Gimbel & Associates Blog

Why is Data Still a Four-Letter Word?

Posted by Lois Ritarossi on Oct 2, 2018 11:19:34 AM

Highly personalized and customized print communications that drive customer engagement have won awards and been featured in highly acclaimed case studies for decades.  Marketers have experienced response and conversion lift when they leverage variable data. This phenomenon has been documented many times.

Why are so few of these campaigns executed? Most direct marketing programs do not leverage the demonstrated power of data. What is it about variable data that keeps marketers from using readily available technology to their advantage?

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Topics: variable data printing, creative, agencies, print buyers, Deborah Corn, Print Media Center

Can Legacy Applications Jumpstart Your Inkjet Success?

Posted by Lois Ritarossi on Jul 28, 2017 2:23:19 PM

Inkjet Platforms Bring a New Level of Customization, Impact, & Effectiveness 
 
High speed color inkjet can revolutionize a printing business, but printers won’t realize the most beneficial impacts of this technology by simply moving print from one platform to another. Profiting from inkjet requires effort in three separate areas of the workflow: data, print output, and finishing.
 
Though inkjet may bring new business to  a print service provider, most jobs processed on a new inkjet platform, at least in the beginning, are legacy applications. Printers developed these existing print jobs using then-current methods and technology. The legacy work is almost always a mixed bag of formats and processes. Print service providers will need to spend time on normalization and standardization as they prepare to introduce new inkjet platforms to their operations.
 
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Topics: inkjet technology, digital print, data analytics, variable data printing, paper

Upgrade fundraising strategies with printed and electronic messaging

Posted by Lois Ritarossi on Jan 5, 2017 1:04:51 PM

Printers have the expertise, non-profits have the need

Many non-profit organizations are stuck in the past when it comes to their fundraising efforts. Part of the challenge is a lack of resources. Non-profits rely on volunteers to handle administrative tasks. There may also be knowledge and experience gaps which may cost fundraising groups more than they realize. Partners such as print and mail service providers can be valuable sources of information and inspiration. Working with their partners, non-profit clients can upgrade their fundraising and communication strategies through printed and electronic messaging.

 “Tried and True” campaigns that have always produced satisfactory results are probably out-of-date today. Internet technology has affected everything – including the way non-profits inform donors about causes and persuade them to send money.  Good news for smaller non-profits, the internet has also leveled the playing field. Now any size organization has access to the tools and techniques necessary to upgrade their approach. Non-profits must modernize their methods to take advantage of current technology and connect to today’s contributors.

Data is king in the commercial business world and non-profits are no different. Sadly, most organizations do not have the data they need. Others are unsuccessful at applying their facts and figures. Effective use of data will improve messages to members, donors, volunteers, and sponsors. Stellar fundraising requires communicating the right information at the right time to the right people. Data makes that possible. And software tools drive effective customer engagement across multi-channel communications.

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Topics: digital print, marketing strategy, multichannel campaigns, integrated marketing, variable data printing

Grow Your Business by Selling Value, Not Print

Posted by Lois Ritarossi on Mar 15, 2016 9:00:00 AM

Print providers are in an excellent position to help their customers understand the unique benefits of print communications, how to get the greatest return from their investments in printed material, and how to integrate print and digital media to raise the effectiveness of all the channels. Focusing on how customers benefit from their services is the way to get customers thinking of a print service provider as a strategic partner rather than a vendor.

 This requires shifting sales conversations away from production-related specifications such as print volumes, finishing, and paper stocks. Value-added discussions should be about business goals such as conversion rates, customer retention, upselling, lifetime customer value, and customer experience. 

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Topics: sales, consultative selling, multi-channel campaigns, sales effectiveness, variable data printing, digital print