The document outlines the 1:1 experience created by Fuji Xerox, designed to enhance personalized marketing by utilizing consumer data and multi-channel strategies. It emphasizes the importance of targeted, data-driven communication to improve customer engagement and increase return on investment (ROI). Case studies demonstrate the effectiveness of this approach for various companies, leading to significant improvements in sales and customer interaction.

1. 1 1Experience

2. Contents 2: Why the 1:1 Experience?
4: What is the 1:1 Experience?
10: Case study - AIA Singapore
13: Fuji Xerox Operational Expertise
14: Case study - Ford Motor
17: How does the 1:1 Experience work?
18: Case study - Reader’s Digest
20: Who are our Main Partners?
23: Fuji Xerox 1:1 Ignite Agency Programme
24: Fuji Xerox 1:1 Experience Singapore Team

4. Why the 1:1 Experience?
If one asked marketers anywhere what 1:1 marketing is, they would get a variety of answers ranging from simple
personalisation to telemarketing to posting a marketing message on a social media platform with the hopes of gaining
viral traction.
If one asked what direct marketing is today, many would immediately think of on-line communication; for others,
traditional mail will come to mind; and others still, will have been twittering on their mobile phone while listening to
the question.
Furthermore, when marketers search for effective assessments of these various mediums, most fall short, delivering
media statistics rather than useful business ROI metrics. Over time, more channels, more media and more confusion
about which to use and when, tend to create media silos, isolating data by channel. It gets even worse, when we use
traditional static techniques on platforms intended for dynamic content and we continue to lead conversations using a
product-centric approach rather than a customer-centric strategy.
Overall, we become confused on media choice and insecure on the strategy to select.
In a world where consumers’ behaviour constantly changes and our clients’ exposure to the risk that this fickleness
represents is greater than ever, how do we truly engage and nourish a valuable customer relationship in a timely
manner? How do we entertain new, active, young consumers without neglecting the more traditional one and all the
while remaining relevant to all?
Fuji Xerox (FX) has created The 1:1 Experience to help marketers and service providers make dramatic steps in
marketing while limiting the risk of failure. After successfully proposing the concept of strategic cross-media with many
large corporations and mid-size enterprises, FX has decided to go to market with a strong team of experts, offering
a solution that will help to dispel a lot of the confusion and bring true customer-centric strategy to their marketing.
Testimonials of clients who have participated in this new customised approach report that the experience and
knowledge gained have proven to be of extremely high value. In addition, participants experienced outstanding results
using multi-channel strategies in the areas of up-selling and cross-selling, to name two; hence the choice of the name,
The 1:1 Experience.
The 1:1 Experience is a real-world proof of concept using the best of traditional CRM techniques combined with new
marketing intelligence, all enabled with capabilities of high technology. Combining targeted messaging based on
customer profile and contextual information with a multi-channel approach across the web, print, SMS, SN, The 1:1
Experience delivers increased ROI efficiency to marketing campaigns.
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5. ”“
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Make a connection, build a relationship.

6. The 1:1 Experience is:
PERSONAL DATA -
The 1:1 Experience not only collects but applies strategy to accurate, relevant, personal consumer data.
We start with your business’ most prized possession - your customer’s information. The 1:1 Experience empowers
your business to gain a better insight into the requirements of your customers, based on their individual attributes. In
addition it allows you to understand the application of consumer data when developing communication campaigns or
programmes
But what does it really mean?
Basically, when we look at your data , we extract all valuable information that helps understand the customer’s
behaviour. We will not only be merging names to a message, but we are developing variable content, offers, context
and communications that will be relevant to each customer. Variable data means that we can change the picture, the
offer, the content of a promotion based on the exact profile of each customer, adapting to their needs while using the
right channels of delivery.
All incremental data collection during the 1:1 Experience is then used to refine the strategy and relevancy of the
customer interaction.
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7. Know your customers behaviour,
needs and wants.
”“
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8. The 1:1 Experience is:
TARGETED CREATIVE + CROSS MEDIA for PERSONAL CONNECTION -
The 1:1 Experience facilitates individual one to one communication - a close connection between you and your
customers.
The philosophy of the 1:1 Experience is not to choose a channel of delivery and develop a campaign for it but instead,
develop a dynamic communication strategy for a campaign and use multiple channels to interact with the customer.
Just to provide an example, a communication can start with a variable print offer including a personal URL to drive
customer to a dedicated website. Then, his preferences and needs are refined, his interaction is reconfirmed by email,
while other important information on delivery or other communication is conveyed via SMS. Many other channels can
also be selected if it is relevant to the consumer and if it makes strategic sense.
The 1:1 Experience creates powerful, targeted, creative marketing solutions across multiple media platforms.
In an age where consumers are bombarded with advertising, it is becoming increasingly difficult to engage with
them. Implementing a Cross Media Marketing approach allows you to connect with consumers through consistent
messaging that is relevant to each individual recipient in content, presentation and timeliness.
The core value of the 1:1 Experience is utilising consumer information to deliver highly personalised messaging from
the business to the customer. Implementing “Cross Media Marketing” campaigns in a strategic way allows you to reach
consumers across multiple channels - print, email, web, SMS, Social Media platforms, and other mobile interactions.
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9. Speak to them on their level,
reach them from anywhere.
”“
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10. The 1:1 Experience is:
RESULTS -
The 1:1 Experience leverages dynamic, responsive data analysis and campaign management.
Campaign management analytics help monitor and track the progress and success of each campaign in real-time,
across multiple channels, enabling you to respond immediately to customer’s requests and needs. Reporting and
feedback is rapidly absorbed to shape the evolution of your Cross Media Marketing campaigns. Our state-of-the-art
XMPie technology used to manage the experience allows the collection of data to be managed from one source in an
integrated way, regardless of the media.
Each 1:1 experience is complete with campaign monitoring, with interim and final reports, as well as a complete
analysis of the results. We assist the corporate marketers to understand the complete ROI of their campaign and
program from all angles of the cross-media strategy deployed.
In addition to providing multichannel and personalized capabilities, the XMPie platform used to create one-to-one
communications is a real marketing tool that provides insights, reports and automatic tracking.
A customer’s journey is monitored from acquisition to retention and sales at every step. Campaign efficiencies can be
measured and provide a better understanding of the customer and a complete window into his behaviour, as well as
delivering an accurate picture of the metrics needed to analyse a campaign ROI.
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11. Grow from strength to strength.
”“
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12. case study
American International Assurance Company, Ltd (AIA)
has been established in Singapore since 1931. For the
past 78 years, AIA Singapore (AIAS) has been helping
customers achieve their financial goals. Offering a wide
range of insurance and financial solutions to individuals
and businesses, AIA supports customers in managing
the significant milestones in their personal and corporate
lives - from accident insurance, retirement planning and
health insurance, to wealth management solutions.
Objectives:
With direct mail and other traditional approaches
becoming increasingly cost ineffective, AIAS sought to
devise new ways of profiling customers and providing
timely, accurate product offerings. The rapid growth
of product choices and their accessibility options
means that customers become harder to reach and
communicate with.
Out• The average amount of customers’
purchases
• Increased by 18 per cent versus the control piece
• 13 per cent lower cost for STAPLES per redemption
• Staples gross profit per transaction increased by 37
per cent
AIA Singapore
“In AIAS, we want our
customers to have a real choice
in establishing the kind of
relationship they have with us
and our agents.”
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13. Outcome
• 86%of users who visited their personalised URL proceeded to take the Life
Assessment Survey
• 50% of users downloaded their birthday offers
• Some age groups secured a closing rate that was 6 times higher
• With additional information culled from PURL visits, AIAS now has more data to
design and further be relevant in future communications with clients
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Fuji Xerox Operational Expertise
With over 20 unique 1:1 Lab tests completed across the globe we have developed well-defined workflows and
processes to effectively respond to our customer briefs and requests. More importantly we are able to understand our
customers’ business needs and develop the required strategies to deliver on brief.
This Credential brochure includes a few samples of testimonials and results we have achieved with corporations
who have participated in the testing period of the service, but a full set of documented case studies are available on
demand or can be retrieved at www.fujixerox-transpromo.com under the section “case studies”.

16. case study
In September 2008, the recession hit the car industry
hard. Consumer confidence was low and vehicle sales
were down by 35%. Looking on the bright side of things
it meant that people were keeping their car longer. The
same September, a test campaign designed by the 1:1
Lab team in USA was tested using the Ford F-150 truck,
a high selling vehicle, but one of the poorest performers
in the direct mail programme of the company. Budco
Drive, a leading direct marketing organisation turned to
the Xerox 1:1 Lab service in hope of boosting sales for its
client Ford Motor Company.
Objectives:
• Improve the response rate
• Increase contract sales
• Identify best practices to apply programme-wide
Indeed, Ford was looking at ways to boost sales of the
Ford Extended Service Plan (ESP) for cars and trucks, a very
lucrative part of the business that generates millions in
annual revenue.• Postage costs were 145% less for t
Ford Motor Cie
“The campaign was a huge
success and now we are rolling
it out across Ford’s entire
portfolio of extended service
products. Simply put - the
campaign will drive millions
of dollars into our extended
warranty business.”
- Mark Bardush, National Sales and Marketing Manager
Extended Service Business, Ford Motor Company
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17. Outcome
• The fully variable self-mailer increased sales by 35.7% over the other mailers
used as control measurements
• Response rate of 5.7%, much higher than the other best performing control
mailers
“Relevant personalisation can drive improved
performance, creating meaningful customer
dialogue that increases responses and product
sales.”
- Jeff Sierra, Vice President of Budco Marketing and Product Development
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19. How does the 1:1 Experience work?
Data Analysis and Strategy Development
The first step is to look at the usable data of a company
and to analyse its potential. Our team of experts will
design a strategy based on the interests of consumers,
range of products and your corporate goals. We then
adopt an approach to maximise your marketing
efforts with the ultimate intent of increasing campaign
ROI and, in turn, allowing you to establish robust
relationships with your customers.
Creative
We work closely with our clients to understand their
business requirements. This deep understanding is
reflected in the work we create, making sure it is relevant,
timely and on brief. We work with industry experts in
developing and delivering the best-in-class creative
services, programming and web design.
Production
Through the Fuji Xerox Global Premier Partner network,
we are able to offer state-of-the-art variable print
production facilities, producing fully personalized
marketing materials.
Campaign Management
Campaign management tools enable you to target the
right customer at the right time, eliminating guesswork
and putting your company’s marketing resources to their
best use. This will allow you to deliver more effective
campaigns or programmes, track responses faster and
make sound decisions based on how your customers
respond.
Technology
Fuji Xerox Singapore has partnered with XMPie for the
development of personalised cross-media marketing.
This powerful software empowers print service providers,
marketing firms and SME sized businesses to leverage
customer data and create personalised, multiphase
campaigns using communication vehicles such as
dynamic print, email, web and SMS.
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20. A Canadian institution for 60 years, Reader’s Digest
Canada is a pre-eminent publisher and direct marketer
of magazines, books, music and DVDs. Reader’s Digest
and Sélection du Reader’s Digest are Canada’s most
widely read monthly magazines, with 8.1 million readers
per month. Reader’s Digest is an industry leader when it
comes to direct marketing initiatives - its response rates
are typically much greater than the one or two per cent
industry average, sometimes reaching double digits.
Objectives:
With new developments in data mining technology
and digital print, Reader’s Digest was keen to test the
capabilities of data-driven, customized direct marketing
with the Xerox 1:1 Lab. In addition to seeking an increase
in response rates, the company wanted to test whether
using intelligent information to cross-sell its offerings,
including CDs, DVDs and books, versus a strict product
line to product line approach, could positively influence
its customers’ purchasing behaviour.
Reader’s Digest
“We constantly look to
lead the direct marketing
industry and the Xerox 1:1
Lab program keeps us at
the forefront in Canada and
around the world.”
– Mathieu Peloquin, Vice President,
Marketing Product Lines, Reader’s Digest Canada
case study
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21. Outcome:
Test 1A: Customized catalogue with full offer (product line to product line):
• CD music buyers’ response rate increased by 27%
• DVD buyers’ response rate increased by 111%
• Book buyers’ response rate increased by 45%
• Improved average sales by 49%
Test 1B: Simplified and customized package (product line to product line)
• CD music buyers’ response rate increased by 7%
• DVD buyers’ response rate increased by 68%
• Book buyers’ response rate increased by 9%
• Improved average sales by 49%
Test 2: Full customized package (multiple product line offers)
• CD music buyers’ response rate increased by 35%
• DVD buyers’ response rate increased by 78%
• Book buyers’ response rate increased by 83%
• Improved average sales by 49%
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22. “Only Fuji Xerox is able to provide the market with a complete 1:1
Experience.”
Who are our Main Partners?
The 1:1 Experience is enabled by the expertise and technology of Fuji Xerox and our Partners.
We are pleased to partner with some of the industry’s prominent organisations who provide expert industry
knowledge, governance and strategy throughout the 1:1 Experience.
Our Main Partners are:
XMPie
A wholly owned subsidiary of Xerox, XMPie develops
solutions that enable enterprises and their marketing
service providers to efficiently develop and execute
highly customised, information driven, cross-media
campaigns. The XMPie platform architecture fosters
a fully collaborative, cross-organisational, workflow
environment. With XMPie solutions, effective
personalized communication becomes not only a high
response rate proposition, but also a cost-effective
business strategy with attractive ROI.
DMAS
The Direct Marketing Association of Singapore (DMAS)
is a non-profit trade organisation whose mission is
to enhance the growth and profitability of member
organizations and their adherence to high ethical
standards of practice. DMAS actively promotes
programs that raise the standards of marketing practice
across every communications channel and throughout
the customer lifecycle. All members are required to
uphold the DMAS Code of Practice at all times.
As a valuable partner of the 1:1 Experience, DMAS and
its members will be available to provide a wide range of
services that enhance, expand and add value to the 1:1
Experience service offer.
1:1 Ignite Agency Certified Partners
Participating creative DM agencies who have technology
of Fuji Xerox and been certified in the delivery of the 1:1
Experience Service (see programme details on page 23)
Premier Partners Community
The Fuji Xerox Premier Partners Global Network is an
exclusive community of innovative, progressive printers
who represent the cutting edge of the printing industry.
The global community comprises of 800 members and
Singapore hosts several of these service providers who
are selected to help deliver portions of the service.
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25. Fuji Xerox 1:1 Ignite Agency Programme
At Fuji Xerox we believe in delivering the best of solutions to the market. For over 40 years we have been creating
strong partnerships with third party companies who can complement well both our technology offer and strength of
introducing innovative turn-key solutions/services.
For us delivering a true 1:1 Experience to the Singapore market is no exception and it means teaming up with the
best partners who can meet our standards of quality, expertise and flexibility. In the implementation of this new 1:1
Experience Service we want to offer the best of both worlds: the talent of creative agencies powered by Fuji Xerox
technology and the invaluable expertise gained with the various 1to1 Lab initiatives.
The solution was to deploy “the 1:1 Ignite Agency” programme, a certification process that agencies can initiate
(by invitation) to become a delivery partner of Fuji Xerox. This programme is based on expanding the capacity of
agencies in the strategic delivery of integrated 1:1 multi-channels direct marketing concepts. Certified agencies benefit
from the knowledge sharing experience and become an active delivery partner of Fuji Xerox.
The first certified 1:1 Ignite Agency of Singapore is F5 Digital Consulting, a young and dynamic cross-media direct
marketing agency established in 2007. This fast growing enterprise, directed by Gregory Birge, a respected strategist
and Direct Marketing specialist, had all the right ingredients and pool of talent to become the first delivery partner of
Fuji Xerox.
We believe that the 1:1 Experience and the 1:1 Ignite Agency will be an inspiring proposal that perhaps other Direct
Marketing agencies will eventually adopt to complement their current business offer.
At partner level, certified agencies are teamed up with Fuji Xerox Premier Partners Network of service providers to
deliver the variable print portion of a campaign.
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26. Helene Blanchette Andy Lee Wong Seok Miin
Helene Blanchette
Hélène Blanchette is presently responsible for the Go-
to-Market strategy at Fuji Xerox Asia Pacific, covering
12 countries. Mrs. Blanchette is currently based in
Singapore, but was previously Marketing Director of
Xerox Canada, where she received the President’s
Leadership Award for her outstanding innovations.
She is founder of the Xerox 1to1 Lab which has gained
worldwide recognition and won numerous marketing
innovation awards.
Helene has over 20 year of expertise in marketing
and communication, but is particularly a sought after
speaker and consultant in regards to 1:1 marketing.
She has been invited to deliver conferences all over the
world. In April of 2009, Helene received the Woman
of Distinction Award, a prestigious international merit
given by OutputLink media (USA, Asia and Europe). In
July 2005 she was identified by Print Action Magazine as
one of the top 50 most influential people of Canada in
the Communications Industry.
Andy Lee
Andy Lee is the current Manager of the Fuji Xerox
epicenter (Executive Print Innovation Centre) in
Singapore. This centre of innovation supports the
Operating Companies of Fuji Xerox for the ASEAN
Region. Andy is also the Senior Manager (Systems
The Fuji Xerox 1:1 Experience Team
Services) of the Production Services Business Group
(PSBG) of Fuji Xerox Singapore.
Over the past 6 years he has initiated, directed and
delivered many new enterprise solutions for customers.
Rich from the expertise developed in his dual roles, Andy
is able to leverage the strength of both his teams in
delivering sound solutions and turning innovative ideas
initiated from epicenter into feasible solutions for the
markets.
Wong Seok Miin
Miin currently serves as a Marketing Officer at the Fuji
Xerox epicenter - Executive Print Innovation Centre
of Singapore. Her role includes the execution of the
epicenter’s mission of providing leading innovation
and market development growth in all vertical markets
including the development of Direct Marketing
eco-system within the entire ASEAN region.
Miin’s outstanding corporate project management
expertise ensures effective and timely deployment of the
1:1 Experience of Singapore and is the liaison agent for
all parties.
Extended Support Team Members
Selena Sung, Marketing Manager
Jarrod Chong, Business Development Consultant
Selena Sung Jarrod Chong
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27. Gregory Birge Eric Halter Timmy Iskak
Gregory Birge
Gregory Birge is a visionary architect of customer
engagement innovation. With the explosion of consumer-
generated media, marketers struggle to maintain the old
economy paradigm of brands-led consumerism. In 2007,
Gregory founded F5 Digital Consulting to leverage on
this reversed paradigm. During his 16 years of marketing
experience, Gregory has achieved a tremendous track
record with Apple that includes launching of the first iPod
in Europe and developing the initial iTunes partnership.
Gregory has the opportunity to work across the world
with Sony, Yamaha, Packard Bell, Philips and Wunderman.
Being adept in developing end-to-end ecosystem,
channel network and worldwide product creation from
concept to production cycles, Gregory developed a solid
sense of business marketing and consumer knowledge.
Eric Halter
Eric Halter, currently F5 Digital Consulting Senior Partner,
is managing Javezz, an F5DC sister agency in Korea.
He has over 24 years of in-depth direct marketing and
relationship marketing experience, including 10 years
in the arena of 1:1 marketing. Eric Halter brings also
a wealth of expertise and knowledge on metrics and
measurements.
Over the years, Eric has developed numerous campaigns
for Global Brands that have garnered positive results
for the clients, which currently includes SanDisk, Volvo,
Polypenco, Sirona Dental Systems and others. In the 1:1
Experience Service, he will bring on-line, CRM, database
consulting services and is part of the strategic team.
Timmy Iskak
Timmy Iskak, now Business Consultant at F5DC, has
over 5 years of in-depth experience in the area of 1:1
Multichannel Marketing. Prior to joining F5, Timmy built
an invaluable experience as a Business Development
Consultant for Xerox where he drove 1:1 Marketing
projects in Germany as well as in Fuji Xerox Singapore.
As a member of the core 1:1 Experience team, Timmy’s
expertise in dynamic variable printing and cross-media
solutions is just right to combine the offline with the
online world, which is an important component of a true
1:1 multichannel campaign delivery.
The 1:1 Ignite Agency Certified Partner
– F5 Digital Consulting
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28. Fuji Xerox = 1:1 Marketing
The 1:1 Experience Service helps marketers (or agencies) maximise
marketing investment by strategically delivering the right message to the
right person at the right time, using all the right channels.
Our Main Partners :
Fuji Xerox Singapore Pte Ltd
80 Anson Road #01-01 Fuji Xerox Towers Singapore 079907
Tel: 6766 8888 Fax: 6877 5446
www.fujixerox.com.sg.
©2010 Fuji Xerox Singapore Pte Ltd. All rights reserved.
Xerox, and the sphere of connectivity design are trademarks or registered trademarks of Xerox Corporation in the United States and/or other countries.
Fuji Xerox Preferred Partners
1:1 Ignite Agency Program