- Language: English
- 177 Pages
- Published: January 2012
- Region: Global
1:1 (Personalized) Printing: Boosting Profits Through Relevance Q2 2011
- Published: May 2011
- Region: Global
- 66 Minutes
It's a tough marketing world out there. The media mix is fragmenting. Marketers no longer have the freedom to worry only about “the big three”: television, radio, and print. They need to worry about blogs, social networking, search engine marketing, QR codes, and more. As media continue to splinter, consumers expect to be targeted on a demographic, even individual, basis. At the same time that there are more places for companies to spend their marketing dollars, those dollars are coming under closer scrutiny. Marketers are increasingly called onto the carpet to justify their spending decisions. With the U.S. just pulling out of the recession and the economic recovering going more slowly than expected, every decision becomes that much more critical. Fortunately, while the media and the economic environments change, the fundamental rules of marketing don't. Good marketing requires sending the right message to the right target audience at the right time. There are simply more factors and more media to consider in the process.
There has been some question about the role of print in today's increasingly electronic world. When you can zap a marketing message to someone's cell phone at the precise time and place the marketing message is relevant to them, when customers can log into their favorite online retail site and be greeted with personalized recommendations based on their past purchase history, is there a role for a “stodgy” old medium like print? In today's electronic, mobile world, is print even relevant anymore? The answer is yes, but not the way you might think. Although we tend to think of on-demand access to information and highly responsive (even real-time) marketing and down-to-the-individual personalization as the realm of wireless and the Internet, we can do the same thing with print. Yes, print! Plus, print has tangibility, credibility, and appeal the Internet does not offer. In this report, we will talk about the role of 1:1 printing in increasing the effectiveness of your marketing program.
Section 1 looks at the driving factors behind 1:1 personalization.
Section 2 looks at 1:1 printing basics, including the technology that drives 1:1 capabilities, examples of complex and simple 1:1 printing, and the benefits of using the 1:1 approach.
Section 3 looks at the ways to evaluate the success of personalization, including measurement techniques and hypotheticals for static/1:1 print programs.
Section 4 looks at different classifications of 1:1 printing: by technology and by application. It also provides a breakdown of associated costs.
Section 5 looks at three case studies in each of the application categories to reflect “best in class” examples of how 1:1 printing is used.
Section 6 looks how to maximize your advantage through best practices of 1:1 print.
Section 7 draws important conclusions for marketers and provide additional resources that may be useful to you. SHOW LESS READ MORE >
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
- 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
- Critical Lessons From the Field
Section 7: Conclusions
- For Further Reference
About Heidi Tolliver-Nigro 64
TABLE OF GRAPHICS:
HP Digital Print Award Winner, Direct Mail and Transpromo, 2010
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 Pontiac Buick 1:1 Campaign
Percentage of Printers Offering Personalized URLs
Sample: Co-Operators Personalized Newsletter
High-Speed Inkjet Imager for Producing 1:1 Printing on Envelopes
Sample: Simulated Handwriting With Logo Swap
Sample: Bazzirk Lumpy 1:1 Mail Campaign