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A technological first for industrial marketing

INDUSTRIAL filtration specialist Donaldson Australasia has implemented a new system, which for the first time in Australia, New Zealand and Asia, allows each of its many distributors across the country to completely customise printing of marketing brochures from a master template.

This special servicing of clients is done cost effectively through electronic media and even allows a dealer as far afield as the Australian outback to run a promotion and customise its brochures to suit that local market.

Marketing Manager at Donaldson, Mr Gary Holdsworth, says this is a logical system which will save costs both for Donaldson and its valued distributors.

"Printing is an expensive business, yet until now it has been quite an inflexible business tool because of the processes involved," he said.

"But the flexibility offered by online technology has shown us that customisation is completely possible, hence we spent many months devising this system to not only be easy to use, it is just as flexible for the tiny operator as it is the large-scale distributor."

The system works as follows: a Donaldson Australasia distributor makes a choice from various advertisement and brochure templates that can be found on the Donaldson website.

A series of very simple commands allows each and every distributor to have any one of these templates automatically customised for them, which is instantly completed and delivered in high-resolution or low resolution PDF format according to choice.

Once the finished artwork is created it is automatically stored online, after which it can be downloaded by the customer for use at any time.

The distributor can then email the artwork to the relevant supplier to either be printed or published as required.

"This marketing approach is definitely the first of its kind in the industrial marketplace," said Mr Holdsworth.

"It reduces our printing costs, the long time frames it used to take us to go through the printing processes, plus it increases the service levels we can provide to our distributors and their customers.”

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