Albany, NY –
Velocity Print Solutions a Northeast Regional provider of print related communication services, headquartered in Scotia, NY has announced plans to centralize their production facilities. Velocity will be moving its smaller lithographic printing operation located in Middlebury, CT to their larger Albany, NY (Scotia) production facility. Velocity will be retaining a sales office in CT to house customer service and sales personnel. A six color large format 40″ lithographic press with automation and coating capability will be moved to the NY facility and will complement the existing offset and digital printing offerings.
Customers asking for higher volume print quantities more suited for lithographic than digital will be pleased to learn we can now offer all this in one location. Project management will be streamlined with the variety of presses all in one location as well as fulfillment, mailing and shipping services. In addition, the corporate office in Scotia will be adding positions for press operators, production and sales staff.
Jim Stiles, CEO states that: “This consolidation will put Velocity in a much stronger position to compete in the marketplace. Our wide variety of print related services that we currently offer will be complemented by the new services we intend to add in the near future.”
The other night, after dinner, my daughter and I were cleaning up the kitchen. I was washing the dishes, she was drying them and putting them away – or at least that was the task she was assigned. She dried some and put some away and then I noticed that the dishes were piling up beside me. I looked around and found her feeding the cat. She came back, dried a few more dishes and disappeared again, this time she was writing a note to herself about school. She came back again and helped a bit more, then was gone. When I tracked her down she was checking her email to see if her teacher had replied to her about a project. When I questioned her about the mounting stack of dishes on the counter she replied that she was multi-tasking.
That really made me think about the value of multi-tasking as a skill. How often do we let ourselves get pulled in different directions instead of staying focused on the task at hand? Our industry demands everything immediately. I don’t even get actual deadlines anymore, everything is either HOT or due ASAP. This false sense of urgency makes it easy to justify the partial completion of jobs and projects in favor of the most recent crisis that was dumped in your lap.
So, is it a skill to let yourself get interrupted? Is it good time management to drop everything you are doing in order to work on something that is of equal importance as the project you were working on in the first place? Are you using good organizational skills if you start a project and then stop it in favor of working on something that you would rather do? Is multi-tasking just another way of saying, “I get easily distracted”?
In answer to all of those questions I would have to say, “It depends on the situation.” I would love to be able to tell everyone who calls, emails and stops by my desk that I’m busy and that I’ll help them as soon as I wrap up whatever I am working on. However, the reality is that our business is so fast-paced that I think I could only get away with that kind of response a couple times before my boss started getting complaints. The trick really seems to be determining what is truly urgent and what can wait. Once you know that, then you can decide whether you are going to multi-task or just plain task.
Written by Stef King, Prepress Manager CT
Hidden features or Easter Eggs exist in many of the applications we use from day to day. This is a way for developers to leave you a special message or just let you know they were there.
In QuarkXpress there has been a Martian hidden in their application for years. To bring out the Martian you need to select an object and hit command (or Control) shift + delete and he will come out and destroy your selected object. If you do this 10 times in a row a giant monster will come out and blow up the object. Of the hidden features you can find this is my favorite.
In InDesign if you go to the about InDesign menu and type the word butterfly you will be treated to a nice display of fluttering butterflies.
In Illustrator you can display fun facts or even eyes that follow your every move within the application. To do this open a new page at the bottom left of the illustrator window command + option click (Control+alt click) on the box next to the page number. You should be able to choose from quite a few fun facts & eyes that follow your mouse.
In most versions of Photoshop if you hold the command + option (Control+alt) and click about Photoshop you will see a different splash screen with credits or even a special hidden message. This splash screen will also tell you the code name for that version of Photoshop (CS6 code name is Superstation / CS5 code name is White Rabbit). In Photoshop 4 if you hold command+option (Control+alt) and click on the layer options Merlin the wizard will pop out for a visit.
Best way to find theses easter eggs is to explore your applications, most times holding the command + option (Control+alt). Happy hunting!
Posted in Company News, Print, Printing Tips, Uncategorized
Tagged application tips, Apps, customer service, digital print; personalized print; variable data print; one-to-one marketing, digital printing albany, graphic applications, Indesign, Photoshop, printer albany, printer Hartford, QuarkXpress, Tricks, velocity print solutions
Oops, we messed up – now what do we do? 3 Key Steps to Keeping Your Customer
Yes, occasionally mistakes do happen no matter how many T’s are crossed and I’s are dotted. It happens. We’re human and sometimes things slip through the proverbial crack. The real test of superior and Above and Beyond customer service is how the mistake is handled and rectified. Do you attempt to cover up with a thinly veiled excuse that even a 1st grader could tell was bogus or do you take it on the chin, call the customer and explain what happened and work together to find a solution that will solve the immediate problem and get back on track. Obviously the correct response should be honesty is the best policy as we were all taught in Kindergarten. To attempt to conceal or downplay the problem will only serve to diminish your image and tarnish your reputation in the eyes of the customer. Confront the problem, find a solution and then make it right. This is where a solid quality management system can be a benefit. Review your process procedures and find the root cause and fix it.
A well handled “disaster” can be recovered from and actually increase the loyalty of the customer. Remember the Tylenol crisis of 1982? The company won praise for its quick and appropriate action. Having sidestepped the position others have found themselves in – of having been slow to act in the face of consumer concern – they achieved the status of consumer champion. Within five months of the disaster, the company had recovered 70% of its market share for the drug – and the fact this went on to improve over time showed that the company had succeeded in preserving the long term value of the brand.
In fact, there was some evidence that it was rewarded by consumers who were so reassured by the steps taken that they switched from other painkillers to Tylenol.
The 3 key steps to follow:
- Act quickly, with complete openness about what happened.
- Take steps to ensure that measures are taken which would prevent a recurrence of the problem.
- Be prepared to absorb the cost of fixing the problem to reestablish a basis for trust with the customer.
Posted in Cross-Media Marketing, Digital, e-Solutions, Fulfillment and Distribution, Personalized Printing, Print, Printing Tips
Tagged above and beyond, customer service, errors, honesty, ISO9001:2008, Quality, quality management, service, truthfulness
Polyester. The word itself brings to mind images of people in plaid and paisley outfits with big hair from the 1970s. Horrible refrains written by the Gibb brothers echo through my head when I think of that time period. I remember my mom listening to them on the AM radio in our car when I was a kid. I also remember being dressed in striped polyester bell-bottoms and sent to school (sorry, image not available). I was so happy when denim and cotton became the preferred fabric of clothiers.
Fast forward to present. Quite a few of the big names in athletic apparel use polyester as the primary material in their shirts, shorts, sweats and more. But now, polyester and polyester blends, are touted as moisture-wicking, non-chafing, high performance fabrics. It is sold to us under such names – Dri-FIT (Nike), Climacool and Climawarm (Adidas), PlayDry (Reebok), Double Dry – formerly Duo Dry (Champion), UA Tech (Under Amrour). Walmart has even gotten in on the action with their Dri-Star brand. The list goes on and on.
This is a prime example of how a once scorned product can make resurgence and not just make a minor come back, but take an entire industry by storm.
Those of us who still make our living in the printing industry have had to undergo a similar transformation. Long gone are the days where a printer can survive and make payroll by just printing stuff. Now, we handle mailings, warehousing, pick and pack, online ordering, promotional products, wide-format posters, event signage, marketing and more.
The modern day printer has had to reinvent themselves and their product offerings in order to stay relevant and to stay afloat. That was one of the big draws for me to come to Velocity. I love to learn new things and fortunately, I work with a group of people with a similar mindset.
So, even though Print is our company’s middle name, print is only one of the many products/services we offer.
Written by Jim Stiles
I just received a couple of direct mail pieces in the mail that were personalized or at least looked that way. They both had my name “JIM” in big letters on the front and some catchy line following to get my attention. Both companies used the same technique and surely expected to get some lift in response because of the use of the personalized attention getter. There is no doubt that personalization can lift response rates, but I wonder if the vendor that sold these companies on the use of personalization did them justice. There are many proven studies that show even the most basic personalization can lift response rates, however the same studies show that in-depth personalization makes a much larger impact.
Simply putting a name on a post card has become almost common place and the audience is now less and less impressed by these tricks of the trade. They realize that some software is simply merging a name and when thrown into all the other wonders of technology that we are all experiencing in our lives today can almost go unnoticed or look gimmicky. True in-depth personalization should be much more than a name.
When considering the use of personalization we encourage our clients to think past the parlor tricks and to take advantage of the variable content available today in our more sophisticated data lists. Let’s think for a moment what is included in a basic data list. There is the sex of the individual, the location, job title, company size, etc. Even with this basic information a personalized campaign can be built to get the individuals attention without them even realizing it. The most basic form would be to use one set of graphic images and background colors more suited for females and one for males. Now add in the location and make the images specific to that location. The result is a campaign that is personalized to the individual’s sex and location that will capture their attention without them even realizing it.
Many of us now utilize CRM systems and our leads and prospects are manually researched and entered. Why not increase the depth of the knowledge base you are creating and include some personal information, business duties, hobbies, future business needs, product offerings, etc. etc. Now, picture a campaign designed to not only address sex and location but perhaps a third more personal interest or need.
For example, this campaign for a state wide bank chain in the state of CT uses:
- Uses spring flowers for females and a golf course for males
- Uses a shore line reference in text for zip codes on the southern half of the state and hiking reference in the northern half of the state.
- If family income is over X amount the text pushes investment options and lower income families get text offering a free beach bag when a new account is opened.
Nowhere in this campaign is their name or obvious personal information. The campaign is simply personalized to the point of relating to the client without them realizing it. This simple bank campaign can run easily on a digital press using one data base, 4 different images and a couple of variable text blocks.
So let’s get past the parlor tricks and start to take advantage of real in-depth variable printing.
Thought I would share a story of how we helped one of our clients achieve their annual appeal goal. In past years, this client simply mailed a plain letter on their letterhead asking for a donation. Nothing fancy, no return envelope, no reply card, no color – just plain vanilla. Results were less than they hoped for and they did not achieve their goals.
We approached them and offered to sit down and discuss some other possible alternatives that could help them increase their donations. As a non-profit with a limited budget and staff we needed to maximize their efforts and show them how by investing a little more they could achieve their goal and increase the size of the donations.
First, we discussed the “List”. We talked about the importance of the list and how it could be improved. Who was on their mailing list, how accurate did they think it was and could it be scrubbed? They agreed to take some time and work on improving the list. Second, we showed them various samples of other non-profit appeal letters and discussed what might work for them. We decided to keep the letter format but add personalization and use both sides, we added some color to make it appealing, and put a perfed reply card at the bottom for them to use when replying. Levels of donations were included, as well as options to mail or donate online and most importantly an envelope to reply back. The reply envelope included text thanking them for their support and the outside window envelope included a message indicating that this was the Annual Appeal. Third, we mailed it presorted first class so the receipt would be timely and any bad addresses would be returned so the list could be updated for future use.
The results were vastly improved and they met their goal! We work with many non-profits but the same techniques and solutions can be used in other markets and campaigns.
Posted in Case Studies, Company News, Cross-Media Marketing, Digital, Personalized Printing, Print, Printing Tips
Tagged annual appeal, digital printing, managing databases, marketing results, non-profit printing, personalized digital print, solutions
Don’t forget to KISS
I read lots of publications about marketing strategies, personalization and multi-touch cross media campaigns and if you have followed any of my previous posts you know I am a big believer in the cross-media approach. Whenever you can target your audience in a variety of ways with multiple touches, cost efficiently your marketing dollars will yield better results. Where I see the biggest problem is trying to get new initiatives off the ground. I suggest getting new initiatives off the ground using the K.I.S.S method (Keep It Simple S.). There are 3 main components to any initiative and adjustments can be made along the way. Focus on a strong design, a good database and a rock solid offer. If you meet these 3 components you are 95% ready to jump into the world of cross-media and with the right guidance the results will follow.