Digital Marketing - Data into Dollars
Assuming the material does get read, customization must be applied wisely to have the desired effect, Hoefle and Nelson caution.
"You don't want to come off as being too Big Brother-ish," Hoefle says. "You don't want recipients to realize that you know how much money they make, or that they have a dog. The piece might just happen to have an image of an affluent couple with a cocker spaniel, so it's an emotional trigger for that recipient."
"You want the piece to be personally relevant, but not overly personal," Nelson adds.
That's just one more example of the marketing savvy required to succeed in the variable-data printing arena. Opportunities are there to be had, but turning data into dollars is not without its challenges.
A Case Study
Digital Marketing recently created a customized marketing program for Radisson Hotels and Resorts. The program, called Radisson ROI Direct, uses the Digital VIP Web-based system for managing campaigns and mailing lists.
Management of individual Radisson properties can log onto their own Websites to execute campaigns built from pre-approved materials. Components can include letters, postcards, self-mailers and e-mail messages. Radisson's corporate marketing team established the overall look and feel of the templates for these materials, which also are pre-populated with customized content based on the property descriptions, amenities lists, photos and mailing lists submitted by participants.
Using Digital VIP, property managers can select the type of business they would like to affect, the audience they want to reach and the incentives they want to offer to encourage response. In some cases, they also can overwrite copy or choose different images from the ones recommended by the corporate marketing team. Twice a month, submitted Radisson orders are pulled and run as one job for cost savings.
Radisson ROI Direct was unveiled at the organization's national sales and marketing conference in October 2000. Response to the program was very positive. In the first year, Radisson expects property participation to reach between 25 percent and 40 percent of all its North American properties.