LATCHAM DIRECT HAS STARTED THE new year with installation of an iGen 4 Diamond, DC 8080, Nuvera 314 and 144 and expanded XMPie set up, having invested more than £1 million with Xerox.
The equipment was delivered at the end of the year and will enable the Bristol business to extend its cross media capabilities at a time when interest is growing in integrated campaigns says managing director Mike Hughes. “It’s an upgrade from what we had and an expansion,” he says, “to make sure that we have everything invested for the future.
“WE WILL BE PRODUCING HIGHER quality digital print and we will be able to work with integrated campaigns across print, email and digital. We have been a pioneer in this area, but the technology is moving on and we can now provide this from one platform now.”
Previously the company would manage print, email and digital separately, making campaign management somewhat clunky. Now all channels can be combined through the single platform with much better control and information provided to clients, Hughes explains. “The printed piece can take the consumer to a personalised landing page with everything linked up. This is the sort of control that customers are looking for. They are considering us as their marketing services provider, not as a printer.
“IT IS WHAT IS SETTING US APART because pretty much everything we do is personalised, data driven to output. And this is what clients want to hear about because they are struggling to manage the different medias.”
While the company is a long standing Xerox customer, Hughes says a good part of lat year was spent checking the options and running benchmarking assessments. The company also picked up a Best of the Best award from Xerox for a subscription renewal campaign run for Time Europe magazine. The print and PURL campaign delivered a 30% higher response than the more traditional direct mail only mailing.
