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Cost Reduction Techniques

A major telecommunications company needed to keep the pipeline full as a way of meeting their target for growth and market penetration. Their challenge was to move into selected areas of new cities, with business-to-business solution, using lead-generation promotions that eliminated many traditional media choices. Direct mail fit the bill, as the company served more and more cities, postage costs skyrocketed and frequency of mailings became intense. Harty worked with this client to reduce the cost of postage and test different mailers while maintaining a steady flow of new prospects in the pipeline.

Collectibles Company

Challenge
A major collectibles direct marketing company was experiencing severe bottlenecks in getting their direct mail packages out on a timely basis. ARGA (A division of Harty) had previously helped them eliminate inventorying preprinted forms by printing them on-demand with ARGA's highlight color laser printers. They were also experiencing significant delays in printing personalized certificates for their products, which were utilizing preprinted full color pieces that required an individual's name and serial number to be imprinted on each one. In addition, cross-selling packages, that had a personalized piece inside a personalized closed-face envelope, were taking too long to get into the mail. These packages required hand-matching due to the two personalized pieces. They were looking to ARGA to help them once again.

Solution
ARGA proposed two different concepts to solve both of these problems. By utilizing ARGA's HP Indigo full color digital presses, we were able to completely eliminate the nearly 4,000 different types of preprinted certificates. All certificates were printed on-demand while filling in the personalized information required. In addition, ARGA also printed on-demand all the full color photos, of their products, that were also included in the package. This eliminated the inventory and their associated problems (storage, picking, obsolescence, etc.).

The second problem, and the associated delay, of the match mailing was solved by utilizing an optical inserter that incorporated a camera system that read an account number from the personalized piece that was being inserted. The number was matched with a number in a computer data base. After insertion of the appropriate pieces into a blank envelope, the name and address was inkjetted on the envelope, based on the computer lookup. The entire process was automated, thus eliminating the manual hand-match and dramatically increasing the speed of the operation.

Result
As a result of these improvements, there were no longer delays in getting mailing packages into the mail. The certificates were able to be mailed with the product at peak times, rather than printed and mailed at a later date. The match mailing was done in days, rather than weeks for very large volumes. This also resulted in significant cost savings.