AlphaGraphics North East Campaign Achieves 100% Response Rate and ‘Xcellence Award’ at 2012 XMPie Users Group Conference
By Christine DeNering (formerly Winter), PR/marketing programs manager, XMPie, A Xerox Company
Just over a month ago, the annual XMPie Users Group Conference was held in Boston. 189 people attended (up 23% from last year!), representing 13 countries, including USA, UK, Australia, Belgium, Brazil, Canada, Croatia, Germany, Netherlands, Norway, Portugal, Singapore, and Sweden. Women attendance was also up 50%, and there were over 35 sessions presented by Adobe, Xerox, prindoz, NEPS, VDP Success, PB Systems, InfoTrends, Traffic GMBH, and XMPie. In talking with some of the attendees, it was obvious that they were very pleased with this year’s conference. Frank Romano even stopped by and had some very positive things to say! Check out the video here.
I myself enjoyed the opportunity to learn and network with our customers. One story I’ve been meaning to share is that of this year’s Xcellence Award winner – AlphaGraphics North East. Stephen Jones was there to represent the Stockton, U.K.-based company and present the innovative marketing campaign that scored the most votes among attendees.
The campaign, referred to by AlphaGraphics as their ‘Contact Toolkit,’ has become an essential marketing tool for their internal and external sales teams to communicate with clients and prospects in a professional manner, sending out personalized, targeted and highly memorable information across multiple media, including email, SMS, direct mail and websites (Personalized URLs). Standard communications, such as a follow-up to a sales meeting or a request for product information, all receive a personal response, tailored to the customer enquiry.
The results of the ‘Contact Toolkit’ campaign demonstrate how AlphaGraphics’ competitive and innovative use of XMPie software works. A massive 100% of customers read through their personalized emails, and 99.3% clicked through to their Personalized URL, a response rate that speaks for itself. AlphaGraphics also greatly improved internal productivity levels and streamlined the overall sales process with this application.
AlphaGraphics North East prides itself as the most technologically advanced firm in the region, and is now offering this ‘Toolkit’ service to local and national businesses. So, a big congratulations to them, and thanks to Compu-Mail, Stoque and NEPS – three great customers who also submitted their work for the awards competition!
I had a chance to sit down with representatives from all four companies at the conference. Watch my interview with Stephen Jones, below, and hear more about AlphaGraphics’ winning campaign. A case study with more details will be coming soon, as well as the video clips from my other customer interviews, so stay tuned!
By the way, the XMPie Users Group in Germany will be holding their 4th conference November 20-21. Interested? Register here.
By Larry Zusman, worldwide marketing manager, XMPie, A Xerox Company
Although I spent most of my time the past few days in the XMPie booth at the DMA Annual Conference and Exhibition demonstrating our new Video Personalization solution as another component of integrated cross-media marketing, I also got the chance to walk around and network with many attending marketing professionals. Here are my observations.
It seems quite clear that print, email, Web, mobile, and even voice technologies are becoming so advanced, that they are becoming somewhat inconsequential. What I mean is that with untold numbers of companies involved in what could be defined as the “Cross-Media Marketing Landscape,” the real differentiators must come from more than just the technology.
As I walked around the show, it appeared at first glance that everyone is doing exactly the same thing. But, of course, that is not the case, as those that have flourished must be offering some type of unique selling proposition to their customers. The trick to finding what is inside their hat, so to speak, is to look for that magical formula for success. I believe that with most firms, in addition to them having the perfect solution to create relevance in their cross-media marketing, their unique value lies within the data strategy, gathering, and intelligence behind these communications. Those thriving are more than just cross-media marketing companies that can use variable data, images, graphics, and video. Rather, these are firms that have perfected the capture and analysis of data to understand the who, what, where, and most important, why of purchase behavior – past, present and future.
Through using this intelligence to drive integrated cross-media marketing campaigns with relevant print, email, Web, mobile, and now video content, these messages can break through the usual marketing clutter and evoke response and action. In short, it is the data that drives the decision. For those involved in cross-media marketing, it illuminates the need to develop campaigns that capture critical customer information, use it to generate highly-individualized communications, and track and analyze the results for optimal ROI.
Another important observation is that technologies must be viewed on a continuum of marketing tools. Clearly they are evolving at a never before anticipated pace, and as such, the value of the technology is much more important than the details. For example, lots of companies are using QR codes for their campaigns – they are an excellent tool for linking print to personal mobile sites (PURLs) – but it’s more important to view this “category” as technologies that bridge offline and online communications. By looking at it this way, you can leverage the concept with a wide selection of technology choices. For example, with the rise in mobile, voice systems and geo-location systems can also be used to bridge various modes of communications and can be factored into the cross-media mix.
DMA2011 had many themes, but perhaps the one that rang out the loudest, and was the main focus of Xerox CMO Christa Carone’s keynote speech on Sunday, is this: the world of direct marketing as we know it is morphing into something very different, in which all forms of media will become more convergent, direct, relevant, and in fact, intimate. What is most important for us all to remember is that as technology advances, and ways to communicate are introduced that we have not even dreamed about, the same marketing strategy will always remain – the more customers we can reach with content that grabs their attention, gets understood, and generates a positive response, the more we will sell, grow and profit.
Filed under: Cross Media, Events, General, Marketing, One-to-one
By Christine Winter, PR/marketing programs manager, XMPie, A Xerox Company
Unless you’re a N.Y. Yankees fan, why wouldn’t you (the real-time marketer) want an excuse to visit Boston for “the global event for real-time marketers?” Exactly. GRAPH EXPO has come and gone, and now it’s time to shift focus towards DMA2011. Here are five reasons to register today:
- We’ll be there! Visit booth #620 to see first hand how XMPie can help you reel in more business and profit with 1:1 multi-channel marketing communications. And, of course, we’ll be showcasing the new solution that got lots of buzz and won a Must See ‘em award at GRAPH EXPO — XMPie uVideo. In fact, hear Xerox CMO Christa Carone talk about why she’s excited about new video technologies here! That leads me to #2…
- Xerox CMO Christa Carone is the Sunday morning keynote speaker. She’ll discuss how to break through information overload with customized marketing and personalized cross-media communications. Her speech, entitled “Are You Talking to Me? Mastering Relevant Messaging through Mass Customization,” will begin at 11:30 a.m. on Oct. 2. Click here for a sneak peak!
- Boston is a very cool, fun place. Lots of things to see and do. Did you know it’s one of America’s oldest cities? Check out this list of some sights to check out while you’re in Boston for DMA2011.
- It’s the perfect opportunity to check out the coolest, new cutting-edge marketing tools and techniques, of course! Acquisition and lead generation. Creative and production. Real-time and trigger marketing. Mobile strategies. Direct and digital marketing fundamentals. Cross-channel strategy. Data, measurement and attribution. Retention and loyalty. Brand, social and content marketing. These are the hot topics this year, and over 400 technology partners and solution providers (like XMPie) — and many more marketing experts — will be there to help guide you in the right direction for your business.
- Did I mention XMPie is an exhibitor? Sorry; I couldn’t resist.
Hope to see you there!
By Bruce Meberg, senior vice president of Business Development, USADATA, Inc.
In order to reach the right audience for direct marketing acquisition campaigns, companies need to know as much as possible about their customers. Appending additional fields of information to each customer record is a great first step. There are several great business elements (e.g., industry, company size) and hundreds of potential consumer elements available (e.g., age, income, gender, marital status, home owner, life stage cluster, interests, etc.). A life stage cluster is a group of households with similar demographic characteristics and propensity to buy certain products and services.
One approach to gaining insight into customers that provides much of the benefit of high-end custom models, but at a fraction of the time and cost, is to append life stage clusters to each record, then analyze which clusters are appearing in the customer file more than would be expected (based on the cluster’s average share within the target geography). The highest 10-20% (7 to 15) of “indexing” clusters from the profile analysis can then be used to select prospect lists for acquisition campaigns. Life stage clusters offer a simple (single dimension of 60 or 70 different segments) yet powerful method, since they are based on a pre-defined model that was created using advanced statistical methods.
Life-stage clusters, such as Personicx, also come with rich background information on each cluster, so it is possible to create a modified message or variable data images for each cluster. Analyzing campaign response is also simplified…just look for the clusters with the highest response rate and use this information to fine tune the next campaign. All in all, a great way to get started on the path to higher response rates and marketing return on investment!
USADATA is a cloud-based/Data-as-a-Service (DaaS) company that combines consulting, data and technology to help its customers improve direct marketing ROI. The company’s data neutral experts have access to all leading compiled databases and specialty lists, and help businesses find new customers more easily and cost effectively through a combination of data (mailing lists and sales leads), consultative support, and easy-to-use technology.
This was a short recap of a recent XMPie Customer 1to1 Webinar series session. For more information on this topic and to learn about special XMPie customer promotions, visit www.usadata.com/xmpie.
It’s official. The latest version of XMPie’s Web-to-print, marketing portal solution, uStore® 4.0, is now available, and last week, I got a sneak peak! It’s new look and ease-of-use features make it even more practical and manageable for service providers, creative agencies and enterprise firms to build e-commerce-enabled stores and marketing portals.
In fact, uStore 4.0 has several new Web portal capabilities to help users expand their operations into the business-to-consumer (B-to-C) space. With anonymous shopping for instance, store visitors can browse offerings and add items to shopping carts without being registered. And, store products and categories can now be tagged with searchable terms to maximize visibility to search engines, driving potential customers to a store.
I asked Ray Aspeitia, digital media program manager for Sells Printing in New Berlin Wis., and uStore 4.0 beta customer, what he thought of the newest version. He said, “uStore 4.0 is definitely a must-have upgrade. The new features are helping us drive more print and marketing business by allowing us to expand and target new markets, and present even more out-of-the-box options to our customers. It’s a complete and powerful solution.”
The newest uStore version also features enhanced user and group management, as well as permission management capabilities, which give store administrators a simple way to organize storefront customers and back office administrators with defined access, roles and permissions. In addition, uStore 4.0 includes a new image customization tool that allows image crop and automatic color correction, and the Ogone payment option, which provides another payment gateway.
So, if you’re looking to provide your customers with an interactive experience in which they can easily browse, select, customize and order dynamic documents, driving both print and electronic media, uStore 4.0 is your single turnkey solution. And if you’re already a user, we hope this newest version offers you the new features you’ve been looking for.