ROCHESTER, N.Y., Oct. 10, 2007 - Xerox Corporation is making noise at this year's Direct Marketing Association annual conference and exhibition. It won't be the standard sound of Xerox digital presses in the booth. Instead, the chatter comes from 16 leaders in the direct marketing industry, who have a thing or two to say about the impact digital printing has on direct marketing. The conversation will focus on attention-grabbing direct-marketing jobs produced on Xerox digital systems.
"Using Xerox digital technology allows us to create highly profitable one-to-one communications that result in greater customer loyalty, higher response rates and significant increases in return on investment compared to traditional, static marketing programs," said Theresa Cloutier, senior vice president, marketing, DMM, a direct marketing solutions provider in Scarborough, Maine, and one of the companies appearing in the Xerox booth.
DMM is producing direct marketing programs in industries such as pharmaceutical management, healthcare, financial services, tourism and automotive. Its technology includes a Xerox iGen3 Digital Production Press and Xerox DocuColor 6060 Digital Color Press. Digital print sales make up 60 percent of DMM's revenue.
In addition to DMM, joining Xerox in its booth (No. 371) at DMA in Chicago from Oct. 14 - 17, are: Aspen Marketing Services, Bowne Marketing & Business Communications, Cathedral Corporation, DME, DMI, Inc., EU Services, Freedom Graphic Systems, Hampton Printing and Mailing, Lexinet, Mailmark Direct Marketing Services, NCP Solutions, RGC Communications, The Document Centre, The Mahoney Company and The Total Mailing System.
"Digital print can bring proven power and effectiveness to direct marketing from simple to complex programs," said Tom Wetjen, vice president, Xerox Worldwide Graphic Communications Industry. "We have invited our customers to share their success stories so direct marketers and creative executives can learn how to build their brands and generate more business with relevant, personalized digital marketing communications."
Xerox and its customers will also participate in three DMA conference sessions. Shelley Sweeney from Xerox's Worldwide Graphic Communications Business will be joined by Gordon Eyler of Bowne Marketing & Business Communications for a session titled, "Inside a High-Performance Direct Marketing Engine for High Net-Worth Customers." The session will include a case study of a Web-based marketing engine developed for a leading financial services firm. The study provides details about the customized marketing materials including brochures, personalized pitch books, seminar invitations and newsletters produced for more than 14,000 financial advisors located around the globe. The online portal helps the organization maintain a consistent brand identity while leveraging Web-to-print technology to help improve overall productivity.
John Mahoney, president, The Mahoney Company, will speak on "Building Blocks for a B2B DM Campaign." He will outline tactics for building a successful, relevant direct-marketing program that can be modeled in any industry.
In addition, Bob Wagner, head of Xerox's Creative Services Business and Premier Partners Program, will co-present a session titled, "Becoming the Illusionist: The Magic of Using Brand to Drive Response Without Results Disappearing" with Russell Kern, president, The Kern Organization, a fully-integrated direct marketing agency in Woodland Hills, Calif. The session will highlight two marketing programs analyzed at Xerox's 1:1 Lab, a variable testing ground for Xerox customers. The 1:1 Lab reviews a customer's traditional, static direct-marketing campaigns and compares the results against those that utilize data-driven one-to-one messaging.
Many of the 16 Xerox customers are part of Xerox's Graphic Arts Premier Partners program, a global community of more than 650 of its leading digital communications services providers. The work of these print providers reinforces Xerox's emphasis on using the full capabilities of Xerox digital production printing systems, workflow solutions and business development tools to create personalized marketing communications. Members are selected based on their commitment to meeting their customers' needs through innovative use of these new technologies.
For direct marketers interested in more information on the power of one-to-one marketing with digital color printing, http://www.redhotdigital.xerox.com.