As a fan first and judge second of the Podi awards, I get to read all the award-winning case histories. Understanding the successful variable data printing (VDP) campaigns is key to understanding the vertical markets that are most accepting of the technology, the most popular applications and provides insights into what makes a successful VDP campaign. One of the case histories I often discuss in VDP training is Mikasa. They proved the effectiveness of a highly targeted database (bridal registry) as well as the role of relevant pictures, copy, a compelling offer and showing how research on the first run can increase the effectiveness of the second run. In the 2000 Podi awards Mikasa is reported as achieving an 8.2% response rate with an average order size of $200 from the first run and a 15% response on the second run. As you can probably guess, as a result, I am a big fan of the marketing strategies of Mikasa. Therefore, I was interested to learn that last week Mikasa announced it had launched brand pages on Facebook, Twitter and YouTube. According to the press release, the Mikasa pages were created as a place for the company to engage with consumers who love to entertain and enjoy creating beautiful table settings – including brides, newlyweds, moms and empty-nesters. Mikasa will offer expert advice, entertaining and party ideas, tips and trends in home decor and create shopping and gift guides for its social media followers. Mikasa encourages people to use its Facebook page to share stories, upload photos, preview new patterns, watch videos, and find out about sales, contests and more. The Facebook page also offers links to bridal registries at other major retailers who carry Mikasa products. Dan Siegel, Executive Vice President, Lifetime Brands, Inc., said, " We want to connect with these consumers – and new ones – to build a community of people who are just as excited as we are about setting a beautiful table and creating a statement when entertaining family and friends. We look forward to interacting with these consumers so we can continuously improve the collection and ensure that Mikasa is a brand they will always be proud to own." Entering the social media space is one step toward a complete multi-channel marketing strategy. The best example may be the 2010 Podi winner – the Girl Scouts “Save the Sash” campaign that combined direct mail, email, Purls, Facebook and Twitter. According to Ted Raymond from Allegra, the service provider, the Girl Scouts achieved an 8% response rate with Purls, 31% donations and increased average donations from $50 to $250. Best of all, Allegra won a one year contract from this campaign. I am researching other best practices in multi-channel marketing. Have you seen any others? Howard Fenton is a Senior Consultant at NAPL. Howie advises commercial printers, in-plants, and manufacturers on workflow management, operations, digital services, and customer research.