THE CASE FOR PERSONALIZATION Frederick Herot

Print to web Testing and optimization Segmentation Call to action fulfillment Channel monotony Unconventional uses of digital print

Print to web

Testing and optimization

Segmentation

Call to action fulfillment

Channel monotony

Old school Home prices always go up Put home on market and it will sell Thanks for the recipe, your postcard was adorable let’s list the house Print to Web

Old school

Home prices always go up

Put home on market and it will sell

Thanks for the recipe, your postcard was adorable let’s list the house

This market Is the market in free fall or improving? Will I lose everything or did it stabilize? Forget the recipe cards – this is serious business Print to Web

This market

Is the market in free fall or improving?

Will I lose everything or did it stabilize?

Forget the recipe cards – this is serious business

Offer is about what occurred locally Image on mailer incorporates data on homes within 100 feet Call to action is to get report on web Lead capture Closed loop system Print to Web 55512

Offer is about what occurred locally

Image on mailer incorporates data on homes within 100 feet

Call to action is to get report on web

Lead capture

Closed loop system

24 messages tested 700% better response Swift adaptation to changing market Testing and optimization

24 messages tested

700% better response

Swift adaptation to changing market

Magazine ads were failing Contractual obligation Cycle to test message was 90 days 3 failed messages = 1 year no leads Testing and optimization

Magazine ads were failing

Contractual obligation

Cycle to test message was 90 days

3 failed messages = 1 year no leads

Examples of failed ads Testing and optimization

Examples of failed ads

Testing and optimization Idea – test 12 messages with “tack in card” Quickly eliminate loser messaging Use winner in more expensive long runs

Idea – test 12 messages with “tack in card”

Quickly eliminate loser messaging

Use winner in more expensive long runs

Print test lead to online testing as well Testing and optimization

Print test lead to online testing as well

Segmentation Call to action in advertising heavily tested Specific fulfillment items requested segments customer data Survey on line provides rich data

Call to action in advertising heavily tested

Specific fulfillment items requested segments customer data

Survey on line provides rich data

Shift in paradigm Old school Branding Product claims Discount Testimonials

Old school

Branding

Product claims

Discount

Testimonials

This market: Tools that can be used today Education and practical problem solving Examples of “how to do” Downloads and step by step guides Shift in paradigm

This market:

Tools that can be used today

Education and practical problem solving

Examples of “how to do”

Downloads and step by step guides

Example use case

Example use case Test of emails for survey Survey Data acquired Fulfillment / reward

Test of emails for survey

Survey

Data acquired

Fulfillment / reward

Channel overloaded – email Attendance shortfall Postcard for event Attendance goal achieved Example use case

Channel overloaded – email

Attendance shortfall

Postcard for event

Attendance goal achieved

Product has not changed significantly Dependency on foreclosure ads Product one dimensional Example use case

Product has not changed significantly

Dependency on foreclosure ads

Product one dimensional

Average Performing Ads Category: Average performing ads. In our testing, on average, these ads need approximately 1.8k impressions for a click and 53.2k impressions for a lead.

Above Average Performing Ads Category: Above average performing ads. In our testing, on average, these ads need approximately 2.2k impressions for a click and 38.0k impressions for a lead.

Exceptionally Well Performing Ads In Both CTR and Leads Category: These ads were consistently in the top 10 for CTR and Leads In our testing, on average, these ads need approximately 1.3k impressions for a click and 12.1k impressions for a lead.

Product has not changed significantly Dependency on foreclosure ads Product one dimensional Testing revealed emerging luxury market Example use case

Product has not changed significantly

Dependency on foreclosure ads

Product one dimensional

Testing revealed emerging luxury market

Product has new talking points Luxury brochure deep seated as value Multiple facets to product Immediate lift in sales – new product line Example use case

Product has new talking points

Luxury brochure deep seated as value

Multiple facets to product

Immediate lift in sales – new product line

REALTOR® buzz… Trade shows and online media

Then… … and now Social Networks

Social networking getting lots of attention Direct marketing perfect for geo-targeting Building Facebook communities with print to web Example use case

Social networking getting lots of attention

Direct marketing perfect for geo-targeting

Building Facebook communities with print to web

Questions?