2009 PODi Best Practices Award Winners Announced
Honorable Mention: Collateral Management Category - ThermaTru & Metzgers Printing and Mailing
Best Practices Winner: Direct Marketing Category - The Maine Office of Tourism
As part of an effort to improve the effectiveness of its marketing, The Maine Office of Tourism, in partnership with DMM, Inc., Xerox 1:1 Lab Opportunity and Terminal Van Gogh, tested the use of customized digital printing versus their standard static one-size-fits-all approach. The VDP campaign featured custom travel guides based on the interests of people responding to questions on the Maine web site. The customized mailing was run against a static mailing and the results were tracked. Personalization resulted in a 24.1% increase in response rate, which translated into a 23.4% increase in revenue generated from tourism.
Theresa Cloutier, DMM's Sr. VP or Marketing, notes, "The Maine Office of Tourism was a great client - open to testing the new ideas we presented. We're very happy to be able to share this PODi Best Practices award with them and to see them recognized for their marketing innovation. The PODi award underlines the success any organization can achieve with a smart utilization of relevance and digital print strategies."
Honorable Mention: Direct Marketing Category - VetCentric & MSP Digital Direct
Best Practices Winner: Self-Promotion Category - Hansaprint
Hansaprint's new product, Magazine 2.0, uses targeted advertisements and articles to guide readers to a customized landing page containing content, advertisements, services and questionnaires that fit the reader's profile. Their own self-promotional magazine not only provides the research necessary to prove that the concept works, it has also increased their promotional seminar attendance and doubled the number of customers requesting picture personalization. Hansaprint is based in Finland and is the leading print service company in the Baltic region.
"The Magazine 2.0 concept offers new revenue models for publishers and higher attention rates for advertisers," says Juha Jokinen, Marketing Director from Hansaprint. "Being honored with the PODi Best Practices Award gives us worldwide recognition and opens new markets for our products. I'm looking forward to presenting our case study at the PODi AppForum!"