Corp. will be helping firms and nonprofits literally realize that vision with a recent investment in new printers and in testing, with a view of offering, new personalized URLs or PURLs for these organizations.

InfoCision has bought three Kodak (News - Alert) on-demand, variable data digital printers will allow it to better service its existing client base as well as expand in to new markets by expanding its ability to ‘touch’ consumers or donors on multiple levels. On-demand printing allows different elements such as text, graphics and images to change from one printed piece to the next without stopping or slowing down the printing process to deliver a customized message to hundreds of thousands of unique customers in one print run.
The three new printers – one each of Kodak NexPress S3000 5-color digital press, Kodak NexPress S3000 4-color digital press and Kodak NexPress M700 4-color digital color press--will use GMC variable data software as well as 2D data matrix code.
Here’s the vision InfoCision offers: “So red is your favorite color, you have two kids who play sports, you’re concerned about your carbon footprint, and you live where it snows. You receive a postcard in the mail from a local car dealer with a picture of their latest four-wheel drive fuel efficient SUV, sports equipment filling the backend – in red none the less. The postcard personally invites you, using your name, to come check out their new fall line-up. This is the future of direct marketing, highly personalized, highly targeted communication.” 
“The days of throwing a bunch of direct marketing pieces out there and seeing what sticks is over,” says InfoCision Executive Vice President Steve Boyazis. “We all have our likes and dislikes; consumers want to be communicated to individually, and these printers will allow us to do just that.”
Working in concert with the new printers will be InfoCision’s Business Intelligence Group which will utilize the InfoCision Consumer Database. This dataset, made up of 110 million households, helps clients reach the exact customers they are seeking by providing demographic overlays, customer profiles, predictive modeling and data enhancement. Clients can choose among 117 database fields. 
InfoCision is also examining PURLs, which can be used to drive consumers or donors to personalized landing pages on clients’ websites. This method will work in concert with the new printers. For example, InfoCision will be able to pull profiled data from its Consumer Database and use the on-demand variable printers to produce direct mail pieces tailored to each individual on the list along with their personalized URL.
InfoCision can also print phone numbers on the direct mail pieces, which too can be targeted: for specific geographies, languages, and customer/donor segments. The award-winning firm also has the experienced, trained, high quality staff to handle calls; it operates 33 contact centers at 13 locations in Ohio, Pennsylvania, and West Virginia supplemented by a network of home-based employee agents.
“Our client base covers a pretty wide range, from financial services, telecommunications, cable, wireless, Internet, to nonprofit, religious and political organizations; our clients are the household names that most Americans depend on,” explains Ken Dawson, InfoCision’s chief marketing officer. “We’ve been handling fulfillment for our client’s campaigns for 25 years with a full spectrum of services. The new printers give us the added ability to handle large run, variable data projects; this will be the key to expanding our core business as well as securing new client projects.”

Brendan B. Read is TMCnet’s Senior Contributing Editor. To read more of Brendan’s articles, please visit his columnist page.

Edited by Jessica Kostek

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