Hybrid Production : Mix and Match Printing
Kennickell is also excited about the opportunities afforded by the firm's latest digital addition, a Xanté Ilumina GT digital color envelope press. Capitalizing on the attention-getting power of direct mail pieces with variable images and data had been a challenge for fund-raisers because sending a donation via return envelope is still a popular option, he notes.
"We're going to start taking some of the really cool things we did on postcards (variable images, personalized URLs, etc.) and print them on envelopes, so our fund-raiser clients can send an envelope that really jumps out when it comes in the mail," explains the company president. That makes it possible to include a return envelope and potentially other static pieces in the mailer.
As a final thought, Kennickell offers a completely different twist on digital/offset integration. His business recently invested in video equipment and training so it can include QR (Quick Response) codes and links in all of its offset and digital promotional pieces, which take people to videos on YouTube starring its sales reps. Its video production services are also be marketed to clients. PI