FORMost Graphic Communications, Inc.

As seen in DMAW Marketing Advents
by Jim Feldman
July 2007

Tying a string around a customer’s finger is probably not the most effective way of reminding about upcoming events, promotions, or return visits. The challenge in direct marketing comes in finding a system that can send quick direct marketing pieces to clients and prospects without compromising consistent company messaging. Often when several offices in different regions or specialty areas are sending out direct mail, the uniformity of the messages and company branding can be compromised. A web-to-print solution solves the problem.

Web-to-print was designed several years ago, but is starting to be widely used by franchises, auto-dealers, retailers, colleges and universities, non-profit organizations, and associations. This solution offers a way to allow individual locations to share in the same message, but also to customize the message for individual client or prospect needs, utilizing editable and variable text and images. With a web-to-print system, non-marketers in remote locations can make a few clicks of the mouse to create and launch direct mail campaigns for such things as reminders to current customers, announcements of special promotions, or enticement of a new audience.

A web-to-print system will allow all employees—not just marketers—to create and print business cards, postcards, corporate stationery, and other promotional materials without the hassle of design, or the problem of over-ordering. The system allows pre-designed templates to be accessed by users and personalized using variable data. Once the template is chosen and personalized, an online PDF proof is available to view. After the proof has been approved, mailing options are available. The mailing lists can either be customer lists uploaded by the user, or lists that can be purchased online through the system’s business and consumer list interface. The mailing lists can be segmented by various geographical areas such as state, county, ZIP code, or radius of desired location. Once the list has been chosen, a final proof of the product shows not only the complete copy, but variable text based on list inclusion rules. The segmentation of the data ensures that there is not an over- or under-ordering of materials. The final step in the ordering process is billing to an individual office or account.

The web-to-print solution is ideal for organizations with multiple locations and multiple campaigns, and organizations needing small numbers of customized material. The ease of ordering ensures that any employee can learn to use the system, while maintaining the company message and brand.

This solution has created a marketing opportunity for car dealers by allowing individual dealers to design custom campaigns for their clients and prospects. The ability to send a reminder for an oil change or a promotional piece to a specific demographic group has increased the level of personalization without compromising the integrity of a national brand. The ability to monitor and control the inventory of marketing material also saves money. With its ease of ordering, online proofing, and ability to personalize, web-to-print makes an excellent tool in any marketer’s belt.

Jim Feldman is the president of FORMost Graphic Communications, Inc., in Rockville, MD. FORMost provides integrated business services, including forms management, direct mail printing and processing, in-house composition, package design and fulfillment, and digital printing, including variable data and its Web-to-Print Solution. Jim can be reached at 301-424-4242 or jfeldman@formostgc.com.