This has been amazingly helpful to be surrounded with such expertise, learning so much so quickly about personalised print and being able to pull so much energy and resource to make the campaign successful.”
Learnings so far
While the journey is still ongoing – the campaign due to launch in June – the benefits of bringing all these different ideas, skills and disciplines to the table from the outset are already clear. Here are three lessons learned so far:
1. Audience exploration – data insights and expertise have enabled precise definition of the target audience of highest indexing households based on demographic profiles and regionality. Bringing brand-specific segmentation based on where herd mentality is influencing product sales makes acquisition data work harder. This process proves substantially higher order values.
2. Creative customisation – involvement from the get-go enabled creative designers to exploit thousands of variation possibilities at their fingertips, with a better understanding of how production technology enables unlimited personalisation and customisation. This means both imagery and messaging can adapt to defined profiles, exploiting all creative uses of clever personalisation, regionalisation, colour and design.
3. Seamless production – With production requirements and postage costs in mind upfront, working with the print service provider allows them to advise on the most compelling formats to fulfil the campaign brief, while demonstrating the best strategy for postal optimisation to drive cost efficiencies. Close co-operation of printer and creative teams from the beginning helps cut out many iteration feedback loops.