Emma Bridgewater Homeware are a long standing client of Romax and continuously look to ensure all marketing material is ahead of the current market trend. Cost reduction is always important, but the main interest in change is to improve ROI on all campaigns.
How did Romax Add Value
Client focused personalisation of marketing material is an effective and proven method of creating a greater return on investment. Emma Bridgewater already offers a personalised range of homeware and Romax suggested incorporating this into marketing material. The launch of a new product of personalised tableware provided the ideal opportunity. A complete range was to be offered with the clients name on the product. The most outstanding item was a Coffee Cup with the clients name produced on the side.
The photography department provided Romax with two images, the first with the name included on the cup for guidance, the second with a blank area. The initial trial was a postcard A5 size which was spread across the clients database incorporating low, medium and high purchasers of product.
The clients first name was digitally mapped, matching the actual design on the coffee cup. This was done using Romax’s cutting-edge digital systems. Then matching the recipients address details a colour postcard was produced and mailed.
The printed result was impressive and a higher rate of purchases was noted across the client database. So much so that Romax suggested the next catalogue could be produced incorporating the same format.
How it was produced
The main inner 30 page brochure sections were printed by conventional lithographic printing for maximum cost effectiveness. The four page cover was produced using the same digital mapping as the postcard with the client name incorporated into an image on the front page, some personalised details on the inside page and outbound name and address to the back page. This was then attached to the generic inner sections and enclosed into recycleable polythene for discounted mailing.
The brochures were well received by the clients and a huge flurry of twitter and other social media comments of Emma Bridgewater collectors noted.
Percentage sales increased and overall ROI, taking into account the marginal print and production cost increase on 25,000 items, proved a resounding success.
Romax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2C, Direct Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: firstname.lastname@example.org +44 (0) 20 8293 8550
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