Direct Mail Marketing and High Speed Inkjet Web Presses: Your Survival Guide (Consideration Guide) Xplor Gold Series Webcast Hosted by: Peter Muir, Bizucate Kept in Line by: Pat McGrew, HP Marc Johnson, HP
Why We re Here Xploring our future Being the student Learning about communications and print Identifying areas of further investigation and opportunity development
Where We re Going Business Considerations Marketing Considerations Communication Considerations Workflow Considerations High Speed Inkjet Considerations Actions and Q&A
Business Considerations World of Business Industry Organization Partners Customers Competitors
Marketing Considerations Acquisition Research Analysis Targeting Retention Satisfaction Loyalty Word of Mouth
Modern Communication Channels Organization Face to Face Print Message Screen TV Computer Mobile Radio/Satellite/Podcast Channel(s) Recipient
Ed Mayer is Gone 1907-1975, direct marketing authority His 40/40/20 Rule principle still lives on 40% Data (Audience) 40% Offer (Hook) 20% Creative (Other)
More Modern Marketing Rule Data Offer Design Channel(s) Timing (schedule) It s not about percentages until defining measurement
Types of Communication Inform Motivate Comment Alert Revoke Update Criticize Plead Charge Provide Praise Ask Request Test Converse Payoff Educate Purchase Donate
Communication Considerations Goal Objective(s) Audience(s) Message(s) Channel(s) Design(s) Schedule(s) Budget(s)
Print Communications Direct Mail Transactional Books Magazines (Custom) Newspapers Point of Purchase Collaterals Booklets Labels Packaging Direct Mail Letters (envlp) Bills Statements Post Cards Catalogs Booklets Ad Circular Newsletters Dimensional
Print Workflow Considerations People Customer, Marketer, Designer, IT Specialist, Data Integrator, Output Provider, Postal Coordinator, Finance, Software/Hardware/Substrate Manufacturers Processes Business Case, Marketing, Design, Production, Finishing, Verification, Mailing, Measurement Technology Database Tools, Design Tools, Integration Tools, Verification Tools, RIP/Print Engine, Quality Tools, Finishing, Mailing/Distribution, Measurement
Print Technology Considerations Run Length End Use Quality Level Substrate Finishing Shipping/Mail Schedule Budget/Discounts
High Speed Inkjet Considerations Challenge/Opportunity Have enough volume that justifies a stock and running it at full speed Creating giant print runs of high valued content, with mailing techniques and substrates that enable discounts All about doing things bigger Substrates Coating/Weight/Brightness/Finish Choices have increased Order of Cost Mail/Paper/Print/Finish/Overhead Me too amplification Strategy/Marketing/Sales/Production/Finances Not appropriate for Short runs of a variety of substrates
High Speed Inkjet Considerations Volume Advantages Data handling Ordered print production Speed Finishing Substrate Postal Quality Data Integrity Verification Print Quality Match quality
Belgian discount retailer uses customer data to create targeted promotions and drive customer loyalty Challenge Increase effectiveness of consumer communications Decrease environmental footprint of consumer marketing program Be more relevant to consumers Drive loyalty card membership Copyright 2013 Hewlett-Packard Strategy Create personalized weekly flyers Use customer purchase data to promote relevant products Reduce size of flyer through precise selection of offers Allow loyalty cardholders to use redemption card to get discounts Results Increased # of households using coupons, # coupons used per household, and average shopping basket value Drove loyalty card memberships from 50k to over 1M Reduced annual paper usage by 665M pages Produced 360M in revenue growth
Hip jeans shop tries on a new format to drive traffic and deepen loyalty Challenge Increase effectiveness of annual freshman recruitment drive Decrease average cost per applicant Copyright 2013 Hewlett-Packard Strategy Create an individualized campaign in a unique 8-page newspaper format (mailed) Use limited existing data (gender, age, most recent purchase) to trigger offers, articles, and unique headline Drive offer redemption to shop (web & physical), increase traffic, capture additional data collection Results 30% increase in promotions used Social Media Buzz (Twitter, Pinterest, doubling of fans on Facebook) Improved customer data profile Increase in net new customers subscribed in-store (>9%)
Actions Who/what will it take to develop existing communications that are more effective? How will communications be produced that meet/exceed intended goals? Investigation into discounts around data, mail, substrates and more print volume Become someone who/how can help others on the direct mail and high speed inkjet journey
Thanks Chad Henk chad@xplor.org Peter Muir pmuir@bizucate.com Pat McGrew patricia.c.mcgrew@hp.com Marc Johnson marc.o.johnson@hp.com