An Idea is Born
GIT was created as a direct result of the remarkable changes that have taken place in the printing and direct marketing industries over the last several years. Since the invention of the printing press, the written word was considered the most effective method of communicating a message to large numbers of people. In the marketing world, the traditional business model was to print and mail in large volumes, in an effort to maintain a certain minimum level of response, which in turn translated into holding onto minimal returns on dollars spent in this medium. For example, a non-profit agency would mail out three million packages containing a print premium like an address label or magnet, seeking a donation. The goal of the program was to elicit enough donations that the non-profit covered
the expenses of the program and raised enough funds to maintain the program’s continued viability. Early results held to approximately 8-10% response rates on acquisition size mailings. However, over time these programs lost their effectivenes. The introduction of electronic media and digital print technology made the traditional direct marketing methods outdated and archaic. The new era of marketing strategy focuses on e-mail blasts and social networking sites, which reach out to vast numbers of people with little overhead expense. Data collection and organization has also led to a shift in print technology, with smaller, more specialized mailings that use data to create personal