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Xeikon Anwendertreffen 2012

Paper is a VIP medium

2

Communicating Not Just Printing

The document value chain

The Importance Factor

•Marketingneed

identified

•Data analysed• Segmented• Extracted

•Format decided•Content devised• Designed

•Data merged• Printed• Finished

• Sorted•Despatched• Mailed

•Results analysed• Success?• Repeat?

NEED DATA DESIGN PRINT MAIL ANALYSIS

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The strength of one channel is the weakness of the other

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Speed Of Communication

vs

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Speed Of Communication

• Audience -> Message -> Medium

• Value Adding Information• Example: Achmea

pension fund

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Interactivity

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Crossmedia possibilities• pURL’s, QR’s, augmented reality• Integrated media campaigns are in the spotlight

Dear Mr. OtherThe new Audi A3 is more contemporary andmore distinctive than ever. Sharper contours catch the eye and enhance road presence. Inside, the Audi A3 breaks the rule that says only large cars can be luxury cars.

www.MYaudiA3.co.uk/Andy.Other

Andy you’re going to love the new Audi A3

Andy, visit your personal website at:

Link 3Link 2Link 1

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Privacy time with the customer

vs

10

Privacy time with the customer

• Make sure it’s relevant !

Get personal!

Get relevant!

Get result!

Maximize ROI

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OLD VERSION: Preprint+inprint

NEW VERSION: Single-pass printing, dynamic

Automatic corporate & product branding

Clear, personalised contact information that improves customer retentionFlexibility in printing

options for targeted messages

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Paper is always ON

vs

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Paper is always ON

• Easy accessible• No display tools needed• Flexible

• Make sure the print looks nice !

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VARI-

ABLE

aluepealingelevantnteractive

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Product positioning grid: quality vs productivity orientation

Cut sheet oriented Roll fed oriented

Low

Medium

High

short run paper back booksTransactional reprintsDatasheets

TransactionalDirect Mail

Transactional B&WBooks B&W

Direct MailManualsBrochuresTextbooks

Direct MailTranspromoTextbooks

Transpromo

Direct MarketingTranspromo

PhotobooksBrochuresBookcovers

To develop in digital

Direct MarketingTransactional & TranspromoBookprinting

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Thank you

CommunicatingNot Just Printing