Direct Marketing: 5 Leads For The Price of 2

Transcription

1 Direct Marketing: 5 Leads For The Price of 2 Kevin Hunter Executive Director RISO Inc. Xplor at Graph Expo

2 Marketing = Communications Cave paintings Spoken word Written word Mechanized reproduction Printed Transmitted Radio frequency Electronic

3 Communications Revolution Media channel development Increasing number of sources Multi-channel evolution Information volume explosion Mobile Digital Print Television Offset (Newspapers, magazines, books, etc.)

4 Poll: When Is Offset Look and Feel Required? Product Brochures Presentations Statements/Bills Training Materials Postcards Letters Technical documentation Directories Envelopes Forms And more

5 Trend: A decline in requirement for impeccable image quality Beauty is in the eye of the beholder and the expectations of the beholder have changed. Warren Denby, during a recent LinkedIn discussion of The MVTO Movement group vs Telecom vs Print vs Video

6 Lead Generation Programs Goal: Highest possible response rate at the lowest possible cost Increase response rates: Personalization Multi-channel touch points Cost Control: Electronic Targeted hard copy

7 Major Campaign Response Factors 1. Right message (20%) Always take clarity over beauty Note: Item design and quality are a subset of message 2. Right offer (40%) To attract the big fish, you need some good bait 3. Right list (40%) Are you dropping your lure in the right place?

8 What Do MVTO Experts Think? For 3 rd class mail, all that's required is "pleasing color" or "good enough" color. Noel Ward. Managing Director, Brimstone Hill Associates Lots of money time and effort has been wasted. Good enuff gets market share. Michael Josefowicz. Author Tough Love For Xerox blog If success in real estate depends on "location 3 ", 1:1 depends on "content 3 ". Midwest regional manager, Elixir Technologies For me, the answer is "It depends". Pat McGrew, Communication Segment Evangelist, Kodak

9 Direct Marketing Study: Digital Color Printing for Mid-Volume Direct Mail Applications

10 Direct Marketing Study Overview INTERQUEST served as independent facilitator List selection Printing & mailing Web hosting Tabulation & analysis of results Primary Objective: Test response rates to direct mail postcards printed on a full-color inkjet device & cards produced on a high image-quality (toner-based) full-color production copier/printer Sponsored by RISO

11 Study Methodology 10,000+ postcards (half inkjet, half toner) mailed to marketing managers & executives Inkjet cards printed on RISO 46# matte finished stock Toner cards printed on 9-pt Flo Gloss Digital Cover No lamination No personalization Cards invited recipients to take a brief online survey on direct marketing topics in exchange for a $20 Amazon gift certificate

12 Cost Per Response Overall response rate was 1.29% Weeded out responses which did not come directly from recipients on target lists The adjusted response rates for the inkjet and the toner cards were statistically equivalent * * * Toner/Ink + Service Only No labor, paper, etc. Inkjet cost 62% less per lead

13 Other Key Findings Media Preference: 43% Print 28% 14% Phone Most Important after Response Rate 23% print quality 66% Cost of print

14 Interquest Study Summary Marketing managers & executives responded equally to direct mail postcards produced on a RISO full-color inkjet printer & full-color production class copier/printer The highest percentage (>40%) believe printing is the most effective communications medium Beyond response rate, production cost is the most important factor in a direct mail campaign Cost per response was 62% less for the cards produced on the inkjet equipment

15 OutputLinks White Paper PSP Executives on the INTERQUEST Study Lithexcel ($6M Print Service Provider) (Inkjet) has allowed us to print full color in a very inexpensive way. These are applications where the color requirements are not as stringent as they sometimes are in the marketing area, where you re working with designers and ad agencies. Waleed Ashoo, President, LithExcel

16 OutputLinks White Paper PSP Executives on the INTERQUEST Study One2One Communications A high-volume billing statement and transactional printing specialist Inkjet technology can be maintained at a lower cost and the inkjet consumables are much less expensive (than toner). That means we can put together very attractive offers for our customers. Tom Mason, VP Business Development

17 Inkjet Applications Transpromo/Transaction Direct marketing Prescription Pads Books Newsletters Envelopes Checks More

18 Inkjet technology is the majority of "process color" POD placements Inkjet technology enjoys largest share of growing "process color" roll-fed placement trend Manufacturers are heavily investing in process color inkjet technology. 100% Technology used in the U.S. process color roll-fed placements 80% 60% 40% 20% 0% Inkjet 32% Inkjet 67% Toner Inkjet Only RISO has cut-sheet inkjet to match print quality for reprints, proofs and short runs Source: InfoTrends placements report 18

19 Single Pass Variable Data (1) Blank stock Pre-print shells on offset machines Current process using pre-printed shells Store shells Conventional + digital solution Long run lengths, long lead times Inventory and obsolescence costs Move shells Over-print shells with black toner Slow, labor intensive Error prone, extra cost Finished document 19

20 Single Pass Variable Data (2) Blank stock Pre-print shells on offset machines Store shells Print variable data documents in a single pass with fully digital solution Long run lengths, long lead times Move shells Print variable and static data in a single pass, on RISO ComColor Inventory and obsolescence costs Slow, labor intensive 150 ppm Low Risk Full Color Scalable Finished document 20

21 How Does RISO ComColor Compare to Desktop Inkjet? Desktop vs. RISO ComColor Watch the New Inkjet Video! Click For Video Learn more at MICR Checks Envelopes Documents

22 Match investments to actual growth RISO ComColor $300,000 $240,000 $180,000 $ ComColor 9050 ComColor 9050 Running Costs: Color: 2-3 cents Black: ½ cent ComColor 9050 $120,000 $60,000 ComColor color ppm 500k Duty Cycle ComColor PPM

23 Touch and Try Booth 3111 ComColor Units Multiple models Envelop Feeder MICR Mate Unique applications

24 Q/A

25 Direct Marketing: 5 Leads For The Price of 2 Kevin Hunter Executive Director RISO Inc. Xplor at Graph Expo