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XMPie gives Xerox a smarter way to market

Wednesday, January 27, 2010

Press release from the issuing company

As the world's leading document management technology and services enterprise, Xerox is synonymous with technological innovation and excellence. So when its Global Experiential Marketing Group was looking to attract attention and drive results around an event keynote presentation, it relied on XMPie PersonalEffect software to create, deploy and track a state-of-the-art, integrated cross-media campaign incorporating personalized e-mail messages, videos, Web sites and magazines.

The campaign, designed to support Xerox Chairman of the Board Anne Mulcahy's presentation at the American Marketing Association's Mplanet Conference, highlighted the ways Xerox combats "information overload." The e-mail event invitation featured a personalized tongue-in-cheek video, spoofing the effects of information overload. It directed recipients to custom Response URL (RURL) registration Web sites and also invited them to share the video with friends, adding a viral element to the campaign.

Once at the event, attendees received a personalized copy of Xerox Real Business magazine, featuring their names on the magazine cover and in the introductory letter. In addition, the table of contents highlighted relevant articles based upon recipients' job titles.

Xerox used PersonalEffect because of its strength in integrating multiple media to facilitate a two-way dialog with its customers and prospects. PersonalEffect ensured the personalized video, e-mail message, RURL and magazine were created using the same database and business rules - saving time and personnel resources, while ensuring campaign consistency. Xerox also used XMPie's uProduce Marketing Console to track and analyze the campaign's results in real-time and rich detail.

The campaign was so successful, Xerox later reused it to support two golf tournament sponsorships and several regional learning events.  Combined, the video went to more than 370,000 customers and prospects and view rates were as high as 58 percent for some events, nearly tripling click-through rates compared to invitations without video.




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