Scott Kendrick, president of Kendrick Quality Printing Ltd. in Winnipeg, Manitoba picked up his keys and the scooter from Vespa Winnipeg today, in -40C weather.
"It's ironic timing for sure, but who would turn down a free Vespa?" said Kendrick. "The campaign was very compelling. It was an excellent way for me to learn about ways to expand my business, while also experiencing the effectiveness of a custom direct mail campaign first hand."
The campaign - launched in August - targeted new and existing Xerox customers with potential interest in digital production solutions. Prospects received personalized, 3D brochures produced using XMPie software, along with a 5" x 10" magnetic license plate featuring the prospects' name and the tagline "drive your business to real results."
As a standalone software unit within Xerox, XMPie helps graphic designers, marketing companies and print providers develop creative, customized marketing programs that significantly increase standard response rates and open up new ways for marketing professionals to communicate with their customers.
Respondents became eligible to win the Vespa LX50 simply by visiting a personalized URL, completing a short survey, and agreeing to meet with a Xerox sales rep. Within the survey, respondents were asked "What colour of Vespa would you like to win?" Based on this information, they received confirmation of their entry into the contest via a postcard that pictured a Vespa LX50 in their preferred colour.
The campaign, called "Simply Brilliant" was created and produced by Xerox Canada and Brees Communications to demonstrate the effectiveness of Xerox's personalized printing capabilities in the direct mail space. Recent legislation like the "do-not-call registry" limits the ways organizations can reach out to potential customers, making direct mail an increasingly popular marketing tool.
The market for variable data jobs that capture individual information such as name, address, account information and photographs is projected to grow from 49 billion pages in 2004 to 138 billion pages in 2009, an annual compounded rate of 23 per cent, according to InfoTrends, a leading independent industry research firm. Variable data color, as part of this market opportunity, is growing at a compounded rate of 37 percent.
"As our society becomes more and more tuned in to online advertising the traditional direct mail model has become obsolete," said Al Varney, vice president of marketing, Xerox Canada Ltd. "Effective direct mail strategy today is highly customized, using digital printing technology to decrease unnecessary print runs and turnaround times, and reduce harm to the environment. Combined with the correct market data, printers can now produce sophisticated mailings to their target audiences, created to resonate with each individual recipient."
The "Simply Brilliant" campaign has enjoyed a double digit per cent lead rate to date.
Xerox Corporation is the world's leading document management technology and services enterprise. A $17 billion company, Xerox provides the industry's broadest portfolio of colour and black-and-white document processing systems and related supplies, as well as document management consulting and outsourcing services. Over the past 40 years, Xerox has demonstrated leadership in sustainability and citizenship in its products and its facilities and by investing in innovation that delivers measurable benefits to the environment. Xerox is a recipient of the National Medal of Technology, the highest technology award in the United States, for its innovations.
Laura Mergelas, Xerox Canada, (416) 733-6216, firstname.lastname@example.org
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