One-to-One Printing — Where Are the Repeat Jobs?
2| When clients do measure results, they track response rates, but nothing else. As an industry, we’ve grown used to talking about response rates, but response rates don’t always mean much when it comes to ROI. What was the conversion rate on the back end? What was the dollar volume of sales generated by each customer? What was the ROI of the entire campaign?
Unless the client is connecting its response rate to the revenue generated or another meaningful metric, the response rate itself makes for great case studies, but has little value in justifying future targeted marketing efforts.
3| Even if customers are tracking beyond response rates, they often aren’t set up to track them long-term. The true benefits of the campaign can easily get lost. According to Peter Wann, industry consultant, “Some companies are not particularly sales-driven, and their sales processes and systems may not support this technological process [of tracking results all the way through].
“Thus, after one attempt, too few salespeople are following up on too many leads, and some leads get lost or flushed without a concerted sales effort. Management looks at the ROI after six months and decides the campaign is a failure, when they should be looking at their systems and retooling.”
4| Despite great results, clients feel that the projects take too long and are too time-consuming. Let’s face it. Marketers like the results of one-to-one printing, but unless they have a personal passion for it, or their jobs or their salaries are tied to their results, most people want to go home at 5 p.m.
Writing on his blog Total Sales Success, Tom Hackelman, graphic communications specialist for Xerox, put it well. In a post titled “Dump Mediocrity,” he writes that we’ve become a world of managers. Managers operate according to the status quo. They hate change. Managers have specific goals: Keep the business functioning; deliver product; hit sales targets; make a profit. That’s basically it.