Adare invests £1million in digital
Adare’s positioning as a leading provider of Marketing and Customer Communication solutions has been reinforced following its latest £1million investment in state of the art digital capabilities.
The addition of Xerox iGen3 digital colour technology and XMPie cross media software is seen as a further step in the move towards enabling clients to achieve significant returns on investment through ‘true one-to-one communications’.
Robert Whiteside, Adare Chief Executive, explains “We felt the iGen3 was the best and most flexible piece of digital equipment on the market today and is a key investment in line with our strategy moving forward. Our clients want to communicate individually with their customers and prospects and the iGen3 is an important component in our ability to deliver one-to-one communications.
“However, the power of true one-to-one communications is in the data – knowing your customer to the point where you can anticipate their next purchase and position yourself ahead of the competition with a relevant, timely and compelling proposition. This is the business Adare is in.
“Flexibility and the relevance of the communication vehicle is the key that unlocks superior ROI - and this is what our customers are demanding. With Adare’s data and database credentials driving full cross media software, with output either electronically or on paper, where else do the marketers need to go to create a powerful and effective communication campaign?”
Adare recently demonstrated this with its own campaign put together for the company’s brand refresh and repositioning event held last month. Using in-house capabilities Adare promoted the event via a full range of media incorporating a digitally printed invite, SMS text and personalised e-mail, finishing with a post event personalised ‘souvenir’ brochure, produced on the iGen3, as a memento of the evening.
Whiteside added: “To stand out from the crowd, and get your message across, a compelling marketing campaign requires knowledge, finesse and to be noticed. For that read data, creative and cross-media communications.
“As I’ve always said, Adare’s strategy will be driven by our customers and their needs. Our customers want to be able to engage on a one to one, personal level with their customers and Adare’s full wealth of expertise across Marketing and Customer Communications will help them to achieve this.”
The latest investment takes Adare’s capital expenditure in digital print since the MBO in March 2006 to over £2.5 million, signalling a clear drive to develop the firm’s capabilities and deliver an enhanced service to clients.
