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1:1 (Personalized) Printing: Boosting Profits Through Relevance
DigitalPrintingReports.com , Aug 2008, Pages: 46
Introduction
SECTION 1: Personalizing Through Print
- The Role of Digital Print Technology
- Don’t Be Afraid of Databases
- Designing for Personalization
- Who’s Doing 1:1?
SECTION 2: 1:1 Printing Basics
- Defining 1:1 Printing
- More Complex Forms of 1:1
- Simple Forms of 1:1
- 1:1 and Cost per Piece
- Benefits of 1:1 Personalization
- What About Databases?
- Relevance, Not Volume
SECTION 3: Evaluating Cost - Benefits
- Examining Some Hypotheticals
- Can 1:1 Save You Money?
- Measuring the Benefits of 1:1 Printing
SECTION 4: Types of 1:1 Printing
- Methods of Classifying 1:1 Printing
- Classifying by Production Method
- Classifying by Application Categories
- Does It Cost Too Much?
SECTION 5: Case Studies in 1:1 Printing
- Lead Generation
- Loyalty Programs
- Fundraising Applications
- Direct Sales Applications
- Personalized URLs
- Non-Sales / Customer Relationship Management
- Pre-Filled Response Cards
- Transactional & Transpromotional
- 1:1 on Envelopes
- Personalizing with Handwriting
SECTION 6: Best Practices for 1:1 Printing
- 10 Lessons From the Field
SECTION 7: Conclusions
- For Further Reference
- About Heidi Tolliver-Nigro
TABLE OF GRAPHICS:
“Have You Worked on Personalized, Customized, Variable Data, or
Other Types of Targeted Print Jobs in the Last 12 Months?” (All Creative Firms, 2004–2007)
Retail Value of the U.S. POD Variable Data Market
Sample: First Market Bank – Ukrop’s Campaign
Sample: Panchero’s Benefits From Mapping
“How Sophisticated Are Your 1:1 Printing Jobs?” (Comm’l/Quick Printers)
Hypothetical #1: ROI for Static Direct Mail Campaign
Hypothetical #2: ROI for 1:1 Personalized Campaign
Hypothetical #3: ROI for Static Vs. Personalized Campaign at 50% Conversion to Sale
Percent of Printers Offering Variable-Data Printing
Sample: Printing Industries of Florida Campaign
Which Type of Hard Copy Mail Would You Prefer to Receive?
Sample: Jay Pontaic Buick 1:1 Campaign
Percentage of Printers Offering Personalized URLs
Sample: Co-Operators Personalized Newsletter
Sample: Simulated Handwriting With Logo Swap
High-Speed Inkjet Imager for Producing 1:1 Printing on Envelopes
Sample: Bazzirk Lumpy 1:1 Mail Campaign
Product samples
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