TransPromo Special Report — Learning from Those Who Know
HOUSTON-BASED Personix promises to help build stronger customer relationships through personalized communications. The company (a unit of financial data giant Fiserv) produces a wide variety of personalized printed and electronic materials for clients in the retail sales, financial services, healthcare, entertainment and telecommunications industries.
Also a player in the investment services vertical, Personix produces statements (non-billing), checks and explanation of benefits documents. To help businesses reach their customers and retain brand loyalty, Personix provides customized credit cards, membership and ID cards, billing statements, personalized checks and other related advertising materials—all with a few extra personal aesthetics.
According to Don Mathis, corporate director of composition, “The key components of TransPromo have been around for years…one-to-one marketing and full-color printing. What has changed are the sophistication and economics of the solutions, the skills required to deliver full service, and how and who you sell to.”
Mathis adds, “Transactional service providers need to compete differently. Their solutions today need to include content creative and creation. Customer data needs to be supplemented with additional demographic and psychographic data using analytics to determine what message to deliver and when.”
Personix addressed these issues by acquiring the St. Louis-based Jerome Group in 2006. It has an in-house advertising agency and a full-service direct marketing solution, including data analytics and data enhancement.
While toner-based, full-color technology has been available for years, Personix’s view was that it was only cost-effective for niche applications. Ink-jet technology is changing the economics.
“Ink-jet, drop-on-demand solutions are delivering high quality. . .They are very fast and the cost of consumables is reasonable,” says Mathis. “Clients no longer need to choose between quality and cost.”
Personix was the first U.S. print service bureau to install an InfoPrint 5000. “The shift from black-and-white to full-color was not insignificant. Color is exponentially more complex than black-and-white—you need to understand the color gamut, document composition is more complex, and file size explodes,” he notes. “Printing color consistently and cost-effectively requires hard work.”