Bringing Personalization to Magazines
locr GmbH (Booth N2308) partnered with DRUCKMARKT, an independent print magazine, to try something new: The cover of DRUCKMARKT 137 was entirely personalized and produced in digital print.
The goal of this project was to explore new options for print personalization by using location data. The front cover page shows various examples for direct mail pieces. These include the recipient’s name, as well as personalized maps illustrating the route to the sender’s business location. Finding your own name on a print product certainly attracts attention, but these personalized maps provide even more value: The readers recognize their own, familiar neighborhood and can imagine the route to the promoted company. This creates interest, makes every single issue unique, and can evoke memories and emotions.
These direct mail examples were designed for a car dealer, a comic book store, and an event to show that geomarketing works for all kinds of industries. Simple address lists can be used in many creative ways and unfold surprising potential; it enables you to find new, promising target groups and tell your customers the exact travel time and distance to your company.
The back of the magazine is an invitation to the Print & Digital Convention with another map showing the way to its venue in Düsseldorf, Germany. This map is accompanied by a QR code, allowing recipients to find the location on any mobile device and start a digital navigation. Other ideas would be linking a website or contact information. Elements like this are a way to embrace cross-media communication and use digital technology to its advantage. Moreover, a personalized print product is still special and a welcome break from the screen.
The team cooperated again and went even further with the following issue: DRUCKMARKT 139 was produced entirely in digital print, and personalized page by page.