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1:1 (Personalized) Printing: Boosting Profits Through Relevance


Description: Written by renowned industry expert Heidi Tolliver-Nigro, this report boils down the essentials of 1:1 printing that every marketer needs to know. Written in a succinct, no-nonsense style, “1:1 (Personalized) Printing” describes the technology, the applications, key case studies, hypotheticals, and best practices marketers need to walk away feeling empowered to transform their print marketing for greater profitability.

For marketers, understanding 1:1 printing is not optional. This approach represents an entire paradigm shift in the use of print. This report examines the fundamentals of database-driven marketing on a 1:1, fully personalized basis. It starts with understanding the realities of digital printing technology, which drives 1:1 printing, and examines many of the myths behind the incorporation of databases.

Key for marketers is that it does not take a complex database to make 1:1 printing work. Success is based on creating relevance, which can be achieved with a single data point if the right data point is used. Myths associated with cost are also examined, including the fact that 1:1 printing is necessarily more costly than static direct mail.

Points are illustrated using best-in-class case studies, hypotheticals, and graphics from actual campaigns in key 1:1 printing categories, including:
- lead generation;
- loyalty programs;
- fundraising;
- direct sales;
- non-direct sales;
- one-off, personalized follow-ups;
- personalized URLs;
- transactional and transpromotional applications.

Special emphasis is placed on the importance of changing the way marketers evaluate the cost-effectiveness of print marketing, including a shift to cost per lead, cost per sale, and return on investment. Report concludes with best practices and strategies for success.

The report is part of the Marketer’s Primer Series, which also includes “Digital Printing: Transforming Business and Marketing Models” and “Web-to-Print: Transforming Document Management and Marketing Models.”Written by renowned industry expert Heidi Tolliver-Nigro, this report boils down the essentials of 1:1 printing that every marketer needs to know. Written in a succinct, no-nonsense style, “1:1 (Personalized) Printing” describes the technology, the applications, key case studies, hypotheticals, and best practices marketers need to walk away feeling empowered to transform their print marketing for greater profitability.


Contents: 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?
- Focus on Personalized URLs
- 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
- Equipmnt Mix by Printing Segment
- 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

Section 6: Best Practices for 1:1 Printing
- Nine 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)
- 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)
- Sample: Pages From a Personalized URL Campaign
- 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
- What is the Primary Printing Technology Used to Output These Jobs? (All Graphic Arts Firms)
- What is the Primary Printing Technology Used to Output These Jobs? (Comm’l Printers)
- What is the Primary Printing Technology Used to Output These Jobs? (Quick Printers)
- What is the Primary Printing Technology Used to Output These Jobs? (Digital Printers)
- What is the Primary Printing Technology Used to Output These Jobs? (Very Small Shops—1–9 Employees)
- What is the Primary Printing Technology Used to Output These Jobs? (Very Large Shops—50+ Employees)
- “Yes, We Do Our Own Variable Data Printing In-House” (Printers, Trade Shops)
- 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
- Hypothetical #4: Impact of Static Direct Mail Program Vs. Personalized URL Campaign
- Sample: Co-Operators Personalized Newsletter
- Sample: Bazzirk Lumpy 1:1 Mail Campaign




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