Tag Archives: digital print

Recipe for Success

Collin Street Bakery produces and ships cookies, cakes, and pies to over 200 countries. Despite minxingbowla strong re-order rate, the company still hungered for new customers. How do you convince people who’ve never tasted your desserts to give your signature fruitcake a try?

Direct mail and creative naming, that’s how! Direct Mail Consultant Greg Hennerberg started by renaming the fruitcake to a Texas Native Pecan Cake, eliminating any connection to the much-maligned holiday gift. After learning about the special nature and history of Texas pecans, Hennerberg created a powerful story to connect recipients to the state’s natively grown pecans.

Hennerberg used a smorgasbord of direct mail best practices to convince people to open the envelope, read the story inside, and place an order. The combination of strong color choices (red and black), a teaser calling all Pecan Lovers, a time-sensitive offer, and a money back guarantee drove a 60% lift in responses compared to previous campaigns.

If you find your business starved for higher response rates, maybe it’s time to rethink your recipe for success. A recent InfoTrends study found that adding direct mail to e-mail, social, or mobile only campaigns increased responses by at least 17%.

Quote of the Week: “No matter how much multi-channel/integrated marketing is a constant theme and reality, expect direct mail to be featured as the ‘tree’ of a campaign from which all the other branches extend.” Ethan Boldt, Who’s Mailing What!

Dscoop Celebrates 10 Years at DscoopX

“We started Dscoop to provide the Industry with a positive platform that could create partnerships, new opportunities, and build relationships. Never, would I have imagined this organization to grow into what it is today.” Jack Glacken, President of TGI.Dscoopx

Dscoop, a community of HP users, is holding their Tenth Annual Conference, Dscoop X, March 5-7, 2015 in Washington, DC. The annual conference is one of the most important gatherings, where Dscoop members build partnerships, alliances and relationships that impact their business for years to come.

TGI President, Jack Glacken, was one of the founders and First Chairman of Dscoop. It started in 2005 with 250 members, and has grown to over 7,000 members worldwide with chapters in Asia Pacific and EMEA (Europe, Middle East and Africa).

Dscoop (Digital Solutions Cooperative) is a worldwide community of visionaries from leading graphic arts companies and industry partners who collaborate by sharing ideas and information that drive industry-leading innovation and individual business growth through the use of HP digital print technologies. Dscoop is all about community: interacting with peers, exchanging experiences, sharing and learning best practices.

Jack Glacken, on why Dscoop was started, and how it has grown:

“Although HP had acquired Indigo and their amazing digital print technology near the end of 2001, there was a glaring need for an organization that connected HP, HP Graphic Arts Users and HP Partners. An organization that could provide a positive platform, where all parties concerned, could together brainstorm to create new opportunities in this fast growing sector of the industry.”

“ Ten years ago we had about 300 members at our first conference, we are now 7,000 members strong, Internationally. Dscoop membership now supports HP Graphic Arts users throughout the Americas, Europe, the Middle East and Africa, Asia Pacific and Japan. More importantly, the cooperation I’ve witnessed between Dscoop members, even in the same marketplace, helping each other grow and tackle challenges, is remarkable. That’s why we started Dscoop, that’s what Dscoop is all about and I could not be more proud.”

Congratulations to Dscoop on 10 successful years! We are looking forward to seeing what this awesome organization has in store for the future, and are looking forward to celebrating 10 years at Dscoop X!

To learn more about Dscoop, visit www.dscoop.org

Connect with TGI on Facebook and Twitter  to see what we’re up to at Dscoop X!