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XMPie's Creative Spin on Calendar Printing

Category: Marketing

calendar printingXMPie, a premier print marketing software company wanted to send out a unique holiday greeting to existing prospects and customers to demonstrate the promotional cross media marketing capabilities of their program. The ability of the variable data software had to be experienced by printers, the leading target purchasers of XMPie’s technology, so that they could understand the full potential of the cross-media capabilities. Personalized URL’s, which are intimately related to the variable data printing, were designed within a campaign that highlighted interaction and one-to-one capacity.

Out of an international audience of 1,871 printers who received the direct mail holiday greeting, 31.6% participated in the cross-media campaign by visiting their PURL. The holiday greeting card took an interesting spin as a 12 month calendar, while the inserts were delivered to customers and prospects in an appealing case. Content directed the recipients to a PURL for information on how the variable data on the calendar printing was created and how they could use the variable data technology for their own marketing. A follow up email reminder was sent to the recipients who had not yet visited their personalized landing pages.

The copy of the calendar was translated into 6 different languages, while each month contained a theme focused on an XMPie value proposition, like creating new revenue streams and tracking media in real time. The targeted messages in the landing pages contained tailored copy for the prospect and for the existing customer. The calendar direct mail piece included colorful graphics and collage imagery that incorporated numerous variables, including the recipients first and last names, company names, street addresses, cities, states or country.

So, why was this campaign such a success? Never underestimate the power of creativity. The personalized imagery in the campaign was colorful and fun, while the marketing message showcased XMPie’s value propositions all year round.

Posted on Jul 30, 2010.

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