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Marketing Services Firm TPSi Uses Personalized Maps to Create Successful Direct Mail Campaign

May 22, 2014
BRAUNSCHWEIG, GERMANY—May 22, 2014—locr, the world’s leading provider of personalized maps and geolocation services, has announced that TPSi, a marketing services firm based in Tulsa, OK, has licensed personalized maps from locr. TPSi included these maps in a successful direct mail campaign for a chain of restaurants. This direct mail campaign generated a positive response rate and supported the development of TPSI’s role as a marketing service provider focused on client success.

TPSi is a successful example of the evolution of a marketing service provider. The company provides a wide range of services, including laser print, digital print, digital archive, eStatement and presort mailing services. TPSI also offers Web-to-print and variable data publishing. TPSi listens to customers, anticipates their needs and expands or adopts services accordingly—leading to deeper customer loyalty and sustained growth.  

This business philosophy is evident in a project it creates for their client, McNellie’s restaurant chain. McNellie’s wanted to build a loyal customer following around a new restaurant location. TPSi successfully solved that problem by creating a direct marketing campaign for McNellie’s. Using a creative direct-mail folded postcard, the late December campaign included a “happy holidays” message and a generous $10 gift card.

To help people find the restaurant, TPSi turned to locr maps. Working with locr, TPSi included a personalized map on each of the 2,500 direct mail pieces. To create the maps, TPSi simply provided the mailing list addresses to locr, the company generated the maps and sent them back to TPSi as JPGs.

The campaign generated a 24 percent response rate that far exceeded all expectations. In addition McNellie’s experienced an increase in business and cemented a new local customer base.    

Roger Albert, senior account executive at TPSi, worked on the McNellie’s campaign. He noted, “When we created this campaign, we knew if people visited the restaurant, they would likely become loyal customers. We achieved that goal by adopting locr’s “driveway-to-parking lot” variable maps as a central design element. Directions to the restaurant and a strong personalized element in our direct mail marketing campaign created the highest response rate we have seen in 35 years of operations.”

Randy Hardy, locr’s U.S. business development manager added, “Marketing service providers are always in search of the right solution to meet their client’s needs. The good news is that they don’t always have to adopt new technology or hire new people to meet that need. Sometimes, all they need it is to find the right partner. That’s what locr maps is all about—partnering with our customers to give them personalized elements they can use to increase response rates and better meet the needs of their clients.”

locr was founded in 2006 in Brunswick/Germany. After the initial release of a geo photo community, locr is now focusing on the global supply of high-quality individualized maps for different market segments. Being the leading supplier of geo data and personalized street and city maps, the maps of locr maps are always up-to-date and offer global street level coverage in more than 100 countries.

The maps may contain individual POI’s, logos or routing information, and can be supplied in large volume for personalized cross-media/direct mailing campaigns. locr maps are also used in photo finishing products like photo books and posters, as well as in tourism and cartographic projects. locr supplies global geo information and maps in high quality and generates these maps with highly scalable server solutions.

Maps can be supplied either on a project-by-project basis, or may be directly retrieved from applications using an Internet-based programming interface (API). 

Source: locr.

 

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