PRINT2012 - Transpromo (white space marketing), handling & fulfillment - Alex Joos, Group Joos


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PRINT2012 - Transpromo (white space marketing), handling & fulfillment - Alex Joos, Group Joos

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PRINT2012 - Transpromo (white space marketing), handling & fulfillment - Alex Joos, Group Joos

  1. 1. Group Joos – Document Process SolutionsWho said there was a difference between marketing & transacional communication? 27 september 2012
  2. 2. Page 2AgendaMarket trends & evolutionColour in a colour worldPractical methodologyBest practicesconclusions
  3. 3. 3Markt situation and trends
  5. 5. Page 5PsychologyColor 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
  6. 6. Page 6Psychology How we process information...We process functional We process emotionalinformation with the informationleft side of with thethe brain right side of the brain Adding color to business communication allows readers to more fully engage with the information.
  7. 7. Page 7Practical value... ... When used in your Business Communication...• 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
  8. 8. Digital Full Color Integration ConsultancyMETHODOLOGY
  9. 9. Page 9Business Objectives Define the actions ...• 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 • ...
  10. 10. Page 10 Services Transition from existing monochrome application printing to full color applications... Create Implement Measure Marketing Consulting Technical Consulting Impact Measurement • Develop objectives & KPI • Perform technical diagnostic Consulting • Identify target group & develop (constraints) • Develop measurement approach &EXPERTISE segmentation • Design Technical solutions tools • Implement technical solutions Document Redesign Consulting • Advise on document redesign best practices Technical Solutions Testing and Statistical AnalysisTOOLS • Implement solutions to enable • Perform Eyetracking tests to read document re-composition and impact of document reengineering easy segmentation Document Redesign Services Composition & Printing Impact Measurement ServicesSERVICE • Perform end-to-end redesign of Services • Perform market research the dcoument with a creative • Compose documents • Gather data on hard KPIs (voice of agency • Print in full color the customers) • Draw conclusions
  11. 11. Page 11Phased Approach Roll out strategy Interactive Transpromo Migration from Document Application Reengineering Application Offset to Digital Omit preprinted Migration of Transfer content One to One & material, print full monochrome and management to targeted color stationary spot color pages business owners messaging on the fly to full color Reduce go to Cross & upselling No stock Optimise content market time and customer management, Clarity in Conditional retention with white paper communication formatting internal products factory leads to customer leveragiing the and benefits. satisfaction customer Strategic alliance Meet business experience. enables selling objectives, lead white space to customers to the external parties. call to action
  12. 12. Page 12Want revolution? No big bang approach... REVOLUTION
  13. 13. Page 13 ... Go for evolution! Phased transition from existing monochrome application printing to full color applications... PHASE 1 PHASE 2Transactional Data Composition from transactional data...printed on pre- Printing of stationary and data in one run, printedstationary and identical content on inserts selective onserts Document Reengineering + Interactive/Multichannel Functionality = Customer Experience PHASE 2 PHASE 3 Conditional color formatting Content One to One marketing on Mangement Marketing Data transactional documents
  14. 14. Page 14Test... Measure efficiency...high ATTENTION METER high high ATTENTION METER high Analyse... • A heatmap reveals the viewer’s Areas %Seen 1st Seen Av. Time • “reading strategy” 1 63,0% 0,9 s 0,8 s • First • Next 2 69,5% 1,1 s 0,4 s • Last 3 43,0% 1,5 s 0,4 s • Not!!! 4 20,0% 2,3 s 1,1 s • the viewer’s “attention hot spots” • Most time spent • No time spent!!!
  15. 15. Page 15Challenges in design... A quick guide to what can work...• 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
  16. 16. Page 16Challenges in design... A quick guide to what can work...• 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!
  17. 17. Page 17SummaryDigital color offers opportunities to enhance your businesscommunication and adapt to a more agile way of working.Still, there are some technical and design challenges toovercome.Group Joos consultants can work direct with your marketingand communication department to ensure clearunderstanding of the creative brief, apply best practice indesign and guide you through the IT development up to theproduction and multichannel distribution of yourcommunication.
  18. 18. Page 18Ask yourself... Qualifying questions...• 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?
  19. 19. Thank you for your attention...QUESTIONS & ANSWERSALEX.JOOS@GROUPJOOS.COM