Digital Printing
- 1. Digital Printing for Great Results Especially for
- 2. How do you get your customers’ attention? “ Today, print is one medium among many. There is no longer any such thing as ‘mass media.’ Instead, they're all becoming ‘ micro media’ that are used in varying proportions to reach increasingly fragmented audiences. — TrendWatch Graphic Arts
- 3. Did you know…? In 2009, Direct Marketing ad spend is, on average, over 54% of all marketing budget expenditures. This is an increase from 2008, which was 52%. In 2010, Direct Mail ad spend projection is $56.7%. DMA, “The Power of Marketing”, October 2009
- 4. Defined Printed piece or keepsake item personalized with Customer name and/or Logo Great For Event marketing Holiday gifts Follow-up gifts Promo items Samples include Personalized calendars Greeting cards Note cards/pads/cubes “ Ego Marketing”
- 5. Did you know…? 28% of all charitable donations are in response to direct mail programs. In 2009, direct mail for nonprofit fundraising is up 18%. Nonprofit marketing makes up 20% of the entire US mailstream. “ The Chronicle of Philanthropy”, December 2, 2009
- 6. Defined Keepsakes utilizing customers’ personal photos Great For Event Marketing Holiday gifts Follow-up gifts Promo items Samples include Books Calendars Playing/Trading Cards Photo Books & Calendars
- 7. Defined Finally, the prospect of affordable, full-color short run packaging, which can be personalized and even barcoded for security or tracking purposes Great For Program Fulfillment Kits Events/Follow-up Versioning Barcoding or numbering Samples include Labels Boxes Short Run Packaging
- 8. Defined Leave clumsy and time/labor/cost-intensive “Pick and Pack” behind for customized --and customer- friendly–fulfillment pieces Great For New customer welcome Loyalty programs Club membership Samples include Personalized travel itinerary, with items such as travel tags printed within booklet Personalized rewards statement booklet with membership card printed inline Personalized Fulfillment Kits
- 9. Defined Challenge: produce Direct Mail that resonates with a customer or prospect …target for better lead rate--and ROI Great For Customer relationship management Member communications New customer acquisition Promotional marketing Samples include Oversized post cards Letters Newsletter formats Relevant Direct Mail
- 10. Did you know…? Average response rate for a black and white, mass-marketing direct mail campaign? About 1% Average response rate for a black and white direct mail campaign with name-only personalization? About 1.5% Average response rate for a color direct mail campaign with name-only personalization? About 2% Average response rate for a campaign using targeted personalization, like purchase history or demographic information? About 6.5%
- 11. Did you know…? Personalization in Direct Mail campaign provides: 39% increase in retention and brand loyalty 37% better use of marketing dollars and ROI 37% improvement in response and close rates 33% more effectiveness in “cutting through the clutter” of competing messages “ Power of Personalization”, CMO Council 2008
- 12. Defined All-in-one printable letter with attached peel-off magnet or card Great For Coupons Business Card follow-up Promo Marketing Samples include DocuCard DocuMagnet Magnet Sheets DocuCards and DocuMagnets
- 13. Defined Save Big & Target Better— Print to order to eliminate stockpiling long offset runs, inventory management, distribution and warehouse costs, and waste from obsolete content Great For Versioning for multi-locations Sub-targeting by geography or language Samples include Collaterals Marketing Materials Folders, presentations Catalogs Print On Demand
- 14. Defined Book runs don’t have to be big to be cost-effective with digital Great For Micro runs Versioning for locations Language versioning Event marketing Samples include Pamphlets, books and short stories Publish On Demand
- 15. Defined Challenge: produce Direct Mail that resonates with a customer, track responses, gather more customer information, and provide relevant immediate follow-up. Great For Customer relationship management Lead Generation Event Registration Samples include Customer Invitations Direct Mail Postcards Unique Substrates Cross-Media Marketing
- 16. Did you know…? A cross media marketing campaign (a direct mail piece with a personalized URL directing a recipient to their own personalized website) can provide, on average, a 6.5% response rate. “ Response Rates on Personalized Marketing Campaigns”, Dr Marnie Brown, UC Irvine, 2010
- 17. Did you know…? A $1 investment in direct marketing will return, on average, $11.65 in incremental revenue. DMA, “The Power of Marketing”, October 2009
- 18. Did you know…? 48% of CMOs and VPs of Marketing expect direct mail to have the most impact on the success of their company or brand over the next year. PR Week/CA Walker, 2009
- 19. Green digital printing technology About 80%of the waste generated by our digital press can be returned, reused or recycled No chemicals in printing or cleanup to degrade air quality Personalized print means no obsolete inventory Digital technology means no startup waste Dry inks are non-toxic and have closed containers with a transfer efficiency rate near to 100%
- 20. More Information Educational Web sites Xerox Red Hot Digital educational portal www.xerox.redhotdigital/DM Xerox 1to1 lab case studies www.xerox.com/1to1lab ChiefMarketer.com www.chiefmarketer.com Professional Organizations Direct Marketing Association (DMA) www.the-dma.org Print On Demand International www.PODI.org Trade Publications Advertising Age www.adage.com Direct www.directmag.com DM News www.dmnews.com Target Marketing www.targetmarketingmag.com
Editor's Notes
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- #20: 03/03/10 Supporting the New Business of Printing strategy through digital technology is our flagship product, the Xerox iGen3 which took 10 years of Research & Development and over $1bn worth of investment. It passes all the green credentials whether through it’s high recyclable content, lack of toxins, minimal waste or the fact that it’s RoHS compliant which is an EU directive to remove the use of hazardous materials in its manufacture (such as mercury and lead) so it is indeed a Green Machine and has been designed and built with that in mind from the start.
- #21: 03/03/10