DMI ADDS SECOND AND THIRD XEROX iGEN3
PRESSES
TO GROW PERSONALIZED, SHORT-RUN COLOR
BUSINESS
“With the iGen3
press we are no longer selling print – we
are selling business solutions”
WOBURN, Mass., and ROCHESTER,
N.Y., Aug. 17, 2005 – DMI Inc. has installed its
second and third Xerox (NYSE: XRX) iGen3®
Digital Production Presses to meet growing
customer demand for personalized and short-run
color printing jobs.
The marketing services
provider printed more than 1 million pages in a
single month only three months after installing
its first iGen3 press one year ago, and it
expects to average more than 500,000 pages a
month on each of the additional digital presses.
According to Mike Jenoski,
president of DMI Inc., the Xerox digital press
“barely broke a sweat” at 1 million pages a
month.
“With the iGen3 press we are
no longer selling print – we are selling
business solutions,” said Jenoski. “Our
customers are looking for innovative ways to
reach their audience faster than the
competition. The Xerox iGen3 allows us to
deliver our customers full-color, highly
targeted marketing campaigns that are printed
on-demand to better meet their needs.”
Prior to installing the first
100-page-per-minute Xerox digital color press,
80 percent of DMI’s business came from printing
short-run jobs such as data sheets, training
documentation and brochures for financial, high
technology, government, healthcare and marketing
customers.
After installing the first Xerox iGen3, the
company experienced a 20 percent increase in its
personalized print jobs, in which content and
images vary from one page to the next. The
second and third iGen3 presses are helping DMI
continue that momentum, as the company
anticipates personalized print jobs will become
as much as 50 percent of its Xerox iGen3 revenue
by the end of the year.
Jenoski said one of the
reasons the company purchased its iGen3 presses
is the outstanding image quality and
consistency. Printed output has the look, feel
and quality of traditional offset printing.
“When our customers submit
their jobs for printing or order reprints from
the Web, the first and last documents have the
same color as the original,” Jenoski pointed
out. “This is absolutely critical to having
high-quality jobs and satisfied clients.”
To demonstrate the image
quality of the iGen3 press for a recent sales
meeting, DMI produced two sample marketing
brochures – one printed offset and the other
printed on the Xerox iGen3. “Somehow the samples
got mixed up, and three of us here at the
company, with a combined 40-plus years of
printing experience, could not determine which
was offset and which was digital. That’s a true
testament to the image quality of the digital
press,” said Jenoski.
On the Xerox iGen3’s, DMI is
producing print-on-demand brochures, marketing
collaterals, training documents, and
personalized direct-mail campaigns. The company
is also printing full-color books. According to
Jenoski, the digital press not only matches the
quality of offset, but it also costs less and
books can be produced and delivered in as little
as 24 hours.
Among the applications the
company is printing on the Xerox iGen3:
-
Customized
point-of-purchase signs for clients in the
retail industry. Prior to producing the
signs on the Xerox iGen3, DMI printed color
shells on an offset press and used Xerox
black-and-white DocuTech 6180 Production
Publishers to add personalized information.
DMI now capitalizes on an all-digital
workflow by downloading daily data-feeds
from the client. DMI prints a growing
percentage of the customized signage in one
pass on the digital color press, delivering
the displays directly to the store within as
little as 24 hours. The iGen3 allows DMI to
print color signage with relevant
photographs of each product together with
pricing, which further motivates consumer
purchases and increases sales. According to
a study by Point-of-Purchase Advertising
International, a global nonprofit
association for marketing at retail,
customized signage boosts sales by up to 28
percent
-
Highly targeted
personalized direct mail. A typical
direct-mail campaign is limited to offset
printing of a color mailer with a ”same to
all message,” then a separate inkjet
printing process adds the name and address
information. Now each direct-mail piece that
DMI prints can be unique with full-color
customized photography, graphics, text, and
mailing address information all printed in
one operation on the Xerox iGen3. DMI can
get customer’s mailing projects in the
postal stream faster, and the content is
more relevant to a reader’s interests, which
dramatically boosts response rates, lowers
the cost per sale, and increases marketing
return on investment. DMI recently produced
a personalized self-mailer on the iGen3
press for a services consulting company to
invite prospective clients to a seminar. The
number of attendees who registered using the
personalized mailer increased by 140 percent
compared to the client’s previous static
data campaign.
DMI also chose Xerox for its
customer business development tools, part of the
ProfitAccelerator™ Digital Resources Collection.
These sales and marketing resources help Xerox’s
customers grow their business and provide tools
to speed up the return on investment in digital
technology.
To help streamline its production and make print
jobs more convenient and accurate, DMI uses
Xerox’s FreeFlow™ Makeready as the main workflow
to the iGen3 presses and to black-and-white
devices. DMI also uses FreeFlow Print Manager to
easily distribute jobs to the printers and
monitor all printers from a single interface,
allowing the company to better leverage the
presses for a better return on investment.
DMI Inc. is a 24-hour, 7 days a week marketing services and variable data
printing provider with more than 50 employees. The company offers digital
print-ondemand, large-format digital output, variable-data programming,
document management, complete in-house bindery, mailing and fulfillment
services. A Xerox customer since 1988, DMI uses Xerox color and black-and-white
production printers.
Customer Contacts:
For more information about the Xerox iGen3 press, visit www.xerox.com/iGen3 or
call
800-ASK-XEROX.
For more information about DMI Inc., visit www.dmiprint.com.
Media Contacts:
Neil Fagenbaum, Xerox Corporation, 585-422-4456, neil.fagenbaum@xerox.com
Erica Toth, Text 100 for Xerox, 585-697-2617, ericat@text100.com
Mark Ellis, DMI Inc., 781-935-7224 ext. 15, mellis@dmiprint.com
NOTE TO EDITORS: For more information about Xerox, visit www.xerox.com/news.
XEROX®, iGen3®, FreeFlow™ and ProfitAccelerator™ are
trademarks of XEROX CORPORATION.
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