One-to-one Marketing Using Digital Print Solutions from Heidelberg
Press release from the issuing company
February 20, 2002 - Heidelberg will be using CeBIT to present one-to-one marketing based on the example of a car configurator and the Audi TT Roadster. Visitors to Heidelberg’s stand in Hall 1, Stand 6A2, will experience a live, hands-on demonstration of how personalized customer targeting can be used productively in one-to-one marketing. The demonstration will show how Heidelberg is able to cover the entire value-added chain of digital printing – from data input to print and finishing.
Visitors to the Heidelberg stand will be able to configure their dream Audi TT Roadster on PC terminals using a car configurator. The NexPress 2100 will then print this configuration in four colors in brochure format. After the trade show, a draw will be made among the participants and the lucky winner will receive the Audi TT Roadster that he or she has configured him/herself.
The data gathered from the car configurator, e.g. the address and details of leisure activities, will be used to print personalized documentation from a combination of black/white content and color cover. For data centers and mainframe applications, Heidelberg will be demonstrating how to produce a mailshot containing personal data and other information relevant to the customer (for example, the address of the dealer in the customer's catchment area) in the form of a barcode. In this way a customer service card precisely tailored to the customer can be assigned to the letter for the further processing stages.
“By joining forces with AUDI AG at CeBIT, Heidelberg will be showing how all of its digital print solutions on display at the trade show can be networked, and how digital printing can be used for efficient one-to-one marketing”, explains Holger Reichardt, Marketing Director at Heidelberg.
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