1. Digital Color Printing Trends and Opportunities Kipenzi Chidinma Marketing Director 2/25/2011 1
2. Digital Color is Exploding 8xFaster Growth Than Traditional Print! Compound AnnualGrowth Rate Digital Color Traditional 2/25/2011 Source : CAP Ventures Source: CAP Ventures 2
18. #1 Selling Shoe in its category while campaign ran, (Sears)You can hike there in only 21,120 steps. But you might want to wait till you have the shoes. 2/25/2011 2/25/2011 4 4
19. What is Personalized One to One Marketing? Personalized Marketing is a way to have pictures, graphics, messages, offers, and calls to actiondiffer according to the needsof an individual recipient. It is much, much more than changing the address block. 2/25/2011 5 2/25/2011 5
24. 3/20/2008 Color + Personalization =Increased Response! Plus 44% Plus 500% Plus 45% Plus135% Source: Digital Print Council 7
25. 2/25/2011 8 The Power of Personalized One to One Marketing A 34% faster rate of response A 48% increase in repeat orders A 25% greater average value of each order A 32% increase in overall revenue Source: CAPV Study for IBM
26. 2/25/2011 9 Cost per Response – Not Cost per Piece Example: Traditional Campaign Budget: $100,000 Size of Mailing 285,714 Cost per Direct Mail Piece $.35 Response Rate* 1.5% Responses 4,286 Cost per Response $23 Source: Direct Mail Marketing Association
27. 2/25/2011 10 Cost per Response – Not Cost per Piece Example: Variable Content Campaign Budget: $100,000 Size of Mailing 166,667 Cost per Direct Mail Piece $.60 Response Rate* 5% Responses 8,333 Cost per Response $12 Source: Romano & Broudy
28. 2/25/2011 11 Impact on Response Generation Example: Campaign Budget = $100,000 TraditionalVariable Content Cost Per Piece $ 0.35 $ 0.60 Response Rate* 1.5% 5.0% Size of Mailing 285,714 166,667 Responses 4,286 8,333 Cost Per Response $ 23.33 $ 12.00 Net/Net: 1:1 Marketing costs less per response.
29. 2/25/2011 12 Impact on Revenue Example: Campaign Budget = $100,000 TraditionalVariable Content Cost Per Piece $ 0.35 $ 0.60 Response Rate* 1.5% 5.0% Size of Mailing 285,714 166,667 Responses 4,286 8,333 Conversion Rate 20% 20% Revenue Per Sale $ 200 $ 200 Total Revenue $ 171,440 $ 333,320 Which campaign would you run?
30. 2/25/2011 13 Forms of Digital Data: - Printed Marketing Pieces - Customized Postcards - Direct Mailing Pieces - Customized Magnets - Targeted Mailings - Customized Printed Materials