1. Direct Marketing Customer Stories
Case Studies
Direct Marketing Customer Stories

2. Case Studies in Direct Marketing
Manufacturing
Case Studies in Direct Marketing

3. Manufacturing Global reach Primarily B2B communications
Most consumers search the web for health information… but they are inundated with resources, and want help in finding the relevant information. Personalized direct marketing can do so
86% of US physicians use the Internet to gather health, medical or prescription drug information, and 1/3 of physicians changed a patient’s medication or started new treatment as a result of a search1. Personalized direct marketing can get actionable, reliable information into physicians’ hands!
Consumers are becoming less loyal as insurance and other purchases move online. This creates a need to focus on customer retention; ongoing personalized communications can be used to recommend suitable policies and products, and to increase retention rates
Primarily B2B communications
Understand how patients decide which treatments are right for them and how you can get information to them when and where they are making decisions.
Information must be credible and easy to understand
Do not "sell" - educate and talk each patient as an individual, not as a segment
There are great opportunities for personalized educational and preventative newsletters

4. Nestle Personalized Baseball Cards
Program objectives
Use a sports theme to launch the new Drumstick ice cream sundae cone food product
Target audience
Consumers who like ice cream and have kids laying baseball
Key messages
Nestle ice cream is as all -American as baseball
Your kids will love our ice cream and personalized baseball cards

5. Nestle Personalized Baseball Cards
Implementation
The campaign included print and online elements
Personalized baseball card promotion
Bar-coded product packaging
Automated web ordering and fulfillment
Have consumers visit a web site where they can:
Upload an image,
Enter a youth’s team name and player statistics,
View a PDF proof and then order a pack of 16 cards.
Offer a toll-free line to assist consumers in cards creation
Personalization
Print collateral personalized by:
Child’s image
Child’s name
Team name
Child’s baseball statistics

6. Nestle Personalized Baseball Cards
Results
The campaign resulted in successful promotion at a reaosnable cost
1,000 custom baseball cards ordered daily via the web portal
Over 2 million orders received during the promotion period
No extra production shifts or resources required
Increased product brand awareness for Nestle
Automated system worked so well that less than one percent of orders require telephone assistance.

7. Hewlett Packard Technology Solutions Group
HP Technology Solutions Group sells servers, software, and solutions
Situation and program objectives
Maximize qualified customers and prospects attending a regional roadshow event sponsored by the company
Improve quality of event attendee in terms of prospect qualifications
Increase program’s ROI
Reduce costs
Target Audience and List
House list of 21,765 IT professionals
Segmentation and Key Messages
Key message: “Invest some time today, save much more tomorrow”
Audience was segmented by gender and geographical location

8. Hewlett Packard Technology Solutions Group
Images change by gender
Images change by geography

9. Hewlett Packard Technology Solutions Group
Personalized direct mail piece invited IT professionals to a free seminar Genderized, localized invitation with variable images, made the invites appear as if they were mailed them locally After the seminar, telemarketing was used to follow up with attendees to identify qualified sales leads

10. Hewlett Packard Technology Solutions Group
Results:
ROI increased by 352% over the previous year, where personalization was not used
Response rates had quadrupled
No-show rates reduced by 50%
Previous year’s event
Event organized using personalized campaign
Attendees
441
422
Invitations mailed
80,148
21,765
Estimated cost per attendee
$182
$52
Response rate
.55%
1.94%
No-show rate
62%
37%

11. NewPage Corporation Situation and program objectives
NewPage, the largest coated paper manufacturer in North America, sought recognition for its digital paper line among designers.
Situation and program objectives
Drive attendees of an industry conference to visit the NewPage booth
Gather important details from conference attendees to help NewPage better understand this audience and enable post-conference communications
Target audience and list
The target audience for this campaign was 2,700 graphic design professionals attending a design Conference
Key Messages
Key message was that NewPage offers great solutions to meet any design challenge
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

12. NewPage Corporation PURL
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

13. Personalized Survey request
NewPage Corporation
T-shirt offer
Personalized Survey request
PURL
Personalized self mailer (10”x10” folded in half), with a pURL, was sent to conference attendees four weeks before the event After answering a brief survey on the pURL, responders were ed a voucher to claim a t-shirt at the NewPage booth at the conference Thirty days later, a follow-up was sent.
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

14. NewPage Corporation Results 47% response rate - pURL visitors
35% click through rate – recipients who completed the pURL survey and requested a t-shirt
100% pick-up of t-shirts
Almost 50% of the conference attendees stopped by the NewPage booth
Hundreds of addresses were captured for future communications
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

15. Simek Custom Homes Situation and program objectives
Simek Custom Homes has been building custom homes in Texas for thirty years
Situation and program objectives
Generate leads by targeting owners of unimproved lots
Increase business during typically slow months
Grow awareness of Simek Custom Homes
Target audience and list
A list of 3,375 people with unimproved lots was purchased
Segmentation and key messages
Segmentation was geographic, by neighborhood
Recipients were encouraged to visit a pURL and enter to win a “Simek Build Bag.”
The messaging focused on Jim Simek’s experience and the fact that clients deal directly with him
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

16. Typical unfinished lot (varies by neighborhood)
Simek Custom Homes
Typical unfinished lot (varies by neighborhood)
PURL
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

17. Simek Custom Homes
A personalized, customized mailing directed recipients to a pURL , where recipients could enter a contest Recipients could provide information about their current stage of planning, the preferred style and price range. The site suggested next steps based on the respondent's planning status Thank-you s were versioned based on neighborhood A follow-up was sent announcing the contest winner giving Simek another opportunity to communicate with prospects
PURL
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

18. Simek Custom Homes Results
2.5% response rate – recipients visited pURL
1.3% of recipients complete the survey on their pURL
355% increase in website hits
68% increase in average time on website
New customers and prospects:
Four new customers resulted directly from this campaign
13 prospects were identified who planned to build within 12 months
18 prospects were identified who planned to build in the next months
13 additional prospects were identified from a generic URL accessed via the Simek website
100% acquisition of respondent s for future marketing
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

19. Thank you