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Digital Printing

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Digital Print Capacity

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Digital Printing

  1. 1. Digital Printing for Great Results Especially for
  2. 2. How do you get your customers’ attention? “ Today, print is one medium among many. There is no longer any such thing as ‘mass media.’ Instead, they're all becoming ‘ micro media’ that are used in varying proportions to reach increasingly fragmented audiences. — TrendWatch Graphic Arts
  3. 3. Did you know…? <ul><li>In 2009, Direct Marketing ad spend is, on average, over 54% of all marketing budget expenditures. </li></ul><ul><li>This is an increase from 2008, which was 52%. </li></ul><ul><li>In 2010, Direct Mail ad spend projection is $56.7%. </li></ul>DMA, “The Power of Marketing”, October 2009
  4. 4. <ul><li>Defined </li></ul><ul><li>Printed piece or keepsake item personalized with Customer name and/or Logo </li></ul><ul><li>Great For </li></ul><ul><li>Event marketing </li></ul><ul><li>Holiday gifts </li></ul><ul><li>Follow-up gifts </li></ul><ul><li>Promo items </li></ul><ul><li>Samples include </li></ul><ul><li>Personalized calendars </li></ul><ul><li>Greeting cards </li></ul><ul><li>Note cards/pads/cubes </li></ul>“ Ego Marketing”
  5. 5. Did you know…? <ul><li>28% of all charitable donations are in response to direct mail programs. </li></ul><ul><li>In 2009, direct mail for nonprofit fundraising is up 18%. </li></ul><ul><li>Nonprofit marketing makes up 20% of the entire US mailstream. </li></ul>“ The Chronicle of Philanthropy”, December 2, 2009
  6. 6. <ul><li>Defined </li></ul><ul><li>Keepsakes utilizing customers’ personal photos </li></ul><ul><li>Great For </li></ul><ul><li>Event Marketing </li></ul><ul><li>Holiday gifts </li></ul><ul><li>Follow-up gifts </li></ul><ul><li>Promo items </li></ul><ul><li>Samples include </li></ul><ul><li>Books </li></ul><ul><li>Calendars </li></ul><ul><li>Playing/Trading Cards </li></ul>Photo Books & Calendars
  7. 7. <ul><li>Defined </li></ul><ul><li>Finally, the prospect of affordable, full-color short run packaging, which can be personalized and even barcoded for security or tracking purposes </li></ul><ul><li>Great For </li></ul><ul><li>Program Fulfillment Kits </li></ul><ul><li>Events/Follow-up </li></ul><ul><li>Versioning </li></ul><ul><li>Barcoding or numbering </li></ul><ul><li>Samples include </li></ul><ul><li>Labels </li></ul><ul><li>Boxes </li></ul>Short Run Packaging
  8. 8. <ul><li>Defined </li></ul><ul><li>Leave clumsy and time/labor/cost-intensive “Pick and Pack” behind for customized --and customer- friendly–fulfillment pieces </li></ul><ul><li>Great For </li></ul><ul><li>New customer welcome </li></ul><ul><li>Loyalty programs </li></ul><ul><li>Club membership </li></ul><ul><li>Samples include </li></ul><ul><li>Personalized travel itinerary, with items such as travel tags printed within booklet </li></ul><ul><li>Personalized rewards statement booklet with membership card printed inline </li></ul>Personalized Fulfillment Kits
  9. 9. <ul><li>Defined </li></ul><ul><li>Challenge: produce Direct Mail that resonates with a customer or prospect …target for better lead rate--and ROI </li></ul><ul><li>Great For </li></ul><ul><li>Customer relationship management </li></ul><ul><li>Member communications </li></ul><ul><li>New customer acquisition </li></ul><ul><li>Promotional marketing </li></ul><ul><li>Samples include </li></ul><ul><li>Oversized post cards </li></ul><ul><li>Letters </li></ul><ul><li>Newsletter formats </li></ul>Relevant Direct Mail
  10. 10. Did you know…? <ul><li>Average response rate for a black and white, mass-marketing direct mail campaign? </li></ul>About 1% Average response rate for a black and white direct mail campaign with name-only personalization? About 1.5% Average response rate for a color direct mail campaign with name-only personalization? About 2% Average response rate for a campaign using targeted personalization, like purchase history or demographic information? About 6.5%
  11. 11. Did you know…? <ul><li>Personalization in Direct Mail campaign provides: </li></ul><ul><li>39% increase in retention and brand loyalty </li></ul><ul><li>37% better use of marketing dollars and ROI </li></ul><ul><li>37% improvement in response and close rates </li></ul><ul><li>33% more effectiveness in “cutting through the clutter” of competing messages </li></ul>“ Power of Personalization”, CMO Council 2008
  12. 12. <ul><li>Defined </li></ul><ul><li>All-in-one printable letter with attached peel-off magnet or card </li></ul><ul><li>Great For </li></ul><ul><li>Coupons </li></ul><ul><li>Business Card follow-up </li></ul><ul><li>Promo Marketing </li></ul><ul><li>Samples include </li></ul><ul><li>DocuCard </li></ul><ul><li>DocuMagnet </li></ul><ul><li>Magnet Sheets </li></ul>DocuCards and DocuMagnets
  13. 13. <ul><li>Defined </li></ul><ul><li>Save Big & Target Better— Print to order to eliminate stockpiling long offset runs, inventory management, distribution and warehouse costs, and waste from obsolete content </li></ul><ul><li>Great For </li></ul><ul><li>Versioning for multi-locations </li></ul><ul><li>Sub-targeting by geography or language </li></ul><ul><li>Samples include </li></ul><ul><li>Collaterals </li></ul><ul><li>Marketing Materials </li></ul><ul><li>Folders, presentations </li></ul><ul><li>Catalogs </li></ul>Print On Demand
  14. 14. <ul><li>Defined </li></ul><ul><li>Book runs don’t have to be big to be cost-effective with digital </li></ul><ul><li>Great For </li></ul><ul><li>Micro runs </li></ul><ul><li>Versioning for locations </li></ul><ul><li>Language versioning </li></ul><ul><li>Event marketing </li></ul><ul><li>Samples include </li></ul><ul><li>Pamphlets, books and short stories </li></ul>Publish On Demand
  15. 15. <ul><li>Defined </li></ul><ul><li>Challenge: produce Direct Mail that resonates with a customer, track responses, gather more customer information, and provide relevant immediate follow-up. </li></ul><ul><li>Great For </li></ul><ul><li>Customer relationship management </li></ul><ul><li>Lead Generation </li></ul><ul><li>Event Registration </li></ul><ul><li>Samples include </li></ul><ul><li>Customer Invitations </li></ul><ul><li>Direct Mail Postcards </li></ul><ul><li>Unique Substrates </li></ul>Cross-Media Marketing
  16. 16. Did you know…? <ul><li>A cross media marketing campaign (a direct mail piece with a personalized URL directing a recipient to their own personalized website) can provide, on average, a 6.5% response rate. </li></ul>“ Response Rates on Personalized Marketing Campaigns”, Dr Marnie Brown, UC Irvine, 2010
  17. 17. Did you know…? <ul><li>A $1 investment in direct marketing will return, on average, $11.65 in incremental revenue. </li></ul>DMA, “The Power of Marketing”, October 2009
  18. 18. Did you know…? <ul><li>48% of CMOs and VPs of Marketing expect direct mail to have the most impact on the success of their company or brand over the next year. </li></ul>PR Week/CA Walker, 2009
  19. 19. Green digital printing technology <ul><ul><li>About 80%of the waste generated by our digital press can be returned, reused or recycled </li></ul></ul><ul><ul><li>No chemicals in printing or cleanup to degrade air quality </li></ul></ul><ul><ul><li>Personalized print means no obsolete inventory </li></ul></ul><ul><ul><li>Digital technology means no startup waste </li></ul></ul><ul><ul><li>Dry inks are non-toxic and have closed containers with a transfer efficiency rate near to 100% </li></ul></ul>
  20. 20. More Information <ul><li>Educational Web sites </li></ul><ul><li>Xerox Red Hot Digital educational portal </li></ul><ul><li>www.xerox.redhotdigital/DM </li></ul><ul><li>Xerox 1to1 lab case studies </li></ul><ul><li>www.xerox.com/1to1lab </li></ul><ul><li>ChiefMarketer.com </li></ul><ul><li>www.chiefmarketer.com </li></ul><ul><li>Professional Organizations </li></ul><ul><li>Direct Marketing Association (DMA) </li></ul><ul><li>www.the-dma.org </li></ul><ul><li>Print On Demand International </li></ul><ul><li>www.PODI.org </li></ul><ul><li>Trade Publications </li></ul><ul><li>Advertising Age </li></ul><ul><li>www.adage.com </li></ul><ul><li>Direct </li></ul><ul><li>www.directmag.com </li></ul><ul><li>DM News </li></ul><ul><li>www.dmnews.com </li></ul><ul><li>Target Marketing </li></ul><ul><li>www.targetmarketingmag.com </li></ul>

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