With brands looking to tap into cross media marketing programs to further reach customers, forward-looking graphic communications firms are offering clients a slate of multi-media services in addition to print. Take The Lab, a New York City-based integrated media arts company, which creates...
To access the remainder of this piece of premium content, you must be registered with MyPRINTResource. Already have an account? Login
Register in seconds by connecting with your preferred Social Network.
Complete the registration form.
The John Roberts Company's recent campaign for its own cross media marketing division, JRX-Media, proves the effectiveness of a well run multi-platform program. The 60-year-old Minneapolis-based shop, which provides a one-stop source for printing and related services, unveiled JR-X Media in 2010 to integrate cross media marketing services into the company's more traditional graphic communication offerings.
JRX-Media's multi-platform campaign used customized print, email, PURLs, and QR Codes to attract visitors to its booth at the University and College Designers Association's 2011 fall conference in Phoenix. The conference is for designers in the higher education field, a growth vertical for JRX-Media, notes Ann Marie Keene, Marketing & Business Development, John Roberts.
"Try Us on for Size"
The promotion, called "Try Us on for Size," began with a personalized postcard offering a free t-shirt, sent to registered attendees four weeks prior to the conference. Male attendees received a postcard showing a blue t-shirt; females, a pink t-shirt. "The postcard recipients were directed to the PURL, where they confirmed their email address, which was great for us, because we didn't have the majority of the attendees' email addresses," says Keene. "There was also a QR Code they could scan. We emailed back a thank you and a ticket that they printed out and brought to our booth, where they received the t-shirt. Each t-shirt was packaged in a personalized tube—blue or pink—with the recipient's name and a greeting on a label: Hello, Darryl…"
XMPie technology helped make it all happen. JRX-Media invested more than $500,000 in the new division, expanding its use of XMPie technology—it was already a uStore user—with XMPie's PersonalEffect cross media platinum cluster, including uProduce, Marketing Console, uCreate, and XMPie's Email Service.
Functioning as the system's engine, the uProduce server captured all the requests from the website and pushed them to Marketing Console, which tracks and graphically displays all the metrics—on a computer, iPhone, or iPad—allowing JRX-Media staff to "track on the go." The uCreate plug-in, which pops up in Adobe Creative Suite, connects the data and logic to the design, ensuring that the male recipients, for example, received the postcard with a blue t-shirt. The follow-up personalized emails were sent out via the Email Service. A Kodak Nexpress was used for digitally printing the personalized postcards.
Rockin' Response Rate
The numbers speak for themselves—and for the power of print. There was a 63.9 percent response rate from the personalized postcard. "We've done many marketing campaigns; this was highest response we had," says Darryl Drozdik, senior Web developer at JRX-Media, John Roberts.
"Anything over 20 percent is considered really good," adds Christine Winter, PR/marketing programs manager, XMPie. "Our customers double their campaign response rate when they include multi-channels and personalization."
Interestingly, the majority of the responses came through the PURL, while only three percent came through the QR Code. "We thought more people would have used the QR Code, given the audience," adds Kyle Kennedy, senior software programmer, John Roberts.
The campaign's aim—to generate hot leads, new business, and awareness—succeeded on all three fronts. The booth at the UCDA conference was "insane," says Keene. "It was great seeing everyone at the conference wearing our t-shirts—the students, the bar staff, even everyone at the hotel."