Targeting the print market of one
Print is on the move away from its mass media background to the new personalised world of time-challenged, media-savvy consumers. Only by directly addressing customers are marketers able to cut through the blizzard of media that is 21st century life. Personalised print is the future of direct marketing and Fuji Xerox is developing strategies and tactics to show how it is best done.
LPN is a Sydny-based multi-faceted visual communications company working across packaging, point of sale, print advertising, direct mail, corporate identity, exhibition and interactive design in both the B2B and B2C arenas. The company uses Fuji Xerox digital print technology for client projects when traditional printing cannot meet the requirements for on demand and personalised printing – particularly for those in the IT and packaging industries.
Says Craig Stokoe, a partner at LPN, “LPN is working with its customers to harness the true potential that personalisation can bring to our customers’ marketing campaigns. We are creating new ways for customers to maximise their brand awareness and make striking impressions on their target audiences, and in the process achieving even better results than those utilising conventional marketing communication and printing methods.”
LPN’s current personalisation-based projects include:
Loyalty program
For one client, LPN runs a loyalty program with a niche target market. Variable data printing allows LPN to issue monthly 'statements' with graphic depictions of member points-achieved, points-redeemed, prizes available and reminders of prizes already redeemed.
Says Stokoe, “There is no limit to the size of the target market that can be reached with seemingly individually-tailored messaging when relying on the impact of fully-personalised direct mail; an enticing display of the recipient's progress and pictorial reminders of prizes up for offer.”
Prospecting campaign
Variable data printing allows LPN to provide the marketing department of another client with 'ready to go' mail pieces for distribution to its sales force. Each printed piece is fully personalised towards the prospect with content altered according to industry type.
Following printing, each letter is fully addressed, sealed and supplied to sales teams ready to lodge at their own discretion.
“In this scenario, sales personnel are given control of the timing of the direct mailers and necessary follow-up contact with targets in accordance with their own schedules to support and fulfil subsequent orders,” explained Stokoe.
“It is an ideal marketing solution as it maximises opportunities created by the personalised communication by incorporating the sales support into the equation. This is the essence of personalisation: recognising that the importance of customer communication lies more in who receives it and what eventuates rather than who sends it.”
Mail/internet invitation
For certain customer events, LPN creates printed invitations that feature personal URLs for RSVPing. “By leveraging the convenience of the Internet and providing each recipient with their own personalised RSVP page, we have found that it is easier for potential attendees confirm their availability,” said Stokoe.
“It also provides the event coordinators with immediate and accurate attendee data that helps with planning the event. Most of all, this unique way of responding to an invitation gives us an opportunity to customise the customer’s experience and as a result, receive response rates that are well above the norm.
“In addition to expanding our own business offerings, we are using pioneering digital printing technology to produce personalised, one-to-one documents in full colour to add value to our customers. In addition to heightening brand awareness and loyalty, this value is visible in bottom line success such as increased customer response and repeat business."
Suzanne Myerson, Production Services Business Group Marketing Manager at
Fuji Xerox Australia said, "LPN is a prime exponent of what can be achieved with personalisation. Over a number of years, LPN has established itself as an impressive force leveraging innovative marketing strategies to help meet customers’ increased demands for a return on their marketing dollar."
For one client, LPN runs a loyalty program with a niche target market. Variable data printing allows LPN to issue monthly 'statements' with graphic depictions of member points-achieved, points-redeemed, prizes available and reminders of prizes already redeemed.
For certain customer events, LPN creates printed invitations that feature personal URLs for RSVPing. “By leveraging the convenience of the Internet and providing each recipient with their own personalised RSVP page, we have found that it is easier for potential attendees confirm their availability,” said Stokoe. 