CHOICE Library

Agency: Roberts Communications / Global Document Solutions

Situation: Although it has long been a pioneer in the document imaging industry, Xerox has traditionally not had a solution set that it marketed directly to commercial printers. However, with its development of high-quality, four-color digital printing equipment—most notably, the Xerox iGen3®—Xerox found it had an opportunity to solicit new business in this untapped market segment.

Solution: Xerox turned to Roberts Communications and Global Document Solutions to create a cross-media campaign that touted the advantages of VDP and one-to-one marketing—with the intent of generating leads for the Xerox iGen3. But rather than simply describing the advantages of one-to-one marketing, the Xerox team demonstrated them—by sending out promotional pieces that served as live examples of VDP in action (perfect for expanding and promoting the printer’s own service offering).

Each prospect was offered the opportunity to enter to win a free MINI Cooper automobile—provided he or she agreed to a meeting with Xerox. Campaign elements included: A dimensional mailing that featured an image of a car license plate from the recipient’s home state, along with the recipient’s own PURL (Personalized URL)…a personalized web site and follow-up postcard, both of which showed an image of a MINI Cooper in the color that the prospect had specified as his or her favorite…telemarketing, e-mail and Web touch-points, plus a VDP thank-you poster.

Results: Outstanding. Xerox achieved an impressive 9.4% response rate—and more importantly, delivered a 900% Return on Investment (ROI). And even among non-responders, nearly two-thirds recalled the dimensional mailer, heightening brand awareness.