Post Profits with Postpress Products
Expanded Markets
At one time, "value-added" was synonymous with being unique, which is what the integrated products were when they first came out. "The good news is, there is more market acceptance of this product and expanded uses for integrated products," Lunkes said.
For instance, a card integrated into a letter might formerly have been used primarily for membership organizations in direct mailing campaigns or for insurance market applications. Such applications called for unique information to be printed on the card itself, including a name and ID number or, in the case of insurance cards, the employer name and group number, as well as the name of the insured. "Two years ago, we would not have printed integrated cards for use by a retailer," Lunkes said. "Now, it's very mainstream." The decreasing cost of the product has opened it up to applications in which the card may never be used or kept by the intended recipient.