how to achieve big results from color print - test and learn strategies
DESCRIPTION
Please see the notes for additional insight on each slide! Digital Print is just an output strategy. The real reason for this presentation is customer engagement. I think we will all agree that today's landscape has changed and relationships with satisfied customers do not last that long as our consumers are bombarded with more attractive offers all the time. They see a better deal based on price, quality or service and feel pressure to switch brands. Today's customers want relationship that is authentic. One that is personalized. One that is trusted.TRANSCRIPT
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Imagination
Science
How to Achieve BIG Results From Color Print
Test and Learn Strategies
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Craig BlakeSourceLink
Director, Business Development
508-838-5086
Tim SchornSourceLink
Director, Digital Print Services
609-712-3937
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“Everywhere we turn we're saturated with advertising messages trying to get
our attention.“
“…we've gone from being exposed to about 500 ads a day back in the 1970's to
as many as 5,000 a day today.”- Jay Walker-Smith, President, Yankelovich
Executive Chairman , The Futures Company
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Which top hundred customer are likely to buy my product X today?
I have a customer – what are the top 3 products he is likely to buy?
What is the best channel to connect with my customer, and when?
How can I turn around my most valuable potential churners?
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Why Does Engagement
Costs 5X more to acquire a new customer then it does to retain the one you have.
2% increase in customer retention has the same effect as decreasing costs by 10%.
Reducing customer attrition by 5% can increase profitability by 25 to 125%.
Forrester Research
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Customer Engagement with focus on Acquisition
Conversion Example
• Pre-printed form
• Monochrome personalization
• Closed face OE with inkjet
address.
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Customer Engagement with focus on Acquisition
Conversion Example
• Used existing data field
• Color personalization
• OE window with recipient's
automobile (model and color)
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Customer Engagement with focus on Retention
Conversion Example
• Convert highlight color to full color
• Add communication based on
customer activity and display
relative messaging through OE
window
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Customer Engagement with focus on Retention
Conversion Example
• Show customers how you stack up against the competition
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Customer Engagement with focus on Retention
Conversion Example
• Remind them of your value added services
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Customer Engagement with focus on Retention
Conversion Example
• Value add while increasing revenue
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Production Efficiency
Conversion Example
Example of 2-up production run with consolidation of different offers
• Combine various offers into
one production run.
• Eliminate the cost and waste
of managing inventory.
• Eliminate days off the
production cycle.
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Speed to Market
Conversion Example
• No need to wait for OEs to be produced
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Slit/Nest
Benefits
• Digital Inkjet Color Press is
not restricted to the typical
offset press cylinder sizes
• In this example, the form is
23.25”
• In this example, we also run
2-up
Components for Record 1
Components for Record 2
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Slit/Nest – How it works
Benefits
1. Form folds in half
2. Application and buckslip
now fold behind the
letter
3. Bottom half of letter now
folds back and over the
application and buckslip
4. The connected
application and buckslip
slit off and are nested
inside the letter
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Slit/Nest - Result
Benefits
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Slit/Nest
Benefits
• Personalized nested inserts,
an excellent alternative to
match mailings.
Folded, nested and then slit apart for component separation
Personalized Buckslip
Personalized Brochure
Personalized Letter
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2 Weeks to 3 DAYS!
Speedto Market
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Color Scheme Personalized Response Rate
Black & White No 1.0%
Black & White Yes 1.5%
Full Color No 1.5%
Full Color Yes (name only) 2.0%
Full Color Yes (deep personalization) 6.5%
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Craig BlakeSourceLink
Director, Business Development
508-838-5086
Tim SchornSourceLink
Director, Digital Print Services
609-712-3937