Getting into Personalised Products. Tony Hodgson PODi Director for Europe

Transcription

1 Getting into Personalised Products Tony Hodgson PODi Director for Europe

2 Agenda What is personalisation? Uses of personalisation in digital printing Personalised digital print for direct marketing Best practices in direct marketing Personalisation in practice - with cross media Checklist of technologies, skills and resources

3 About me Worked in digital printing for twenty years Created a pioneering web to print service in 2000 Direct mail and cross media marketing since 2005 Independent consultancy since 2011 Marketing Technology Solutions PODi Director of Europe

4 About PODi World s leading independent organisation for digital printing Founded in 1996, head-quarters in USA 900+ members worldwide Digital Print and Marketing Service Providers Industry Equipment and Software Vendors Enterprise, Publishing and Educational Associates 500+ cases studies of digital printing applications Online sales and marketing training Technology and application resources and toolkits

5 About you Have digital colour printing capability Have capability for variable data printing Mainly use digital colour printing for short-run or fastturnaround printing Maybe do a little direct mail Maybe have a web to print system Want to offer additional services using full digital colour printing capability Need to understand what to do

6 What is Personalisation? Everyone is Different Unique Content for Individuals

7 Personalised Products Print On Demand Business Customised and personalised marketing materials Consumer Photobooks, greetings cards, calendars, posters etc Direct Marketing Digitally printed direct Mail

8 Print on Demand - B2B Requires a web-to-print system Highly automated internal production and administration processes Lights out operations. No manual intervention until job on press Automated progress tracking through to despatch and delivery Integrated MIS with JDF-based production control Customer benefits Cost and waste reduction, efficiency, brand control

9 Print on Demand - B2C Requires the right kind of web to print system Handling bespoke products in standard formats Online design and creation E-commerce, credit card based, payment system Customer service Geared up for non-professional customers Can be highly demanding Marketing Channelled via a personalised product publisher Own brand - very expensive (i.e. 1/3 of turnover)

10 B2C Market - Photobooks 23 million ordered in 2012 in Western Europe 27% annual growth to 2013 Over 60 manufacturers of photobooks in Europe 6 companies have 50% market share Family Memories Wedding Albums Travel and Holidays Scrapbooks

11 B2C - Personalised Gifts Greetings Cards Calendars Posters Address Books Wall Coverings Door Mats Tee-shirts Mugs Phone Covers Chocolate Boxes Wine Bottles Mouse Mats

12 Direct Marketing Variable Data Printing for Direct Mail Static v Dynamic Direct Mail Static Direct Mail Traditional high volume direct mail Offset (sheet-fed or web) mailer B/W Laser or Inkjet printed letters and envelopes Only personalisation is the recipient s address Dynamic Direct Mail One-piece full colour digitally printed mailers High level of personalisation in text and graphics

13 Why Personalise? Direct marketing is about getting a response Typical response rates: Static direct mail - 3% Dynamic direct mail - 5% and above Personalisation increases response rates by > 50% Higher return on marketing investment

14 Factors that increase response Relevance Personal content throughout text of mailer e.g. name, location, gender, financial info etc. Customised content according to segment Segmentation Different messages based on recipient profile e.g. offer according to past buying behaviour, age segment or gender etc Visual impact Image personalisation - names, personalised maps

15

16 Visit

17

18

19 Ten Best Practices Objectives Be clear about what the aim is Relevance Understand who is in the audience Data Gain insight from the data you already have Offer Give an incentive to get a response now Moment Send the message when the time is right

20 Ten Best Practices Test Find out which messages and offers work best Channels Use multiple media to get better results Partners Use specialists for skills you don't have Strategy Think long-term, develop relationships DIY Promote your own business with personalisation

21 Personalisation in Practice

22 Direct Mail Postcard Personalised by name, age, gender Attractive Offer PURL Call to Action: Get a Voucher

23 Personalised Personalised by name, gender, activity

24 Personalised Landing Pages 19-45yrs, Male 19-45yrs, Female 14-18yrs 45yrs+

25 Social media sharing Facebook, Twitter Links Tweet & Facebook Link to generic landing page

26 Distribution and Results Recipient list purchased from Experian residents not already using a Leeds leisure centre 10,000 postal addresses, 50,000 addresses % visited website, 7.3% downloaded voucher % visited website, 1.3% downloaded voucher % visited website, 1.4% downloaded voucher Return on Marketing Investment: 400%

27 What do you need? Technologies Skills Resources

28 Personalisation Technology Variable Data Printing Print Shop Mail Fusion Pro DirectSmile SmartStream Designer (HP) XMPie udirect Studio Cross Media Purlem Mindfire: Look Who s Clicking DirectSmile XMPie: PersonalEffect emedia Cloud, Multi Channel Machine

29 New Skills Data Management Basic HTML Programming for Cross Media Solutions Selling Appreciation of Direct Marketing

30 Learning Resources PODi 500+ case studies of successful personalised digital printing applications for marketing Workflow and product briefings Online sales training Conferences and workshops The (UK) Institute of Direct and Digital Marketing Diplomas in Direct and Digital Marketing Award in Data Management

31 More Information / Q & A the global PODI website Download Top Ten Tips Join PODi with special IPEX offer - use promo code Find out about online and day release courses Contact me [email protected]