Best Practices in 1:1 Printing

By | December 14, 2009

If you had to answer the question, “What are the best practices in 1:1 printing?” what would you say? I have to answer this question every three or four months when I update “1:1 (Personalized) Printing: Boosting Profits Through Relevance,” a primer and educational tool for printers and their sales teams.

This time around (December 2009 update), I made some significant additions and expansions.

QR codes: I added QR codes into the list of channels and media strategies that should be incorporated into 1:1 campaigns. Not that every campaign should have one, of course. It depends on the target audience. Especially for clients targeting 15- to 35-year-olds and the mobile professional culture, QR codes should absolutely be in the mix.

Expanded focus on multiple media:
Increasingly, successful 1:1 campaigns do not work alone. They are working in tight integration with other media, using the same branding, messaging, and business rules. A campaign might use email to promote an upcoming print offer, for example. Then it might use email or SMS text messaging to nudge non-responders or confirm registrations, orders, or other actions the respondent might have taken.

Use of multiple response mechanisms: Too often, marketers provide only a single response mechanism for their offers. Yet, case studies increasingly prove out that having a mix of response mechanisms (print, general URL, phone, personalized URL) can increase response. You have to allow people to respond using the media with which they are the most comfortable.

If you look carefully at the recent case studies, you’ll see what I’m talking about. It’s neat when you see this stuff actually being implemented — and it works!

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2 thoughts on “Best Practices in 1:1 Printing

  1. Harvey Hirsch

    Heidi, you’re really just scratching the surface. The future of 1:1 is tied into the future of marketing and that will be a shotgun wedding if you can’t get print providers on the same page with content providers. Another obstacle is the client who refuses to use all of the data they have on their current clients because they are scared of theft (and rightly so). More importantly, the whole industry must break the mold of using 60’s products with 21st Century technology. In other words, just because you can merge data into a postcard, does that make it more powerful? The rectangle is dead and has been for years. Stop trying to pack in data onto a product that nobody gets excited receiving. Also, with the advent of low cost video, multi-channel programs can pack the visual power necessary to captivate and convert prospects into buying what the behold. How many content providers actually utilize the multi-channel programs they offer prospects? And, the multi-touch programs being developed now use at least 4 different mediums to contact and motivate responses. I personally have modified the programs we use to set appointments and have enjoyed double digit responses for years. But, you’re familiar with my toys.

  2. Heidi Tolliver-Nigro

    Hi, Harry.

    These were just updates — things that have happened in the past few months. I think there are 15 or so best practices listed in the report, including all of those you mention here. This is a really complex onion to peel, for sure!

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