 |
Color Personalization
The Challenge – maximise direct marketing effectiveness
A number of research organisations have recently predicted
there will be a decrease in mass media advertising and a consequent
increase in direct marketing. With the explosion in the number
of TV channels, niche magazines and Internet sites the mass
media has become extremely fragmented. The tendency for people
to constantly channel surf further compounds this situation.
In a conflicting trend, as the information components of products
increases, better-informed consumers demand more product knowledge
prior to purchase. Thus the ability for marketers to effectively
target the mass market has become increasingly difficult.
Increased Direct Marketing
In response, there is a move towards direct marketing, which
is better suited to providing more relevant information to
each individual. This trend produces its own challenge, as
marketers need to quickly gain peoples’ attention before the
document is consigned to the bin.
Higher Response Rates
People are more likely to read documents that are obviously
personalized for them. Once seeing your own name on a letter
was enough for it not to be treated as “junk mail”, but now
people demand more. These days the whole document must be
tailored to the individual. All the content must be relevant,
with graphics and text varying so that each and every page
has been composed uniquely to match the profile of the recipient.
Colour
Studies have shown that color can help cut through advertising
clutter, gain attention and significantly increase response
rates.
However, up until now it has been difficult to cost effectively
produce highly personal, full color documents at rated printer
speeds. Most one-to-one marketing applications have been confined
to monochrome or spot color, with pre printed stock and inserts
adding the only full color elements.
The Solution
Continuous development and improvement in printer technologies
is bringing low cost, high-speed variable color printing
closer to reality. PrintSoft is working directly with industry
leaders in printer design and manufacture to incorporate the
latest high-speed technology into our products.
PReS is a software tool for designing and publishing personalized
documents. Being used to compose more than 100 million bills,
statements and direct marketing pieces every day, PReS is
the leading software choice for document composition. With
the release of the latest optimised-for-color output options,
its powerful capabilities are now also available for full
color applications.
From plain paper input, completely individual full color
documents can be composed and printed, in mail-sort sequence,
while their electronic equivalents are emailed or archived.
Full digital color removes the need for pre-printed background
stock and inserts. In addition, variable-data transaction
and marketing documents can be printed in full color using
printers previously only used for short run publishing.
Example:
(Click on picture for enlarged version)
Therefore, it is now possible to print all types of fully
variable, full color documents without being concerned about
either the print-time performance, or the detailed rules of
the composition requirement. No matter what the job – bills,
statements, portfolio reports, policies, or direct marketing
– PReS is able to quickly and easily design each individual
document from triggers in the incoming data file.
Also, the marketing flyer/insert no longer needs to be separate
from the main letter/statement but can be integrated to provide
one personalized color document on printed plain paper input!
In other words, PrintSoft and its partners bring the benefits
of full-color digital printing to all classes of personalized
document.
Case Studies:
Note: Case studies are presented in PDF format
Resources
Privacy Policy
Copyright © 2006 PrintSoft. All rights reserved.
Home | About Us
| Personalized
Software Solutions | Document
Printing Products | News
| Publications
| Support
| Contact
|
