Personalizing Your Printing
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Allowing you to tailor your printing to each person in your target list.
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Personalizing Your Printing
- 1. September 24, 2010 September 24, 2010 Capture Sales Success with Ussery Printing! Variable Data Transformation John Lawrimore VP-Sales
- 4. Customized Communications Deliver What Consumers are Looking for The Future of Mail , N = 850 Consumers How would you prefer that companies contact you for marketing and promotional purposes? All Consumers
- 5. Highly Personalized Messages are Important The Future of Mail , N = 850 Consumers When you do receive hard copy direct mail, which type do you prefer? 82% prefer personalized content
- 6. Perceived Usefulness of Mail Received The Future of Mail , N = 845 Consumers Excluding bills and statements, approximately what percentage of the items you receive in the mail can be described as follows? 70% find their mail is not very useful
- 10. U.S. POD Variable Data Market $5.8 $14.9 27% CAGR
- 12. Is everyone interested in the same message?
- 19. Personalization Generates Results! N = 383 Direct Marketers Source: Trans Meets Promo… Is It More Than Market Hype?. InfoTrends, 2008
- 20. Variable Data Print Examples & Case study
- 24. Advanced VDP – Scripting Support
- 25. Variable Data Print Albertson College
- 26. Albertson College’s Business Problem was competing for new students.
- 33. It’s about Breaking Old Habits Let’s tailor each message to enhance communications and improve response. I’ll do a mail merge using inkjet addressing to get this flyer out. OR
- 36. Variable Data Print Outside the Box Personalization … .fun examples
- 37. www.mymms.com
- 38. www.myheinz.com
- 41. www.myjones.com
- 42. Swiss – www.121time.com
- 43. www.bmw.com
Hinweis der Redaktion
- Now you are a couple of months into it… any successes to share? 1. Review slides: Chain of Value Slide – we went through the exercise of determining with our current customers the gaps that were being overlooked in our sales process. This is a good review and gives you a good reason for getting back in front of your customers to share “what else we do”. Remind customers you are here for their communication needs. 2. 3 questions to ask your customers: Why are you doing this? What do you expect to happen? How will you measure the success? 3. Gaps Reviews: 4. Time 5. Segment 6. Individual Many times people focus their VDP efforts on individual gap. Often they are spending more $$ when segment is better. Why: They don’t know what is relevant They don’t have the data Cannot focus or offer something relevant Today we are going to assume we havea the data and ready to target We know our audience What is important Understand critical timing needs 7. Its all about document effectiveness Increase response rates Increase traffic Customer loyalty Differ yourself in your marketplace We talked last time that you need to differ yoru service in the marketplace – your customers are no different. How do we help them stand out in the world? Ussery Printing Company
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- Further driving the demand for customized communications in the need to cut through the clutter. Consumers are inundated with marketing messages. They are frustrated at the amount of junk mail in their mail and email boxes. Marketers must cut through this clutter to get their message read. They want to communicate with the consumer on a personal level in an effort to replicate the level of communication that occurred when all interactions were face-to-face. Ussery Printing Company
- In the InfoTrends, Future of Mail study, over 80% of respondents told us they prefer to direct mail and email as the contact method for marketing purposes. Can anyone tell me why this would be? Instructor: Give a minute to allow the students to answer Answer: These methods are least intrusive – the recipient can read or dispose of them at their leisure. Ussery Printing Company
- When we asked them what type of direct mail they prefer to receive, 56% responded they prefer highly personalized content with messages that are unique to them and 26% responded they prefer communications with name and address only. Ussery Printing Company
- However, when we asked them the type of direct mail they received, 40% told us they receive communications that are not personalized and not useful, while another 29% told us the communication was personalized but still not very useful. What do you see, when you hear stats like this? Opportunity! – consumers are telling us what the prefer versus what they are receiving and there is a huge gap. This is opportunity for the marketing service provider. Ussery Printing Company
- Making the transition to marketing service provider addresses a market need. The most important concept to understand is that you have a different customer when selling customized communications. You are no longer selling to the print buyer. Instead your focus must be on the marketing department – CMO, VP Marketing, Marketing Director, Product Manager, etc. Customized communications solutions can have a major impact on marketing effectiveness and helping the marketing professional. In particular, the Chief Marketing Officers have one of the most precarious jobs in the C-suite. Today’s Marketing Professionals face the conflicting challenges of new channels of distribution, a 24/7 global economy, pressure to deliver identifiable ROI, and the need to deal with rapidly changing technologies that are changing the face of marketing. Marketers are challenged to more efficiently and effectively segment their markets, attract new customers with continuity campaigns that cultivate engagement, support multiple channels of distribution with comprehensive materials aligned to the specific channel, identify cross-sell and up-sell opportunities, and maximize the lifetime value of the customer. Statistics tell the story. According to Executive Search Firm Spencer Stuart: The average stay for a Marketing Professional is 23 months Only 1 in 10 keep their jobs more than three years “ Just because a marketer was successful in the 1980s (where image and bigger advertising ruled) does not mean that he or she will be a good fit today (when successful marketing requires a much more complete and integrated approach).” Ussery Printing Company
- In essence, we are in the midst of a perfect storm. The time is now. Consumers are demanding more relevant communications. Marketers need help identifying the right solution for improving marketing performance They are confused as to what tool fits their needs And are actively seeking technology and partners to help make their lives easier by improving the productivity and ROI of their marketing efforts Printers are providing the answers Ussery Printing Company
- Read slide. Transpromo: 2 messages in 1 envelope. Statement plus marketing info in white space that is relevant to purchases. Every piece will be different. Ussery Printing Company
- This slide provides a view of the variable data print on demand market. This market was valued at approximately $4.5 billion in 2005. InfoTrends expects it to experience a CAGR of 27% over the forecast period. Also note that approximately 80% of these variable documents are expected to be produced in color. Why do we want to chase this? Market place is gearing up to support this. Fortune 500 has already adopted VDP. SMB is now in #2 VDP with Addressing. $250M and under is SMB Over 8M customers are SMB in the US Has been under served. Programs have been $$. Now there are tools available so they can participate too. Regional banks – easier to sell locally that the BofA and Wells Fargo. This is where the focus is Ussery Printing Company
- Define VDP in 4 buckets: 1. Addressing doesn’t see the difference between inket. No value add . 2. VDP with Address elements Dear Leon and use West End NC in topic. Missing relevance . 3. VDP segment element local, middle age, ethnic, broad interest 4. VDP individual element with feedback data, pURL. Needs infrastructure to support. Easiest to hardest Value is lowest to highest Price is lowest to highest At PODi: they asked who is using VDP – 100% raised their hands Who went beyond step 2 – ½ dropped their hands. Ussery Printing Company
- Is everyone interested in the same message? Ussery Printing Company
- Some are not interested. Ussery Printing Company
- This is where #2 VDP and addressing BUT not everyone wants a Taurus. Ussery Printing Company
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- Information is available and can easily be put in a database format. Business rules can easily be written: if than else. Ask customers: What about your product will influence your market segments and attract a purchase. Get them to talk about segments first and then we can talk relevant value. Products have needs in specific segments. This will drive the need to get data. Gotta get over the data hurdle ask why we would want to do it than how we do it. Printers have a need for how…. We need to change to WHY they would want to do it and not how. Ussery Printing Company
- Here is why they want to do it! This chart shows the top four responses marketers provided in the InfoTrends 2008 Future of Mail study. You see right there at the top is increased revenue, followed by repeat orders, order size and general response rate – which by the way, if you don’t get your recipient to reply in the first place, then the other three will never follow. What’s important is that these are exactly the kinds of results Customized Communications can deliver – if executed properly. In our proceeding modules we will discuss the critical aspects of any marketing campaign which are essential to achieving increased response, customer retention, revenue and ROI. [Interactivity: – students split into four groups explain how Customized Communications affects each of these four areas – 3-4 minutes] Ussery Printing Company
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- One of the hottest things in variable data publishing today is image personalization – the ability to take personal information such as first name and make it part of the picture. See how the recipient name is formed by the birds or the flowers – this is not text on top of an image, the name is actually formed by birds and is part of the image. These images can then be placed into print or online variable data documents and are a great creative way to grab your readers attention. One of the leading image personalization software tools is DirectSmile and it is available as an ASP service. Print service providers sign up to gain account access and then create personalized images over the Web, which are then downloaded and placed into variable data documents. Ussery Printing Company
- This campaign was created for Wolverine shoes – a popular hiking boot. Wolverine wanted to promote shoe sales through one of their retail channel stores. They created a direct mail postcard that was personalized with the recipient’s name as well as a personalized map. A script was written to automatically take each recipient’s address and pass it to Google maps which then created a personalized map of the nearest store location based on the recipients zip code. The map was then automatically placed into the correct recipients document. Another script was used to calculate the number of steps required to walk to the store – A very clever use of personalization given the campaign was for a hiking boot. Nichole – can you use interaction/automation to first highlight the map and then the number of steps variable Ussery Printing Company
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- Did only 5 categories to keep the $$ down. 69 majors at Albertson Ussery Printing Company
- Felt they needed to see who they were talking to. Build relationship prior Ussery Printing Company
- $3.50 per piece First year 18.7% The following year, quantity was down, target criteria of ACT went up for top quality student. $40K per seat. Ussery Printing Company
- And when you finally gain access to that right person, it’s time to sell them on your value and not the technology! Historically, printers have focused on the hardware, software and technical jargon versus the value of the products and services they offer. This has facilitated the a commodity based system of selling with a “buy more – cost less” concept. When selling customized communications, you must educate clients on the value and benefits associated with customized communications. You want to focus on addressing the marketers specific needs such as improving response rates, generating leads or increasing sales. When you move into a value based selling mode, you move away from the commodity based pricing of “cost per piece”. Customized communications can improve overall marketing effectiveness over traditional forms of static mass marketing and therefore offer higher value to the marketer. You must help your clients understand the real value of the document (print or online) and not simply the cost to produce it. You now move from a cost per piece discussion to one of value per piece. Ussery Printing Company
- No, as a solution partner, your job has just begun. A print sales rep’s job is complete when the job is satisfactorily delivered. Jack knows that the first job is just the start of the relationship. Jack has seen other salespeople make the sale, deliver the print job, and then run to the next customer. Jack realizes that he wants to extend the relationship with the client so he can become more than just another vendor on a bidders’ list. Jack knows that building relationships it is about delivering value and focusing on what’s in it for them. Ussery Printing Company
- In today’s economy, Marketers in every industry are faced with the challenge of improving customer communications and validating marketing spend against ROI. By providing relevant solutions, you bring value to your client’s business. You are in effect a partner in their success. In summary, customized communications have the ability to generate more revenue and more opportunity for clients who adopt them as a primary means to communicate their message. Personalized and targeted communications are more effective ways to communicate and can drive increased response and sales. They help clients achieve goals and set benchmarks for success and growth. Results measurement and demonstration of improved ROI are ruling the day in today’s market place and customized communications solutions are helping. Ussery Printing Company
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- M&M has created a web portal where you can personalize m&m candies. You can choose they type of candy, colors, and create a personalized message to be printed on your m&m’s. Ussery Printing Company
- Heinz catsup has a web portal for customizing bottles of catsup and mustard. Ussery Printing Company
- This is an example from an HP customer in the Netherlands. They’ve created a website where Heineken enthusiasts can create custom labels. The labels are applied to the beer bottles and then shipped to the customer. Ussery Printing Company
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- Swiss let’s you customize your own watch. Ussery Printing Company
- Just about every car dealer offers the ability to customize your car; some print the customized brochures and send them to the recipient. In fact, all of these examples have been done in partnership with a print service provider. And although these examples are web driven, they are just a few examples of what can be done. The possibilities for the power of personalization are abound. Ussery Printing Company
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