Following a test earlier this year, Ford is launching a variable data print strategy for its direct mail program that will result in consumers receiving more than 1 million pieces of relevant mail annually. The automaker is rolling out the program across its entire portfolio of extended service products, a process it expects to complete in the next six months. Ford hopes the more than 1 million pieces of annual direct mail will result in "an increase of tens of millions of dollars" in sales, said Mark Bardusch, national sales and marketing manager of extended service business at Ford.

Digital print production can be a turning point for marketers to increase their competitiveness and grow even while gaining cost savings and a faster ROI on campaigns.

Advanced Image Direct (AID) has patented Cloud2Mail, a variable data digital print platform that processes orders from the Web and prints four-color envelopes and letters simultaneously.

FedEx Office has completed the rollout of its Design & Print Center platform, which was announced in May. Working with commercial printer VistaPrint, FedEx Office has created a digital self-service tool for small business owners to create and order custom business cards, letterhead and marketing collateral. The service is available in the more than 1,100 FedEx Office stores either via an in-store kiosk or from the computer terminals available for customer use.

Looking to improve its position in the direct mail, transactional and transpromo markets, HP announced a technology alliance with RR Donnelley last week to develop digital printing solutions for inkjet-based digital presses.

HP and Pitney Bowes announced an alliance at the Print 09 trade show on September 11 through which Pitney will manage sales of the HP Inkjet Web Press for the transactional and trans-promotional print markets. Pitney will offer the product as part of the Pitney Bowes IntelliJet Printing System, which is used by large volume mailers. The system includes the HP T300 Color Inkjet engine, a high-speed Pitney Bowes mail finishing system, and a single service and support team.

HP has announced a series of relationships with marketers anxious to reach consumers with material they can print at home. In addition, HP has launched the HP APP Studio, a Web site where consumers can access print applications that connect a printer to the Web, without the need for a computer, so they can print movie tickets, coupons and other content.

HP reported net revenue declined 2% for its third fiscal quarter ended July 31 for a total of $27.5 billion. The company's net earnings totaled $1.6 billion for the quarter, down 19% year over year. Diluted earnings per share were 67 cents per share, down 16% from 80 cents per share last year. Printer unit shipments decreased 23%, with commercial printer hardware units down 42% and consumer printer hardware units down 16%.

Some marketers don't always understand how sophisticated variable data printing can be, because they haven't used it extensively. Four experts discuss what VDP offers to help smooth out the learning curve.

In one of the first significant applications of transpromo techniques in the business-to-business arena, Sinclair Oil Corp. has chosen InfoPrint Solution Co.'s transpromo software to drive usage of a fuel and expense card for truckers. "This is significant to see relevant content being used in this way move into the b-to-b space," said Lee Gallagher, manager of direct marketing solutions at InfoPrint.