We’ve recently been informed by HP (Hewlett Packard) that in the first week of 2018 Gecko has beaten the rest of the world with our digital print production output figures. As you can imagine, we’re pretty chuffed!
We were top in the UK, coming first out of 141 companies. We were also top across EMEA (Europe, Middle East and Africa), coming first out of 943 companies. But most excitingly we also ranked first Worldwide out of 2,467 companies! To say we are over the moon is an understatement! Our production figures had been increasing steadily over 2017, highlighting that Direct Mail is resurrecting itself as a major communications channel and is driving back into company marketing strategies.
Of course, it’s not just the amount of print impressions that is important; it is the content of those impressions that really matter. At Gecko we work with our clients from the very beginning of a project to ensure a full understanding of what is required. We then work with them on ideas that we believe to be the best way to ensure we achieve the end goal and ROI they require. All areas of the business are involved from the original design concepts right through to the final mailing date. We use our automated data technology in conjunction with our Direct Mail production machines to create class-leading personalised direct mail communications. Indeed, most of our output is produced through bespoke automated channels, which is only handled for the first time after the digital printing process.
Obviously, production figures like these are only achievable by having dedicated and highly trained printing staff. All our printing staff are fully or in the process of being fully trained through the HP Indigo training programmes. These training courses are held in Barcelona and can be for a week or a two-week duration depending on the level of course. The time to train all our staff on the different models of machines can take up to three years.
To produce production volumes of this level our machines operate on a 24-hour basis over a five-day period. To maintain our quality and efficiencies, we are continually investing in all equipment across the business with a Capital Expenditure spend of £1.5m in 2017.
The majority of our Direct Mail production is for our clients who not only require targeted relevant communications to be presented to their customers but also require the very best quality product. Our achievement of winning the Transactional and Direct Mail Award at the Digital Printer Awards in November 2017 pays testament to this as the judges quote below highlights:
The judges said: “Impactful direct mail piece with multiple attributes, foiling and PURLS. Highly personalised product which created a great response rate.”
The recipe for success
However, we can talk and talk about machines and technology all day. The recipe for success always lies with the ingredients and the main ingredient at Gecko is the people. To put millions of images on a sheet of paper is not just the work of a few printers, it is a full team of dedicated people working together that makes it all happen. Our team are not only experts in traditional direct mail but also emerging data-driven marketing automation techniques, digital print technologies and deploying relevant strategic communications. If you’d like to find out more about our Digital communications capabilities, please get in touch to find out more!