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Turn Marketing Communications Into Marketing Conversations
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How can…
Marketers and brand managers•Reach people more effectively• Leverage business intelligence for greater results• Increase retention and loyalty
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How can…
Marketing firms and creative agencies•Raise the bar on campaign ROI•New possibilities for strategy and creative executions•Reach more customers in more channels
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How can…
Print providers•Drive more high-revenue pages•Differentiated services and new revenue streams•Streamline workflow and increase productivity
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Every Communication Is a Marketing Communication
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— Traditional Channels(Passive)
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Every Communication Is a Marketing Communication
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— New Media Channels(Interactive)
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Message and Media Overload
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• Mediaeverywhere
• Always on
• Rich content
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Turn Communications Into Conversations…Easy as XMPie
• One platform – data, creative, production, measurement in one solution
• One set of business rules – drives all media messages
• Industry-standard Adobe Platform –
limitless creativity and flexibility
• Automated Tracking & Reporting –
increased results & ROI
• Bi-directional technology – Ongoing Conversational Communications
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Reach.
Print Email
Response URL Survey Page
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Reach. Relevancy.
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Reach. Relevancy. Results.
• A real-time snapshot of critical campaign metrics
• Review, refine and report
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Lion Communication Campaign Summary
• Integrated, cross media campaign
• Relevant, personalized content with promotions
• Multi-level RURL • Confirmation and Thank
You customer “conversation”
• Refer a Friend program• Customer satisfaction
survey• Complete campaign
tracking and analysis
PrintEmail Web-driven automation
Response URL Order Confirmation
Refer A Friend
Customer Survey
Campaign Tracking
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XMPie — One-to-One in One
Web, Emailand Mobile
Variable Data Print
PersonalizedWeb-to-Print
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Unlock the Creativity
Graphic-rich Charts Image Personalization
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One-to-One Communications Continuum
Image Intensive Communications
• Advanced databases
• Rich VI content
• Personalized images and illustrations
Variable Direct Mail
• Relevant copy and graphics
Web-driven Personalized Print and Email
• Simple to complex content
• Integrated order to invoice workflow
• User editable interface
Integrated Campaigns with Tracking, Analysis and Refinement
• Rich VI Content
• Print, Email, RURL/PURL pages, mobile messaging
• Refer-a-Friend
• Interactive Surveys
• Variable content from existing web platforms
• Real-time tracking and analysis
Relevance, Interactivity, Response
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Current State … Multiple tools, multiple workflows, …
CustomerData
Variable Data Print Workflow
VDPPersonalization
Engine
Adding Personalized WebConvert
andtransfer
Data forWeb
Push PURL back to Customer Data
WebWebDesignDesign
WebPersonalization
Engine
Push “replies” back to Web Data
E-MailtE-MailtDesignDesign
PrintPrintDesignDesignPrintPrint
DesignDesign
E-MailPersonalization
Engine
Adding Personalized e-Mail
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Desired State…XMPie PersonalEffect™
uProduceuProduceServerServerInDesignInDesign
XLIMXLIMWebsitesWebsitesCustomer
Database
OutputOutput
Mobile
Web
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Elixia : A Strong Case for Cross-Media
• Company: Wittusen and Jenson– Large digital printer in Oslo, Norway– XMPie PersonalEffect since 2007– iGen4 and Gen3
• Client: Elixia– Fitness-Center chain, in Norway– 30 different locations– 85,000 members
• Challenge: – Improve on poor previous campaign performance
• Only 39 new members from past
programs– Maintain customers– Increase membership
• Strategy: – Refer a Friend program to encourage
membership – “Get a good friend to become a healthy friend”
“ Get a good friend to become a healthy friend.”
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Interactive Phase
27.5%
Refer a Friend
Outbound Phase
• Outbound Phase (campaign initiation)– Personalized direct mail– Response URL– Personalized imaging
• Interactive Phase (Response URL) – Update member personal data– Refer-a-Friend – Tracking of friends who responded to
campaign• Offer
– 2 months free membership for new
member recruitment
Elixia: Campaign Methodology
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Touch point A – Personalized Printed Postcard (Outbound) - Female / 35-40
Direct Mail Postcard personalized by gender and age with uImage effect on name
Touch point B: follow-up email ( outbound)
Touch point C: RURL (Interactive) Touch point D: Refer-a-
Friend
Refer –a-friend and get 2 months free membership
Elixia: Cross-Media Campaign Components - Female
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Touch point A – Personalized Printed Postcard (Outbound) – Male / 30-35
Direct Mail Postcard personalized by gender and age with uImage effect on name
Touch point B: follow-up email ( outbound)
Touch point C: RURL (Interactive) Touch point D: Refer-a-
Friend
Refer –a-friend and get 2 months free membership
Elixia: Cross-Media Campaign Components - Male
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Elixia : A Real Strong Case for Cross-Media
• Results: – 2,500 new members were recruited – Euro1.5 M additional annual
revenue– Expansion of Elixia progams– 30% increase in iGen4 and iGen3
volumes– New XMPie-driven clients for W&J– International reputation for cross-
media
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XMPie Resources and Services — A Fast Start Program for Success
Marketplace Online Library
Easy To Use Cross-media Campaign Templates
Professional Services and Specialized Training Program
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What Will Your XMPie Success Story Sound Like?
• The brand manager who got better at building valuable customer relationships
• The marketing services firm that differentiated itself with creative cross-media campaigns that drove greater results
• The printer who moved his customers up the value chain and built a new business revenue stream
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XMPie is the tool that can• Drive greater ROI• Increase brand loyalty• Leverage your data and
business intelligence• Create new revenue streams• Differentiate your services
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— Into Marketing Conversations
Turn Your Marketing Communications
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Thank You
