I’m used to looking at the case studies from digital press and personalization software suppliers for the marketing effectiveness of 1:1 printing, but as “green” continues to gather steam as a hot marketing angle, I’m starting to rethink how I position this information.
In this study, DME overhauled its 1:1 printing workflow to enable AutoNation to eliminate its need to inventory and warehouse pre-printed offset shells that were subsequently personalized using black-and-white overprinting. Using XMPie’s PersonalEffect software, DME changed its workflow so that each campaign is single project, even though each campaign involves multiple brands and dealers. The business rules for composing the individualized offers are programmed independent of the design. All elements become data-driven variable objects instead of static fields. Thus, instead of using pre-printed stock, AutoNation’s campaigns are now printed, as needed, using plain, unprinted paper. The results were impressive. Responses to its direct mail pieces went up 35%. Revenues were up 65%.
But in this environment — so hot for green — these may not end up being the most compelling results. Consider the “green” impact of this switch. AutoNation no longer must warehouse pre-printed stock for different dealerships and brands.
Consequently, it also saves …
- the carbon footprint and resources used to pre-print each set of shells
- the carbon footprint and cost of warehousing those shells
- the fuel costs of transporting them.
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