As competition intensifies, marketing executives are challenged to find more effective and efficient tools for attracting and retaining customers. Conventional modes of communications just don’t yield a satisfactory ROI. According to direct marketing specialist Hart-Hankes, direct mail and e-mail marketing campaigns are averaging ho-hum response rates of 1to 2%. The question is how do you cut through the clutter that barrage customers and engage them in a way that delivers improved results?

Marketing automation is the key. It gives you the opportunity to leverage personal data to create one-to-one marketing communications and substantially improve ROI on your marketing campaigns. According to David Broudy and Frank Romano, authors of Personalized and Database Printing, adding database intelligence as well as personalization and full color to a marketing piece increases response rates five-fold.

Standard Register brings together components of print, composition, digital asset and content management technologies to streamline the process of creating and managing marketing communications while improving their effectiveness with full personalization. Built on our robust SMARTworks® technology platform, our Web-based solutions offer companies decentralized content management with centralized brand control and the ability to create one-to-one communications, leveraging CRM data.

Marketing StoreFront Standard Register’s Marketing StoreFront is your window to greater efficiency and effectiveness. It provides users throughout your enterprise with a centralized e-library of all your marketing materials that they can easily search, view and order. You can catalog both static and variable materials for print on demand as well as inventoried items. It’s everything you need to catalog and manage:

• Product literature
• Presentations
• Campaign kits
• Signage
• Promotional items
• Commercially printed items
• Business cards and stationery

While providing increased visibility for branded materials, the Marketing StoreFront also helps you better manage version control. With content controlled by your designated administrator, there’s no question of what’s current and what’s not. You are able to see that users have access to the most current brand, product and service information. What’s more, using the QuickPrint™, DesignOnDemand® and Dynamic Communications™ modules gives you the flexibility to configure and order personalized collateral, even manage ongoing campaigns.

QuickPrint is a robust print fulfillment tool for producing your quick-turn print jobs professionally and cost-effectively. Powered by SMARTworks® technology, it gives people across your enterprise the ability to order what they need, when they need it, through the convenience of the Web. QuickPrint is ideally suited for printing your ad hoc jobs – presentations, proposals, training manuals, hand-outs and more. No matter that you require every page of a manual to be a different color or finish. QuickPrint is the most flexible tool available. Linked to our network of print centers, we’ll see your jobs are printed, finished and delivered within 48 hours. What’s more, it provides you with the administrative tools to monitor print usage and spending.

DesignOnDemand DesignOnDemand is a marketing solution that enables users to create, order and mail high impact, personalized communications to customers — as few as one — in a little as 48 hours. Leveraging SMARTworks’ robust content-management technology, it simplifies creation of marketing literature, presentations, proposals and direct mail campaigns while maintaining the integrity of your brand. Users select the communications template they need, then personalize it with industry-specific text, and graphic images from your repository and variable information from CRM or other data sources. In a matter of minutes, they’re ready to review an online proof and dispatch their order to one of our digital printing centers or launch the communications electronically.

It’s a powerful tool in streamlining production and distribution of your marketing communications, enabling you to quickly respond to market opportunities as they arise. And it helps eliminate the costs associated with managing inventories and document obsolescence. Even more significant is the power these one-to-one communications have to cut through the clutter of generic marketing messages that bombard customers at every turn. According industry analyst InfoTrends, personalized communications increase response rates by 34%, order size by 25% and repeat business by 48%.

THE ONE-TO-ONE COMMUNICATIONS PROCESS

To learn how several dealerships are using DesignOnDemand to drive service sales, click here.

SMARTworks® Profiler and Prospector These Web-based marketing tools simplify prospecting and maximize results by giving you the means to create highly targeted mailing lists. Linked to our DesignOnDemand application and our network of print and fulfillment centers, Profiler and Prospector provide you with a complete solution for creating, printing and mailing your printed promotions.

B-to-C Marketing Our solution for consumer marketing allows you to more effectively search and target your best prospects. Leveraging the power of advanced data mining technologies, SMARTworks Profiler service develops a profile of your current customers that includes both demographic data and life stage characteristics. Then with the robust, on-line engine of SMARTworks Prospector, you can customize your search using demographics and geographic attributes to build a mailing list of likely prospects for your products and services in your target market areas. Your mailing lists are generated from Acxiom’s comprehensive InfoBase which includes information on more than 170 million individuals in 100 million households nationwide.

B-to-B Marketing SMARTworks Prospector is a vital tool for targeting your business-to-business marketing campaigns. It provides you with a link to USADATA’s powerful prospecting engine where you can search Dunn and Bradstreet’s comprehensive business database to create mailing lists specific to your needs:

• Search geographically by state, county, city, zip
• Search by industry, using Standard Industrial Codes (SIC)
• Refine your list by sales volume, number of employees, etc.

Together with Standard Register’s DesignOnDemand solution, SMARTworks Prospector and Profiler help you improve marketing results by getting the right message to the right audience in a very personalized way. And the beauty is you can launch your targeted campaigns in a matter of days—instead of weeks – from any Internet-accessible desktop.

Dynamic Communications Dynamic Communications takes one-to-one marketing to the next level, giving you the ability to manage direct-marketing campaigns, customer fulfillment programs, quarterly reporting or any time-critical materials fully personalized for individual recipients.

Letters, booklets, information kits – users can configure, personalize and distribute letters, booklets and information kits with ease. Dynamic Communications combines a user-accessible digital asset management system with a customizable, rules-based software engine to enable your staff to create customized communications in electronic or printed formats. An easy-to-use wizard steps them through the process. A rules matrix drives document creation, components of the kits and the language in which messages are to be communicated; it even provides spell checking in up to 14 different languages. It also determines the distribution medium —electronic via the Internet, hard copy by traditional mail, fax, or a combination, based on the individual recipient’s preference.

Standard Register’s Dynamic Communications gives you administrative control over the feature, content and creation of communication content. A convenient check-in/check-out repository allows you to update and add content selections, and track utilization with ease. Or, if you choose to have Standard Register monitor the content, simply send us the new information, and we’ll manage the process.

It’s an integrated communications management tool, which linked to our digital printing and fulfillment centers, will provide high quality production, convenient assembly of multi-part kits, including CDs and promotional items, and expeditious delivery of critical communications. Consider the benefits:

• Reduces costs through an automated, digitized process
• Reduces product obsolescence and warehousing expense with on-demand printing and Web-based presentment
• Improves control over branding and version management
• Improves compliance and accuracy while reducing cycle times
• Improves the customer experience and marketing results with highly personalized communications

Contact us now to learn more how you can leverage this marketing technology.

Related Information & Links
The Direct Marketing Association http://www.the-dma.org/whitepapers/