New Digital Press Fuels DME's 'Customer Rave' Program

DAYTONA BEACH, FL—DME, a direct mail and cross-media specialist, is using a newly installed HP Indigo 7500 digital press to expand its new “Customer Rave” customized gifts service for clients, a move the printer considers integral to growing and differentiating its business.

The 29-year-old firm wanted to offer more high-end marketing services to its clients, which include leading automotive and health care firms, professional sports teams and some of the nation’s most popular collegiate athletics organizations. Kathy Wise, the company’s COO, saw an opportunity in a sales tool she had developed—a small gift covered with personalized wrapping paper printed on the company’s two-year-old HP Indigo 7000 digital press.

“I created the gift to get a response from a prospect who would not call me back,” said Wise. “When she received it, I got an appointment with her the very next day.”

Convinced that HP Indigo digital presses, which use offset-quality liquid inks instead of dry toner, offer the color imaging needed for personalized, gift-type promotions, DME followed Wise’s effort with a test. Late last year, the company produced year-end, digitally printed gifts for its customers and prospects featuring gifts with personalized wrapping paper placed inside of a personalized, wrapped box, shipped with a personalized greeting card that included a personalized URL.

The success of the gifts led DME to develop its Customer Rave product line. Once customers submit a recipient list, DME assembles, prints and ships personalized gifts that meet the client’s budget. Before long, the company had enough business and customizable product designs to justify installing its second HP Indigo press, the new 7500 model.

DME clients primarily use Customer Rave to create thank you and recognition gifts for their customers, prospects and employees. DME is expanding the Customer Rave product line and now offers calendars and photo mailers that take advantage of the HP Indigo 7500’s compatibility with a broad range of substrates.