A Web of Information
Pinto recommended integrating marketing efforts.
"If you have a separate database storing your customers, prospects and their activities, it can be very hard to deliver coordinated and relevant efforts," he advised. "By integrating your data and the channels that you'll be using, it'll be easier to launch, manage and measure successful campaigns."
Sometimes it's best to learn by example. Pinto recalled how an insurance company effectively used web-to-print in a cross-media campaign.
The company offered different types of insurance (e.g., life, health, auto, etc.). The goal, of course, was to sell insurance to people, but the company wanted its sales efforts to be relevant. The problem? The insurance company had a mailing list of prospects, but didn't know much about these people beyond their name and address, Pinto related.
The company came up with a solution to create a personalized URL (PURL) for each person and send out a direct mail piece to them. When recipients visited their PURL, they had the option to select which type(s) of insurance were of interest to them.
"Once they hit 'submit,' the system automatically generated a customized brochure for those people. It contained information—text, pictures and offers—based on the type of insurance selected," Pinto explained. "A print-ready file was created, sent to the printer and then mailed to the prospect shortly afterwards. Not only did this give the insurance company a better database, but [it] also was able to automate [its] follow-up processes."
3. The Trickle Down Effect
For ColorQuick Director of Business Development Scott Levy, web-to-print is all about supply chain optimization, immediacy of purchase, efficiencies and digital asset management and brand management.
Brand arguably is the most important asset of any company, with the logo being the most important identifier. Any tampering of a logo's color, font, sizing, etc. could change the entire perception of a company. A web-to-print portal can control brand management because it centralizes all of a company's marketing collateral in the digital asset management component of the portal.