Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     January Economic Webinar     Printing Business Outlook 2017 Report     European Coverage     Production Inkjet Analysis

William Barta of Rider Dickerson discusses integrated marketing

Published on September 16, 2010

Cary Sherburne:  Hi.  I'm Cary Sherburne, Senior Editor at WhatTheyThink.com.  I'm here with Bill Barta who is president of Rider Dickerson in Chicagoland.

William Barta:  Nice to see you.

Cary Sherburne:  Nice to see you, too.  So I understand that you've recently lost a couple of years migrated to what you might call a marketing services provider from the general commercial print.

William Barta:  Correct.

Cary Sherburne:  And maybe you could talk to us about a specific customer where you've exceeded their expectations on a campaign with response rates or whatever other metrics they're looking for by using integrative marketing.

William Barta:  Sure.  Be happy to.  We're in the Chicagoland area and a big part of our business is for universities and educational clients and their perfect application for the Mind Fire solution.  Recently, we did a campaign for a university in the Chicagoland area for new students coming in, seniors in high school, and they were trying to drive students to go to open houses throughout the country; they actually have campuses all over the country.  In the past, they did a static piece.  I think their response rate was somewhere in the two percent response rate.  We did a variable postcard with a personalized URL, so it was actually targeted to male or female.  There were potential scholarships from the university based on their ACT scores, so each card had a different amount as their potential scholarships.  There were different landing pages depending on which campus they were going to.  Bottom line, we think we did about 60,000 or 70,000 postcards.  I think the response rate was somewhere in the eight percent.

Cary Sherburne:  Eight percent?  Wow.

William Barta:  And the client was ecstatic.  When we introduced this technology about a year ago to them they wanted to do a campaign right away and they had one coming up and we kind of put them off because they didn't have their ducks in a row.  We took our time with this one, put it all together, and the client was ecstatic.  In fact, right now, we're doing a second version of that campaign.

Cary Sherburne:  So when you say they didn't have their ducks in a row, they didn't really know -- didn't have the data lined up, or didn't --?

William Barta:  They didn't really have the DLI -- when you're doing these solutions with your clients, the clients need to be involved obviously, because you need to discuss what they're trying to accomplish with these campaigns and they -- it was happening very fast and they just didn't have time to really think it all the way and we didn't want to walk into this technology and try to do something that we didn't was going to be successful unless we had all the information, not only the data, but what type of results they were trying to get.  So we kind of put them off and did it on this last campaign and they were very excited about it.

Cary Sherburne:  And do you find that it's easier to go through the sales process if you're working with a client that's already done a static campaign, so they kind of know okay well this is the results that we get from static?

William Barta:  I think the challenge that we're facing, and it sounds like the other companies are facing, is getting clients first time to use this technology, because they're a little reticent, they're just not sure what it's all about.  A lot of them don't have good management of their data and that's really the key.  You got to convince them that they've got to be able to get good data to start these programs.  If they don't have good data, they shouldn't use this technology or any technology.  They shouldn't spend any money on marketing because the key is the data.  So once we kind of get over that hurdle and work with them on their data and once we get that first campaign going, then they get very excited about it.

Cary Sherburne:  So your advice to someone who's getting into this is to just be cautious, take your time, make sure that the customer is on board, that their data is in good condition, and don't try to rush it.

William Barta:  Don't try to rush it and spend a lot of time training your clients.  Have as many meetings showing them demos because if you try to rush it and they've never used it before they're going to -- they get a little crazy and they don't necessarily want to jump into it.  So but my experience is every new client that we've done this with, they're ecstatic and they keep coming back and doing more of them.

Cary Sherburne:  Which is really important because now you've got a longer sales cycle.  So you need to know that at the end there's going to be a recurring annuity.

William Barta:  Exactly.

Cary Sherburne:  That pays back that investment for you.

William Barta:  Absolutely.

Cary Sherburne:  Great.  Thank you.

William Barta:  Thank you very much.

 

Email Icon Email         

 

 

 

Recent Videos

 

Video preview: What Color is Consistent?

What Color is Consistent?

Published: January 20, 2017

Color management works, and it has been available to designers and printers for more than 25 years. Why then do we still make mistakes in color reproduction? Shoshana Burgett of X-Rite Pantone notes that CM has to be understood as something more than calibrating a monitor. It is a set of steps, processes, and tools that must be in place across the entire production workflow, always with monitoring for continuous improvement. Designers who want color to be consistent in all the channels they are now responsible for can find the help they need in CM, Burgett says.

 

Video preview: Frank on Pre-VDP Personalized Direct Mail

Frank on Pre-VDP Personalized Direct Mail

Published: January 20, 2017

Frank Romano keeps EVERYTHING. This week he shares his collection of pre-VDP personalized direct mail when everyone was a winner. Direct marketers tried every trick to get you to open the envelope.

 

Video preview: The Challenges of Managing Color in a Global Supply Chain at Canadian Tire Retail

The Challenges of Managing Color in a Global Supply Chain at Canadian Tire Retail

Published: January 19, 2017

Angela Stone, Manager of Packaging Optimization at Canadian Tire Retail, is responsible for all of the private label packaging that is used for the wide range of products it offers. It covers all types of packaging, from folding carton to flexible to sewn-in labels. She talks about how she handles color management across this disparate array of packaging applications.

 

Video preview: What PDF 2.0 Will Mean for the Printing Industry

What PDF 2.0 Will Mean for the Printing Industry

Published: January 17, 2017

Mark Lewiecki, Senior Product Manager at Adobe, talks about PDF 2.0, now being developed through the International Standards Organization which has responsibility for the PDF standard. A key new attribute is the ability to put page-level media-specific information directly into the PDF file. The ISO is also defining the metadata as it relates to media, especial for variable data printing, and is incorporating CxF spectral data into the PDF file.

 

Video preview: Learn About Anti-Counterfeiting Measures in Packaging

Learn About Anti-Counterfeiting Measures in Packaging

Published: January 17, 2017

Christine Gallagher, Director of Commercialization at Sonoco Trident, a division of the $5.2 billion packaging organization Sonoco, comes from a brand owner background. She speaks about the latest trends in anti-counterfeiting in packaging and how Sonoco Trident controls anti-counterfeiting measures, including reporting, and next generation developments that empower consumers.

 

Video preview: Leveraging Standards and Specifications to Get to Great Color

Leveraging Standards and Specifications to Get to Great Color

Published: January 16, 2017

Don Hutcheson of HutchColor, one of the industry's most knowledgeable color experts, shares his thoughts on the latest developments in color management and the tools print service providers should have to be able to print to the numbers and deliver against customer color expectations. He explains how industry standards are driving more process control into the art and science of printing.

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2017 WhatTheyThink. All Rights Reserved