The colour programme was part of a wider strategy to reposition the 20 year old Datamail business
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A new strategy roadmap was established
We rebranded – creating Datam
The „offer‟ was redefined
There were new premises, new people, new
partnerships and new services
We stopped doing some things
We issued an RFP for continuous colour platforms.
Increase attention span and recall
up by as much as
82%Reduce errors in understanding;
comprehension up by
80%Cut through the clutter
more likely to pick-up a full colour mail by
55%
Why colour? Colour is effective…
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Colour makes your message
more effective… The Pantone
Institute say that we are
78%more likely to remember words
and phrases presented in colour.
Colour is power!
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The enabling technology now exists
• Colour adds value
• There is a carbon (sustainability) upside
• The process can become more “real-time”
• There are supply chain benefits
• Full colour unlocks the potential of TransPromo
Why full colour now for our clients?
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• Client workshops
• XD (experience design) practice established
• TransPromo research project / consultancy
• Consultancy to understand value and reach of the channel
• Sustainability research project
• Colour specific collateral produced
• We commenced market specific research projects – utilities
first
• Wider strategy building into campaign management
and data analytics capabilities
Specific to our colour programme we…
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We needed to grow our colour skills
and establish a pre-press team that
understood the end to end process
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“Most people think that moving to
colour statements must cost a
fortune, but operationally it is
cheaper.”
“Just as important as cost however
is the fact that the change to colour
has allowed Yellow to become more
flexible. We are now able to direct
individually targeted offers to
customers.”
Kim Hawkins
Manager Billing and Credit
Yellow Pages
We sought client advocacy
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We worked with Loyalty NZ so that they could better understand the proposition from a value of saleable space (onsert) point of view
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Early success - Farmers
There was a control group of 50k who
received standard black overprint on
base stock with generic offers.
The actual colour mailing, also 50k,
received full colour highly personalised
letters.
For this group the
response rate increased
by 3.6%.
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