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HP Indigo helps DME launch new direct marketing print service

Aug 15, 2011 12:00 AM


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DME, a pioneer in digitally printed direct mail, is using a newly installed HP Indigo 7500 Digital Press to expand its new “Customer Rave” customized gifts service for clients, a move DME considers integral to growing and differentiating its business.

The 29-year-old firm, based in Daytona Beach, FL, wanted to offer more high-end marketing services to its clients, which include leading automotive and health care firms, professional sports teams and some of the nation’s most popular collegiate athletics organizations. Kathy Wise, the company’s chief operating officer, saw an opportunity in a sales tool she had developed: a small gift covered with personalized wrapping paper printed on the company’s two-year-old HP Indigo 7000 Digital Press.

“I created the gift to get a response from a prospect who would not call me back,” says Wise. “When she received it, I got an appointment with her the very next day.”

Late last year, the company produced end-of-the-year digitally printed gifts for its customers and prospects featuring gifts with personalized wrapping paper placed inside of a personalized, wrapped box, shipped with a personalized greeting card that included a personalized url.

“The print quality with the HP Indigo press is wonderful,” says Wise.

The success of the innovative employee gifts eventually led DME to develop its Customer Rave product line. Once clients submit a recipient list, DME assembles, prints and ships personalized gifts that meet the client’s budget. The service had early wins with the United States Postal Service and other clients. Before long, the company had enough business and customizable product designs to justify installing its second HP Indigo press, the new 7500 model.

DME clients primarily use Customer Rave to create thank you and recognition gifts for their customers, prospects and employees. The company is expanding the Customer Rave product line and now offers calendars and photo mailers that take advantage of the HP Indigo 7500’s compatibility with a broad range of substrates.

DME financed the new press using HP Financial Services, the company’s leasing and life cycle asset management services subsidiary.