1:1 (Personalized) Printing: Boosting Profits Through Relevance
Product Description
Written by industry expert Heidi Tolliver-Nigro, this 62-page report boils down the essentials of 1:1 (personalized) printing that every creative and marketer needs to know.
In this marketplace, understanding 1:1 printing is not optional. 1:1 (personalization) represents an entire paradigm shift in the use of print. But where do marketers and content creators go for the most reliable information? How do marketing services providers develop materials to educate them? This is a complex marketplace, and sometimes explaining the technology, the applications, and the best in a way that is relatable to the end user community is the most difficult part.
“1 to 1 (Personalized) Printing” is designed to help. Written as a training tool for the creative and end user communities, this report examines the fundamentals of database-driven marketing on a 1:1, fully personalized basis. It starts with understanding the realities of digital printing technology, which drives 1:1 printing, and examines many of the myths behind the incorporation of databases.
Key for marketers is that it does not take a complex database to make 1:1 printing work. Success is based on creating relevance, which can be achieved with a single data point if the right data point is used. This report examines myths associated with cost, including the fact that 1:1 printing is necessarily more costly than static direct mail.
Best-in-class case studies, hypotheticals, and graphics from actual campaigns in key 1:1 printing categories are used. These categories include:
- lead generation;
- loyalty programs;
- fundraising;
- direct sales;
- non-direct sales;
- one-off, personalized follow-ups;
- personalized URLs;
- transactional and transpromotional applications.
Special emphasis is placed on the importance of changing the way creatives and marketers need to evaluate the cost-effectiveness of print marketing, including a shift to cost per lead, cost per sale, and return on investment. Report concludes with best practices and strategies for success.
The report is part of the Marketer's Primer Series, which also includes “Digital Printing: Transforming Business and Marketing Models” and “Web-to-Print: Transforming Document Management and Marketing Models,” which have also been developed as training tools for the marketing, creative, and end user communities.
Available for immediate download. Upon checkout, the file described above is available via download. It comes as a PDF file that your PC will be able to easily open.
In this marketplace, understanding 1:1 printing is not optional. 1:1 (personalization) represents an entire paradigm shift in the use of print. But where do marketers and content creators go for the most reliable information? How do marketing services providers develop materials to educate them? This is a complex marketplace, and sometimes explaining the technology, the applications, and the best in a way that is relatable to the end user community is the most difficult part.
“1 to 1 (Personalized) Printing” is designed to help. Written as a training tool for the creative and end user communities, this report examines the fundamentals of database-driven marketing on a 1:1, fully personalized basis. It starts with understanding the realities of digital printing technology, which drives 1:1 printing, and examines many of the myths behind the incorporation of databases.
Key for marketers is that it does not take a complex database to make 1:1 printing work. Success is based on creating relevance, which can be achieved with a single data point if the right data point is used. This report examines myths associated with cost, including the fact that 1:1 printing is necessarily more costly than static direct mail.
Best-in-class case studies, hypotheticals, and graphics from actual campaigns in key 1:1 printing categories are used. These categories include:
- lead generation;
- loyalty programs;
- fundraising;
- direct sales;
- non-direct sales;
- one-off, personalized follow-ups;
- personalized URLs;
- transactional and transpromotional applications.
Special emphasis is placed on the importance of changing the way creatives and marketers need to evaluate the cost-effectiveness of print marketing, including a shift to cost per lead, cost per sale, and return on investment. Report concludes with best practices and strategies for success.
The report is part of the Marketer's Primer Series, which also includes “Digital Printing: Transforming Business and Marketing Models” and “Web-to-Print: Transforming Document Management and Marketing Models,” which have also been developed as training tools for the marketing, creative, and end user communities.
Available for immediate download. Upon checkout, the file described above is available via download. It comes as a PDF file that your PC will be able to easily open.
