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Trade Secrets


Innovation, flexibility, and reliability are important features for a print firm. Rob Fletcher talks to Edward Bennett, marketing co-ordinator of DMP, about the company’s focus on these key business areas

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Tony Kemp and Vanessa Kemp, directors of DMP, currently have a team of 55 people

Building a strategy for success in print 

Not so long ago, some people were talking about the death of direct mail, with many having opted to switch sides to email to communicate with customers. However, in the famous words of Mark Twain, it seems news of the supposed death of direct mail has been greatly exaggerated, with printers in this sector reporting an increase in demand for the media.

One such company is DMP, which offers its clients a complete print and direct mail service with extensive data processing capabilities, traditional sheet fed litho, and digital print. The firm boasts over 130 years of combined experience in the print and direct mail industries, and also offers creative services, data processing, direct mail, fulfilment, personalisation, post, print, and VAT.

Edward Bennett, marketing co-ordinator of DMP, is a relative newcomer to the industry having only joined the company in 2013. However, despite his short spell in print, he has already identified an increase in demand for services such as direct mail, as well as helping launch a new direct mail service in the form of Hello Market.

“I joined DMP in the summer of 2013 after spending the previous few years project managing property development for my family,” Bennett says, adding: “I have spent the last two years learning about the print industry while gaining experience in customer services, marketing, data processing, management of digital print, before moving on to head up the coordination of marketing for the company and its varied services.

“Utilising our in-house expertise we have developed Hello Market, which is an industry leading online direct mail service. It offers our clients the capability to create and send highly personalised, high quality digitally printed mailings using our intelligent, free to use, web based design platform. We see it as the future of direct mail as it is simple and cost effective, and will appeal to thousands of small- and medium-sized businesses that previously couldn’t access cost effective direct mail services.

Standing out

With the new service set to help increase interest in the company, Bennett also highlights the company’s ethos and how this has stood it in good stead over the years.

“Our company ethos is to be innovative, flexible, and reliable with a complete direct mail service with inbuilt resilience and an additional disaster recovery site,” Bennett says, adding: “We always go the extra mile for our clients and that mentality is ingrained throughout our whole company as our staff will do their utmost to fulfil our clients every need.

Our company ethos is to be innovative, flexible, and reliable with a complete direct mail service with inbuilt resilience and an additional disaster recovery site

“We operate a variety of plant and have a skilled, multi-talented work-force where most personnel can undertake a variety of duties. We have traditional litho and envelope printing presses; personalisation services via mono laser printers and inkjet; full colour digital printers and an armoury of traditional and digital print finishing equipment including guillotines, creasers, folders, stitching, tabbing and glue lines, poly wrap and mechanical en-closing.
“Virtually all of our software pro-ducts have been developed in-house. Our innovative new online direct mail services enabling full colour personalised mailings with images changing in flight are pure genius and have patents pending.”

Not content with the service that the company already offers, Bennett out-lines details of another new fundraising service in the form of Giving Cards, which will help anyone that wants to raise money for certain causes—citing charities, schools, and churches as those customers that may benefit from the offering.

DMP boasts a heavy arsenal of print technology that is used to produce a range of jobs

“We have launched a free web platform, based on Hello Market, which allows users to create and mail personalised greetings cards that generate a donation to charity. It’s a fantastic fundraising premise in that we give charities their own white labelled website, which they can direct their supporters to, who in turn create and mail personalised greetings cards or invitations, and every card purchased generates a donation for the charity—all year round.

“Most Charities only offer greeting cards at Christmas and so are missing out on a £1.29bn market. Our service is free with no risk or cost at all for the charity, and we simply mail our charity partners royalty statements and payments each month for every single card that their supporters buy,” Bennett says.

Investment plans

Bennett goes on to explain that this new service, as well as the other services on offer from DMP, will be supported by an ongoing technology investment strategy. The company has invested heavily over the past 24 months and Bennett says that this will continue as part of a wider effort to achieve further success.

“We understand the need for traditional print, it’s where our roots lie, but we are leading the way with variable data printing,” Bennett says, adding: “DMP is at the forefront of the industry with Hello Market and Giving Cards, and additionally with our bespoke financial reporting products where we typically mail tens of thousands of unique investment reports containing a range of investments, funds and values specific to each investor.

“For us, digital print isn’t about small run full colour print whereby a 32pp PDF can be printed either just a few times, a few hundred, or a few thousand. This is where most printers have got it wrong. 

DMP utilises full colour digital print to create products that differ from the traditional jobs in the financial reports sector

“Instead, we utilise the amazing power of full colour digital print by unleashing individual data insights and facts, allowing us to communicate one-to-one with every customer, investor or prospect.  This is variable data printing and it’s in full colour throughout.
“We have pushed the technological boundaries so we can create powerful one-to-one communications and reports whereby every single one is different, data changes, product offers based on what we know, names in attention grabbing headlines, text and illustrations, and images changing in-flight from the client insights that we hold. The result is a clear demonstration that you understand your clients needs, which in turn leads to increased response rates and loyalty.”

With an effective strategy already in place, in addition to a number of exciting future growth plans, it seems DMP is well on track to lead the industry into a new age of direct mail production.

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