The Power of Personalization

"Personalization is not a trend. It is a marketing tsunami, here to stay,…" Forbes magazine 2015

People are fed up being constantly bombarded by useless, impersonal mass-marketing messages. They struggle to keep their individuality wanting only a smidgen of acknowledgement, appreciation and respect. That's what makes personalization so powerful…it recognizes their individuality.

The following postcard includes 10 simple personalization elements using the sport shop's customer database. Can you identify them?

 

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#1 & #2 – The recipient's name is used in the text on the front and back. While this is very simple element to use is so commonplace in 2015, it can be a turn-off if used without further personalization.

#3 & #4 – The sport shop's database indicates the recipient, Michelle, previously purchased women's golf equipment and clothing. The name "Michelle" indicates the recipient is female with a 99% degree of certainty. This information suggests the use an image of a female golfer to make an instant visual "connection" with Michelle.

#5 & #6 – Similarly, the message focuses on women's golf clothing with a picture of such clothing on the front and back.

#7 & #8 – The "unadvertised" message strongly implies the store recognizes Michelle as a previous (and valued) customer. The "online" code acknowledges that Michelle buys online as well as in the store.

#9 – The return address shows the location and phone number for the retail store closest to Michelle's mailing address rather than a corporate address.

#10 – This is a message personalized for Michelle. Therefore, the terribly impersonal slight, "Or Current Occupant", makes no sense and has been eliminated from the address.

Michelle could hardly miss the fact that the sports shop knows who she is and is working to offer her things she wants. You shouldn't miss the techniques used to track response to the postcard. If you don't see it, give us a call.

Make Your Print Customers Green

You do your part to be an environmentally friendly printer with your inks, toners, paper, recycling, production techniques, etc. and you'd like your customers to know about your efforts. Your print customers may also want recognition for the many environmentally friendly efforts they undertake. Now, you can join with your customers in taking positive steps to help the environment and show how you all work consciously to reduce the stress on our planet and its resources.

It's a commonsense and free concept called Greener Printing. There are no rules, no tests, no memberships and no fees. You simply work with your customer to communicate smarter - more efficiently and effectively. Shaving just a few pounds of weight from a mailing helps to save resources and minimizes waste. Being more selective with messages and recipients helps minimize non-productive communications…and often saves money.

There's nothing radical or complicated about Greener Printing…just engage with your print customers to do what makes sense. You might also include electronic media as part of the discussion since emails and social media have an impact on the environment that is surprisingly high. 

Promote Greener Printing by using the logo for your business and by using the logo on your customers' materials to show their commitment to environmentally friendly communications. The point is to generate attention and discussion about the broad topic of smarter communications. 

Read more and get started with Greener Printing at www.greenerprinting.org