Once upon a time, direct mailings were aimed at the masses. They were high-dollar, low-impact affairs, designed with a maximal amount of glitz and a minimal amount of timely, directed, actionable information. They were also often a big waste of time and money. Some industry estimates indicate that of direct mail pieces, up to 35 percent became obsolete before they could be sent. Other industry sources have found that for every $100 spent on printing, another $800 to $1400 was spent on shipping, warehousing and handling.
Do those numbers sound like an economy of scale? Not hardly....
...to personalized communications
The answer? HP's one-to-one Digital Publishing Solutions (DPS). Whether you want to create brochures, catalogs, newsletters, direct mail campaigns, or new client solicitations, HP's Digital Publishing Solutions eradicate shots in the dark and maximize marketing dollars. Digital Publishing Solutions provide software and hardware that work seamlessly together to produce the high-quality, color documents that customers demand.
Let's look at some of the advantages you get with HP's DPS:
- The rich, deep, offset-quality images produced by HP's liquid ElectroInk technology.
- The ability to create customized collateral with 100% variable content on every page.
- As many as seven colors, so that you can create almost any custom hue you desire.
- The ability to emulate up to 85% of Pantone colors so that you can print corporate logos that conventional presses can't.
- Access to HP's trademark reliability and deep experience in digital printing expertise, enterprise business, IT, and the Internet.
In the weeks and months ahead, HP will add new tools to automate workflow and expand connectivity. We'll also introduce innovative business development programs, enriched customer services, and much, much more.
Benefits of HP Digital publishing solutions
Real-world customers -- including Capitol One, the Idaho State Lottery, Merrill Lynch, and Mutual of Omaha -- have already seen results. Let's look at some of the potential benefits DPS could offer you.
Customer loyalty
The challenge
Supermarkets need a way to provide customers with offers relevant to their needs, rather than promoting every deal to every customer.
The solution
Many supermarkets use the data they collect in loyalty programs to create targeted mailings. What does that mean? A 20,000-piece mailing to loyal customers could literally include 20,000 different combinations of offers, each based on an individual customer's buying profile.
High-quality, high-speed, low-cost digital printing that rivals offset output
The challenge
A car manufacturer was looking for a way to persuade one-time customers to return to dealers for further products and services.
The solution
The manufacturer used a personalized newsletter to new car owners with glossy print media featuring a picture of -- you got it -- each individual's new car! Customers then received periodic updates featuring information relevant to their purchases.
Maximum impact
The challenge
When a company needs to target a large number of VIP executives, a mass mailing may not do the trick. Key decision-makers may not respond to anything less than highly personalized communications.
The solution
DPS allows the creation of marketing documents with the professional finish and eye-catching detail necessary to grab the attention of a high-level executive.
"Just-in-Time" collateral -- What you need, when you need it
The challenge
A video rental chain needs to find the most effective way to inform its customer base of new releases.
The solution
Using geographic and demographic segmentation, the video store creates versioned mailings that are both timely and targeted. for more information
For more information
- Visit the Digital Publishing Solutions portal on the HP site.
- For in-depth understanding of personalization and advanced direct marketing techniques, visit DM Review magazine.
- For an authoritative, in-depth study of the challenges and rewards of one-to-one marketing, read The One to One Manager: Real World Lessons in Customer Relations Management by Don Peppers and Martha Rogers.
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