PRINT2012 - Transpromo (white space marketing), handling & fulfillment - Alex Joos, Group Joos
1. Group Joos – Document Process Solutions
Who said there was a difference
between marketing &
transacional communication?
27 september 2012
www.groupjoos.com
2. Page
2
Agenda
Market trends & evolution
Colour in a colour world
Practical methodology
Best practices
conclusions
www.groupjoos.com
5. Page
5
Psychology
Color Psychology
• Symbolic
– Negative red -> danger and errors
– Positive red -> love and passion
• Cultural
• Associations
• Blue: quality, professionalism, leadership, authority
• Green: leisure, sport, environment, health care
• Yellow: happiness, positivity, creativity, striking
• Orange: ambition, energy, warmth, organic
• Red: energy and excitement, passion and emotion
• Purple: wealth, rich sophisticated, wisdom
• Brown: reliability, stability, friendship
• Black: power, strength, intelligence
• Grey: practical, timeless
• White: purity, safety, cleanliness, perfection
www.groupjoos.com
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6
Psychology
How we process information...
We process functional We process emotional
information with the information
left side of with the
the brain right side of
the brain
Adding color to business communication allows readers
to more fully engage with the information.
www.groupjoos.com
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7
Practical value...
... When used in your Business Communication...
• Enhance
– comprehension
– readability
– learning
• Increases brand recognition
– meet brand owner color conformance
• Increase engagement and relevance (one to one)
by adding graphics and personalized messages
• Stay within acceptable cost guidelines
• Reduce go-to-market time
• Add flexibility
www.groupjoos.com
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Business Objectives
Define the actions ...
• KPI’s
– Hard
• Shorten the payment cycle by and increase Direct Debits
– => highlight the call to action
• Generate cross/up sell leads
– => integrate promotional messages, which are relevant to the customer
• Decrease customer care cost
– => offer clarity by redesigning the document responding to the customer needs query
the market, query the customer
– Soft
• Customer Experience
– => multichannel delivery, customer receives the information via his preferred channel
• Attract attention
• Brand value
• ...
www.groupjoos.com
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Services
Transition from existing monochrome application printing to full color applications...
Create Implement Measure
Marketing Consulting Technical Consulting Impact Measurement
• Develop objectives & KPI • Perform technical diagnostic Consulting
• Identify target group & develop (constraints) • Develop measurement approach &
EXPERTISE
segmentation • Design Technical solutions tools
• Implement technical solutions
Document Redesign
Consulting
• Advise on document redesign
best practices
Technical Solutions Testing and Statistical Analysis
TOOLS
• Implement solutions to enable • Perform Eyetracking tests to read
document re-composition and impact of document reengineering
easy segmentation
Document Redesign Services Composition & Printing Impact Measurement Services
SERVICE
• Perform end-to-end redesign of Services • Perform market research
the dcoument with a creative • Compose documents • Gather data on hard KPIs (voice of
agency • Print in full color the customers)
• Draw conclusions
www.groupjoos.com
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11
Phased Approach
Roll out strategy
Interactive Transpromo
Migration from Document Application
Reengineering Application
Offset to Digital
Omit preprinted Migration of Transfer content One to One &
material, print full monochrome and management to targeted
color stationary spot color pages business owners messaging
on the fly to full color Reduce go to Cross & upselling
No stock Optimise content market time and customer
management, Clarity in Conditional retention with
white paper communication formatting internal products
factory leads to customer leveragiing the and benefits.
satisfaction customer Strategic alliance
Meet business experience. enables selling
objectives, lead white space to
customers to the external parties.
call to action
www.groupjoos.com
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12
Want revolution?
No big bang approach...
REVOLUTION
www.groupjoos.com
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... Go for evolution!
Phased transition from existing monochrome application printing to full color applications...
PHASE 1
PHASE 2
Transactional
Data
Composition from transactional data...printed on pre- Printing of stationary and data in one run,
printedstationary and identical content on inserts selective onserts
Document Reengineering + Interactive/Multichannel Functionality = Customer Experience
PHASE 2
PHASE 3
Conditional color formatting Content One to One marketing on
Mangement Marketing Data
transactional documents
www.groupjoos.com
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Test...
Measure efficiency...
high ATTENTION METER high high ATTENTION METER high
Analyse...
• A heatmap reveals the viewer’s Areas %Seen 1st Seen Av. Time
• “reading strategy”
1 63,0% 0,9 s 0,8 s
• First
• Next 2 69,5% 1,1 s 0,4 s
• Last 3 43,0% 1,5 s 0,4 s
• Not!!! 4 20,0% 2,3 s 1,1 s
• the viewer’s “attention hot spots”
• Most time spent
• No time spent!!!
www.groupjoos.com
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Challenges in design...
A quick guide to what can work...
• Avoid too much color
• Avoid too many distractions
– “Just enough” design
– readability
– engagement and relevance
• Practice good design
– conformance to regulatory requirements
– color acceptability to the brand owners
www.groupjoos.com
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Challenges in design...
A quick guide to what can work...
• Manageable color in print
– Not all images are suitable for high-speed, high-volume,
full color printing
• Look for high-contrast images
• Images that use heavy shadows
• Look for images with some noise
– Images that print perfectly on photo paper may not look
the same when printed on a production paper
• Consider hue and saturation
• Consider reflections and ratio of light to dark
• Look carefully at skin tones
Test them on the paper you want to use!
www.groupjoos.com
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Summary
Digital color offers opportunities to enhance your business
communication and adapt to a more agile way of working.
Still, there are some technical and design challenges to
overcome.
Group Joos consultants can work direct with your marketing
and communication department to ensure clear
understanding of the creative brief, apply best practice in
design and guide you through the IT development up to the
production and multichannel distribution of your
communication.
www.groupjoos.com
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Ask yourself...
Qualifying questions...
• How can digital color printing and targeted communications help
differentiate your business in a competitive marketplace?
• How can color make your company’s image and branding more
recognizable?
• How can color improve bills and statements (communications
and/or offers) and as a result, reduce the number of calls to
customer service representatives (motivate customers to self-
manage accounts) and reduce A/R cycles?
• How can color and variable data be used to increase direct mail
responses?
• How can color “on the page” help you reduce costs associated
with pre-printed forms and inserts?
• How can color help increase market share?
www.groupjoos.com
19. Thank you for your attention...
QUESTIONS & ANSWERS
ALEX.JOOS@GROUPJOOS.COM
www.groupjoos.com