CHICAGO and ROCHESTER, N.Y. – With car buyers scrutinizing purchasing decisions more than ever before, auto dealers are relying on customized marketing programs to drive demand and differentiation.
 
Aspen Marketing, the largest privately-held marketing services firm in the U.S., uses Xerox Corporation's digital technology to help dealerships increase floor traffic and promote client loyalty through personalized direct-marketing materials such as postcards, letters and invitations.
 
To quickly create these high-quality marketing pieces, Aspen Marketing operates a digital fleet of ten Xerox systems including four Xerox iGen4 presses and six DocuTech Highlight Color Systems. The company uses Xerox FreeFlow Web Services, powered by Press-sense, to streamline its online order submission process. Additionally, XMPie's PersonalEffect Cross-Media solution is used to create and track cross-media campaigns across print, Web, e-mail and mobile communications. The solution easily integrates within the organization's existing Web-facing programs.
 
The iGen4 press delivers precise color matching critical to the firm's client base of several thousand automobile dealerships and numerous manufacturers, such as General Motors, Kia, Nissan, Infiniti, and Volkswagen. They count on Aspen Marketing to consistently maintain the integrity of their corporate brands.
 
"With the iGen4 press we can deliver color consistency and turnaround a direct-mail piece in the same day the order was placed. We can only do that with digital printing technology," said Patrick J. O'Rahilly, president and CEO, Aspen Marketing.
 
Understanding the importance of customer loyalty, Aspen Marketing's proprietary SmartTouch 2.0 program keeps its automobile clients connected with vehicle owners. The program uses variable-data software and Xerox digital printing technology to create a comprehensive communications strategy that delivers personalized direct-mail and email contacts for maintenance appointments, oil changes and other service reminders.  In addition, the customized pieces contain personalized data, recent service appointments and even images of the owner's vehicle model.
 
The company also relies on Xerox technology to produce direct-to-consumer communications for several Fortune 100 companies, including the diagnostics division of Roche.  For one campaign Aspen Marketing used the iGen4 press and its variable-data software to produce a weekly mailing consisting of 700 different versions, distributed in 42 unique mail packaging options.