Roundtable 2005 frenkel
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Transcript of Roundtable 2005 frenkel
PrintSoft Inc
David Frenkel
Making micro-segmentation
marketing easy & profitable
PrintSoft
• Global Leader Automated Document Systems
• Started 1989 Melbourne, always profitable
• 6000+ licenses
• Customers in 50+ countries
• 1000+ bureaus
• Financial services, utilities, telcos, retail
• Subsidiary of
• A$4 billion, highly profitable corporation
• Technology innovator – joint development
• Strategic focus: efficiency and effectiveness of printed and related electronic documents
“Our invoices suck”
Rosie Cassidy, Gannett
• Is this is a common feeling?
Inserts become “Onserts”
Credit Card
Statement (Israel)
Printed on
Kodak Versamark
Selling variable-data-
driven advertising space
Highly successful
Caltex/Sigma Korea
Gas station loyalty-program
statement
•Used to be a black & white
application with a booklet of
vouchers
•Transactional and demographic
data
•Have to go to gas station to
redeem
French Telecom sells 500% More
Presents a typical “Standard Time” on the basis of an all-inclusive, fixed-price tariff for 5 hours
Explanation of how the fixed-price tariff works
7 fixed-price tariffs available: from 3 to 20 hours
Variable fields
Breakdown of duration of “Standard Time” calls with 3D Chart representation
Reminder of current average time and costs of local calls
Sets out benefits of subscribing
Shows the most suitable fixed-price tariff
Opportunity to “trade-up” with two alternative tariffs
Map on the back showing the area covered by the fixed-price tariff
Variable fields
What would help
you do your job better?
Observations
• Desire for greater audience &
messaging granularity
• MAAX can help provide very fine-
tuned segmentation
• A time of experimentation – many
small campaigns
Evolution …
or Intelligent Design?
From Mail to Bulk-Mail to
Phones to E-mail …
Back to Intelligent Multimedia
A sea-change in mail • Hybrid Mail
– Produce campaign
– Distribute production to best sites
– Cleanse, co-mingle, sort, produce
• Australia
• Brazil
• South Africa
• Switzerland
• Italy
• USPS did try
Opportunity
• Outbound phone solicitation has
become a social pariah
• E-mail SPAM filters and overload
• Good old-fashioned mail that has
personally relevant messaging,
graphics, photos & charts can help fill
the void with finesse and lower costs
The desktop mailing system that
improves staff productivity, slashes costs and shortens delivery times
Australia’s largest retailer
40% Cost reduction
Phone room 30 reduced 10
Nuanced collection messaging
Sample D&B letter
Saving expense and time
Preventive medicine • After bad service: Personal letter from
the publisher & offer, to inoculate the
account from abandonment
– Include coupon as mea culpa integrated
into mail piece with bar code
– A special offer tied to customer history,
e.g. for advertising their next garage sale
DeskDirect
Traditionally:
– Large mailings outsourced
– Smaller mailings done in-house
Issues
• Limited labour resources
– Better if staff spent more time on
revenue-generating tasks
• Costs:
– Staff time
– Printer & consumables
• Purchase price only 5% of TCO
• Support = 50% TCO
Costs • Paper - $0.03 / page
• Envelopes - $0.04 each
• Labels
• Consumables e.g. ink - $0.03 / page
• Hourly wage - $16.00
• Hours per 100 pieces - 3
• Labor per piece - $0.48
• Postage (clean mail) - $0.45
Costs
TOTAL
$1.03 for a one-page letter
Some estimates as high as
$1.50 - $2.90
Wouldn’t you like to:
• Free up staff
• Reduce costs
• Shorten delivery times
• Receive postage discounts
• Increase personalization
• Ensure corporate standards
• Reduce number of templates
What is DeskDirect?
• Create mail on desktop
• Electronically submit to service
bureau or central print
production center
• Inserted in mail stream
DeskDirect benefits
• Users send letters without
leaving their desks
• No more printing, folding,
inserting or mail handling
DeskDirect benefits
• Centralized consolidation of mail
– Automatic sorting, bar coding and
postage discounts
• Reduce requirements for
– Desktop printers
– Stationery management
– Mailroom overheads
– Manual mail-processing tasks
DeskDirect benefits
• Increase personalization to
maximize response rates
• Shorten delivery times
• Fewer document templates &
easier maintenance
• Stronger customer relationships
Possible Applications
• Customer correspondence
• Direct marketing letters
– Your own
– Advertisers
• Bad-debt communications
• Support mailings
• Payment reminders
• Notices
• Advertiser reminders and upsells
The desktop mailing system that
improves staff productivity, slashes costs and shortens delivery times
Let’s have a closer look …
Create a document template
Attach database
Insert variable data and images
Proof document
Submit document
• Click on Send button
• Select printing requirements
– Paper type
– Envelope size
– Inserts
– Color
Sending
• All resources zipped and encrypted
• Send via:
– Secure email
– FTP
– Internet
Printing Center
• E-mail confirms receipt of files
• All documents aggregated, sorted,
routed and batched for production
efficiency
• Service provider can provide
address validation, cleansing,
sorting, bar coding & archiving
• Printing >> mailing
Hybrid Mail Engine Control Screen
Functions
Job View • Documents received
& automatically aggregated
Job view
• View documents by:
– Captured
• Stationery type/finishing needs
• Previously defined sort groups
– Allocated to a print job
• Unprinted
• Printed/reprinted
• Finishing stage e.g. inserted, finished
• Dispatched
– Routed
Configure Job
• Select Batch and click on Configure
Configure Job
1. Select printer & inserter
2. Select paper, envelope & inserts
Live update
Job View • View newly created print job
Print View
• View Print Batches
Printer Configuration
• Fine-tune printer settings
Reprints
Route Jobs • Select batch and destination
See forwarded documents
Status View
• View status of all jobs
• Manual update possible
Customer Enquiry • Customer view of all jobs
Set up equipment at each node
Set up equipment details
Stationery Configuration
• Set up stationery types & inserts for
each customer
Thank you