The Big Picture
People around the world said, "I Do" to the Royal Wedding. According to Nielsen Media Research, the nuptials of Prince William and Kate Middleton was carried live on 11 networks and drew 22.8 million viewers and 18.6 million households.
Leading up to the big day on April 29, marketers used the occasion to their advantage. From English Princess boot camps to royal couple zombie t-shirts, nothing seemed off limits. The print industry even got involved. Kodak used the Royal Wedding to promote deals on the All-in-One printer with refillable ink in the UK. Three print advertisements, with yellow backgrounds, had some fun with puns (e.g., "Prints Charming," "Kodak End of Middle Tones" and "For Richer Not Poorer").
Whether marketing ploys were mad genius or just plain mad, they generated buzz.
The same can be said for digital printing. Just ask Dawn Fitzpatrick, vice president, global strategic marketing, of Stamford, Connecticut-headquartered Pitney Bowes Document Messaging Technologies.
"There is no question that digital print will become increasingly widespread and common in the next five years. In the past five years, it has gone from nearly nothing to a viable, affordable and intelligent option for the companies and brands that typically lead the way," she said. "As costs continue to fall, and as companies continue to search everywhere for a source of competitive advantage, digital print will emerge as a growth technology that can deliver on both accounts."
Pitney Bowes recognizes the high demand for digital and, as a result, is making it easier on customers. The company has a long history of helping thousands of companies streamline and automate their mailing processes. Meanwhile, some still don't realize Pitney Bowes now sells and services digital color inkjet printers as well, resulting from an alliance with HP. Fitzpatrick explained the IntelliJet(TM) line of digital color printers are suited for "high-volume mailers that want to deliver 100 percent variable color content to their customers with document quality and integrity at a low per-piece price."