personalizing your printing
Post on 03-Aug-2015
1.605 Views
Preview:
TRANSCRIPT
1 April 15, 20231 April 15, 2023
Capture Sales Success with Ussery Printing!
Variable Data TransformationJohn LawrimoreVP-Sales
Varia
ble
Data
Prin
t
•Market Overview
•What is VDP?
•Albertson College
•Outside the Box Personalization
Cutting through the Clutter• 25%-30% of total media time is spent
multitasking• Consumers encounter ~3,000 marketing
messages per day• Consumers are filtering their messages to
make better, faster decisions− Do Not Call, Do Not Mail lists
− Pop-up blockers, SPAM Filters
− Caller ID, Caller Unknown
− DVR
− Sirius Radio
Targeted print marketing gets through the clutter.
Sources: eMarketer Multi-tasking Consumers; TNS; Irongate Digital Solutions
Customized Communications Deliver What Consumers are Looking for
Direct mail60.6%
E-mail20.5%
Messages on your cell phone
or PDA3.4%
Other 10.0%
Telemarketing5.5%
The Future of Mail, N = 850 Consumers
How would you prefer that companies contact you for marketing and promotional purposes?
All Consumers
Highly Personalized Messages are Important
Highly personalized with
messages and offers that are unique to my
needs/interests56.3%
Personalized with my name and
address but not much that is unique to my
needs/interests26.4%
Non-personalized messages and
offers that everyone receives
regardless of individual
needs/interests17.3%
The Future of Mail, N = 850 Consumers
When you do receive hard copy direct mail, which type do you prefer?
82% prefer personalized content
Perceived Usefulness of Mail Received
Personalized content that I
find useful30.5%
Personalized content but not
very useful29.0%
Not personalized and not useful
40.5%
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
Market Conditions for the Marketing Professional
• Average tenure for a CMO is 23 months
• Only 1 in 10 keep their jobs for more than three years
• “Just because a marketer was successful in the 1980s does not mean that he or she will be a good fit today.”
• Today its all about ROI…RelevanceSynergyEfficiencyTimeliness RESULTS
Source: Spencer Stuart
The Time to ACT is NOW!
• Consumers are demanding relevant content in a more timely manner
• Marketers need help identifying the right solution
• Marketers are working under tighter financial constraints
• Marketers are seeking partners to help ease their pain
• Ussery can provide the answers
Variable Data Printing is a form of on-demand digital printing that produces customized or personalized documents targeted to an individual. Within a single document design, elements such as text, graphics, and images are changed from one printed page to the next based on recipient information gathered within a database.
Other commonly used terms
What is VDP?
Personalization
Customization
Versioning
Database Publishing
Transactional
Variable Data Print (VDP)
Variable Data Publishing (also VDP)
Variable Information Printing (VI or VIP)
One-to-One, 1to1, 1-to-1
TransPromo
U.S. POD Variable Data Market
$3.7
$12.3$2.1
$2.6
$0
$5
$10
$15
$20
2007 2012
Year
Bill
ion
s U
S$
Va
lue
of
Pri
nt
B&W
Color
27%CAGR
$5.8
$14.9
Defining VDP into 4 buckets
1. Simple Addressing
2. VDP with Addressing elements• Dear Lana…
3. VDP with Segments• Location, age, interest, gender, ethnicity
4. VDP with Individual elements and call-to-action instructions
• pURL
Is everyone interested in the same message?
More With Less: Eliminate Useless Records
• Some recipients have no interest in a car−Daniel and Johanna
bought a car less than 6 months ago
−Emily lives in Manhattan and only uses the subway to get around
VDP Is More Than a First Name!
Not Everyone wants a Ford Taurus!
• Many use VDP to “personalize” with the recipients name, but still use the same message for everyone−Dear James - Buy a Ford Taurus−Dear Janice - Buy a Ford Taurus−Dear Andrew - Buy a Ford Taurus
Segment Your Data…Understand the Audience
• James• 32 years old• Single• Teacher• $45,000
salary• Lives in Philly
• Janice• 43 years old• Married, four
kids• Veterinarian• $87,000
salary• Lives in
Tampa
Segment Your Data…Understand the Audience
• Andrew• 61 years old• Married• Attorney• $170,000
salary• Lives in
Denver
Segment Your Data…Understand the Audience
Well Executed VDP is About Relevance
Name Age Gender
Income Children City State
James 32 M 46,000 0 Philadelphia
PA
Janice 48 F 87,000 4 Tampa FL
Andrew 61 M 170,000
0 Denver CO• IF state = FL
THEN background = beach• IF income ≥ 50,000
AND income ≤ 100,000AND children ≥ 2 THEN picture = luxury van
• IF state = COTHEN background = mtns
• IF income ≥ 120,000AND children = 0THEN picture = sports car
• IF state = PATHEN background = city
• IF income ≤ 50,000AND children ≤ 2 THEN picture = coupe
Personalization Generates Results!
18.5%
20.8%
23.4%
23.7%
0% 10% 20% 30% 40%
Average order size
Repeat order rate
Overall revenue
Response rate
Anticipated Improvement
N = 383 Direct Marketers
Source: Trans Meets Promo… Is It More Than Market Hype?. InfoTrends, 2008
Varia
ble
Data
Prin
t
Examples & Case study
Entry-Level VDP Example
Tickets• Numbered• Barcodes• Variable Date
& Time
Entry-Level VDP Example
Postcards• Personalized
Text−Name
−Address
• Variable Text• Variable Images• Postal Barcodes
Image Personalization
Advanced VDP – Scripting Support
Varia
ble
Data
Prin
t
Albertson College
Albertson College’s
Business Problem was competing for new students.
So why was the Albertson Recruiting Project Successful?
By recognizing these factors!
•Relevance
•Focus
•Timing
The Albertson’s brochure reflects…
It was focused, relevant and timely
Albertson College case study
• The small town location offered different advantages to different students.
• For city kids the marketing piece focused on outdoor recreation and scenery.
• For rural kids it included photos and features of Boise: 30 minutes away.
• Albertson offers BS and BA degrees in sciences, humanities, fine arts and social sciences.
• Each piece was customized to one of four categories according to the student’s interest. If undecided, a general description was used.
It was focused, relevant and timely
Albertson College case study
• Every direct mail piece included a personally addressed note from the student’s counselor, including the counselor’s photograph and versioned according to their year in school .
• This allowed the student to visualize to whom they would be talking when they called in for questions.
It was focused, relevant and timely
Albertson College case study
The Result:•The direct mail program using variable images and content generated an 18.7% response: A full 850% increase over previous years 2.2% rate.
Job Specs:• 60 versions possible, 13 elements to manage (2 scenes, 5 center spreads, 6 counselors)• (Gender)•$3.50 per piece drove $40k per seat
Case Study – Segmentation
Albertson College case study
It’s about Breaking Old Habits
Let’s tailor each messageto enhance communications
and improve response.
I’ll do a mail merge using inkjet addressing to get this flyer out.
OR
Bottom line… its about VALUE
• Ussery can help you solve your business issues• Ussery helps grow your business through
− Increased sales
− Increased revenue• Ussery can you help you reduce your overall response costs
It is about an on-going relationship—not an individual sale!
Achieving goals
Setting benchmarks
Improved ROI
Improved accountability
By providing relevant solutions, we are, in effect, a partner in your success.
Value to you….
What does this mean to a you?
Varia
ble
Data
Prin
t
Outside the Box Personalization
….fun examples
www.mymms.com
www.myheinz.com
http://www.designyourheineken.nl/
www.mykleenex.com
www.myjones.com
Swiss – www.121time.com
www.bmw.com
Varia
ble
Data
Prin
t Disco
very
How can you benefit from variable data?
top related