Top Banner
1 June 15, 2022 1 June 15, 2022 Capture Sales Success with Ussery Printing! Variable Data Transformation John Lawrimore VP-Sales
44
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Personalizing Your Printing

1 April 15, 20231 April 15, 2023

Capture Sales Success with Ussery Printing!

Variable Data TransformationJohn LawrimoreVP-Sales

Page 2: Personalizing Your Printing

Varia

ble

Data

Prin

t

•Market Overview

•What is VDP?

•Albertson College

•Outside the Box Personalization

Page 3: Personalizing Your Printing

Cutting through the Clutter• 25%-30% of total media time is spent

multitasking• Consumers encounter ~3,000 marketing

messages per day• Consumers are filtering their messages to

make better, faster decisions− Do Not Call, Do Not Mail lists

− Pop-up blockers, SPAM Filters

− Caller ID, Caller Unknown

− DVR

− Sirius Radio

Targeted print marketing gets through the clutter.

Sources: eMarketer Multi-tasking Consumers; TNS; Irongate Digital Solutions

Page 4: Personalizing Your Printing

Customized Communications Deliver What Consumers are Looking for

Direct mail60.6%

E-mail20.5%

Messages on your cell phone

or PDA3.4%

Other 10.0%

Telemarketing5.5%

The Future of Mail, N = 850 Consumers

How would you prefer that companies contact you for marketing and promotional purposes?

All Consumers

Page 5: Personalizing Your Printing

Highly Personalized Messages are Important

Highly personalized with

messages and offers that are unique to my

needs/interests56.3%

Personalized with my name and

address but not much that is unique to my

needs/interests26.4%

Non-personalized messages and

offers that everyone receives

regardless of individual

needs/interests17.3%

The Future of Mail, N = 850 Consumers

When you do receive hard copy direct mail, which type do you prefer?

82% prefer personalized content

Page 6: Personalizing Your Printing

Perceived Usefulness of Mail Received

Personalized content that I

find useful30.5%

Personalized content but not

very useful29.0%

Not personalized and not useful

40.5%

The Future of Mail, N = 845 Consumers

Excluding bills and statements, approximately what percentage of the items you receive in the mail can be described as follows?

70% find their mail is not very useful

Page 7: Personalizing Your Printing

Market Conditions for the Marketing Professional

• Average tenure for a CMO is 23 months

• Only 1 in 10 keep their jobs for more than three years

• “Just because a marketer was successful in the 1980s does not mean that he or she will be a good fit today.”

• Today its all about ROI…RelevanceSynergyEfficiencyTimeliness RESULTS

Source: Spencer Stuart

Page 8: Personalizing Your Printing

The Time to ACT is NOW!

• Consumers are demanding relevant content in a more timely manner

• Marketers need help identifying the right solution

• Marketers are working under tighter financial constraints

• Marketers are seeking partners to help ease their pain

• Ussery can provide the answers

Page 9: Personalizing Your Printing

Variable Data Printing is a form of on-demand digital printing that produces customized or personalized documents targeted to an individual. Within a single document design, elements such as text, graphics, and images are changed from one printed page to the next based on recipient information gathered within a database.

Other commonly used terms

What is VDP?

Personalization

Customization

Versioning

Database Publishing

Transactional

Variable Data Print (VDP)

Variable Data Publishing (also VDP)

Variable Information Printing (VI or VIP)

One-to-One, 1to1, 1-to-1

TransPromo

Page 10: Personalizing Your Printing

U.S. POD Variable Data Market

$3.7

$12.3$2.1

$2.6

$0

$5

$10

$15

$20

2007 2012

Year

Bill

ion

s U

S$

Va

lue

of

Pri

nt

B&W

Color

27%CAGR

$5.8

$14.9

Page 11: Personalizing Your Printing

Defining VDP into 4 buckets

1. Simple Addressing

2. VDP with Addressing elements• Dear Lana…

3. VDP with Segments• Location, age, interest, gender, ethnicity

4. VDP with Individual elements and call-to-action instructions

• pURL

Page 12: Personalizing Your Printing

Is everyone interested in the same message?

Page 13: Personalizing Your Printing

More With Less: Eliminate Useless Records

• Some recipients have no interest in a car−Daniel and Johanna

bought a car less than 6 months ago

−Emily lives in Manhattan and only uses the subway to get around

Page 14: Personalizing Your Printing

VDP Is More Than a First Name!

Not Everyone wants a Ford Taurus!

• Many use VDP to “personalize” with the recipients name, but still use the same message for everyone−Dear James - Buy a Ford Taurus−Dear Janice - Buy a Ford Taurus−Dear Andrew - Buy a Ford Taurus

Page 15: Personalizing Your Printing

Segment Your Data…Understand the Audience

• James• 32 years old• Single• Teacher• $45,000

salary• Lives in Philly

Page 16: Personalizing Your Printing

• Janice• 43 years old• Married, four

kids• Veterinarian• $87,000

salary• Lives in

Tampa

Segment Your Data…Understand the Audience

Page 17: Personalizing Your Printing

• Andrew• 61 years old• Married• Attorney• $170,000

salary• Lives in

Denver

Segment Your Data…Understand the Audience

Page 18: Personalizing Your Printing

Well Executed VDP is About Relevance

Name Age Gender

Income Children City State

James 32 M 46,000 0 Philadelphia

PA

Janice 48 F 87,000 4 Tampa FL

Andrew 61 M 170,000

0 Denver CO• IF state = FL

THEN background = beach• IF income ≥ 50,000

AND income ≤ 100,000AND children ≥ 2 THEN picture = luxury van

• IF state = COTHEN background = mtns

• IF income ≥ 120,000AND children = 0THEN picture = sports car

• IF state = PATHEN background = city

• IF income ≤ 50,000AND children ≤ 2 THEN picture = coupe

Page 19: Personalizing Your Printing

Personalization Generates Results!

18.5%

20.8%

23.4%

23.7%

0% 10% 20% 30% 40%

Average order size

Repeat order rate

Overall revenue

Response rate

Anticipated Improvement

N = 383 Direct Marketers

Source: Trans Meets Promo… Is It More Than Market Hype?. InfoTrends, 2008

Page 20: Personalizing Your Printing

Varia

ble

Data

Prin

t

Examples & Case study

Page 21: Personalizing Your Printing

Entry-Level VDP Example

Tickets• Numbered• Barcodes• Variable Date

& Time

Page 22: Personalizing Your Printing

Entry-Level VDP Example

Postcards• Personalized

Text−Name

−Address

• Variable Text• Variable Images• Postal Barcodes

Page 23: Personalizing Your Printing

Image Personalization

Page 24: Personalizing Your Printing

Advanced VDP – Scripting Support

Page 25: Personalizing Your Printing

Varia

ble

Data

Prin

t

Albertson College

Page 26: Personalizing Your Printing

Albertson College’s

Business Problem was competing for new students.

Page 27: Personalizing Your Printing

So why was the Albertson Recruiting Project Successful?

Page 28: Personalizing Your Printing

By recognizing these factors!

•Relevance

•Focus

•Timing

The Albertson’s brochure reflects…

Page 29: Personalizing Your Printing

It was focused, relevant and timely

Albertson College case study

• The small town location offered different advantages to different students.

• For city kids the marketing piece focused on outdoor recreation and scenery.

• For rural kids it included photos and features of Boise: 30 minutes away.

Page 30: Personalizing Your Printing

• Albertson offers BS and BA degrees in sciences, humanities, fine arts and social sciences.

• Each piece was customized to one of four categories according to the student’s interest. If undecided, a general description was used.

It was focused, relevant and timely

Albertson College case study

Page 31: Personalizing Your Printing

• Every direct mail piece included a personally addressed note from the student’s counselor, including the counselor’s photograph and versioned according to their year in school .

• This allowed the student to visualize to whom they would be talking when they called in for questions.

It was focused, relevant and timely

Albertson College case study

Page 32: Personalizing Your Printing

The Result:•The direct mail program using variable images and content generated an 18.7% response: A full 850% increase over previous years 2.2% rate.

Job Specs:• 60 versions possible, 13 elements to manage (2 scenes, 5 center spreads, 6 counselors)• (Gender)•$3.50 per piece drove $40k per seat

Case Study – Segmentation

Albertson College case study

Page 33: Personalizing Your Printing

It’s about Breaking Old Habits

Let’s tailor each messageto enhance communications

and improve response.

I’ll do a mail merge using inkjet addressing to get this flyer out.

OR

Page 34: Personalizing Your Printing

Bottom line… its about VALUE

• Ussery can help you solve your business issues• Ussery helps grow your business through

− Increased sales

− Increased revenue• Ussery can you help you reduce your overall response costs

It is about an on-going relationship—not an individual sale!

Page 35: Personalizing Your Printing

Achieving goals

Setting benchmarks

Improved ROI

Improved accountability

By providing relevant solutions, we are, in effect, a partner in your success.

Value to you….

What does this mean to a you?

Page 36: Personalizing Your Printing

Varia

ble

Data

Prin

t

Outside the Box Personalization

….fun examples

Page 37: Personalizing Your Printing

www.mymms.com

Page 38: Personalizing Your Printing

www.myheinz.com

Page 39: Personalizing Your Printing

http://www.designyourheineken.nl/

Page 40: Personalizing Your Printing

www.mykleenex.com

Page 41: Personalizing Your Printing

www.myjones.com

Page 42: Personalizing Your Printing

Swiss – www.121time.com

Page 43: Personalizing Your Printing

www.bmw.com

Page 44: Personalizing Your Printing

Varia

ble

Data

Prin

t Disco

very

How can you benefit from variable data?