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Cost-effective industrial marketing system

DONALDSON Australasia has implemented a new system that allows its distributors in Australia, New Zealand and Asia to 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 so to suit that local market.

Donaldson marketing manager Gary Holdsworth said says this was a logical system which would save costs both for Donaldson and its distributors.

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

"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:

The distributor makes a choice from various advertisement and brochure templates on the Donaldson web site.

A series of simple commands allows the distributor to have any template automatically customised 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 stored on-line, 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," Mr Holdsworth said.

"It reduces our printing costs, and 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."

Donaldson 02 4350 2000.

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