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Case Study - 25% Response Rate
- 1. ® 399 River Road, Hudson MA 01749 TecDoc Digital 978.567.6000 www.tecdocdigital.com Trade Show Campaign CUSTOmER 1 PAGE: : 1, RECORD Marketing Services Provider TecDoc Digital provides customized, Cross Media communications that help customers increase revenue and profits. Services include RECORD: 3, PAGE: branded Web sites, direct mail, and on-demand production and 1 distribution of business documents. www.tecdocdigital.com ChallEngE • To maximize trade show booth attendance using only direct marketing RECORD: 1, PAGE: 2 • To exemplify the company’s repositioning We’re impressed! FIRST CLASS MAIL For 15 years TecDoc Digital provided primarily black and white, Te c D o c D i g i t a l S o l u t i o n s • 3 9 9 R i v e r R o a d • H u d s o n , M A 0 1 7 4 9 - 2 6 2 7 U.S. POSTAGE PAID You’re spending March 22nd March 22, 2006 HUDSON, MA 01749 at Graphics Communication Day, PERMIT NO. 59 rather than soaking in the sun and sea Booth Number on some gorgeous beach. 504 on-demand production and distribution services through a direct P I N E A noble choice must not go unrewarded. We have a personalized gift waiting for you in Booth 504. Oh! and when you stop by, we’d be glad to share how the latest personalization capabilities are helping Executives at places like TecDoc Digital Solutions sales force. But in January 2006, TecDoc Digital completed a six- capture, retain, and expand their revenue David Trombino and prots. TecDoc Digital Solutions 399 River Road The high proportion of visitors that brought postcards to the Success is a campaign. There is never a single moment Hudson, MA 01749-2627 when everyone who could buy from you will buy from you... /017492627994/ TecDocDigital s o l u t i o n s booth validated our strategy that a creative, relevant direct mail piece will stand out in a cluttered mail box and deliver extraordinary results. —David L. Trombino, C.E.O. : 1 PAGE 1, RD: RECO month re-branding and investment strategy to revamp and expand its service offerings to include new and fully updated direct mar- RECORD: keting and Web-based on-demand collateral management. TecDoc 3, PAGE : 1 Digital decided to launch its new capabilities at the PINE Graphics Communication Day trade show in Boston. As a first time exhibitor in the company’s 34 year history, and with the majority of attendees carrying titles associated with “creative,” “design” and “marketing,” TecDoc Digital knew that it had a tough audience to attract with the highest standards in mind. TecDoc Digital needed a powerful solu- tion to develop a direct mail campaign that would demonstrate its RECORD: 3, PAGE: 2 FIRST CLASS MAIL Te c D o c D i g i t a l S o l u t i o n s • 3 9 9 R i v e r R o a d • H u d s o n , M A 0 1 7 4 9 - 2 6 2 7 U.S. POSTAGE PAID new capabilities and drive the most traffic to the booth. March 22, 2006 HUDSON, MA 01749 PERMIT NO. 59 Light up your designs Booth Number 504 with Customized P I N E Communications Bring this card to Come see how! our booth and SOlUTiOn Visit us at Booth 504 get an extra chance iPod nano to win the iPOD Nano! or schedule 1,000 songs. impossibly small. a show appointment: Three part direct mail campaign using XMPie uImage 978.567.6008 Karen Shecter TecDoc Digital Solutions Did you know - Individualized Communications result in 399 River Road 6-8 times the response rate of generic direct marketing pieces Hudson, MA 01749-2627 - USPS Statistical Study TecDocDigital s o l u t i o n s /017492627994/ TecDoc Digital found the solution in XMPie ®, which offered a plat- PINE show booth visitor comments: form that could be scaled to meet its needs. Using XMPie’s uDirect™ “Do I have to give you the card back?” Professional suite together with uImage™, TecDoc Digital produced “I liked the graphics on the cards so much I put it on my bulletin board—and I don’t put a lot of a highly creative series of three 5.5” x 8.5” four color postcards things on my bulletin board” that encapsulated the new capabilities to the target audience of SUCCESS STORy XMPie, Inc. 767 Third Avenue, New York, NY 10017 USA Tel.: 212.479.5166, Fax.: 212.479.5177 www.xmpie.com, info@xmpie.com XMPie Ltd. 12 Hamelacha Street, Poleg Technology Park, Netanya, Israel 42504 Tel.: +972 9 885 6750, Fax.: +972 9 885 6747 Using Stand-Out Creative and Personalization to Drive Response
- 2. 399 River Road,Hudson MA 01749 page Trade Show Campaign 978.567.6000 www.tecdocdigital.com creative professionals, demonstrating how customers could improve campaign results. Each card carried a different theme. The front of the card displayed the recipient’s first name embedded within one of three designs—a cloud, neon sign, or mailbox, and the graphic theme was kept con- sistent on the back. The 1 to 1 text addressed recipients by their first name, title and company, inviting them to visit the booth to enter a drawing to win an iPOD Nano and a personalized gift, a 5.5” x 8.5” writing pad that resembled the personalized post card they received. For added relevancy, TecDoc Digital used uPlan to apply conditional rules that altered the value proposition text based on the recipient’s business type—agency, corporation, or educational institution. Those who thoroughly read the cards would see the additional chance to win the iPOD for every postcard a recipient brought to the booth. RESUlTS 25% response rate, 10% conversion rate The campaign results exceeded all expectations. Of the 349 recipi- ents who received the mailings – 25% visited the TecDoc Digital booth. 62% of those visiting the booth brought the postcards they received with them. Of the 87 recipients who visited the booth, 10% requested an immediate follow-up call to learn more about the demonstrated variable data and design capabilities. uImage created the personalized images on the front of the post card (images above). uDirect Professional automatically linked the images with the personalized message, customized the value proposition, and added mailing information in the InDesign layout. In a Perfect World FIRST CLASS MAIL customers would anxiously await U.S. POSTAGE Te c D o c D i g i t a l S o l u t i o n s • 3 9 9 R i v e r R o a d • H u d s o n , M A 0 1 7 4 9 - 2 6 2 7 PAID your next communication! HUDSON, MA 01749 March 22, 2006 PERMIT NO. 59 In the real world, the communications that Booth Number TecDoc Digital creates for its customers 504 P I N E will have but a few seconds to: Company name { get their customer’s attention Bring this card to our booth and Appropriate get their message read get an extra chance verb selected get the action they desire to win the iPOD Nano! iPod nano 1,000 songs. per customer impossibly small. } type Customized and Individualized Communications David Trombino K Message will make a difference in your business. TecDoc Digital Mailing address adjusted per 399 River Road and bar code customer Booth 504 Hudson, MA 01749 type We can help! Did you know - 78% of mail is opened over a trash barrel TecDocDigital s o l u t i o n s XmPiE one to one Copyright 2006, XMPie. All rights reserved. XMPie, the XMPie logo, PersonalEffect, uChart, uCreate, uDirect, uEdit, uImage, uPlan, uProduce, uStore, ADOR, X-DOT, XLIM and the slogan XMPie, Inc. 767 Third Avenue, names are property of Tel.: 212.479.5166, Fax.: 212.479.5177 www.xmpie.com, info@xmpie.com “one to one in one” are trademarks or registered trademarks of XMPie. All otherNew York, NY 10017 USAtheir respective owners. 6-2006 Providing our Customers Ltd.2006,Hamelacha Street,reserved. XMPie, the XMPie logo, PersonalEffect, uChart, uCreate, uDirect, uEdit, uImage, uPlan, uProduce, uStore, ® XMPie with MeasurableNetanya, Israel 42504 Tel.: +972 9 885 6750, Fax.: +972 9 885 6747 12 Poleg Technology Park, in one Copyright XMPie. All rights Improvements TM Directother names areand the slogan “one to one inowners. 6-2006 or registered trademarks of XMPie. in Marketing Results. ADOR, X-DOT, XLIM All property of their respective one” are trademarks 247335_4