From letterbox to inbox: building consumer relationships

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From letterbox to inbox: building consumer relationships

  1. 1. Data protection 2013 Friday 8 February #dmadata Supported by From letterbox to inbox: building consumer relationships Thursday 4 July 2013, Kings Place #dmaprint Sponsored by Insight partner
  2. 2. 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
  3. 3. Welcome from the Chair David Reed, Editor, Data IQ
  4. 4. Research findings David Cole, Founder & Managing Director, fast.MAP
  5. 5. The results David Cole, Founder and MD, fast.MAP
  6. 6. DMA/fast.MAP Tracking Series
  7. 7.  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
  8. 8.  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
  9. 9. 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
  10. 10. fast.MAP Marketing GAP  1,000 consumers – nationally representative of UK  panel 350 marketers  8th year of publication
  11. 11.  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
  12. 12. 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%
  13. 13. 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
  14. 14. 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 days before opening it I tend to throw away or recycle most of my post I only look forward to receiving post when 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
  15. 15. 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 product launches/events Catalogues Postcards Packages from retailers Letters Vouchers/coupons/discounts
  16. 16. 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 I know I am interested in the product/service It might contain a coupon or voucher I see it contains a sample, coupon or voucher It looks like an interesting package It is personally addressed to me
  17. 17. Source: fast.MAP Marketing GAP 2012 …..advertising you would miss if it disappeared tomorrow?
  18. 18. 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 charity donations 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?
  19. 19. 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?
  20. 20. 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?
  21. 21. 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 would only have an online presence If I could only get updates about its new products and offers by signing up to its social media presence If it said I had to pay to get information (invoices/statements/brochures) in offline, printed form
  22. 22.  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
  23. 23. How important are different attributes to you when receiving marketing? Authority Trust Attention ggrabing Appearance Memory
  24. 24. How important are different attributes to you when receiving marketing?
  25. 25. How important are different attributes to you when receiving marketing?
  26. 26. How important are different attributes to you when receiving marketing?
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37.  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
  38. 38. 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 then read them together Leave it a few days for when I have time to open it I throw post away that I don’t recognise I throw away post that appears to be marketing something Open it straight away if it is from a brand I recognise Open it straight away if I am expecting a particular response/package from the company Open it straight away, does not matter who sent it
  39. 39. 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?
  40. 40. 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?
  41. 41. 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?
  42. 42. 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?
  43. 43. 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?
  44. 44. The mantle piece effect – MY mantle piece !
  45. 45. The mantle piece effect – MY mantle piece !
  46. 46. The mantle piece effect – MY mantle piece !
  47. 47. Source: fast.MAP February 2013 N = 1,232 What will make you keep addressed post?
  48. 48. 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 the product/buy the product at another time I am interested in the brand I am interested in the product/service
  49. 49. Source: fast.MAP February 2013 N = 1,232 When you request information in the post, when do you expect to receive this?
  50. 50. 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 two weeks Within three weeks Within a month Over a month
  51. 51. The next slides contains the most significant findings of the study
  52. 52. The next slides contains the most significant findings of the study………………..
  53. 53. 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…
  54. 54. 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 tear off 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
  55. 55. 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 tear off 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
  56. 56.  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
  57. 57. 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 my mobile device My home phone Consumers 2012
  58. 58. 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 my mobile device My home phone Consumers 2013 Consumers 2012 If I had to get RID OF one communication channel completely, it would be..?
  59. 59. 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 my mobile device My home phone Consumers 2013 Consumers 2012 Marketers 2012 If I had to get RID OF one communication channel completely, it would be..?
  60. 60. 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
  61. 61. 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
  62. 62. fast.MAP’s 5
  63. 63. 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
  64. 64. 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
  65. 65. 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
  66. 66. 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
  67. 67. 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
  68. 68. 3. 70% look forward to receivingWhat next…
  69. 69. 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
  70. 70. There are two routes you can go down…
  71. 71. 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
  72. 72. 100 days GO LIVE ; INVOLVE CONSUMERS Control Control Traditional Campaign Testing
  73. 73. 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
  74. 74. 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 david.cole@fastmap.com • 2 x winners notified Monday 8th July
  75. 75. D
  76. 76. Thank you
  77. 77. The role of print increasing customer engagement and loyalty Lyle Rainey, EMEA Business Development Manager Direct Mail and Publishing, Hewlett-Packard
  78. 78. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. The Role of Print in Increasing Customer Engagement and Loyalty Lyle Rainey EMEA Business Development Mngr DM & Publishing
  79. 79. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. HP’s commitmentto educatethe market ChangingLandscapefor Brandsand Consumers Howdigitalprint is becomingpart of the strategy Casestudiesof integrateddigitalprinting Brands need consumers! Doconsumersneedbrands?
  80. 80. © 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
  81. 81. © 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
  82. 82. © 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)
  83. 83. © 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”
  84. 84. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.84
  85. 85. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.85
  86. 86. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.86
  87. 87. © 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 Custo m-ize •Transpromo & customized promo mail •Selected content in relation to customer’s profile Dialog ue •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
  88. 88. © 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
  89. 89. © 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
  90. 90. © 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
  91. 91. © 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
  92. 92. © 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
  93. 93. © 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
  94. 94. © 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
  95. 95. © 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
  96. 96. © 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 !
  97. 97. People love print Phil Dean, Managing Director, Ingenious Rapport Find Phil’s presentation at http://www.slideshare.net/SarahWright/phil-dean-presentation
  98. 98. Q&A session Sponsored by Insight partner
  99. 99. Closing comments from Chair Sponsored by Insight partner
  100. 100. DMA Awards 2013 Find out more at www.dmaawards.org.uk Entries open: 04.07.13 Entry deadline: 06.09.13#dmaawards

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