1:1 (Personalized) Printing: Boosting Profits Through Relevance

Most Recent Report Update: August 2008

Target Audience:

• Marketers, creatives, ad agencies
• Digital print shops and marketing services providers
• Digital press, software, and other vendors
• Research firms

The world of print marketing is rapidly moving toward customization and full 1:1 personalization. For marketers, the consequences are enormous. It represents an entire paradigm shift in how they think about print.

"1:1 (Personalized) Printing: Boosting Profits Through Relevance" 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). Myths associated with cost are also examined, including the fact that 1:1 printing is necessarily more costly than static direct mail.

Points are illustrated using best-in-class case studies, hypotheticals, and graphics from actual campaigns in key 1:1 printing categories, including lead generation; loyalty programs; fundraising; direct sales; non-direct sales; one-off, personalized follow-ups; personalized URLs; and transactional and transpromotional applications.

Special emphasis is placed on the importance of changing the way marketers 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.

“1:1 (Personalized) Printing: Boosting Profitability Through Relevance,” part of the Marketer's Primer Series, is designed as a standalone primer or as a plug-and-play tool for educating employees, customers, and prospects. Licensing enables distribution within your company and, for printers,  service providers, and vendors, to customers and prospects.

Report Quick Stats:

• 64 pages
• 22 graphics, including samples from 1:1 campaigns, hypothetical ROI calculations, and pie charts showing industry adoption.
• $149.00 single user
• single-site, enterprise, and vendor/association licenses available for distribution to employees, customers, and prospects

Report Contents:

Section 1: Introduction to 1:1 personalization and the driving factors behind it.

Section 2: 1:1 printing basics, including the technology that drives 1:1 capabilities, examples of complex and simple 1:1 printing, and the benefits of using this approach.

Section 3: Ways to evaluate the success of personalization, including measurement techniques and hypotheticals of static/1:1 print programs.

Section 4: Analysis of the different classifications of 1:1 printing by technology and application.

Section 5: “Best in class” case studies of 1:1 printing for each of six key categories: loyalty, prospecting, direct sales, personalized URLs (PURLs), fundraising, and transactional/transpromotional. 

Section 6: How marketers can maximize their advantage through best practices of 1:1 print.

Section 7: Conclusions for marketers and additional resources that may be useful.

The report is offered both as a standalone PDF and a print-ready document that can be licensed as a training document for distribution to customers and employees. It can also be combined with other reports in the Marketer's Primer Series as part of discount packages.

New in the August 2008 update:

• New section on how 1:1 printing "greens" marketing campaigns
• Expansion of "Best Practices in 1:1 Printing" to include the use of control groups for testing and strategies for better understanding your customer base to improve targeting
• Addition of new category of 1:1 printing: pre-filled response cards, including case studies

Contact:

Heidi Tolliver-Nigro

info@digitalprintingreports.com