from letterbox to inbox: building consumer relationships
DESCRIPTION
TRANSCRIPT
Data protection 2013
Friday 8 February
#dmadata
Supported by
From letterbox to inbox: building
consumer relationshipsThursday 4 July 2013, Kings Place#dmaprint
Sponsored by Insight partner
8.30am Registration and breakfast
9.00am Welcome from the Chair
David Reed, Editor, Data IQ
9.10am Research findings
David Cole, Founder & Managing Director, fast.MAP
9.35am The role of print increasing customer engagement and loyalty
Lyle Rainey, EMEA Business Development Manager, Hewlett-Packard
10.05am People love print
Phil Dean, Managing Director, Ingenious Rapport
10.25am Panel Discussion
11.00am Close of event
Agenda
Welcome from the Chair
David Reed, Editor, Data IQ
Research findings
David Cole, Founder & Managing Director, fast.MAP
The results
David Cole, Founder and MD, fast.MAP
DMA/fast.MAP Tracking Series
How it was done
Consumer’s enthusiasm for Print
Qualities of Direct Mail
Consumer’s Expectation and Reaction to Print
The future – changing nature of marketing
How it was done
Consumer’s enthusiasm for print
Qualities of Direct Mail
Consumer’s Expectation and Reaction to Print
The future – changing nature of marketing
Background and methodology
First wave of the DMA Print Personalisation Tracker.
Sample randomly selected from fast.MAP’s Consumer Voice panel
Nationally representative of UK population
Online self completion questionnaire
28 questions were asked in total
Survey despatched 25th February ..open for 7 days.
1,232 respondents
Over 250 hours of “interview time”
Results are re-weighted by age and gender
fast.MAP Marketing GAP
1,000 consumers –
nationally representative of UK
panel 350 marketers
8th year of publication
How it was done
Consumer’s enthusiasm for print
Qualities of Direct Mail
Consumer’s Expectation and Reaction to Print
The future – changing nature of marketing
Two-thirds remember reading advertising on a screen, rather than on paper
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
Most of the advertising I remember reading yesterday was:
On a screen, 65%
On paper, 35%
Preferred method of communication with
a company you have a relationship with.
Direct Mail has risen in popularity since 2008
Source: fast.MAP Marketing GAP 2012
A third of people look forward to receiving their daily post and 30% open on the same day
Source: fast.MAP February 2013 N = 1,232
How excited are you to receive post addressed to you?
4%
14%
19%
30%
33%
0% 5% 10% 15% 20% 25% 30% 35%
I will leave my post for a few daysbefore opening it
I tend to throw away or recycle most ofmy post
I only look forward to receiving postwhen I am expecting a particular
delivery
I don’t look out for the post, but will open what I get the same day
I look forward to seeing what the postman has got for me, and I’m very
disappointed if I don’t receive anything
People particularly look forward to receiving vouchers, coupons, discounts in the post
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
What type of addressed post do you enjoy receiving?
11%
19%
21%
23%
25%
34%
52%
58%
70%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Leaflets/pamphlets
Customer magazines
Magazines from brands
Invitations to productlaunches/events
Catalogues
Postcards
Packages from retailers
Letters
Vouchers/coupons/discounts
Number one motivation for opening post is if it is personally addressed
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
What is most likely to make you open post?
5%
6%
8%
15%
17%
48%
0% 10% 20% 30% 40% 50% 60%
It is from a brand/company that Iknow
I am interested in the product/service
It might contain a coupon or voucher
I see it contains a sample, coupon orvoucher
It looks like an interesting package
It is personally addressed to me
Source: fast.MAP Marketing GAP 2012
…..advertising you would miss if it disappeared
tomorrow?
People would miss PRINT advertising more than marketers would expect
59%
49%
59%
51%
46%
39%
38%
48%
41%
37%
0% 10% 20% 30% 40% 50% 60% 70%
Vouchers/special offers
Requests for charitydonations
Adverts for local services
Utilities advertising (gas,electricity, water, telecoms)
Financial advertising(insurance, credit cards,
loans)
In print form - marketers
In print form - consumers
Source: fast.MAP Marketing GAP 2012
…..advertising you would miss if it disappeared
tomorrow?
Whereas only a third would miss the same sorts of advertising FROM THE WEB
33%
34%
29%
36%
39%
48%
34%
36%
44%
48%
0% 10% 20% 30% 40% 50% 60%
Vouchers/special offers
Requests for charity donations
Adverts for local services
Utilities advertising (gas,electricity, water, telecoms)
Financial advertising(insurance, credit cards, loans)
From the web - marketers
From the web - consumers
Source: fast.MAP Marketing GAP 2012
…….advertising you would miss if it disappeared
tomorrow?
Source: fast.MAP Marketing GAP 2012
Marketers are out of step with Consumers...overestimating
the impact of the web and underestimating print.
Which medium would you miss if it disappeared
tomorrow?
People would think less of companies if have to pay for printed material, or force people online
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
From a company you currently deal with or buy from,
what would make you think less of them?
7%
14%
14%
36%
38%
40%
59%
0% 20% 40% 60% 80%
If it didn’t have a social media presence I could like or follow
If it didn’t use the most up-to-date communication methods to advertise its services
If its website wasn’t optimised for my tablet/smartphone
If it refused to send information(invoices/statements/brochures) in offline, printed form
If it closed all its physical outlets and announced it wouldonly have an online presence
If I could only get updates about its new products and offersby signing up to its social media presence
If it said I had to pay to get information(invoices/statements/brochures) in offline, printed form
How it was done
Consumer’s enthusiasm for print
Qualities of Direct Mail
Consumer’s Expectation and Reaction to Print
The future – changing nature of marketing
How important are different attributes to you when receiving marketing?
Authority
Trust
Attention
ggrabing
Appearance
Memory
How important are different attributes to you when receiving marketing?
How important are different attributes to you when receiving marketing?
How important are different attributes to you when receiving marketing?
Source: fast.MAP February 2013 N = 1,232
.how important are the following attributes when
receiving marketing information?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Most important : trustworthy, relevance, content, easy to respond
Source: fast.MAP February 2013 N = 1,232
.how important are the following attributes when
receiving marketing information?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Most important : trustworthy, relevance, content, easy to respond
Source: fast.MAP February 2013 N = 1,232
.how important are the following attributes when
receiving marketing information?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Most important : trustworthy, relevance, content, easy to respond
Source: fast.MAP February 2013 N = 1,232
Which marketing channel do you feel best reflects these
attributes?
Most important : trustworthy, relevance, content, easy to respond
Source: fast.MAP February 2013 N = 1,232
Which marketing channel do you feel best reflects these
attributes?
Most important : trustworthy, relevance, content, easy to respond
Source: fast.MAP February 2013 N = 1,232
Which marketing channel do you feel best reflects these
attributes?
Most important : trustworthy, relevance, content, easy to respond
Source: fast.MAP February 2013 N = 1,232
Which marketing channel do you feel best reflects these
attributes?
Most important : trustworthy, relevance, content, easy to respond
Source: fast.MAP February 2013 N = 1,232
Which marketing channel do you feel best reflects these
attributes?
Most important : trustworthy, relevance, content, easy to respond
Source: fast.MAP February 2013 N = 1,232
Which marketing channel do you feel best reflects these
attributes?
Most important : trustworthy, relevance, content, easy to respond
Source: fast.MAP February 2013 N = 1,232
Which marketing channel do you feel best reflects these
attributes?
Most important : trustworthy, relevance, content, easy to respond
How it was done
Consumer’s enthusiasm for print
Qualities of Print
Consumer’s Expectations and Reaction to Print
The future – changing nature of marketing
Over two-thirds of people open post straight away – high levels of engagement
Source: fast.MAP February 2013 N = 1,232
How quickly do you open post ….?
3%
3%
4%
9%
12%
13%
54%
0% 10% 20% 30% 40% 50% 60%
Wait until I have a few pieces of post and thenread them together
Leave it a few days for when I have time toopen it
I throw post away that I don’t recognise
I throw away post that appears to bemarketing something
Open it straight away if it is from a brand Irecognise
Open it straight away if I am expecting aparticular response/package from the company
Open it straight away, does not matter whosent it
Source: fast.MAP February 2013 N = 1,232m
How often do you keep interesting addressed post
excluding statements you receive from your bank and
so on?
Almost two-thirds tend to keep their post
Source: fast.MAP February 2013 N = 1,232m
Regularly, 17%
Occasionally, 48%
Rarely, 28%
Never, 7%
How often do you keep interesting addressed post
excluding statements you receive from your bank and
so on?
Almost two-thirds tend to keep their post
Source: fast.MAP February 2013 N = 1,232m
Regularly, 17%
Occasionally, 48%
Rarely, 28%
Never, 7%
How often do you keep interesting addressed post
excluding statements you receive from your bank and
so on?
Almost two-thirds tend to keep their post
Source: fast.MAP February 2013 N = 1,232m
Regularly, 17%
Occasionally, 48%
Rarely, 28%
Never, 7%
How often do you keep interesting addressed post
excluding statements you receive from your bank and
so on?
Almost two-thirds tend to keep their post
Source: fast.MAP February 2013 N = 1,232m
Regularly, 17%
Occasionally, 48%
Rarely, 28%
Never, 7%
How often do you keep interesting addressed post
excluding statements you receive from your bank and
so on?
The mantle piece effect – MY mantle piece !
The mantle piece effect – MY mantle piece !
The mantle piece effect – MY mantle piece !
Source: fast.MAP February 2013 N = 1,232
What will make you keep addressed post?
Interest means people will keep post – over a third use it as a prompt to do further research
Source: fast.MAP February 2013 N = 1,232
What will make you keep addressed post?
12%
12%
14%
20%
25%
36%
36%
56%
0% 10% 20% 30% 40% 50% 60%
It makes me feel I am being rewarded by the brand
I like the way it looks
I want to show it to my friends and/or family
It feels tailored to my needs and interests
I think it will be useful to my friends and/or family
It will remind me to further research theproduct/buy the product at another time
I am interested in the brand
I am interested in the product/service
Source: fast.MAP February 2013 N = 1,232
When you request information in the post, when do you
expect to receive this?
People expect almost fast response: 85% want something within a week
Source: fast.MAP February 2013 N = 1,232
When you request information in the post, when do you
expect to receive this?
4%
41%
44%
7%
1%
1%
2%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Within a day
Within 2-4 days
Within a week
Within twoweeks
Within threeweeks
Within a month
Over a month
The next slides contains the
most significant findings of
the study
The next slides contains the
most significant findings of
the study………………..
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
How might you respond to interesting addressed
post from a brand you like?
5%
12%
15%
26%
34%
44%
0% 10% 20% 30% 40% 50%
I would phone for more information
I would go to their store/showroom for more…
I would look to respond directly by post (e.g. fill in…
I would look to buy the product/service in-store
I would show the post to the rest of my family
I would look to buy the product/service online
I would not respond immediately
I would keep/file the post for reference
I would go online to a search engine to find out more
I would go online to the brand’s website to find out …
Post is good at driving people online and to the brand’s website; a quarter keep post for reference
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
How might you respond to interesting addressed
post from a brand you like?
0% 10% 20% 30% 40% 50%
I would phone for more information
I would go to their store/showroom for more information
I would look to respond directly by post (e.g. fill in the tearoff slip)
I would look to buy the product/service in-store
I would show the post to the rest of my family
I would look to buy the product/service online
I would not respond immediately
I would keep/file the post for reference
I would go online to a search engine to find out more
I would go online to the brand’s website to find out more
Post is good at driving people online and to the brand’s website; a quarter keep post for reference
Source: fast.MAP February 2013 N = 1,232
www.fastmap.com
How might you respond to interesting addressed
post from a brand you like?
5%
12%
15%
26%
34%
44%
0% 10% 20% 30% 40% 50%
I would phone for more information
I would go to their store/showroom for more information
I would look to respond directly by post (e.g. fill in the tearoff slip)
I would look to buy the product/service in-store
I would show the post to the rest of my family
I would look to buy the product/service online
I would not respond immediately
I would keep/file the post for reference
I would go online to a search engine to find out more
I would go online to the brand’s website to find out more
How it was done
Consumer’s enthusiasm for print
Qualities of Direct Mail
Consumer’s Expectations and Reaction to Print
The future – changing nature of marketing
Home phone and mobile internet most disposable channels – only 1 in 10 would get rid of letterbox
Source: fast.MAP Marketing GAP June 2012
If I had to get RID OF one communication channel
completely, it would be..?
0%
5%
10%
15%
20%
25%
30%
35%
40%
The internet at home My letterbox My mobile phone The internet on mymobile device
My home phone
Consumers 2012
Home phone and mobile internet most disposable channels – only 1 in 10 would get rid of letterbox
Source: fast.MAP February 2013 and fast.MAP Marketing GAP June 2012
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
The internet at home My letterbox My mobile phone The internet on mymobile device
My home phone
Consumers 2013
Consumers 2012
If I had to get RID OF one communication channel
completely, it would be..?
Home phone and mobile internet most disposable channels – only 1 in 10 would get rid of letterbox
Source: fast.MAP February 2013 and fast.MAP Marketing GAP June 2012
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
The internet at home My letterbox My mobile phone The internet on mymobile device
My home phone
Consumers 2013
Consumers 2012
Marketers 2012
If I had to get RID OF one communication channel
completely, it would be..?
People are anticipating a shift away from offline communications
Source: fast.MAP February 2013 N = 1,232
When will all communication you get from businesses
have gone online – (brochures, special offers, bills etc.)
28%
33%
9%
17%
13%
0% 5% 10% 15% 20% 25% 30% 35%
In about 5 years’ time
In about 10 years’ time
In about 25 years’ time
Not in my lifetime
Never
However, almost half of people think things will be worse – and only 16% think it would be better
Source: fast.MAP February 2013 N = 1,232
How would you feel about a world where there is no
physical communications from businesses in the UK?
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
I have no feelings either way I think it would be worse I think it would be better
I have no feelings either way
I think it would be worse
I think it would be better
fast.MAP’s
5
Highlights – top 5
1. 44% of those that respond to post would do online to a brands website and 35%
would use a search engine
2. Trustworthiness is the most important attribute a communication channel can have
with Direct Mail the overwhelming favourite for Trustworthiness.
3. Most consumers (28%) anticipate all communication going online within 10 years
and 45% think it would be a “worse” place because of it with only 15% saying a
“better” place.
4. 85% expect response within a week
5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep
post to remind them to do further research
3. 70% look forward to receiving
Highlights – top 5
1. 44% of those that respond to post would do online to a brands website and 35%
would use a search engine
2. Trustworthiness is the most important attribute a communication channel can have
with Direct Mail the overwhelming favourite for Trustworthiness.
3. Most consumers (28%) anticipate all communication going online within 10 years
and 45% think it would be a “worse” place because of it with only 15% saying a
“better” place.
4. 85% expect response within a week
5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep
post to remind them to do further research
3. 70% look forward to receiving
Highlights – top 5
1. 44% of those that respond to post would do online to a brands website and 35%
would use a search engine
2. Trustworthiness is the most important attribute a communication channel can have
with Direct Mail the overwhelming favourite for Trustworthiness.
3. Most consumers (28%) anticipate all communication going online within 10 years
and 45% think it would be a “worse” place because of it with only 15% saying a
“better” place.
4. 85% expect response within a week
5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep
post to remind them to do further research
3. 70% look forward to receiving
Highlights – top 5
1. 44% of those that respond to post would do online to a brands website and 35%
would use a search engine
2. Trustworthiness is the most important attribute a communication channel can have
with Direct Mail the overwhelming favourite for Trustworthiness.
3. Most consumers (28%) anticipate all communication going online within 10 years
and 45% think it would be a “worse” place because of it with only 15% saying a
“better” place.
4. 85% expect response within a week
5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep
post to remind them to do further research
3. 70% look forward to receiving
Highlights – top 5
1. 44% of those that respond to post would go online to a brand’s website and 35%
would use a search engine
2. Trustworthiness is the most important attribute a communication channel can have
with Direct Mail the overwhelming favourite for Trustworthiness.
3. Most consumers (28%) anticipate all communication going online within 10 years
and 45% think it would be a “worse” place because of it with only 15% saying a
“better” place.
4. 85% expect response within a week
5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep
post to remind them to do further research
3. 70% look forward to receiving
3. 70% look forward to receivingWhat next…
The Importance of Testing Richard Benson
There are only two rules in direct marketing.
Rule 1: test everything. Rule 2: Refer to Rule 1
Secrets of Successful Direct Mail, 1989
There are two routes you can go down…
Decisions marketers have to make
Variable How many Possible combinations
Audience 5 5
Offer 4 20
Incentive 4 80
Endorsement 3 240
Outer envelope 3 720
PS 4 2880
Price 4 11520
100 days
GO LIVE ; INVOLVE CONSUMERS
Control
Control
Traditional Campaign Testing
The problems with traditional testing…
One pack fits all
Not cost effective to segment
Control pack is very difficult to beat
Few tests a year ( 2 or 3 )
Many new initiatives fail
You might know what works but not why – so what do you learn as a
marketer from this for your other campaigns?
Therefore off line DM as a channel could be more effective
D
Buried insight
• 2 x ‘D’ for DMA
• One per company
• Each one qualifies the finder to £1,000 of research
questions
• Starting from 9am Friday 5th July until 5pm
• Open only to attendees of this conference
• (one per company, excludes similar previous offers)
• Web address is www.fastmap.com
• Email EXACT PAGE AND LOCATION
• 2 x winners notified Monday 8th July
D
Thank you
The role of print increasing
customer engagement and
loyaltyLyle Rainey, EMEA Business Development Manager Direct Mail
and Publishing, Hewlett-Packard
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
The Role of Print in IncreasingCustomer Engagementand Loyalty
Lyle Rainey
EMEA Business Development Mngr
DM & Publishing
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
HP’s commitment to educate the market
Changing Landscape for Brands and Consumers
How digital print is becoming part of the strategy
Case studies of integrated digital printing
Brands need consumers!
Do consumers need brands ?
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.80
HP GSB portfolio delivers digital to all segments
Direct Mail &
Info PrintsPhotos
Sign &
Display
Marketing
Collateral
Labels &
Packaging PublishingDesign Decoration
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.81
Print Service
Providers,
Mailers
Convertors
HP in a new role to evangelize digital printing
at large content generators and their creative
designers
Marketing /CRM
agencies
Brand-owners
Retailers
Enterprises
As supplier of
digital press
solutions
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.82
Evolution Roadmap in printed communication
Mass Production
Customer
Orientation
Variable Contents
Interactive print
Personalized print
Customized print
Communication Focus
Relevant
Communications
Conversation
Focus
Cross-Media Conversational
Marketing Campaigns (fully digital)
Customized DM / TransPromo (mix
of analog & fully digital)
Simple Personalized DM / Transaction mail (analog
pre-print + digitally personalized)
Addressed DM (analog print
with digital addressing)
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.83
“From letterbox to inbox
Building customer relationships”
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.84
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.85
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.86
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.87
Variable data
Print less, but only relevant
info
-> Better ROMI
-> Lower print+mail costs
-> Lower CO2
Person-alize
•Name, address, account data
•Ex: transactional / direct mail
Custom-ize
•Transpromo & customized promo mail
•Selected content in relation to customer’s profile
Dialogue
•Offers & promotions
•All content in alliance with customer’s activities in-store & online.
Fully exploit the key values of digital printing
Short-run printing
Break long runs into
many frequent short-
runs
• Less obsolescence
• Always up-to-date
• More versioning
• Minimal stock
• Faster time to market
-> less obsolescence
-> less waste
-> less opex
Print-on-demand
Web-to-print
• Less admin overhead
• No warehousing cost
• Always up-to-date
• Only print when needed
what is needed
-> less obsolescence
-> less waste
-> less opex
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.8
8
The Challenge Increase effectiveness of consumer
communications
Decrease environmental footprint of
consumer marketing program
Be more relevant to consumers
Drive loyalty card membership
Results Increased number of households using
coupons, increased coupons used per
household and average shopping basket
value
Drove loyalty card memberships from
50k to over 1M
Reduced annual paper usage by 665M
pages
Produced €360M in revenue growth
The Strategy Create personalized weekly flyers
Use customer purchase data to promote
relevant products
Reduce size of flyer through precise
selection of offers
Allow loyalty car holders to use
redemption card to get discounts
Belgian discount retailer uses customer data to create targeted promotions and drive customer loyalty
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.8
9
The Challenge Increase response rate to DM catalogs
Take advantage of extensive customer
history database
Results 30% increase in response rate
3000+ competition entries, 250+
Facebook postings & 1000+ comments
Won marketing Week Engage award
The Strategy Develop cross media campaign
personalized to reflect customers
purchase history
Use love letter from “Johnnie (Boden)”
theme
Major clothing marketer switches to personalized catalogs and drives 30% response gain
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.9
0
The Challenge Drive long offset runs to profitable and
cost effective digital medium runs, for
Car Manuals of top manufacturers and
top car models (Porsche, Mercedes,
BMW, Audi), targeting on-demand
fulfillment, reduced inventories and low
TCO
Results Elanders Sommer became digital
market leader for the German car
industry, and one of Indigo’s top digital
printers worldwide
In addition, Elanders Sommer become
the digital hub and knowledge center for
Elanders group
The Strategy Conversion of offset printed car manuals
to digital, using HP Indigo printing
solutions:
Digital print quality, similar to offset, with
advantages over other digital printing
technologies in quality, special brand
colors, heat durability of printed manuals
(manuals on car dashboard)
Very short runs, variety of languages,
On-demand
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.9
1
The Challenge Make the cover of its handmade-themed
issue complement the custom-made
products featured in it
Engage subscribers in a two way
creative process
Results 22,000 custom versions of Wallpaper*
created
“It was a huge undertaking, and the
results were miraculous,” says
publishing director Gord Ray
The Strategy Create a collection of images, patterns,
colors and words available through their
web site and let subscribers design their
own cover art with them
Design magazine gets personal with “handmade” custom edition and HP digital print
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.9
2
The Challenge Increase effectiveness of annual
freshman recruitment drive
Decrease average cost per applicant
Results 79% lift in response rate
64% reduction in marketing cost per
applicant
Full freshman class
The Strategy Create personalized direct mail
campaign from college entrance exam
data
Highlight scholarship opportunities
based on test scores
Use PURLs to guide students to major-
specific information and open house
invitations
Chicago university boosts enrollment with personalized cross media recruitment campaign
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
From an idea
to bottles on the shelves
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.94
Coca-Cola’s biggest-ever personalized
brand campaign across Europe
•Request from 32 countries,
• 2 bottles sizes as 0.5 and 0.375 liters,
• 3 types of Coke: Regular, Zero and Diet.
•30 different languages 5 different alphabets.
• 10000 different artworks
•800 million labels!
•Randomised for shelf stacking
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.95
In the first 12hrs > 10000 sharing on the web
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.96
Marketing becoming more relevant
Digital printing is part of the journey
HP Makes it happen
Thank you !
People love print
Phil Dean, Managing Director, Ingenious Rapport
Find Phil’s presentation at
http://www.slideshare.net/SarahWright/phil-dean-presentation
Q&A session
Sponsored by Insight partner
Closing comments from
Chair
Sponsored by Insight partner
DMAAwards 2013
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Entries open:
04.07.13
Entry deadline:
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