Heidelberg 1:1 CeBIT Marketing Campaign Gains 18% Response
Monday, March 17, 2003
With a response rate of over 18 percent, the success of the digitally printed, personalized CeBIT mailshots sent out by Heidelberger Druckmaschinen AG (Heidelberg) confirmed the company's expectations of 1:1 marketing concepts. In total, 9,000 Heidelberg customers received invitations to CeBIT by mail. The invitations took the form of a personalized 16-page brochure printed on the NexPress 2100. Much of the text and the associated images were specifically tailored to six different target groups such as classical printshops, data centers and in-house printers, as well as to the addressee himself. Compared with the previous year, Heidelberg was thus able to double the number of advance appointments for meetings at the trade show booth, even though fewer customers had been contacted. While the cost of the mailshot was around 10 percent up on 2002, the investment in an up-to-date and well maintained database and an information package geared to the addressee paid for itself many times over. The campaign consisted of two stages and involved telephone follow-ups after the mailshots had been dispatched. The mailshot was printed by the media service provider and NexPress 2100 user MSP Druck und Medien in Mudersbach. "The success of our CeBIT campaign shows that our forecasts about the possible potential of variable data printing or 1:1 marketing for winning business were right on the ball. Digital print technologies will develop into a key element of efficient Customer Relationship Management (CRM) projects", states Holger Reichardt, Director of Marketing, Sales and Service at Heidelberg.