Kodak’s Graphic Communication Group
Multi Touches Proves To Be Winning Combination
The digital printing division wanted to boost sales of digital presses in Spain and Portugal and demonstrate Variable Data Print (VDP) capabilities. To do this they designed a four-touch process to get 60 prospects to attend a private demonstration and one-on-one meetings during the 2007 Graphispag, held in Spain.
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Touch One was a personalized boxed invitation sent as an overnight delivery. The copy asked about personal choices for a place to relax in Spain and transportation to the meeting. Also, copy encouraged respondents to respond by overnight mail for additional information to be sent. The invitation was sent 30-days before the event. Touch Two was a second gift box and invited the respondent to the tradeshow and featured personalized images of places to relax in Spain. Once again, Kodak promised to respond by a certain date if the respondent met a deadline. Touch Three was an e-mail message that outlined the agenda of the exclusive meeting. The Fourth Touch was a brief message sent to the cell phone of the attendee two hours before a scheduled meeting to make sure they didn’t miss their one-on-one session. |
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Source: PODi
Campaign Facts
Goal: Set up personalized demonstration of digital presses
Solution: Four-touch process to encourage interest
Results: 50% of the prospects signed up for the demonstration and 100% agreed to a one-on-one meeting
