Howard Hunt’s £5 million investment in a new KBA litho press and Scheffer Offline finisher will enable it to handle lower volumes runs using litho technology, keeping its digital presses free for data-driven direct mail work.
The Scheffer machine also makes the production of closed-end mailers, kiss-cutting, pull-outs and mailers with UV coating possible.
The KBA press – a Rapida 106 10 SW5 with Mabeg reel/sheet, which is running at 18,000 sheets per hour – was initially installed in the company’s Dartford plant in January this year, replacing a Mitsubishi press, and started live production in March. Recently promoted joint managing director Lucy Edwards told Digital Printer: ‘Everything we do is client-driven and they are being a lot smarter with what they do with their data. We may win a two million pack campaign but that two million is lots of different sells. We needed the KBA for quick turnaround on smaller orders, while the web presses handle the higher volumes.’
The Sheffer Offline installation follows a pattern of direct mail budgets being released and customers looking for greater impact from their mail packs, she said. Howard Hunt is active in re-engineering mailers into new, creative formats to achieve that.
In terms of digital print, Ms Edwards said the direct mail specialist is ‘keeping an eye’ on potential white paper solutions. ‘We tend to use digital for clever use of data: trigger campaigns, loyalty campaigns. It’s less about volumes and more about how smart we can make the DM piece. It’s more experience-based marketing: you make a donation, you get a communication; you move house or have a baby, you get a communication. Turning around data and trigger marketing has become a lot more prevalent.’
