Positive Images UK invests in EFI MarketDirect


Positive Images UK has moved into data-driven multichannel marketing after installing EFI’s DirectSmile cross-media suite, which it will soon have upgraded to MarketDirect, the rebranded and redesigned version of the platform.

Supplied by Transeo Media, the software was installed at the Mitcham, Surrey-based company’s premises around two months ago and will be upgraded in the coming weeks.

Positive Images UK managing director Danny Sullivan said the firm has added personalised multichannel marketing automation to its service offering as a response to its changing customer requirements.

The company has already offered web-to-print ordering portals for 15 years and these now drive digital, litho, wide-format and direct mail services.

“Over the past 15 years we have continually tried to diversify and offer innovative solutions, rather than only focusing on printed products. Instead of just offering the print and direct mail elements, MarketDirect enables us to offer a complete cross-channel campaign solution, which is what our clients really need,” said Sullivan.

MarketDirect creates campaigns that use CRM data to join up, personalise and measure the entire marketing strategy, covering print, web, email, mobile and social media.

“Besides being tremendously easy to use, one of the major benefits of MarketDirect is that it allows our customers to integrate highly targeted direct mail into their digital strategy,” said Sullivan.

“With a single solution for digital and offline media, our customers gain full access to the benefits of automated personalised print’s higher response rates. And because it is all integrated into digital we can better calculate their return on investment.”

Marketing manager Kim Sullivan said Transeo Media has already given the business a lot of support.

“We’ve had one workshop with them already and we’ve got another one planned for next month.

“We’re almost our own first customer in a way because we’ve already been using it for our own marketing campaigns. If we get stuck on anything we can email Transeo and they come back very quickly with advice.”

She added the firm has pitched and demoed the new offering to quite a few of its existing customers already.

Family-owned Positive Images UK has 20 staff and a turnover of £2m. It is currently recruiting a new business manager to grow its cross-media service.

The firm, which serves customers in the retail, media, financial and charity sectors, operates HP digital kit, Heidelberg litho equipment and Roland DG wide-format printers as well as a raft of direct mail and finishing machinery.

In 2016 the company achieved ISO 27001:2013 data security accreditation and invested in a Cygnus data cleansing and processing suite.

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