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L Watson - Digital Drives Results: Business Opportunities in Intelligent Print 7-12
 

L Watson - Digital Drives Results: Business Opportunities in Intelligent Print 7-12

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Leveraging the power of digital print to add impact to marketing campaigns

Leveraging the power of digital print to add impact to marketing campaigns

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    L Watson - Digital Drives Results: Business Opportunities in Intelligent Print 7-12 L Watson - Digital Drives Results: Business Opportunities in Intelligent Print 7-12 Presentation Transcript

    • Digital Drives Results:Business Opportunities inIntelligent Print26 July 2012Lisa WatsonRegional Segment Manager, HP IPG APJChairman, Direct Marketing Association of Singapore© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • What is Intelligent Print? Empowering Data with Design/Empowering Design with Data Bringing data & color together to deliver higher-value pages• PSPs: Increase PSP profits by turning data & design into higher-margin sales• Brand Owners: Increase brand owner profits by turning data & design into more relevant, impactful & accountable communications that deliver higher ROI• Consumers: Increase customer experience quality by using data & design to generate more relevant communications that are proven to deliver customer delight! 2 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Intelligent Print Journey (PSPs AND Brand Owners) Not ‘Smart’ Smart Planning Smart Printing Analog/offset A->D D->VNumber of Campaign Segments True 1-to-1 (unlimited segments of 1) Digital Press Versions (multiple small segments) Mass/ Broad Market (1 big segment) Level of Intelligence /Data Required 3 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Today Well Talk About.... Marketing Today Power of Relevance Customer Communications: A Useful Framework Digital Drives Results 4 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • The Customer’s World Has Changed More information More POWER More choice 5 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 53+ million views 6© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • There’s a Lot of Buzz about Word of Mouth …However, It’s Not Easy! Tells ONE Tells TEN 7 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • So Remember Who’s In Charge… This is NOT the Customer 8 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Today Well Talk About.... Marketing Today Power of Relevance Customer Communications: A Useful Framework Digital Drives Results 9 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Nothing is More Important in Marketing TodayThan Relevance Consumers REALLY hate spam! 10 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • They Hate Spam Even More Than Junk Mail! Relevance! 11 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • How Do We Deliver Relevance? 12© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Data is Our Oxygen!  Personalized  Targeted  Customized Accountable 13 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Targeted: Move from VOLUME to VALUE VOLUME VALUE Mass Personalization & Communication Customization The RIGHT Customer The RIGHT Product The RIGHT Channel Relevance The RIGHT Time The RIGHT Message 14 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Personalization vs Customization• Personalization means using an individual’s personal data directly in a communication• Name• Address Obvious to each• Gender Individual• ID number, etc• Customization means using data about an individual to serve up a meaningful product/message/timing• Profile• Preferences• Past behaviors Only Obvious to the Group• Most recent purchases, etc… 15 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • My Favorite Example of Personalization… MY Name! 16 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Customization Means Varying Content/Images asWell Change the image based on my profile 17 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Personalization Drives Up Response Rates Typical response rates, static and personalized campaigns (Data source: Caslon analysis of PODi and DMA data) 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% Direct sale Campaign objective Lead generation Lead nurture Loyalty Fundraising Copyright 2008 Caslon & Co. DMA (static) PODi (personalized) 18 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Move from VOLUME to VALUE VOLUME VALUE Personalization & Mass Communication Customization Relevance in Timing! The RIGHT Customer The RIGHT Product The RIGHT Channel The RIGHT Time The RIGHT Message 19 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Time-Triggered Campaigns 20 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Eric vs Erin 21 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Rafi Albo of SegMarketing 22 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Move from VOLUME to VALUE VOLUME VALUE Personalization & Mass Communication Customization Relevance in Timing! The RIGHT Customer The RIGHT Product The RIGHT Channel The RIGHT Time The RIGHT Message 23 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Time-Triggered Campaigns Private & Confidential PRIVATE AND CONFIDENTIAL TO BE OPENED BY ADDRESSEE ONLY 24 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • The Transactional Document – A Customer Touch-Point with Incredible PotentialTransaction documents get opened…. … and are read! • Consumers spend an average of 2-3 minutes reviewing each statement they receive in the mail1 • 20% of consumers spend 5 minutes or more!1 • Customers spend almost twice as much time with paper bills than with <5% throw out bills electronic versions unopened • This year the average consumer will see or hear one million marketing messages – almost 3,000 marketing messages per day, versus fewer than 12 transactional documents each month 1. Source: Trans Meets Promo… Is it more than market hype? Infotrends, August, 2008 2. Source: Pitney Bowes Group 1 research 25 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Data is Our Oxygen!  Personalized  Targeted  Customized Accountable 26 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • The Basis of All Tracking is the Key CodeYour key to tracking andmeasurement CouponThe common denominator ofevery direct marketing activity, inevery medium, for every product Postcard - Drive to web Print Ad – Business 2.0 27 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • US DMA 2012 Response Rate Report 28 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • US DMA 2012 Response Rate Report“In another first for this edition, DMA compares direct mailresponse rates over time. The time series reveals that directmail response rates have dropped nearly 25 percent overthe past nine years. Even so, mail campaigns draw a betteroverall response than digital channels. For instance,response rates for direct mail to an existing customeraverage 3.40 percent, compared with 0.12 percent foremail, which is roughly a 30-fold difference. Costs are alsohigher, which translates to roughly equivalent costs-per-sale/lead for direct mail, email, and paid search.” 29 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Using New Tools: pURLs 30 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • The Latest QR Codes Color increases scan rates 25-30% 31 31 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • The Latest QR Codes 32 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Today Well Talk About.... Marketing Today Power of Relevance Customer Communications: A Useful Framework Digital Drives Results 33 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Customer Communications Framework Calendar Customer Individual Back-to-School New Customer Welcome Birthday New Store/Branch Opening Special Sales Notice New Baby Monthly Specials TransactionNumber of Campaign Segments Product Launch Loyalty Program True 1-to-1 (unlimited segments of 1) Versions (multiple small segments) Mass/ Broad Market (1 big segment) Level of Intelligence /Data Required 34 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Case Studies 35© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Colruyt Group 36 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Colruyt Stores – Belgium• Guaranteed lowest price in market• Plus they have specials every 2 weeks FOR MEMBERS ONLY• 2.1 million members receive mailings twice a month• No advertising 37 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Colruyt Stores - Belgium Selected 32 pages Great Prices 4 pages for You 38 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Results – Part 1On top of their lowest price guarantee for each product at every moment, they provide MORE: – Efficiency: • Concentrating useful promotions in smaller document  less time & effort to plan • Make sure customers obtain maximal benefit  especially over longer periods – Sustainability: • Greener promotions: 1.600.000 * 16 pages * 26 leaflets = 665.600.000 pages saved – Servicability: • Helping customers choose & gain time by limiting the number of coupons= Basics of Colruyt communication 39 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Results – Part 2 More HH use coupons More coupons used per HH More € spent per HH 40 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Maximo’s UK 41 41 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Maximo’s UK 42 42 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Maximo’s UK 43 43 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Today Well Talk About.... Marketing Today Power of Relevance Customer Communications: A Useful Framework Digital Drives Results 44 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • What’s so Special About Digital?• It Delivers Relevance − Right customer − Right product/service − Right time − Right ‘price’ − Right channel − Right message − Right cost• It Makes Campaigns Trackable − Measures interactions − At the individual level 45 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • So the Great News is… AND not only online! Digital Drives Results 46 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • A Surprising User of Direct Mail! 47 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Summary Intelligent Print is data & design together delivering high-value pages Relevance & Accountability are essential for campaign success today Data is oxygen – the key to delivering intelligent communications Digital Drives Results! 48 01-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Thank you© Copyright 2012 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice.
    • Links of Interest• Volkswagen TV Commercials on YouTube channel − 2011 http://youtu.be/R55e-uHQna0 − 2012 Teaser http://youtu.be/6ntDYjS0Y3w − 2012 http://youtu.be/0-9EYFJ4Clo• Rafi Albo video on YouTube http://youtu.be/sS7VmrdyRIU• QR Codes − InterlinkONE has done some cool stuff with QR codes and has set up a web site set up to talk about it (http://qreateandtrack.com/) – there’s even an online toolkit (http://theqrtoolkit.com/) − One of our customers, The ACE Group, has developed a brochure with great examples of color QR codes as well as info about effectiveness: http://www.acegroupnyc.com/qr_brochure/ − Mashable is a great blog about all sorts of digital marketing & one of their posts was dedicated to QR Codes http://mashable.com/2011/07/23/creative-qr-codes/ 5001-Aug-12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.