HP Helps BMW Roll Out New Z4 Roadster with One-to-one Digital Publishing Direct
Marketing Campaign
Business Editors/High-Tech Writers
CHICAGO--(BUSINESS WIRE)--Oct. 7, 2002--
Redi-Mail and Global Soft Implement HP Indigo Variable Data
Solution, Expecting Doubled Response Rates
HP (NYSE:HPQ) today announced that HP Indigo digital printing
technology is playing a decisive role in the new personalized direct
marketing campaign being conducted for BMW of North America by
Redi-Mail Direct Marketing.
Launched this month in conjunction with the introduction of BMW's
new Z4 roadster, the program uses sophisticated variable data
techniques to reach prospective BMW drivers with personally relevant
images and information and is expected to double traditional response
rates.
Redi-Mail, a leading provider of sales and marketing support
systems offering unique technology with extensive database, lettershop
and fulfillment capabilities, joined with Global Soft Digital
Solutions, Inc., a full-service digital solution-based firm that
specializes in one-to-one CRM marketing, to implement the new
campaign.
The finished pieces are individually customized and printed using
the HP Indigo Press 3000, a high-speed, seven-color digital press with
sophisticated personalization capabilities and a seamless workflow.
The result is a series of highly targeted offset-quality, four-color
direct marketing brochures featuring photos and text specifically
aimed at an audience of one, that is, each person that receives it.
"BMW came to us with a challenge," said James J. Weaver,
president, Redi-Mail Direct Marketing. "Their marketing objective was
to speak to potential customers on an individual basis. With our
experience in technology-enabled marketing, our partnership with
Global Soft and our in-house production capabilities, we were able to
provide the tools to meet the challenge."
According to Bill Clark, senior sales consultant at Redi-Mail, the
program includes an initial run of 15,000 personalized direct mail
pieces generated in response to a traditional mailing to targeted
prospects, including current owners of BMWs. "There were a series of
questions for them to answer and, based on the responses, that's where
the HP Indigo/Global Soft/Redi-Mail solution came in," said Clark.
"Through previous, more traditional marketing campaigns, we had
identified potential customers," said Dianne Martini, direct marketing
manager, BMW of North America. "Now we were looking for a way to not
only connect with these prospects, but to speak to them as individuals
on a one-to-one basis. Through our partnership with Redi-Mail, we are
now able to target each prospect with mailings geared to their
particular likes and dislikes."
Depending on the preference expressed in the response card, the
text wrapping each 32-page Z4 brochure focuses on the consumer's
specific reason for interest in the vehicle. In addition, each wrap
reflects a specific demographic of the person it's addressed to and
includes a personalized note that directs them to a nearby dealer.
"To me, this piece absolutely validates the HP Indigo Press 3000
as the digital press of choice, and it also validates the shift in the
industry," said Chris Petro, president and chief executive officer,
Global Soft Digital Solutions, Inc. "It's the culmination of what this
press can do: at the low end of the value chain, it can print 500
four-color brochures on-demand, so you're not impacted by
obsolescence; at the high end, it can target down to an audience of
one, speak directly to that person, and positively impact your revenue
stream. It uses all the tools that are available, and it's refreshing
to see a leading-edge automotive manufacturer like BMW use that to
their advantage."
More information about Redi-Mail Direct Marketing is available at
redimail.com.
More information about Global Soft Digital Solutions is available
at globalsoftdigital.com. |
