Digital press serves cross-media marketing efforts

Euroworld, a cross-media marketing company in Brentford, UK, has installed a Xerox iGen4 110 digital press and XMPie Personal Effect Cross Media.

The new equipment has been installed to support the production of highly-targeted, cross media campaigns to large customers.

Increasing the return on investment of direct mail and cross-media campaigns is critical for marketers in the current economic climate, said Xerox.

It is no longer enough simply to increase response rates.

To address this demand, Euroworld turned to Xerox technology to provide up to a 12 per cent return on investment on direct mail campaigns, for clients such as Mazda, BMW and Racing UK.

The combination of the Xerox iGen4 and XMPie software gives Euroworld a complete print system that provides marketing material that takes full advantage of personal data.

Nicki Mackin, managing director of Euroworld, said: 'We pride ourselves on being a forward thinking, cross-media marketing company.

We have developed targeted marketing as our next high value offering to our clients and, therefore, needed to have the right technology in place to deliver high-quality campaign collateral.

At the same time, the technology also needed to be capable of measuring tangible, real-time results that could be reported back to clients.

Following an evaluation of the marketplace, Euroworld chose Xerox to provide the system that could meet all of its requirements.

The Xerox iGen4 110 digital press is said to be able to handle 100 per cent variable data print jobs and produces high print quality, while XMPie offers a monitoring dashboard.

Its simplicity and real-time monitoring is a tool to share with marketing directors and demonstrates Euroworld's approach.

In addition to the Xerox iGen4 and XMPie software, Euroworld also added digital finishing equipment so that it had a complete print system in place.

Peter Taylor, director and general manager for large enterprise and graphic communications at Xerox UK, commented: 'Euroworld has taken a unique approach.

The Xerox and XMPie system truly differentiates the company from its competitors and clearly addresses the changing demands for return on investment from brands and marketers.

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