7 Shining Examples of 1:1 Marketing
Filed under: Awards, Cross Media, Events, General, One-to-one, Web-to-Print
By Christine Winter, PR/marketing programs manager for XMPie, A Xerox Company
Last week, Caslon, a PODi Affiliate, announced that the all-new 2011 case studies are now online, along with the Best Practice Award Winners. These impressive campaigns will be featured in-depth at the AppForum, which is fast approaching!
I was proud to discover that the campaigns and applications from the following PODi case studies were powered by software solutions from XMPie. In fact, a extra round of applause is in order for the Dermalogica case study, which was awarded an Honorable Mention in the Marketing Resource Center category for PODi’s 2011 Best Practices Awards! Check it out…
Dermalogica Supports Stockists with Web-to-Print Solution
Dermalogica is an international skin care company that sells its products through trained skin therapists. The South African operation of Dermalogica has over 550 stockists that need marketing collateral support. Through a Web-to-print portal, the stockists are able to create personalized marketing collateral while Dermalogica is able to maintain brand consistency. The new solution is also much more efficient as turnaround time from order to delivery was reduced from weeks to 72 hours.
DaVinci’s Restaurant Serves up Results with Cross-Channel Marketing
DaVinci’s is a newly renovated, gourmet Italian restaurant that re-opened its doors with a fresh look and a new menu. To ensure the grand opening was a success, they implemented a cross-media program that incorporated digital print, e-mail, Web and social media. Personalized postcards invited potential customers to see the renovation and transformation of the restaurant. By visiting their Personalized URL, and answering a few questions, customers received a coupon via e-mail. The campaign generated a 4.8% direct mail response rate and helped DaVinci’s grow their customer database.
HP Value Added Reseller Cross-Media Marketing Campaigns
Hewlett Packard’s product and channel managers need support for conducting integrated lead generation campaigns. A marketing resource center solution was developed by JFM Concepts that supports eight different product lines and enables Value Added Resellers to deploy complex variable data campaigns. Cold sales lists have produced consistent direct mail response rates in the 4% to 6% range while highly segmented offers to warm leads have generated response rates of 30% or higher.
JDB Fine Hotels and Resorts Provides Personalized Memory Books
JDB Fine Hotels & Resorts is a comprehensive hotel and resort marketing organization representing the finest and most unique properties in the upscale travel market. Travel agents work through JDB to book vacation plans for their clients. A personalized memory book program was developed to strengthen the relationship between JDB and travel agents, and to increase referral business from consumers. The digital print books are customized for each client with details of the trip, exquisite photos and contact information for the travel agent.
NewPage “Dream, Green” Campaign Grows Awareness
NewPage needed a lead generation direct marketing campaign that would encourage printers to sample NewPage papers and develop brand awareness. A multi-touch, cross-media campaign with a “green” theme was deployed. The campaign incorporated personalized postcards, die-cut mailers, e-mail, custom posters and Personalized URL response mechanisms. The campaign achieved a direct marketing response rate of 4.7% and captured valuable information from print service providers.
Print Media Management Variable Content Magazine
MBA Group*, in partnership with their client Print Media Management magazine and technology supplier Xerox, set out to produce the world’s first fully digitally printed 64 page colour magazine with variable advertising and editorial content for different market sectors personalised to each of 12,400 subscribers. It helped generate 24% advertising revenue for the publisher and advertisers achieved a 256% increase in responses on variable data advertisements targeting to specific market sectors compared with the results for generic advertisements.
Progressive Communications Uses Personalized Cross-Media Promotion
Progressive Communications* wanted to highlight their new capabilities powered by digital print. A direct marketing campaign was developed to drive awareness of their services and illustrate the power of personalized communications. The cross-media program incorporated direct mail, QR codes, e-mail and Personalized URLs. Progressive Communications achieved a 11.6% direct mail response rate and new business from customers.
*Also a Xerox Best-of-the-Best award winner!