print2012 - transpromo (white space marketing), handling & fulfillment - alex joos, group joos
DESCRIPTION
PRINT2012 - Transpromo (white space marketing), handling & fulfillment - Alex Joos, Group JoosTRANSCRIPT
Group Joos – Document Process Solutions
27 september 2012
Who said there was a difference between marketing &
transacional communication?
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Agenda
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Market trends & evolution
Colour in a colour world
Practical methodology
Best practices
conclusions
Markt situation and trends
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3
MULTIPLICATOR OF TOUCHPOINTS
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4
Psychology
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Color Psychology • Symbolic
– Negative red -> danger and errors – Positive red -> love and passion
• Cultural • Associations
• Blue: quality, professionalism, leadership, authority • Green: leisure, sport, environment, health care • Yellow: happiness, positivity, creativity, striking • Orange: ambition, energy, warmth, organic • Red: energy and excitement, passion and emotion • Purple: wealth, rich sophisticated, wisdom • Brown: reliability, stability, friendship • Black: power, strength, intelligence • Grey: practical, timeless • White: purity, safety, cleanliness, perfection
Psychology How we process information...
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We process functional information with the left side of
the brain
We process emotional information with the right side of the brain
Adding color to business communication allows readers to more fully engage with the information.
Practical value... ... When used in your Business Communication...
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• Enhance – comprehension – readability – learning
• Increases brand recognition – meet brand owner color conformance
• Increase engagement and relevance (one to one) by adding graphics and personalized messages
• Stay within acceptable cost guidelines • Reduce go-to-market time • Add flexibility
METHODOLOGY
Digital Full Color Integration Consultancy
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Business Objectives Define the actions ...
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• KPI’s – Hard
• Shorten the payment cycle by and increase Direct Debits – => highlight the call to action
• Generate cross/up sell leads – => integrate promotional messages, which are relevant to the customer
• Decrease customer care cost – => offer clarity by redesigning the document responding to the customer needs query
the market, query the customer
– Soft • Customer Experience
– => multichannel delivery, customer receives the information via his preferred channel
• Attract attention • Brand value • ...
Services
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CAPTURE & CREATE
DELIVER & PUBLISH
PRODUCE STORE &
PRESERVE MANAGE &
REVIEW
Marketing Consulting • Develop objectives & KPI • Identify target group & develop
segmentation
Document Redesign Consulting
• Advise on document redesign best practices
Technical Consulting • Perform technical diagnostic
(constraints) • Design Technical solutions • Implement technical solutions
Technical Solutions • Implement solutions to enable
document re-composition and easy segmentation
Document Redesign Services • Perform end-to-end redesign of
the dcoument with a creative agency
Composition & Printing Services
• Compose documents • Print in full color
Impact Measurement Consulting
• Develop measurement approach & tools
Impact Measurement Services • Perform market research • Gather data on hard KPIs (voice of
the customers) • Draw conclusions
Create Implement Measure
EXP
ERTI
SE
TOO
LS
SER
VIC
E
Transition from existing monochrome application printing to full color applications...
Testing and Statistical Analysis • Perform Eyetracking tests to read
impact of document reengineering
Roll out strategy
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One to One & targeted messaging
Cross & upselling and customer retention with internal products and benefits.
Strategic alliance enables selling white space to external parties.
Transpromo Application
Transfer content management to business owners
Reduce go to market time
Conditional formatting leveragiing the customer experience.
Interactive Application
Migration of monochrome and spot color pages to full color
Optimise content
Clarity in communication leads to customer satisfaction
Meet business objectives, lead customers to the call to action
Document Reengineering
Omit preprinted material, print full color stationary on the fly
No stock management, white paper factory
Migration from Offset to Digital
Phased Approach
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Want revolution? No big bang approach...
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REVOLUTION
PH
ASE
2
... Go for evolution! Phased transition from existing monochrome application printing to full color applications...
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Composition from transactional data...printed on pre-printedstationary and identical content on inserts
Printing of stationary and data in one run, selective onserts
Conditional color formatting One to One marketing on transactional documents
PHASE 1
PHASE 3
Document Reengineering + Interactive/Multichannel Functionality = Customer Experience
PH
ASE
2
Marketing Data
Transactional Data
Content Mangement
Test... Measure efficiency...
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high ATTENTION METER high
Analyse... • A heatmap reveals the viewer’s • “reading strategy”
• First • Next • Last • Not!!!
• the viewer’s “attention hot spots” • Most time spent • No time spent!!!
high ATTENTION METER high
Areas %Seen 1st Seen Av. Time
1 63,0% 0,9 s 0,8 s
2 69,5% 1,1 s 0,4 s
3 43,0% 1,5 s 0,4 s
4 20,0% 2,3 s 1,1 s
Challenges in design... A quick guide to what can work...
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• Avoid too much color
• Avoid too many distractions
– “Just enough” design
– readability
– engagement and relevance
• Practice good design
– conformance to regulatory requirements
– color acceptability to the brand owners
Challenges in design... A quick guide to what can work...
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• Manageable color in print – Not all images are suitable for high-speed, high-volume,
full color printing • Look for high-contrast images • Images that use heavy shadows • Look for images with some noise
– Images that print perfectly on photo paper may not look the same when printed on a production paper • Consider hue and saturation • Consider reflections and ratio of light to dark • Look carefully at skin tones
Test them on the paper you want to use!
Summary
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Digital color offers opportunities to enhance your business communication and adapt to a more agile way of working. Still, there are some technical and design challenges to overcome. Group Joos consultants can work direct with your marketing and communication department to ensure clear understanding of the creative brief, apply best practice in design and guide you through the IT development up to the production and multichannel distribution of your communication.
Ask yourself... Qualifying questions...
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• How can digital color printing and targeted communications help differentiate your business in a competitive marketplace?
• How can color make your company’s image and branding more recognizable?
• How can color improve bills and statements (communications and/or offers) and as a result, reduce the number of calls to customer service representatives (motivate customers to self-manage accounts) and reduce A/R cycles?
• How can color and variable data be used to increase direct mail responses?
• How can color “on the page” help you reduce costs associated with pre-printed forms and inserts?
• How can color help increase market share?
