EMC – SydneyAugust 2011

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New

media

Convergent

Communications

Cross

media Multi

channel

How a typical document flows….?The document lifecycle

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So… why full colour now?

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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.

Tour

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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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Colour segments…

Shell replacement, business colour

& Transpromo

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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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Loyalty New Zealand (Fly Buys) - Loyalty

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Winning awards – is rewarding for

both service providers and clients

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Farmers – fast moving consumer goods (FMCG)

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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Early success

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Farmers – Retail loyalty program

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More FMCG (retail) loyalty

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Slingshot - Telco

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TransPromo?

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Investments

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Investments

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Investments

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Investments

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Fuel card statement (B2B)

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Power Company

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Savings statement

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Rural services - statement

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The journey to online

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PSIS – Financial services / banking

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