MGI Helps Alexanders Transform Customer Communications with JETvarnish 3D

A look at the advantages of using digital spot varnish and foil.

MELBOURNE, Fla. — March 17, 2017 — The majestic natural beauty of the Wasatch Mountains in Lindon, Utah, is the place where Alexander’s Print Advantage calls home. To its growing national customer base, it is also JETvarnish 3D “Touch Marketing” headquarters. To climb the peaks of creativity, Alexander’s has integrated MGI digital print enhancement into its client communication strategies, producing stunning, powerful and dramatically effective campaigns that impact the senses and drive new revenue opportunities.

An example of variable data embossed foil.

The Psychology of Touch Marketing
Founder and CEO Jeff Alexander explained that “We focus on building long-term relationships for our customers. That means investing imagination into our work to represent their corporate brands. The MGI JETvarnish 3D technology is a platform for developing our ideas into printed realities.”

“We use the dimensional varnish and metallic foil textures with variable data management to personalize and customize corporate communications in ways that people can see, feel and remember. We help companies connect with people across all media channels by using the true value of print as an information vehicle that is more memorable and meaningful than the usual routine streams of electronic computer data.”

An example of a notebook cover using JETvarnish 3D.

“Since we purchased our JETvarnish 3D system in 2015, it’s been running continually as the centerpiece of our digital finishing operation. We use it to produce business cards, greeting cards, invitations and brochures with tangible, physical properties that appeal to the eye, attract the mind and leave an impression in the hand. Our retail point-of-sale (POS) display signs, consumer packaging designs and decorated labels get the attention of shoppers and give a sense of unique brand identity to the products of our clients on store shelves.”

“The key to good marketing is creating a business image with a compelling personality in the public mind. The MGI solution gives life to ink and paper. It helps us connect the power of print with websites, mobile screens, social media, broadcasted advertising and brick & mortar in-store sales activities. The special effects have an impact that affects people in ways that can strengthen relationships between buyers and sellers. The significance of printing a JETvarnish 3D logo next to a sales prospect’s name in embossed gold foil is considerable. It can result in higher response rates for marketing campaigns that translate into more profitable success stories for our clients.”

Digital Innovation and Honored Tradition
For Alexander’s, harnessing new digital technology with old-fashioned skillcraft has produced the benefits of both new customer revenue and artistic industry recognition. Last year, they used their JETvarnish 3D to collect a “2016 Premier Print Award” from the Printing Industries of America (PIA). The award, affectionately known as a “Benny” after patriotic printer Ben Franklin, was presented for a “Cinco de Mayo”-themed direct mail promotional campaign that resulted in several new client relationships.

PIA Premier Print award-winning invitation and candy box.

Kevin Abergel, MGI Vice President of Marketing & Sales, stated that “MGI is very proud of our partnership with Alexander’s and what they have achieved with our technology. Their commitment to pushing the boundaries of graphic design by developing visual touchpoints that connect brand owners with consumers is truly inspiring.”

A cookie label produced by Alexanders.

Source: MGI.