Digital X-Press Promotion Takes Flight

Digital X-Press in Albany, New York likes to make a big impression and knows how to make print projects stand out.

Mohawk teamed up with Digital X-Press on an open house event called, Ideas Taking Flight, which highlighted Mohawk Dimensional products and promoted XMPie variable data technology available at Digital X-Press.

Jodi Hess, President of Digital X-Press said, “We wanted to encourage our customers to use Mohawk Digital Dimensional line of products to make an impact with their print materials. And, we wanted to practice what we preach through our invitation. It worked! Everyone loved them.”

The Save the Date was designed and printed on Mohawk Embedded Magnet Greeting Card, and mailed in a Loop Antique Vellum Mango envelope. Digital X-Press personalized each invitation with the recipient’s name on the front of the card and on the peel-out square magnet inside.

The invitation followed, printed on Mohawk Dimensional Via Linen Gift Box which contained a Mohawk Carnival Vellum invitation printed with white ink on the HP Indigo 7500.

To further engage recipients with the “Ideas Taking Flight” theme, materials were accompanied by a flash drive containing a template for Mohawk’s Dimensional Golf Ball Box along with a sneak-peek of the presentation. Invitees were encouraged to design the golf ball box template and bring it on their flash drive to the event, where Digital X-Press would print it on Mohawk Superfine. The boxes were delivered assembled with three white-foil wrapped solid chocolate “golf balls” inside.

Hess shares their goal to inspire and excite their customers. “It is one thing to explain to a designer the capabilities that we can offer, but it is much more effective to provide them with the tools to actually take advantage of the capabilities and see the final product right after submitting the artwork. Giving them the opportunity to go through the process of designing their own golf ball box allowed the time to let their imaginations run wild with possibilities for designs. And we got varying designs targeted for a bachelor party favor, a fundraising golf outing favor, an alumni golf outing favor, and a summer corporate promotional piece. “

Choosing to differentiate their printed communications with Mohawk Dimensional is already paying off for Digital X-Press. Using variable data alongside Mohawk Dimensional products, Digital X-Press tailored their message to a targeted audience. Compared to a generic open house held there three years ago, Digital X-Press streamlined their invitation list by 89 percent while simultaneously increasing their attendance by 147 percent.

Hess says, “For most companies, money is tight, and marketing dollars are few. When faced with cost concerns by our customers, we encourage them to do more with less. It can be more effective to spend the same amount of dollars on a high-impact piece than on a generic piece that will not elicit the response the customer is trying to generate. Mohawk Dimensional products enable customers to make their pieces stand out in a sea of generic promotional material.”

“We know that when we use Mohawk paper, our customers will not be disappointed. Being a small, family-owned business, we love the chance to work with other local, family-owned businesses. Mohawk has a reputation for quality that speaks volumes in the industry. Mohawk has been diversifying within the industry to stay relevant and to meet the ever-evolving needs of the consumers. We appreciate their efforts in creating new and innovative ways to provide access to print platforms that make our customers stand out among the rest.”


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