1to1 marketing 7 17 09 f
DESCRIPTION
Personalized MarketingTRANSCRIPT
The Vision Graphics Groupwww.visionps.com
People.Technology.Solutions
1 To 1 MARKETING
The Vision Graphics Groupwww.visionps.com
Partnership (pärt n r-sh p ),A relationship between
individuals or groups that is characterized by mutual cooperation and responsibility, as for the achievement of a specified goal.
The Power of Partnership
The Vision Graphics Groupwww.visionps.com
Today’s Overview
Introduction to ‘Applied Media’
Who We AreCore ServicesOur FocusEmerging Technologies• VDP• Integrated Marketing• Corporate Communication
•In ReviewNext Steps
The Vision Graphics Groupwww.visionps.com
Who We Are
The Vision Group
Leading provider of marketing communication solutions that are sustainable in their deployment, exceed client expectations and provide a positive Return-on-Investment
Uniquely positioned to create more value and opportunity for our customers to build their business
Among the Nations’ largest single provider of digital output technology
Forest Stewardship Council (FSC) certifiedLaunch Creative– a PROMO 100 (#32) brand marketing agency
The Vision Graphics Groupwww.visionps.com
Core Services
Photo
Digital Print Conventional PrintingLarge Format PrintingMail & FulfillmentWarehouse & DistributionPrepress & ImagingCreative ServicesFinishing & Full BinderyPhotography
The Vision Graphics Groupwww.visionps.com
Vision is the 2nd Largest HP Indigo User
Printing Over 11 Million
Variable Data Impressions Per Month
Growing Our Business
The Vision Graphics Groupwww.visionps.com
The One-To-One Future
What Is One-To-OneOne to One Marketing is a radical rethinking
of modern marketing practices
Tracking customer buying habits and interests is now possible by using well minded databases and lists
With this information you can target those known to have purchased your product, similar products, or are or
would be interested in a future purchase
Digital printing technology now gives us the ability to personalize all of our printed materials
Response rates and return on investment increase when using One-to-One Marketing techniques
The Vision Graphics Groupwww.visionps.com
The Audience of One
Think One-To-One
Variable Data Printing uses your Databaseinformation to target your customers and
address them individually
Meeting their individual needs
The Vision Graphics Groupwww.visionps.com
Mass Market Printing
Depends on a Single Generic Message to Appeal to a Large
Group of People
Yields Average Response Rates
of 1% to 2%
Traditional Marketing Techniques
Think One-To-One
The Vision Graphics Groupwww.visionps.com
Versioning
Every Audience Varies Widely by
Demographics or Preferences
Versions Speak More Directly to Different
Groups
Think One-To-One
Addresses the Interests of the Group
The Vision Graphics Groupwww.visionps.com
Customization
The Ultimate One-To-One Piece
Using the information in your database to distinguish
between each member or patient acknowledging what makes that person unique.
Addresses the Interests of the
Individual
The Vision Graphics Groupwww.visionps.com
Relevant Personalization = Profits
05
101520253035404550
Order Size
Revenue
Response Time
Response Rate
Repeat Orders
Gains Achieved Using Relevant, Personalized Communication Marketing
SOURCE: CAP VENTURE SURVEY
“Campaigns that utilize relevant graphics and text commonly see a 3-5 x lift in response rates” – PODi, The Digital Printing Initiative“42% of direct mail recipients prefer to respond online” – 2008 DMA Study
The Vision Graphics Groupwww.visionps.com
Customize
Why Not One-To-One?
Personalize
The Possibilities Are Endless
Names in 4-color
Custom Copy
Unique Images
The Vision Graphics Groupwww.visionps.com
Visually Customize
Create Visual Appeal
Personalized Photography Creates Visual Interest
Photos and
illustrations were
selected from a data
base of images
enabling each piece
to be visually
customized
The Vision Graphics Groupwww.visionps.com
Use Your Data for Profit
Customization
Through
Digital Printing
Re-Opens
Markets
To You
Get Your
Message to
Your Buyers
Increase Membership/Sales
Market Share and Return on Investment
The Vision Graphics Groupwww.visionps.com
Integrated Marketing Strategies – Increasing ROI
Strategic marketing approachImprove direct mail/email response ratesCapture online response in real timeProvide relevant content in response to
preferences.Engage responders in a more meaningful
dialogue.Convert responders’ preferences into
revenue.Real time reports on responses to online
activity.
The Vision Graphics Groupwww.visionps.com
1Postcard or
Email Campaign
2Campaign Leads
to Personalized URL www.JoeSmith.GotPurl.com
3Personalized
Survey Page With All Information
Filled In
4Alert! Email
To Sales
5Direct
Sales Call
DatabaseSales & Marketing
Responses Saved in Database
6Thank You
Email or Letter
Dashboard for Response Tracking
Integrated Marketing Campaign Blueprint
The Vision Graphics Groupwww.visionps.com
Case Study – On Line Ordering
Personalization for Each Location, by Location via Web Based Order Form
United StatesPostal
Service
On-line Order for Individual LocationsHours and Services
Sizes From:Poster to Postcard
Locations
Services Offered
CustomizeHours
Benefit to Customer• Each location can customize own pieces on-line
The Vision Graphics Groupwww.visionps.com
Case Study
TheBradford
Exchange
Customize An EntireCampaignFor The Individual
Personalize Direct Mail for Results
MailingAddress
Customer’sName
Events andLocations
Benefit to Customer• Proven response and sales increases
The Vision Graphics Groupwww.visionps.com
Case Study
BerninaSewing
Machines
On-line Print Order Fulfillment for Direct Mail Campaigns
Bernina Online Ordering
Variable address for recipient
Variable return address formultiple dealers
Variable product and interest information from consumer’s profile data base
Benefit to Customer• On-line to print using variable data
The Vision Graphics Groupwww.visionps.com
Core Services
Finishing and Full Bindery
With complete finishing and bindery capabilities right in-house we can design, create and deliver materials that fit perfectly with your purpose, timeframe and budget. You get maximum effect, minimal stress and nothing but quality from start to finish.
The Vision Graphics Groupwww.visionps.com
Core Services
We’ve Got Mail
FulfillmentIntelligent insertingMQC Certification
The Vision Graphics Groupwww.visionps.com
Vision is one of the only resources that can handle your One-To-One Marketing needs, while delivering the highest level of quality and professionalism - and all from here in Chicago.
One-To-One Marketing
A Big Resource
The Vision Graphics Groupwww.visionps.com
We offer a full range of integrated graphic communications and services.
Producing for every conceivable medium, ourultra-efficient digital workflow effectively
combines the time and cost benefits of thehottest technology with the masterful touch of
true artists.From design to photography, commercial offset
to digital printing, pre-press production towide format graphics… whatever you require,
Vision has the answer.
Integrated Graphics Management
The Vision Graphics Groupwww.visionps.com
In Conclusion
We at Vision are grateful for the opportunity to present to you the future of Digital Print
Marketing
Our state of the art processes offer to you and your clients the capability of marketing your
products to those who truly are in the target market group
Making use of these new technologies is the key to our success
Integrated Graphics Management
The Vision Graphics Groupwww.visionps.com
Our vision is to make quality a reality and to create trusted and
experienced partnerships.
THANK YOU
Integrated Graphics Management
The Vision Graphics Groupwww.visionps.com
People.Technology.Solutions
The Power of Partnership