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News & Announcements

master print article Video on the iGen 4 Automated Packaging Solution

Category: Print

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Keywords: iGen4, Xerox, digital packaging, packaging solutions, variable data printing, personalized packaging

Posted on Mar 02, 2010.

master print article Master Print Closes an Eventful Week

Category: Company

master print open houseAll Master Print Communications Open House guests and PIA trade show attendees, as well as our twitter followers, have undoubtedly picked up on the message behind our two event themes: Print is ALIVE.

Not only is print vibrantly and creatively being used to drive response rates through the roof, but it is also illustrating a clear cut route to engaging customers effectively. The key words here are: digital, personalization and media! This eventful week has allowed us to open San Diegans up to the evolution of print into media. This is not divergence, people! Rather, it is an elegant and sophisticated merge.

When research starts to throw around facts like, “66% of consumers hit up the internet to respond to direct mail advertisements," you begin to organize these facts onto a little profit clue-board called: cross media marketing. Print is not being killed off by the internet. That is a very big misconception; print has been given the opportunity to progress from the predictable and static past it has, until now, been a prisoner of. If your customer is going on the internet to do business with you, you must be one step ahead of them. In the new age of print, the internet and creative media are a window of opportunity for you to be there waiting, creatively, to interact with your perfect customer. Did I say “perfect customer”? Yes. In the new world, you only work with those who want your business, and with the right data, it is like sliding a knife through butter.

It is no surprise that the overly saturated internet has morphed into a vortex of commercials and sales, thus making banners and pop ups a great competitor to the trashy level of junk mail; both are a lost cause if you want the attention of this “perfect customer.” Bridging your direct mail over to into media is a way for you to cut through all the noise to engage your customer. The sooner you refine your print marketing tactics towards cross media the quicker you will understand how to drive massive response rates. How do I know this? Well, because I've seen it work and I am looking at research of the success rates of these campaigns daily. Please email me if you would like me to share them with you.

Anyhow, moving on, the ingredients of a successful cross media marketing campaign are: digital print, PURL's, variable data and analytics…and art. In the past few years these personalized marketing campaigns have been establishing strong results in comparison to traditional and static campaign styles. The cross media marketing recipe blends together these powerful tools to ensure a higher ROI and with PURL's you are able to manage and track data as precise as URL visit rate, response rate as well as real time information updates.

Attendees of the Master Print Open House, PIA tour and PIA Expo were treated to much more than artichoke dip and chicken wraps, free loot and very colorful posters, they were also able to visit with the print industry's highest rated digital press, the iGen4, one of four in Southern California.

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Posted on Feb 26, 2010.

master print article Meeting Challenges in Digital Print in this Economic Climate

Category: Print

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Keywords: FESPA, digital printing, economy, printing, commercial printing, global market, brand, marketing, advertising

Posted on Feb 24, 2010.

master print article The Revolution of the Digital Print Industry

Category: Print

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Keywords: digital printing, FESPA, print industry, suppliers printing, exhibition

Posted on Feb 22, 2010.

master print article The List

Category: Marketing

direct mailingDo you know that in one year about 43 million people, one out of every six families, will move? Moreover, seventeen percent of people will change their address and about two percent of the listings in a mail database will change enough to be unusable. Direct marketing professionals emphasize high quality data, the development as well as maintenance of the list, while experts attribute 40 percent of a mailing's success to that list.

Direct mail is just one part of a multidimensional marketing program and consists of many variables, like well written copy, that generate responses. What good does a fantastic marketing piece do, if your recipient has no interest in your company or never even receives the piece? The list is your key to targeting the select group of people who want your services. The list will do one of two things: make or break, your program.

Lists are developed based on any number of characteristics such as where the target lives, works, their age, gender and race, income, marital status, previous memberships, activities, purchasing patterns, job functions and so forth. This data can be acquired through third parties like list brokers, swapping lists with companies, magazine or journal subscription lists, telephone directories or public information like real estate ownership. List brokers are a great stop for additional services like specifying a unique list from multiple sources and offering a report on the past history of a given list. They are also able to offer assistance in terms of implementing test mailing and developing a response tracking system.

Once you acquire your list, before you get to work: Do your research! Who has used this list and do competitors mail the list at the same time you do, how often is the list rented and, furthermore, do you have the whole list? Asking these types of questions will allow you to negotiate a price that is reflective of the list limitations. Many of your marketing campaigns will probably require that you merge lists. The duplicates you encounter are likely to generate the highest value, while many of the names on your list may be inactive. The National Change of Address (NCOA) file can help you eliminate most of the undeliverable mail from your list. Effective cleansing on the other hand requires that you verify your data against the address change databases as well as the remaining address listings. By cleaning your list you are being cost effective, professional and you may also be picking up additional data points.

Lay the foundation of a powerful direct marketing opportunity and reap the benefits of an effective and accurate database by approaching list acquisition the right way!
 

Posted on Feb 19, 2010.


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