HP Helps BMW Roll Out New Z4 Roadster with One-to-one Campaign
Press release from the issuing company
CHICAGO--Oct. 7, 2002-- HP 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 http://www.redimail.com.
More information about Global Soft Digital Solutions is available at http://www.globalsoftdigital.com.
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