Anyone interested in previewing an overview of the Xerox 1:1 Lab’s Proof of Concept—developed through a collaboration between Xerox and Terminal Van Gogh to create data-driven one-to-one marketing programs—can visit www.xerox.ca. Or you could have done what some service providers, vendors, and industry leaders in print buying and prepress did—attend a seminar presented by the DIA, hosted by Xerox at the world-class Xerox Research Centre.
DIA Board member and Xerox representative Rebecca Buffi introduced this educational seminar. The host presenters for the evening were Helene Blanchette of Xerox Canada and Mathieu Peloquin, V.P. of Marketing for Reader’s Digest, Canada.
The Objective
An informal dialogue between Helene and Mathieu demonstrated a real-world example of masterful harnessing of the power of Data Driven Marketing. Transcontinental Printing and their client Reader’s Digest of Canada—already an impressive leader in direct marketing—challenged the Xerox 1:1 Lab to find innovative ways of using data mining technology to increase response and sales.
Helen and Mathieu discussed how the Lab progressed, starting with strategic team meetings to create an agenda and a target outcome. A project plan evolved from these discussions.
Application of Data Driven 1:1 Communications in Action was applied via variable 4-colour image printing, to the personalization of stamps, cheques, and letters—all interactively targeted to prompt responses from Reader’s Digest clients.
Existing clients with the same matching personal criteria were mailed various test packages specifically designed for them by the Lab using the above envelope insertions. The test mailings were categorized and the results tabulated comparing the outcome to past responses and sales from the existing clientele.
The Benefits
The respective test packages, each having some common elements and some unique personal variances, all showed improvements in response and sales. Response rates improved anywhere from 9% up to 111%. Similar sales increases also occurred, with increases tracked to each test package that ranged from 16% to 74%. Mathieu told the audience that Reader’s Digest felt a benchmark increase in sales of 16% would validate the success of the personalized approach. The tabulated outcome far exceeded his expectations.
The Xerox 1:1 Lab experience was truly a success of great magnitude for Reader’s Digest and Xerox. The Xerox 1:1 Lab’s objective is to dramatically redesign print communication for participating companies and their direct mail campaigns by delivering results that can be measured.
The Digital Imaging Association is pleased to present programs that exemplify innovation and success. Concluding comments for the presentation at Xerox of the Reader’s Digest case study clearly reiterated the objectives and the quantified results of the project.
Some of the other companies that have benefited from the impact of the program are Staples, Solidarity Fund QFL, Tourism B.C., and the Conference Board of Canada.
At the end of the presentation case study hand outs on the above companies were distributed to all who attended, showing the effectiveness of the 1:1 Lab programs for each.
The Digital Imaging Association offers a dependable and cost-effective way to stay current with the industry—achieved by asking experts in various fields to address topics of interest to the membership. Become a member of the Digital Association today to take part in informational sessions like this one. As a member of the DIA, you’re not just a name on a list. You become part of a network of professionals dedicated to the strength and future of the industry.
The privilege of membership in the DIA enables companies to send as many employees as they deem appropriate to each meeting at no additional charge above the low cost of membership. Contact Marg Macleod, Association Manager 416-696-0151 or marg@digitalimagingassoc.ca.
Myrna Penny
Managing Director, PrintLink Canada
mpenny@printlink.com
905-842-2600
1-877-413-2600 (toll free in Canada)
