Digital Finishing — Back End Boosters
"In each case, we find that the cost is coming down and the quality that is achieved is commercially acceptable, if not better in some cases."
One-to-one marketing is easily the hottest, leading growth product for SCI Image, which came up with its own software solution to show end users how to get the most out of the concept. In a 90-day span, SCI sold the software to 15 of the 20 customers it was demonstrated to—no small miracle for software that normally takes six months to sell, Scherman notes.
"Everybody in marketing needs to grow their business," he says. "There are two kind of customers you're really calling on: print management—short run, transactional—and the other half is taking advantage of the technology on the marketing end. When we're calling on a marketing department, it's a lot different than calling on a print buying department.
"For marketing groups, this is all brand new and helps them manage their printing and marketing budgets in a way that they've never seen before," he adds. "It's astonishing to see the excitement in customers' faces and how quickly they respond to it. When you say one-to-one, everyone knows what it means, but everyone doesn't know what to do with it. We've made it easier for them."