There is much infrastructure that goes into a successful direct mail effort, Viniski said. The printers of the future will be able to help customers add value extending beyond the printed piece into the total direct mail campaign. While it’s not clear how much of the campaign the print provider will need to supply, it is clear they will have to provide more than print, he asserted. “The answer is to use the medium, and all the applications and messages offered by that medium,” he added. “There is the classic direct mail, and email versus the printed page. But beyond that, smart phones and tablets create applications and opportunities to deliver the direct mail message, but deliver it differently. The printer becomes a trusted advisor in this context, adding value to communication channels.” Become a Partner To ensure a large piece of the digital direct mail market, a PSP must transition from a vendor to a partner, said Dave Johannes, senior vice president of operations at IWCO Direct in Chanhassen, MN. Doing so requires a blend of strategic investments in digital technology, data security and education, both internally and for the customer, he adds. IWCO Direct has undertaken significant investment in color digital inkjet equipment, which provides its clients the ability to increase response rates by including variable or dynamic content to create highly personalized direct mail at high volumes. “As the leader in continuous color inkjet capabilities in the direct mail advertising market, we have invested in a robust platform that gives our customers a wide variety of options,” Johannes said. IWCO Direct has asserted its leadership through a number of noteworthy firsts, he reported. In addition to being the first in the US to install Oce 7650s and 8750 VarioStreams, the company also installed Stream. This spring, it will install the first Canon 3500 ImageStream. That 30-inch-wide press offers true 1200 by 1200 dpi print and the ability to print on a wide variety of untreated standard offset stocks. IWCO Direct is also installing the first US Canon VarioPrint i300 color inkjet cut-sheet press. With a platform that includes nine continuous color presses and three color cut-sheet presses, IWCO Direct continues to demonstrate its willingness to invest in equipment to drive leadership in its market space, he said. For more information, visit MyPRINTResource.com/10006604 the first Canon 3500 Color- Continued on page 23 MyPRINTResource.com Inkjet’s Age | June 2015 19
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