I sat in on a webinar from www.enthusem.com recently and they gave a really good seminar on how to use their services using variable images. They suggest when you have a customer who you are trying to target you should not be boring them with more about YOU all the time. Instead, change the focus to them!
With variable printing/imagery this can be accomplished quickly. As long as you are using some type of service to change out the image and wording this should be an easy task. If you are trying to manually do this and you’ve got a large database…well, your wasting your time and need to invest in an agency who can set you up with some sort of CMS system. There are a lot of them out there, enthusem.com is one that I use for my greeting cards. We send them to customers anytime we want to thank a customer after a sale or after a successful meeting and we’re even using them for our holiday cards this year.
So how do you make the variable images work to your advantage?
Let’s pretend that you sell windows. As a way to better market to your customer, rather than send a direct mail piece that shows photo’s of the windows you sell, why not hire someone to take photo’s of the homes you are trying to target. Now put that image next to an image with the beautiful windows you sell. If you have a home in the neighborhood that you installed windows in, then you can put that image next to the home that is beside the customers home and say something like “You neighbor at 12345 ABC Street loves our windows and so will you!” Ahhhh, now you’re getting it right?
Some of this is simple marketing 101, however, with the new technology available with variable print and variable fields for “Microsites” if you use PURLS (personalized URLS), then this can be accomplished faster and make your marketing campaign that much more successful.
Good luck to each of you in your search for the winning concept!
It’s best for your PURL call to action to be more of a tease. I will give you an example of a piece that I mailed recently with the theme based on the NBC game show “Deal or No Deal.”
On the mailer which was a postcard, I used a picture of a briefcase that said “Please go to visit your PURL (Personalized URL) for a chance to win the contents of case No. 13” This is a good call to action one might think – but you can’t stop here. You’ve got to put even more. So next I say “When you get to your personalized URL you’ll see what’s inside case #13” This will create enough interest and a buzz to get the client to visit their PURL and find out what the heck is in case #13?
So what did I do next? Well once they arrived at the “Microsite” they saw the contents of the case with a very creative microsite I designed that had the music from deal or no deal along with the banker in the background and I even had the whole stage as my layout. But I didn’t stop there. That really wasn’t the important part – THIS IS, so pay attention please! I only sent these mailers to people in my list that I knew were interested in what was in the case. The contents of the case was a hunting trip in the Texas area. The list went to people that lived in Texas and that were avid hunters. We also made sure that they were clients that were in the 80% range of making a purchase of the capital equipment that we were attempting to sell. So on the microsite there was an offer that read “Joe, please come to our office for an open house and purchase a particular machine at a very attractive price and also register for the contents of the case by filling out the form on the microsite.” The personalization doesn’t stop with the mailer – it continues on the microsite all the way down to the particular piece of equipment that we already know they are interested in. Whether it’s a widget “A” “B” or “C” we can switch out the widget with variable printing an variable data on the microsite as well.
The only way to win the contents of the case is to actually show up at the office and attend the open house. Once they come to the open house, our goal is to sell them the high dollar capital piece of equipment.
Tracking back to the PURL is simple, as soon as a client clicks on their PURL an alert is sent to both the salesperson and the sales assistant so that the sales person can immediately contact the client and make communication to get them more interested in the product. My research has shown that if you contact a client while they are on your website within the first 5 minutes, you have an 80% chance of having good communication. However, if you wait 20 minutes those chances go down to 5%.
So what do we do with all the data? Well, its very cool actually, we can learn how often they visit the site, whether they forward the site on to someone else, or if they move from page to page if we’ve built a microsite that has multiple pages. So we can tell their interests very easily. PURLS can help you determine in a short matter of time what your clients needs and wants are without being invasive.