Guys that Get It
The client came to Datamart knowing about print-on-demand, but Bussert and his crew changed the game to totally personalized booklets, trimming inventory to about five skids. Not bad for a program that involves, in total, some 66,000 possible combinations of content.
Data files come in with each new or renewed membership, indicating the type of membership, the options chosen and where the member lives. Each booklet is produced as needed, personalized with all relevant and up-to-date information, and sent out shortly after the order is received. The cost savings in pre-printing and warehousing alone are substantial, and the client has continued to be thrilled for over four years.
Or consider the auto manufacturer for which Datamart produces totally customized booklets that reach a car buyer's mailbox a few weeks after they bring their new chariot home. Datamart takes a data file that lists the model and options a customer has purchased and turns it into a 5.5 x 8.5-inch booklet that not only matches the color of the car, but contains detailed text and graphics about of every option chosen and how to use it.
In this instance, a marketing firm came knocking with an idea of what it wanted to do, but with no idea of how to do it. Datamart applied the technology, primarily GMC software and HP and Xerox print engines, to make the vision a reality, while adding levels of detail beyond what it originally was asked to do.
"People have asked us when we bought our Indigos and iGens why we didn't just buy offset presses," relates Bussert. "It's this technology that's exciting and makes it fun to come to work everyday. With an offset press, you're creating one message and sending it out to a whole bunch of people. With our presses, we're creating a whole bunch of messages and sending them out to a whole bunch of people. It's the ability to create something new."