One-time classmates Beth and Kellen Becker celebrated their 28th wedding anniversary earlier this month. The two originally had been introduced 30 years ago at Lake Forest College, when they were undergraduates at the small, liberal arts institution (enrollment: 1,500) spread out spaciously on...
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The data that consumers entered was used by Strategies, along with the XMPie uCreate Print plug-in for Adobe InDesign, to personalize content in the booklets, enabling an astonishing 3.5 million options for each booklet. “It’s mind-boggling, but that’s what XMPie does -- puts together all of our components and makes them run right,” praised Mark Morin. president of Strategies Relationship Marketing. Montreal-based Pazazz Printing used its XMPie production capabilities and Xerox iGen4 digital press to print the three booklets, which were delivered sequentially over several months.
Sales, as measured by the coupon redemption rate, are multiple times greater than those from previous, non-personalized campaigns – the most coming from new business from people who previously bought competitive brands. The campaign also has delivered a lift to Maybelline’s brand appreciation and improved the likelihood that consumers will recommend the Maybelline New York brand. According to Morin, highly satisfied consumers have credited Maybelline with improving their lives by changing the way they feel about their personal appearance. So many consumers recognize the value in the booklets, that fully half of the microsite visitors complete the longer-than-usual questionnaire, consistently providing new targets. A mobile component is under development for future campaigns.
*Editor’s Note: MyPrintResource.com contributing editor Mark Vruno also is a graduate of Lake Forest College, where he double-majored in English (writing concentration) and education as well as quarterbacked the school’s football team.
Print Firm Self Promotions
With the 2013 holiday marketing season fast approaching, consider the Standard Group’s interactive marketing effort, which garnered best-practice recognition from PODi, the print on demand initiative, in the self promotion category. The Reading, PA-based printing firm developed a campaign to express its appreciation of customers and prospects and showcase its marketing and personalization expertise. The multi-touch campaign began with nearly 2,100 direct mail holiday cards printed on an HP Indigo 7500 Digital Press. Powered by Pageflex Campaign Manager software, the cards featured more than 12 personalized elements, resulting in over 40 possible combinations based on the recipient’s sales and customer service contacts. They also had multiple call-to-actions directing recipients to a personalized landing page via a Personalized URL or a personalized Quick Response (QR) Code.
At the personalized landing page, visitors could select one of eight charities to receive a $5 donation from Standard Group on behalf of the participant. They also could create a free photo calendar via an online storefront that showcased the firm’s marketing portal development and variable-data printing capabilities. The Standard Group reported a 19.6 percent response rate and received business inquiries regarding creating similar personalized calendar promotions.
When Prisma Graphic, a Phoenix, AZ-based marketing solutions provider, added a wide-format printer in 2012, the 30-year-old firm captured the attention of its top 200 clients in a creative and engaging way. Prisma introduced the benefits and marketing potential of the new grand-format capabilities by implementing a fun, visually enticing, multi-touch marketing campaign. The road trip-themed campaign, which was developed entirely in house, included teaser mailings, email blasts, PURL landing pages, and a YouTube video. The results exceeded expectations with 45 percent accessing their PURL and 10 percent of the recipients contacting their Prisma account representative.