Prografica Production Agency is counting on a new marketing services tool to boost sales and help it transition “from a production place to a production agency”.
Prografica has started using CR Cards to turn its clients’ customer data into personalised mass mail-outs. It predicts the service will become “a major driver” for its business.
Chief executive Kerim El Gabaili told ProPrint that such one-to-one engagement was a very effective way for his clients to build relationships with their customers.
CR Cards, which was launched by greeting cards company Yellow Postie in April, allows companies to design cards, upload data and then add their own branding and messages.
El Gabaili said he could offer clients “a seamless customer experience” by combining Prografica’s printing and account management with CR Cards’ “sophisticated back end”.
“There’s been a gap in the market for a while for a full-service customer relationship management tool that allows businesses with little or no knowledge of this area to produce professional, branded, printed and posted quality cards to their clients,” he said.
“Developing something ourselves was never an option given the necessary infrastructure and investment required…We’re also able to ‘white label’ the service, giving us strong ‘re-sell’ potential for our customers.”
El Gabaili said: “Users just log on to the portal and create their card designs from predetermined templates. All they need is a client database… and the rest, including the design, printing and mailing, is managed by us.”
He said it was too early to quantify what impact CR Cards would have, but the signs looked good.
“While it’s only early days, we’re expecting this to be a major driver for us and we’re already seeing demand from our customers for the service,” he said.
The Sydney company’s printing presses include a five-colour Komori Lithrone 28, two Canon ImagePress 7000s and a grand-format Tekwin, said El Gabaili.
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