CHOICE Library

Agency: Roger P. Gimbel & Associates

Situation: Xerox® Corporation is a $15.7 billion technology and services enterprise that helps businesses deploy smarter document management strategies and find better ways to work. XMPie® provides software for one-to-one cross-media marketing campaigns—and is an Advanced Business Partner of Xerox. Together, they sought to promote their capabilities at helping marketers create multi-channel Individualized™ marketing programs that include Variable Data Print (VDP).

Solution: Working with Roger P. Gimbel & Associates, the Xerox -XMPieteamstaged a 7-month, 19-venue, 12-country Digitally Cool Seminar Tour that was designed to raise awareness of their digital print-related technologies and deliver qualified prospects into the Xerox sales cycle. To fill seminar seats, they used a “seeing is believing” philosophy in which seminar invitations and qualification materials not only advertised the events—but also, through their very creation and distribution, demonstrated the power of multi-channel Individualization™ and VDP.

Specifically, Digitally Cool communications featured a VDP-produced poster/invitation that contained personalized information about the recipient’s company, seminar options, and a PURL (Personalized URL) response mechanism…an Individualized™ e-mail follow-up that directed recipients to the PURL/landing page for Web registration …and an Individualized™ DocuCard on the day of the event that included a personalized agenda. 

Results: Out of 13,000 invitations that were created in six languages—a total of 5,300 people responded by going to their own personalized web page (41% response). Of these respondees, 26% pre-registered for the seminars—with a total of 1,600 qualified prospects added to the Xerox sales pipeline. ROI-to-date in terms of sales revenue: A whopping 1000%!