Personalizing Your Printing

1 April 15, 20231 April 15, 2023

Capture Sales Success with Ussery Printing!

Variable Data TransformationJohn LawrimoreVP-Sales

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•Market Overview

•What is VDP?

•Albertson College

•Outside the Box Personalization

Cutting through the Clutter• 25%-30% of total media time is spent

multitasking• Consumers encounter ~3,000 marketing

messages per day• Consumers are filtering their messages to

make better, faster decisions− Do Not Call, Do Not Mail lists

− Pop-up blockers, SPAM Filters

− Caller ID, Caller Unknown

− DVR

− Sirius Radio

Targeted print marketing gets through the clutter.

Sources: eMarketer Multi-tasking Consumers; TNS; Irongate Digital Solutions

Customized Communications Deliver What Consumers are Looking for

Direct mail60.6%

E-mail20.5%

Messages on your cell phone

or PDA3.4%

Other 10.0%

Telemarketing5.5%

The Future of Mail, N = 850 Consumers

How would you prefer that companies contact you for marketing and promotional purposes?

All Consumers

Highly Personalized Messages are Important

Highly personalized with

messages and offers that are unique to my

needs/interests56.3%

Personalized with my name and

address but not much that is unique to my

needs/interests26.4%

Non-personalized messages and

offers that everyone receives

regardless of individual

needs/interests17.3%

The Future of Mail, N = 850 Consumers

When you do receive hard copy direct mail, which type do you prefer?

82% prefer personalized content

Perceived Usefulness of Mail Received

Personalized content that I

find useful30.5%

Personalized content but not

very useful29.0%

Not personalized and not useful

40.5%

The Future of Mail, N = 845 Consumers

Excluding bills and statements, approximately what percentage of the items you receive in the mail can be described as follows?

70% find their mail is not very useful

Market Conditions for the Marketing Professional

• Average tenure for a CMO is 23 months

• Only 1 in 10 keep their jobs for more than three years

• “Just because a marketer was successful in the 1980s does not mean that he or she will be a good fit today.”

• Today its all about ROI…RelevanceSynergyEfficiencyTimeliness RESULTS

Source: Spencer Stuart

The Time to ACT is NOW!

• Consumers are demanding relevant content in a more timely manner

• Marketers need help identifying the right solution

• Marketers are working under tighter financial constraints

• Marketers are seeking partners to help ease their pain

• Ussery can provide the answers

Variable Data Printing is a form of on-demand digital printing that produces customized or personalized documents targeted to an individual. Within a single document design, elements such as text, graphics, and images are changed from one printed page to the next based on recipient information gathered within a database.

Other commonly used terms

What is VDP?

Personalization

Customization

Versioning

Database Publishing

Transactional

Variable Data Print (VDP)

Variable Data Publishing (also VDP)

Variable Information Printing (VI or VIP)

One-to-One, 1to1, 1-to-1

TransPromo

U.S. POD Variable Data Market

$3.7

$12.3$2.1

$2.6

$0

$5

$10

$15

$20

2007 2012

Year

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ion

s U

S$

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B&W

Color

27%CAGR

$5.8

$14.9

Defining VDP into 4 buckets

1. Simple Addressing

2. VDP with Addressing elements• Dear Lana…

3. VDP with Segments• Location, age, interest, gender, ethnicity

4. VDP with Individual elements and call-to-action instructions

• pURL

Is everyone interested in the same message?

More With Less: Eliminate Useless Records

• Some recipients have no interest in a car−Daniel and Johanna

bought a car less than 6 months ago

−Emily lives in Manhattan and only uses the subway to get around

VDP Is More Than a First Name!

Not Everyone wants a Ford Taurus!

• Many use VDP to “personalize” with the recipients name, but still use the same message for everyone−Dear James - Buy a Ford Taurus−Dear Janice - Buy a Ford Taurus−Dear Andrew - Buy a Ford Taurus

Segment Your Data…Understand the Audience

• James• 32 years old• Single• Teacher• $45,000

salary• Lives in Philly

• Janice• 43 years old• Married, four

kids• Veterinarian• $87,000

salary• Lives in

Tampa

Segment Your Data…Understand the Audience

• Andrew• 61 years old• Married• Attorney• $170,000

salary• Lives in

Denver

Segment Your Data…Understand the Audience

Well Executed VDP is About Relevance

Name Age Gender

Income Children City State

James 32 M 46,000 0 Philadelphia

PA

Janice 48 F 87,000 4 Tampa FL

Andrew 61 M 170,000

0 Denver CO• IF state = FL

THEN background = beach• IF income ≥ 50,000

AND income ≤ 100,000AND children ≥ 2 THEN picture = luxury van

• IF state = COTHEN background = mtns

• IF income ≥ 120,000AND children = 0THEN picture = sports car

• IF state = PATHEN background = city

• IF income ≤ 50,000AND children ≤ 2 THEN picture = coupe

Personalization Generates Results!

18.5%

20.8%

23.4%

23.7%

0% 10% 20% 30% 40%

Average order size

Repeat order rate

Overall revenue

Response rate

Anticipated Improvement

N = 383 Direct Marketers

Source: Trans Meets Promo… Is It More Than Market Hype?. InfoTrends, 2008

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Examples & Case study

Entry-Level VDP Example

Tickets• Numbered• Barcodes• Variable Date

& Time

Entry-Level VDP Example

Postcards• Personalized

Text−Name

−Address

• Variable Text• Variable Images• Postal Barcodes

Image Personalization

Advanced VDP – Scripting Support

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Albertson College

Albertson College’s

Business Problem was competing for new students.

So why was the Albertson Recruiting Project Successful?

By recognizing these factors!

•Relevance

•Focus

•Timing

The Albertson’s brochure reflects…

It was focused, relevant and timely

Albertson College case study

• The small town location offered different advantages to different students.

• For city kids the marketing piece focused on outdoor recreation and scenery.

• For rural kids it included photos and features of Boise: 30 minutes away.

• Albertson offers BS and BA degrees in sciences, humanities, fine arts and social sciences.

• Each piece was customized to one of four categories according to the student’s interest. If undecided, a general description was used.

It was focused, relevant and timely

Albertson College case study

• Every direct mail piece included a personally addressed note from the student’s counselor, including the counselor’s photograph and versioned according to their year in school .

• This allowed the student to visualize to whom they would be talking when they called in for questions.

It was focused, relevant and timely

Albertson College case study

The Result:•The direct mail program using variable images and content generated an 18.7% response: A full 850% increase over previous years 2.2% rate.

Job Specs:• 60 versions possible, 13 elements to manage (2 scenes, 5 center spreads, 6 counselors)• (Gender)•$3.50 per piece drove $40k per seat

Case Study – Segmentation

Albertson College case study

It’s about Breaking Old Habits

Let’s tailor each messageto enhance communications

and improve response.

I’ll do a mail merge using inkjet addressing to get this flyer out.

OR

Bottom line… its about VALUE

• Ussery can help you solve your business issues• Ussery helps grow your business through

− Increased sales

− Increased revenue• Ussery can you help you reduce your overall response costs

It is about an on-going relationship—not an individual sale!

Achieving goals

Setting benchmarks

Improved ROI

Improved accountability

By providing relevant solutions, we are, in effect, a partner in your success.

Value to you….

What does this mean to a you?

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Outside the Box Personalization

….fun examples

www.mymms.com

www.myheinz.com

http://www.designyourheineken.nl/

www.mykleenex.com

www.myjones.com

Swiss – www.121time.com

www.bmw.com

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How can you benefit from variable data?