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Vrijdag 28 mei 2004

Vrijdag 28 mei 2004. Introduction DM Interface. Founded April 1, 1999 Solid company with decades DM experience DM service provider We execute, produce DM Size: 42 + 20 FTE, growing DMI focuses on the core of DM: Data. What do we do?.

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Vrijdag 28 mei 2004

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  1. Vrijdag 28 mei 2004

  2. Introduction DM Interface • Founded April 1, 1999 • Solid company with decades DM experience • DM service provider • We execute, produce DM • Size: 42 + 20 FTE, growing • DMI focuses on the core of DM: Data

  3. What do we do? • Data Input, Database Management, Data Manipulation, Data Output • We think ahead, use (our own) unique software and advanced techniques • All possibilities, all media and all techniques are aimed to raise DM results

  4. “A revolution in DM” • What you’re about to see: • A complete new way of communicating • With large communicative power • First indicators: unprecedented response figures • High brand perception and perception receiver • … but does require a new way of thinking • And we’ll not only show, but also prove!

  5. Status quo, DM until now: • Personalisation = using available data to make a mail piece as individual as possible • The level of personalisation determines the level of response and experience of the receiver • Database-driven DM till today: • Variable text, letter • Variable signatures • At very most split-run brochures • Personalised replycards / forms • But, always combination of print and laser printing

  6. Example current status quo DM • Where do we stand now? • Example of a traditional mail pack

  7. The envelope:

  8. The letters:

  9. In other words: • Variable in text, though limited • Variable signature in blue • Personalised reply card • In case of split run brochures / leaflets: expensive printed matter

  10. What are we all striving for? • Attention for our mail piece • Good perception with receiver • High and qualitative response, and conversion • That means… making our communication as individual as possible • True 1-to-1 communication

  11. Every mailpack individual:

  12. Individual offer:

  13. Complete personalisation:

  14. The ideal situation: • Not only text, but also lay-out, images and colour matching the receiver • Fully database-driven Our mission statement: “Every receiver his or hers personal mailpack, in offset quality, at DM-price level”

  15. That is now possible with… Full Colour Direct Marketing Engineered by DM Interface Powered by Minolta www.fcdm.nl

  16. With FCDM it is possible: • Personalise the complete mailpack • That means brochure, flyer, reply card, forms, et cetera • Variable in lay-out, colour, images, text • Completely database-driven • No (expensive) printed matter needed • Every mail piece unique and individual www.fcdm.nl

  17. Full Colour: Facts & Figures • Full Colour works, but how? • The concept is that new, there is relatively any experience with it • The experiences that are available are revolutionary • Have a look... www.fcdm.nl

  18. Advantages with use of colour: • Colour raises concentration and length of memory with 82% • With colour text and presentation is 60% more appreciated • Colour gives 39% more “first impression” • Colour decreases searching time with 80% • Forms in colour are 50% more accurate filled in Souce: Using colour in documents, Jan V. White www.fcdm.nl

  19. Case: B/W v.s. Colour • Research for the effect of personalisation, FC-use and FC-personalisation: • 4 packs in 9 variations, 4.000 addresses per shot • 2 packs B2C, 2 packs B2B Source: Broudy & Romano US Digital Print Council www.fcdm.nl

  20. Case: B/W v.s. Colour • Increase response compared with non-personalised B/W mailings: Source: Broudy & Romano US Digital Print Council www.fcdm.nl

  21. Case: Electricity company Düsseldorf: • Objective: Have B-2-B customers sign a year contract before the liberalisation of the energy market • 748 customers received traditional brochure / DM • 640 customers received full colour personalised brochure / DM • Result (in signed contracts): • Traditional: 6,8% • Full colour: 19,6% Source: Institut für Informationswirtschaft, Professor Welker www.fcdm.nl

  22. Case: Mercedes Benz USA • Objective: Introduce Mercedes Sports Utility Vehicle in U.S. (M-Class in Europe) • With personalised colourprints Mercedes involved potential with the design of “their” future Sports Utility Vehicle • Result (in sold cars): • 40.000 orders, even before the car was on the market • According to Mercedes this success was unprecedented Source: Bluewell Magazine, oktober 2003 www.fcdm.nl

  23. Case: Saab Germany • Objective: Stimulate store traffic and sales • Solution: Personalised Full Colour mailings, with indivual offers per dealer, sent in the name of the dealer • Result: • 60% raise op sales of the special offers • Some products even scored more than 300% raise on sales • According to Saab unprecedented Source: www.printondemand.com, juli 2003 www.fcdm.nl

  24. Case: TFM / DMI Netherlands • Objective: Invitation pre-announcement FCDM • Solution: Personalised Full Colour Selfmailer, in design and style of customers advertising - 2 weeks prior to the breakfast sessions • Result: • Response: 96% • Participation sessions: 20% • Separate presentations: 16% • Offers: 18% (9) • Orders: 14% (7) until today Source: Teuwen Financial Marketing - DM Interface, april 2004 www.fcdm.nl

  25. Cases: Netherlands • Financials: • Previously “unreachable audiences”:up to 20% response, with high conversion • Various: • Direct selling: substantial raise in sales • Retail: Store-traffic increases heavily with FCDM • Billing: perception and appreciation by receivers increases Source: customers DM Interface www.fcdm.nl

  26. Your case? • Unfortunately a few cases available: • use of FC too expensive for Direct Marketing • (technical) Possibilities were limited • Cases and figures are being held secret because of competition • FCDM is a new direct medium • Thus: research after effects is necessary • Gain knowledge: testing, measuring and compare • Determine Do’s & Don’ts www.fcdm.nl

  27. Status quo FC in market: • POD = replacement shortrun print, repro • Bad quality, 2e generation techniques • Very limited variable possibilities • Hardly any control and knowledge of data • Technical and production limitations • Very expensive… so bad ROI for DM www.fcdm.nl

  28. What makes FCDM unique? The combination of 5 essential factors: • Control of data • In one step from design to print • Completely variable, without limitations • 3rd generation laser printers, offset quality • At “DM-costs”, similar prices www.fcdm.nl

  29. Control of data • DM Interface has all possibilities when it comes to data • All imaginable tools are available for DM: • Conversion, every format and lay-out • Uniforming, transforming, cosmetising • Deduplication, jumpen, mergen • Management, enrichment, et cetera • Printing is completely database-driven, colour, text, design, tone of voice, images www.fcdm.nl

  30. Data – management: www.fcdm.nl

  31. Names, joining design and images: www.fcdm.nl

  32. Database driven imaging: www.fcdm.nl

  33. Database-driven printing: Conversiontable Text Database Toolbox Templates VIPP Images Our own “shell”around VIPP

  34. From Design to Print: In one step, without loss of quality

  35. From design agency to print: • In one stap: • No conversions • Directly from design to print • No loss of quality • Artwork can be delivered in standard way: • Quark, Indesign, Illustrator, Cert. PDF • Mac of Windows • Every type of image: • EPS, TIFF, JPEG, et cetera • No limitation with the use of fonts www.fcdm.nl

  36. Completely variable: • Database-driven variable printing of: • Templates and design of mailpack • Use of images • Text, in any colour • variable texts • Design and lay-out of forms • Not need for “long and short name” packs • Everything produced in one run • Intelligent lay-out solutions www.fcdm.nl

  37. Top quality: • 3rd generation laserprinters • Polymere toner, offset quality • Spotcolour matching • “On the fly” colour calibration • Matt, but also glossy • ICC and paper profiles www.fcdm.nl

  38. POD-pricing… • Current pricing POD way too expensive, bad ROI despite the added value of FC use • Common POD pricing: • Per A4: € 0,30 - > € 1,-! • Programming mailpack: € 8.000 - € 20.000,- • Expensive paper • Expensive mail handling (usually done by hand) • Often combi print and laser printing, so still printing costs www.fcdm.nl

  39. FCDM-pricing! • FCDM garantees ROI, with the lowest rates in the Netherlands garanteed: • Per A4: € 0,16 - € 0,07! • Programming mailpack: € 150,- per A4, when variable • When not variable: € 0,- • A3, SRA3 or larger: same fixed (A3) rate • On the most efficient way of printing: 2-up, 4-up, etc • Low paper prices • Mail handling at regular DM-rates • No storage, no waste www.fcdm.nl

  40. Pricing FCDM v.s. printing Source: mailpack: Letter A4 4/0 90 grs HVO Folder A3 4/4 120 grs HVO Replycard A5 4/1 120 grs HVO www.fcdm.nl

  41. FCDM, possibilities: • Sizes: • A6 tot A3+++ • Max 330 x 480 mm • Efficient: 2-up, 4-up, 8-up on A3+++ • Bleeding possible • Every laser print ready paper can be used • Weights: • 70 - 250 grams, simplex and duplex • Quick start and short preparation time www.fcdm.nl

  42. Resuming, why FCDM? • Raising receivers experience • Raising receivers perception • Thus, added brand value • Distinguish yourself from competition • (Very) high responses and conversion • Lowest production costs in the Netherlands • Offset quality www.fcdm.nl

  43. FCDM is... • A new way of communicating • New creative possibilities • New production possibilities • A new direct medium:“A revolution in Direct Marketing” www.fcdm.nl

  44. Food for Thought - 1 • New way of thinking is necessary • Even with little data FCDM is possible • Think visual, make data visual • Two basic principles FCDM: • “Right between the eyes”: attract attention, distinguish • “Sophisticated”: perception, tone of voice, lay-out www.fcdm.nl

  45. Food for Thought - 2 • First win: make sure the mailing is read • Use two windows • Use appealing variable behind 2nd window • Text is prime here • Use “offset”-look www.fcdm.nl

  46. Food for Thought - 3 • “Right between the eyes” technique: • Visualise available data, in offset look • Personalise the total mailpack: • Use (company) name clearly visible • Vary (company) name in headings and tekst • Be creative with addresses, cities • Use personal examples www.fcdm.nl

  47. Food for Thought - 4 • “Sophisticated” technique: • Use different visuals based on data • Vary lay-out and design based on target groups • Make “intelligent” forms • Vary texts based on target groups • Vary tone of voice packs • Split-run´s, test and measure www.fcdm.nl

  48. Finally… • We like to help you underway! • Data-analyses • Explore possibilities FCDM on basis of data • (technical) Briefen / sparring with agency • You can expect optimal solutions: • Data: management and optimisation • Maximal efficiency • Maximal quality www.fcdm.nl

  49. Thank you for your attention! Full Colour Direct Marketing Engineered by DM Interface Powered by Minolta www.fcdm.nl

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