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President, Print Oasis Print Buyers Conference

Connecting with Print Buyers

By Suzanne Morgan

About Suzanne

Suzanne Morgan is president of the annual Print Oasis Print Buyers Conference (www.printoasis.com) and Print Buyers Online.com, a free educational e-community for print buyers and their print suppliers (www.printbuyersonline.com). PBO has more than 11,000 members who buy $13 billion a year in printing. PBO conducts weekly research on buying trends and teaches organizations how to work more effectively with their print suppliers.

 

PURLs: Are they being offered by print suppliers -- and used by print buyers?

 
April 21, 2009


Below are the results of the latest Print Buyers Online.com Weekly Quick Poll survey, which encourages our print buyer and supplier members to share their thoughts on issues that affect the graphic arts industry.
 
 
Print Buyers: Has your company incorporated pURLs in its direct mail campaigns?

a) Yes — 26%   
b) No — 68%   
c) I don't know — 6%

Print Suppliers: Does your company offer pURLs as a service to your print clients?

a) Yes — 79%   
b) No — 17%   
c) I don't know — 4%   

(34 major print buyers and 23 print suppliers participated in this Quick Poll survey.)
 
Comments from survey participants:
 
"Our company does not yet have the infrastructure to support the execution of PURLs. Based on the expected ROI, it's a hard financial case to make for committing to the support."
 
"We use them for prospective students. They can join our IC Peers site after we have accepted them, but before they accept us, and chat with current students." 
Peter Kilcoyne, Manager of Printing Services, Ithaca College


"We have initiated PURL campaigns via direct mail and email with success. We have found that successful PURL campaigns are short and direct to the point in terms of intent. Don't try to do too much or you lose the respondent." 
Walter Payne, President, ImageMark Business Services, Inc.


"We have had many very successful campaigns with this technology. It is a great way to track your results of a campaign." 
Donna Neese, Printing Consultant, Wentworth Printing
 
The views expressed by our members are not necessarily the views of Print Buyers Online.com. We feel that it's important to share diverse opinions, even if we do not agree with them.

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