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June 2008
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In four waves, the company mailed a total of 554 packages. Each contained a Magic 8 Ball (toy fortune-telling device) with a personalized label on the box that read: "Technical Guidance Enclosed." The recipient's PURL was printed on an insert placed atop the toy. After removing the 8 Ball, the prospect saw a tab affixed to the box window that also listed the PURL.

To encourage prospects to view all pages of their personal Websites, the team kept the material fun and lighthearted. The first thing a site visitor saw was a Flash animation of a coin flip, then a hand doing the "rock, paper, scissors" child's game of chance and, finally, a Magic 8 Ball being shaken.

The animation was followed by a short survey that asked questions such as, "Will you be nice to the F.P. Horak sales rep who contacts you?" It also asked which products and services the prospect's organization uses, and what services it needs help with to reach its marketing and business objectives.

Horak's marketing coordinator credited the light tone of the questions with helping the project to succeed. It kept prospects from feeling like they were being pressured into answering questions about their business needs.

[ The Execution ]

The printed portions of the campaign were produced on the company's HP Indigo press 3050. HP Yours Truly variable data software and MindFireInc's LookWho'sClicking PURLs solution were used to complete the marketing package.

After the mailing went out, F.P. Horak sales representatives quickly followed up with prospects who visited their personalized Websites. The company found that using PURLs instead of asking recipients to respond via telephone or mail made it easier to check the results of the campaign and to manage the gathered information. PI

This case study was derived from PODi's 2008 Digital Print Case Studies collection. Forty-five new digital printing case studies have been added to the database, bringing the total to more than 300 entries. It is the largest collection ever assembled of successful digital printing projects. In addition, the interface has been upgraded with expanded search features.

PODi is an industry initiative with hundreds of member companies, including executive board members EFI, HP, Pitney Bowes, Quark and Xerox. PODi members receive free access to the case studies, as well as other resources including presentations, reports and online seminars. Membership in PODi is open to companies and organizations involved in digital printing. For more information on joining PODi or submitting your own case study, visit


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