Digital Dog Direct Stakes Future Growth on Cross Media Marketing

In order to reach buyers, marketing campaigns need to be highly targeted and customized. This means that marketing campaigns are more complex, with the goal of reaching a target audience using the individual’s preferred medium — email, mobile, social media or traditional print. The challenge for today’s commercial printers is how to evolve a traditional print business to take advantage of the new cross media marketing opportunities.

One New Jersey-based commercial printer, Digital Dog Direct, has standardized on technology solutions from Konica Minolta (Booth 1231) and transformed their business into a single-source print and digital marketing solutions provider. “Since working with Konica Minolta, we have seen our business double and triple,” says Jay Adcock, information technologies director at Digital Dog.

According to Adcock the company selected Konica Minolta for its exceptional digital color capabilities, device reliability, superior customer support and production print finishing and software solutions. To meet the constant need for increased color printing capacity, Digital Dog Direct recently added the new bizhub PRESS C1100 Color Digital Press to their arsenal of 11 bizhub PRESS Color Digital Presses and bizhub Black and White Production Print Systems.

Creating New Revenue Opportunities With Cross Media Marketing

To address the cross media challenge, Digital Dog Direct has implemented a number of production print solutions to help automate workflow and expand the company’s service offerings. Leveraging Konica Minolta’s EngageIT XMedia marketing software, Digital Dog Direct has a multi-channel platform that makes data management, segmentation, creative design and deployment of multi-channel marketing campaigns simple.

“We see a lot of new business opportunity with the XMedia platform and it aligns with our long-term growth strategy of becoming a one-stop shop for all direct marketing initiatives,” says Adcock. “We have launched the platform with a new customer and are working on integrating it with their CRM system, allowing us to create and send email campaigns. We hope to expand their marketing campaigns to include real-time text message offers to their customers. We are excited about the possibilities the platform provides.”

Digital Dog Direct also created a digital storefront using PageDNA and integrated it with Konica Minolta’s EngageIT Automation workflow software. Customers can now submit work orders through a branded storefront. The jobs are automated and pushed to the appropriate digital press for printing. The process is seamless and improves the efficiency of print operations. Adcock believes the storefront will appeal to its larger customers that need to maintain brand consistency across multiple locations.

Trusted Partner for Long-term Success

Digital Dog Direct attributes its rapid growth to its standardization on Konica Minolta production print systems and solutions. The company has 100 percent confidence in the Konica Minolta digital presses. “Six years later, our monthly volume is 1.2 million color and 2.5 million black-and-white impressions. Konica Minolta production print presses have been able to grow with us and are a key part of our success,” says Adcock.

With the new EngageIT XMedia in place, Digital Dog Direct is able to manage a multi-channel marketing campaign to attract new customers. Combining the XMedia platform with the expertise of Digital Dog Direct’s in-house creative and marketing specialists has helped the company reach its goal of becoming a full-service direct marketing provider. Adcock believes this will help drive the company’s growth over the next five years. Through it all, Adcock knows he will have a trusted provider in Konica Minolta to help Digital Dog Direct achieve new business goals.