Driving trade show booth traffic with personalized direct mail campaign.

1. ® 399 River Road, Hudson MA 01749
TecDoc Digital 978.567.6000
www.tecdocdigital.com
Trade Show Campaign
CUSTOmER
1
PAGE:
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RECORD
Marketing Services Provider
TecDoc Digital provides customized, Cross Media communications
that help customers increase revenue and profits. Services include
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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
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• 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 prots. 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.
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month re-branding and investment strategy to revamp and expand
its service offerings to include new and fully updated direct mar-
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keting and Web-based on-demand collateral management. TecDoc
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: 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
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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
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