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Master Print Communications
Phone: (858) 486 1105 | Fax: (858) 677-0038
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News & Announcements

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.

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