ONEtoONE 4_2021 - Programmatic Printing

ONEtoONE 4_2021 - Programmatic Printing - englisch

Editorial Joachim Graf Publisher, ONEtoONE GOING AGAINST IDEOLOGY W hat would you think if your marketing manager told you that no money needed to be put into online marketing because the internet is only a transitional phenomenon? That whatever takes place online has no relevance for your business model or your industry? That they neither use nor like the internet anyway? That they rely on TV commercials, billboards or phone calls instead? Correct: you'd want them at least to test the online channel. To provide robust figures. To calculate and compare the CpO and CpL as well as the turnover and yield through the relevant channel. Interestingly, this is becoming rarer in the print channel – and even more so in the programmatic print channel owing to a lack of information. If, at marketing academies and universities, the print channel is only taught as being "of the past", "shrinking" and "obsolete" (in contrast to the online channel), we shouldn't be surprised that marketing ideology is ahead of analysis in large parts of the Euro- pean marketing field. You can reject print, you can decide against programmatic printing – but you have to know the numbers, you have to test the channels against each other. Only then can you make informed marketing decisions. Everything else is just gut feeling, wishful thinking, ideology. You will find a few arguments, methods and examples that go against this ideology in this special. Yours, Joachim Graf, Publisher . m o c o t o h p k c o t s i / r z u e p p a © l 2 i c i s a B : e g a m i r e v o C : t n i r p r e g n fi w b e g a m

C O N T E N T P R O G R A M M A T I C P R I N T I N G # 1 / 2 0 2 1 24 C O U P O N S How to indivi- dualise coupons 28 P E R S O N A L I S E D T A S T E G R I D S The right wine for every taste 40 M A I L I N G S Personalised upselling mailings for customer loyalty 44 T A R G E T I N G & P R I N T Customer wishes precisely addressed 48 I N F O G R A P H I C 7 myths about print, programmes and processes 06 I N F O G R A P H I C The cross-media customer journey 08 H E A L T H C A R E C O M M U N I C A T I O N Programmatic printing as a spark for a digital campaign 16 G E O I N D I V I D U A L I S A T I O N Attract more walk-in customers 32 C R O S S - C H A N N E L P R A C T I C E How print can be digitally controlled 18 Specialist directory 20 Dialogue service providers 23 Credits / 51 Index Please also see our website: www.programmatic-printing.de 5

Programmatic Printing #1/ 2021 H E A L T H C A R E C O M M U N I C A T I O N PROGRAMMATIC PRINTING AS A SPARK F O R A D I G I TA L C A M PA I G N b y H a r a l d N e b e l A push towards digital is also emerging in the healthcare industry. Email marketing is increasing significantly, particularly in B2B communication with fellow professionals. This often leads to an overload. Where emails threaten to drown in the flood, personalised print communication can help. This is shown by a campaign by LEO Pharma and the agency Digitas Pixelpark. Flyers in doctors' surgeries provide constant brand contact 8 H b m G a m r a h P O E L © : s e g a m I

Programmatic Printing #1/ 2021 ot only do far too many it is considered relevant. Storytel- experts were tasked with establis- emails come in, but also, ling works on two levels: on the one hing a communications umbrella for during the pandemic, con- hand, emotions are appealed to and the psoriasis portfolio in the Euro- N versations with the sales force that released in the recipients and, on the pean market. used to take place in person now other hand, these emotions have a la- The challenge: to create an usually have to be done remotely. sting learning effect. awareness among dermatologists of All this too often leads to massive fatigue among doc- tors, as was the case with the notorious spray-and-pray massmailings of direct adver- tising of the past. At the same time, tech- nological developments have made direct advertising faster and more targeted: convey- ing relevant and personalised content according to target group segments or individu- als is now possible without much effort. "The focus of any campaign planning," says Dolf Schäffel, Senior Client Partner at Digitas Pixelpark the needs that psoriasis pa- tients feel in their daily lives and the real benefits (which may sometimes seem small from the outside) that mo- dern therapeutics can bring to these patients – such as fast relief from itching. Psoriasis is a hereditary, non-contagious chronic skin and joint disease. People with psoriasis suffer considerable stigma and discrimination because of the visible skin marks. Self-isolation and withdrawal because of the fear and shame of rejection are common consequences. "The idea gives the psoriasis community the space it needs." T H O M A S C H . R Ö M M E LT, Senior Product Manager, LEO Pharma Cologne, "should therefore not be "If storytelling focuses on Many people suffer from depression on channel planning first, but on the people," explains Dolf Schäffel, "and or other mental illnesses as a result customer experience." if it succeeds in anticipating the ex- of their psoriasis. In Germany, bet- pectations, challenges and successes ween two and three million people Storytelling of the recipients with an inspiring suffer from psoriasis. The customer experience is about story, companies and their brands what each individual sees, what achieve an identity-forming image in The Target Group they feel and how they act. The tar- their target groups." Accordingly, LEO Pharma first asked get group needs appropriately tailo- red content, which is initially inde- The Challenge what patients and doctors in the psoriasis community expect from pendent of the actual touchpoint. On behalf of LEO Pharma, a glo- a therapy. The next step was to l k r a p e x i P s a t i g D © i : e g a m I Countless studies have shown that bally active Danish pharmaceutical find out how dermatologists can be storytelling has a strong influence company specialising in the fields of persuaded to use LEO Pharma pro- on how communicated content is dermatology and thrombosis, Dolf ducts at an early stage and, above perceived and determines whether Schäffel and his team of healthcare all, more frequently. 9

Programmatic Printing #1/ 2021 The answer to this was to create to focus on the psoriasis community treat them into insights and solutions a shift in the mindset of doctors- and its concerns. and patients without undermining the status of LEO as a trustworthy The Basic Idea that benefit everyone." This defined the cross-product storyline and the point at which the campaign based partner. Blunt, redundant messages From this result, Digitas Pixelpark on acoustic elements begins. It con- about when, where and how the pro- then developed the basic idea of the veys the simple message that the best ducts should be used would not help "LEO hört zu" ("LEO is listening") cam- support can only come from listening. here, Dolf Schäffel added. paign. Thomas Ch. Römmelt, Senior Indeed: "LEO is listening." Instead, relevant approaches Product Manager at LEO Pharma, With the consequence that would have to be shown that awa- elaborates: "This idea gives the pso- Senior Product Manager Römmelt kened the dermatologists' need to riasis community the space it actually has every reason to be pleased: "It is use the appropriate LEO products needs. It's all about transforming the precisely because we have not con- for the patients always exactly when thoughts and expectations of people ventionally developed the communi- they needed them. So they decided affected by psoriasis and those who cation by starting with the products PERSONALISED PRINTS AT TR AC T VISITORS TO THE DIGITAL C AMPAIGN HUB Wherever email campaigns are overlooked, print mailings step in LEO wants to learn more so it can help even more 10 H b m G a m r a h P O E L © : s e g a m I

Programmatic Printing #1/ 2021 that it has worked so well. Instead, mailings – are used in this context pean countries, was – and still is – re- we used the psoriasis community's to ensure constant brand contact in markable. Both internally at LEO thoughts and expectations as a basis, the medical practices. Pharma and among the targeted spe- then turned them into solutions that ultimately benefit everyone." Programmatic Printing cialist groups. All the defined goals of the campaign were achieved within The Hub In line with the campaign objective, a short period of time and the quan- these printed advertising materials tified KPIs were even exceeded by The LEOhoertzu.de microsite serves are intended to generate emotion and far. The campaign succeeded in in- as the campaign hub. Psoriasis in- relevance among the target groups. creasing website traffic by more than sights are grouped together there and each individual in- sight is made audible and tan- gible via a quote from those affected, i.e. patients, doctors, companions or relatives. Every need expressed in this way is met by solutions from LEO: as an invitation to dermatologists to share in the knowledge. On top of that, links to existing LEO websites offer further in- formation and detailed thema- tic in-depth coverage. Owned and paid mai- lings, online advertorials and display ads in trade media were used to promote The Hub. However, in terms of customer experience, the "The focus is on customer experience, not channel planning." D O L F S C H Ä F F E L Senior Client Partner, Digitas Pixelpark 300% and session duration by a remarkable 60% compared to previous, similar campaigns. "To be effective, optimal campaigns should integrate the advantages of digital and print," Schäffel empha- sizes. "It has been shown time and again that integrating print direct mail into digital campaigns can significantly increase not only brand awa- reness, but also website con- version, if you combine the touchpoints in a sensible way, despite the media disruption, to maximize cross-effects." "LEO listens" once again show that what is supposed ly banal, because it is taken for campaign's approach does not stop The print mailings, for example to granted, is neither banal nor (in at the limits of digital technology. dermatologists in private practice, actual practice) self-evident. On the "Particularly in times when provide direct links to the campaign's contrary: the banal has considerable digital takes centre stage," explains digital offerings. Where emails (far significance, and something "self- agency man Schäffel, "additional too) often go unnoticed, programma- evident" like listening really helps attention can be created with the tic printing steps in and not only com- if you don't just complain about it integration of programmatic prin- pensates for them, but also comple- but also put it into practice in a se- ting, especially in the target group ments them as an ideal match. rious way. This insight certainly of healthcare professionals." Flyers The response to the campaign, does not apply to healthcare com- – but above all personalised print which is now running in five Euro- munication alone. 11

AWAKENING EMOTIONS IN A DATA- DRIVEN WORLD Today's world is increasingly data-driven. This makes it all the more important to make communication with the customer as effective as possible. This is the only way to ensure that the desired information reaches the addressee and ultimately improves the marketing ROI. he Future Promotion Forum with the consumer that is associated Joos is Chairman and CEO of Group T firmly established itself among mar- keting professionals as a platform for took place for the third with the brand." consecutive time and has The human touch is crucial to making sense of data Joos, which runs personalised print campaigns on behalf of major retail clients. He comments on the added dimension of data in today's print exchanging information. The Future Vast amounts of data are being coll- communication and how it influ- Promotion Forum is considered an ected. However, the human heart ences customer behaviour: "It is ob- inspirational source for brand ow- and mind are crucial for evaluating vious that digital communication ners and print service providers alike. all this data. Colin Strong, Global alone does not work – and neither In 2020, the event took place online Head of Behavioural Sciences at does print alone. A mixture of both for the first time and it was great to Ipsos, comments on the importance has proven to be very effective. see so many people participating. of the human touch when evaluating Digital and print combined The customer experience is in the foreground data: "Artificial intelligence and the allow for intense personal commu- use of technology-driven approaches nication with the customer, which is to data interpretation are all well and so much more effective in achieving The customer experience is the key good, but it is important always to goals than an email or printed pro- differentiator in marketing today. keep human judgement in mind." motional material alone." Mark de Bruijn, Dutch author and EMEA Marketing Director at Smartly. io, explains: "The trick is to identify Digital + Analogue = best marketing mix which data is relevant for a targe- Finding the balance between digi- ted marketing campaign. Basically, tal and analogue in today's marke- View the presentations online: it's about leaving a positive memory ting mix is of great importance. Alex http://canon.sm/fpf2020video 12

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Advertorial T H E O N S I T E - O F F S I T E C O N N E C T I O N NEW REVENUE POTENTIAL THROUGH DATA-BASED PRINT ADVERTISING FORMATS Postal mailings and coupons are among the highest conversion measures in the sales funnel. Typically, they are used outside the company's own digital contact points (website, shop, app, etc.). How can you develop your full conversion potential in a user-centred way? C ustomers switch very indi- measures, where customer know- ments, the potential buyer can be re- vidually between onsite and ledge can be further enriched and activated offline with a coupon incen- offsite worlds in their custo- can therefore again improve the on- tive via an on-demand personalised mer journey, while marketing often line user experience. The goal: cross- postcard if they have given consent. separates the two communication channel communication that always Offline to online: a potential cu- spheres and delivers inconsistent optimally guides the customer. stomer receives a mailing with a QR content and messages to the same Print products can serve as code for a special promotional offer. user. This break in the user experience both data collection and conversion If they scan this, companies can use leads to a loss of impact and efficiency touchpoints: this as an entry point to show perso- and costs potential leads and sales. Online to offline: a user shows a nalised content to the potential cu- With the knowledge of custo- high interest in a certain product in stomer based on criteria such as age, mers' affinities, companies today the online shop. However, the trak- region or affinity(affinities), for ex- are already creating highly effective king system records the fact that the ample in the app or the online shop. personalised brand experiences at customer leaves the shop without Ideally, this content leads the user their onsite touchpoints. This first- making a purchase. By adding further party basis for data must also be the user information (e.g. from the CRM) into the sales funnel towards a deal. Conclusion: for high-conver- cornerstone for offline marketing in line with data protection require- sion marketing, online and offline SMART DIGITAL INFINIT Y LOOP The continuous interaction between users and the company is optimally represented in the infinity loop, which can be divided into four phases. 14 measures must be integrated onsite and offsite. The basis for this is a silo- free, uniform database that enables a highly personalised customer experi- ence at all times. Only in this way can print advertising formats also contri- bute to targeted increases in sales. Weilimdorfer Str. 74/1 DE – 70839 Gerlingen Phone: +49 7156 6020864 info@smart-digital.de l a t i g D i t r a m S © : c i h p a r G

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Programmatic Printing #1/ 2021 ATTRACT MORE C A SUAL CUS TO M ER S b y K a r s t e n Z u n k e Retail shops need customers to return after the lockdown. With the help of programmatic printing and geoindividualisation, retailers can solve this challenge and target existing and new customers with personalised directions. are good that these customers will soon be standing in the advertised shop redeeming their coupon. Josera, a pet food specialist, shows how to do this very suc- cessfully using cross-media dovetai- ling of its communication. In trade magazines and other channels, Jo- sera draws attention to the fact that interested parties can order food samples on the company website. Those who register not only leave their name and address, but also the name of their pet. The ordered food samples are accompanied by a personalised coupon with a prin- ted card: the owner and pet are addressed by name on the card; the card shows the individual recipient the two nearest Josera shops, inclu- ding directions. In this way, the sup- plier continuously addresses custo- mers on a highly individualised basis every week and thus strengthens its brick & mortar specialised trade. New ideas for more shop visitors Exciting communication routes can also be implemented by geoindivi- dualising QR codes. If a destination is added to the printed code, the print mailing can be linked to real-time navigation. The user scans the code with his smartphone and the stan- dard map application opens auto- matically with the destination infor- G et noticed with print mai- printing, highly individualised adver- mation. No matter where they are, lings: the opportunity has tising letters can be created in digital potential customers can now be never been greater. Not printing, personalised, and tailored given live directions to your shop. only are letterboxes getting emptier to relevant interests. Geoinformation This way, even new customers can and emptier, but the technical pos- can provide additional attention. If easily find their way to the branch. sibilities are also becoming more directions to the nearest shop are But geoinformation is some- sophisticated. With programmatic printed on the mailing, the chances thing that companies do not have per : d l i B 16 j r e v o n n a H e o K r e p s u n K ©

Programmatic Printing #1/ 2021 se. Although they know the addres- Printed route recommendations can ses of their customers, assigning also improve the conversion of an these addresses to the individual advertising campaign for events and branches is usually time-consuming. new openings in remote locations. This work can be done by specialised service providers. Reactivating existing customers They geocode the address lists, According to Locr, existing customers work with printing partners and in can also be reactivated perfectly well this way create individual environ- using geoindividualisation. This was ment maps with route recommen- proven for De Bradelei Stores, a UK dations. "Only geocoding shows chain, using an A/B test. Compared to whether customers are actually traditional mailings, the response rate assigned to the right branch," ex- p l a i n s T h o m a s Schnettler, Business De velopment at g e o m a r k e t i n g specialist Locr. The c o m p a ny l i n k s locations geogra- phically and can take into account not only distances Improve conversion with geocoding for mailings with g e o m a r k e t i n g - elements was 63 percent high er. Since every cou- p o n s e n t w a s p r o vi d e d wi t h reference number, this proof could be provided. G e o i n d i v i - dualisation has but also different travel times, for ex- another advantage for retail chains ample by car or on foot. "Some times and chain stores: they can also target weak nesses in the distribution net- advertised products and coupons work can also be identified in this to specific stores or invite specific way; for example, the need for new customers to regional events. Indi- dealer locations or distribution strate- vidual shops such as hairdressers, gies that need to be adapted in certain bakers, opticians or restaurants, on regions," says the expert. the other hand, are able to position Geocomponents as path to new customers themselves as regional providers and to lower the inhibition thres- hold for a shop visit with individual Individualised directions can be prin- coupons. There are no special tech- ted on a wide variety of media using nical requirements for the marke- digital printing: on the advertising ters. A classic address list that is geo- cover of a subscription magazine, the coded by the geomarketing service recipients' geoinformation can be provider is usually sufficient. The taken into account just as much as in printing partner should cover digi- classic direct mailing or on individual tal printing to enable it to customise coupons. Geoinformation is not only the mailing or coupon, including the suitable for additional shop visitors. card, in large quantities. 17 THIS IS HOW YOU GUIDE CUSTOMERS TO YOUR SHOP WITH INDIVIDUAL DIRECTIONS 1 Bring and keep your address lists up to date 2 Work with a geomarketing service provider or use an online portal to have the address lists geocoded 3 Make sure that the resul ting maps are suitable for your purposes and are printable in the size you want 4 Work with classic map colours, your logo and a route color matching to your corporate design 5 If you have a crossmedia approach and also want to use location maps on your website, you should pay attention to low resolutions so as not to lengthen loading times on the web 6 If your target group is techsavvy, printed QR codes with destination information can be a good option 7 Speak to customers in per son and recommend the best route to your shop 8 If the density of branches allows it, you should give customers a choice and recommend two nearby shops instead of just one 9 Combine the individual environment maps with a coupon and an ID in order to track the success of the campaign 10 Reopening, loyalty discount, local events: tailor the offerings to the regional target group and ensure that your campaign is timed well

Programmatic Printing #1/ 2021 D I R E C T O R Y O F S P E C I A L I S T S PROGR AMMATIC PRINTING Experienced service providers from your area can be found here sorted by postcode. 10 8 9 2 7 1 6 5 4 23 13 14 12 11 17 15 18 21 22 20 19 27 24 25 26 31 32 33 28 29 30 16 3 39 5 40 38 42 35 36 37 34 41 6 49 52 47 48 51 43 44 45 50 46 0 2 3 1 4 69 68 72 67 66 71 70 9 0 1 / clicks digital GmbH www.clicks.digital 2 / Avedo - a brand of the Ströer Dialog Group GmbH www.avedo.de 3 / Mailingwork GmbH www.mailingwork.de 4 / T-Systems MMS www.t-systems-mms.com 1 5 / Episerver GmbH www.episerver.de 6 / MKM media - Selfmailer.com www.selfmailer.com 7 / VSP Direktmarketing KG www.vsp-direktmarketing.de 2 8 / wer-zu-wem GmbH www.wer-zu-wem.de 9 / DMA consulting GmbH & Co. KG www.dma-consulting.de 10 / Eversfrank Group www.eversfrank.com 3 11 / interfon adress Gesellschaft für AdressenResearch mbH www.interfon-adress.de 12 / SAZ Services GmbH www.saz.com 13 / beDirect GmbH & Co.KG www.bedirect.de 7 8 53 54 55 56 57 58 59 60 61 62 63 64 65 1 Austria 3 4 5 1 2 Switzerland You can find the detailed range of services offered by each individual company in the service provider full text search at www.programmatic-printing.de 18 . m o c o t o h p k c o t s i / s c i h p a r g i i . © d n u m o c o t o h p k c o t s i / i i k s w e n s e L r e n a R © i : e g a m i n o d e s a b p a M

14 / Deutsche Post Adress www.postadress.de 15 / MAX FIELDS GmbH www.max-fields.com 16 / myview systems GmbH www.myview.de 17 / RICOH Germany www.ricoh.de 18 / locr GmbH www.locr.com 4 19 / DATEN_PARTNER www.daten-partner.de 20 / Jahns and Friends www.jahnsandfriends.de 21 / Michael Schiffer Dialog GmbH www.michaelschiffer.com 22 / SmartCom GmbH www.smartcom.de 23 / Customy GmbH & Co.KG www.customy.de 5 24 / Melissa Data GmbH www.melissa.de 25 / boloria – Beratungsagentur für Relationship Marketing www.boloria.de 26 / KCC GmbH www.kcc-koeln.com 27 / AS Address Solutions GmbH www.address-solutions.de 28 / promio.net GmbH www.promio.net 29 / Austrian Post International Deutschland GmbH www.austrianpost.de 30 / artegic AG www.artegic.de 31 / walter services GmbH www.walterservices.com 32 / Deutsche Post Direkt GmbH www.postdirekt.de 33 / Asendia Germany GmbH www.asendia.de 34 / below GmbH www.below-mainz.de 6 35 / ABIS GmbH www.abis-online.de 36 / gkk dialogGroup GmbH www.gkk.de Programmatic Printing #1/ 2021 37 / XQueue GmbH www.xqueue.de 38 / PROLEAGION GmbH www.proleagion.com 39 / eGENTIC GmbH www.egentic.com 40 / O/D Ottweiler Druckerei und Verlag http://www.od-online.de 41 / Direct Link Worldwide www.directlink.com 42 / WERBEHAUS B2B Marketing Consult www.werbehaus.com 7 43 / ABSICHT AG www.absicht.ag 44 / pbdirekt GmbH www.pbdirekt.de 45 / ARUMedia GmbH https://aru-media.com/de.html 46 / Schober Information Group Deutschland GmbH www.schober.de 47 / a+s DialogGroup GmbH www.as-dialoggroup.de 48 / WIRmachenDRUCK GmbH https://www.wir-machen-druck.de/ 49 / mediadress GmbH www.mediadress.de 50 / Burda Druck GmbH www.burda-druck.de 51 / REXAGO Information GmbH www.rexago.com 52 / MMS Melter Mail Service GmbH www.melter.de 8 53 / Serviceplan One GmbH & Co.KG www.serviceplan-one.com 54 / Striped Giraffe Innovation & Strategy GmbH www.striped-giraffe.com 55 / panadress marketing intelligence GmbH www.panadress.de 56 / HEROLD Medien Data GmbH www.heroldmedia.com 57 / Acxiom Deutschland GmbH www.acxiom.de 19 58 / Hillert und Co. Werbeagentur GmbH www.hillertundco.de 59 / Göbel+Lenze Direktmarketing GmbH www.goebellenze.de 60 / b.telligent www.btelligent.com 61 / Evalanche (SC-Networks GmbH) www.sc-networks.de 62 / Quadient CXM Germany GmbH www.quadient.com 63 / Canon Production Printing www.canon.de 64 / eMBIS Academy for Online Marketing www.embis.de 65 / Firmen-Radar UG www.firmen-radar.de 9 66 / Integrated Realization Services GmbH www.irs-nbg.de 67 / performance werk GmbH www.performance-werk.de 68 / marcapo GmbH www.marcapo.com 69 / AlphaPicture GmbH www.alphapicture.com 70 / DataM-Services GmbH www.datam-adressdirekt.de 71 / Business Data Solutions GmbH & Co.KG www.bds-online.com 72 / Dataform Dialogservices GmbH www.dataform.group Switzerland 1 / Universal Postal Union (UPU) www.upu.int 2 / Jordi AG https://www.jordibelp.ch/ 3 / Swiss Direct Marketing AG https://www.mysdm.ch/ 4 / Connectum GmbH www.connectum.ch 5 / SAZ Services AG www.saz.com Austria 1 / feibra GmbH www.feibra.at

Programmatic Printing #1/ 2021 DIALOGUE SERVICE PROVIDERS You can find more information about all the service providers listed in the Business Guide channel at ONEtoONE.com ADDRESSES ABIS GmbH Jens Gerlach Lyoner Straße 20 60528 Frankfurt P +49 69/792009-0 F +49 69/792009-20 info@abis-online.de www.abis-online.de Business Data Solutions GmbH & Co. KG Sissi Baudach Kettelerstr. 3-11 97222 Rimpar P +49 9365/8878188 info@bds-online.com www.bds-online.com Customy GmbH & Co.KG Thomas Schult Klarissengasse 4 48143 Münster P +49 251/981171-0 F +49 251/981171-111 info@dotss.de www.dotss.de DataM-Services GmbH AdressDirekt Tanja Komp Franz-Horn-Straße 2 97082 Würzburg P +49 931/4170-436 F +49 931/4170-499 tkomp@datam-services.de www.datam-adressdirekt.de Deutsche Post Adress GmbH & Co. KG Matthias Borner Am Anger 33 33332 Gütersloh P +49 5241/5393-0 F +49 5241/5393-49 info@postadress.de www.postadress.de Advertisement WIR FINDEN IHRE ADRESSEN KLASSISCH - DIGITAL - QUALITATIV www.datam-adressdirekt.de Tel. +49 931 4170 436 Deutsche Post Direkt GmbH Anja Ehlen-Gavriilidis Junkersring 57 53844 Troisdorf P +49 2241/2661-0 F +49 2241/2661-1111 info@postdirekt.de www.postdirekt.de eGENTIC GmbH Lead Generation Istvan Volford Oberliederbacher Weg 25 65843 Sulzbach/Ts. P +49 6196/8022-0 F +49 6196/8022-100 vertrieb@egentic.com www.egentic.com Firmen-Radar UG Dipl.-Ing. Werner Maier Leisings Buind 5 87541 Bad Hindelang P +49 8324/438 99 88 info@firmen-radar.de www.firmen-radar.de Advertisement e d r. a d a r - n e m r fi w w w . Daten von neuen Firmen und Selbstständigen Indima direct Stuttgarter Str. 41 75179 Pforzheim P +49 7231/3963-0 F +49 7231/3963-30 info@indima.de www.indima.de Melissa Data GmbH Mr Cagdas Gandar Cäcilienstr. 42-44 50667 Cologne P +49 221/975892-40 F +49 221/975892-49 info@melissa.de www.melissa.de panadress marketing intelligence GmbH Karl-Heinz Mühlbauer Nymphenburger Straße 14 80335 Munich P +49 89/8908335-0 F +49 89/8908335-30 info@panadress.de www.panadress.de pbdirekt GmbH Jörg Höhnle Motorstraße 25 70499 Stuttgart P +49 711/83632-55 F +49 711/83632-36 info@pbdirekt.de pbdirekt.de performance werk GmbH Mark Dimster Flößautraße 22 90763 Fürth P +49 911/766624-200 F +49 911/766624 299 m.dimster@ performance-werk.de www.performance-werk.de 20 PROLEAGION GmbH Klaus Birkenbihl Kreuzberger Ring 24 65205 Wiesbaden P +49 611/723777-0 F +49 611/723777-77 info@proleagion.com www.proleagion.com SAZ Services AG Davidstrasse 38 9000 St. Gallen Switzerland P 0041/7122735-00 F 0041/7122735-01 info@saz.com www.saz.com Universal Postal Union (UPU) International Bureau Carla Sahli Weltpoststrasse 4 CH-3000 Bern 15 P 0041/31350-3491 F 0041/31350-3110 postcode@upu.int www.upu.int wer-zu-wem GmbH Stefan Duphorn Bergedorfer Schloßstr. 9 21029 Hamburg P +49 40/84304-888 info@wer-zu-wem.de www.wer-zu-wem.de AGENCIES a+s DialogGroup GmbH Kai-Uwe Hesse Stuttgarter Straße 41 71254 Ditzingen P +49 7156/42584-00 F +49 7156/42584-90 contact@as-dialoggroup.de www.as-dialoggroup.de below GmbH Agentur für Below-the-Line Marketing Christian Klöver Heidesheimer Straße 49 55124 Mainz P +49 6131/62740-0 F +49 6131/62740-40 info@below-mainz.de www.below-mainz.de Claneo GmbH Revaler Straße 30 10245 Berlin Germany P +49 30 767319000 F +49 30 767 319 009 https://www.claneo.com/de/ communications@claneo.com clicks digital GmbH An der Mauer 1 01067 Dresden P +49 351/65312010 F +49 351/65312011 info@clicks.de www.clicks.de fmk. + FACT Werbeagenturen GmbH Andreas Fahrion Einsteinstraße 44 73230 Kirchheim Teck P +49 7021/92009-0 F +49 7021/92009-22 info@fmk-web.de www.fmk-web.de gkk DialogGroup GmbH Roman Kretzer Executive Director, Business Development & Innovation Hanauer Landstraße 154 60314 Frankfurt am Main P +49 69/754475 F +49 69/754477 roman.kretzer@gkk.de www.gkk.de Jahns and Friends Agentur für Dialogmarketing und Werbung AG Kirsten Gabriel Heerdter Sandberg 32 40549 Düsseldorf P +49 211/55962-0 F +49 211/55962-49 kgabriel@jahnsandfriends.de www.jahnsandfriends.de Is your company missing from here? onetoone.de/businessguide

Programmatic Printing #1/ 2021 Detailed provider profiles: onetoone.de/businessguide DATA beDirect GmbH & Co. KG Elena Baeder Carl-Bertelsmann- Str. 105-107 33311 Gütersloh P +49 5241/8045612 elena.baeder@bedirect.de www.bedirect.de Bisnode Deutschland GmbH Senior Brand Manager Peter Schmitt Robert-Bosch-Straße 11 64293 Darmstadt P +49 6151 / 380-0 F +49 6151/380-360 peter.schmitt@bisnode.com www.bisnode.de Business Data Solutions GmbH & Co. KG Sissi Baudach Kettelerstr. 3-11 97222 Rimpar P +49 9365/8878188 info@bds-online.com www.bds-online.com panadress marketing intelligence GmbH Karl-Heinz Mühlbauer Nymphenburger Straße 14 80335 Munich P +49 89/8908335-0 F +49 89/8908335-30 info@panadress.de www.panadress.de SAZ Services GmbH Gutenbergstraße 1 - 5 30823 Garbsen P +49 69/848463-0 F +49 69/848463-79 listinfo@saz.net www.saz.com DIGITAL MARKETING ARUMedia GmbH Motorstr. 52 70499 Stuttgart P +49 711/9070980 info@aru-media.com www.aru-media.com construktiv GmbH trafficmaxx Oliver Dahm Haferwende 1 28357 Bremen P +49 421/27867-0 F +49 421/20709-78 info@construktiv.de www.construktiv.de eGENTIC GmbH Istvan Volford Am Unisyspark 1 65843 Sulzbach/Ts. P +49 6196/8022-0 F +49 6196/8022-100 vertrieb@egentic.com www.egentic.com performance werk GmbH Mark Dimster Flößautraße 22 90763 Fürth P +49 911/766624-200 F +49 911/766624 299 m.dimster@ performance-werk.de www.performance-werk.de PROLEAGION GmbH Klaus Birkenbihl Kreuzberger Ring 24 65205 Wiesbaden P +49 611/723777-0 F +49 611/723777-77 info@proleagion.com www.proleagion.com EMAIL artegic AG Stefan von Lieven Zanderstraße 7 53177 Bonn P +49 228/227797-0 F +49 228/227797-900 info@artegic.de www.artegic.de CONTACT CENTRES AIC Service & Call Center GmbH Andreas Diederich Gottfried-Hagen-Straße 36 51105 Cologne P +49 221/96372-15 F +49 221/96372-75 info@aic-services.com www.aic-services.com getaline GmbH Axel Dunker Friedrich-Ebert-Damm 111 c 22047 Hamburg P +49 40/646046-6050 F +49 40/646046-6750 welcome@getaline.de www.getaline.de CRM Connectum GmbH Claude Folly Grossrietstrasse 7 CH - 8606 Nänikon P 0041/44/8023737 F 0041/44/8023730 dialog@connectum.ch www.connectum.ch DataLab. GmbH Maximilian Graf Stolberg Ernst-Gnoß-Str. 24 40219 Dusseldorf P +49 211/417 419 4616 F +49 211/417 419 679 evollmer@datalab-crm.de www.datalab-crm.de d+s management GmbH Mexikoring 33 22297 Hamburg P +49 40/4114-0 F +49 40/4114-1098 info@ds-cc.de www.ds360grad.com panadress marketing intelligence GmbH Karl-Heinz Mühlbauer Nymphenburger Straße 14 80335 Munich P +49 89/8908335-0 F +49 89/8908335-30 info@panadress.de www.panadress.de Digitas Pixelpark Viviane Kruggel Heidi-Kabel-Platz 2 20099 Hamburg P +49 40/34101-0 info@digitaspixelpark.com www.digitaspixelpark.com Wundermann Thompson GmbH Stuttgart Arno Hoffmann New Business Manager Forststraße 9 70174 Stuttgart P +49 711/28470000 F +49 711/28470027 arno.hoffmann@wunder- mannthompson.com www.wundermann- thompson.com Sommer & Goßmann MEDIA-MANAGEMENT GmbH Helmut Hartinger Erlenmeyerstr. 1 63741 Aschaffenburg h.hartinger@ sommer-gossmann.com P +49 6021/360-787 F +49 6021/36088-787 www.sommer-gossmann.com AUDIO, PHOTO, VIDEO AlphaPicture GmbH Michael von Aichberger Wiesenstraße 1A 96450 Coburg P +49 9561/6756781 m.v.aichberger@ alphapicture.com www.AlphaPicture.com Sommer & Co. GmbH Managing Director: Dr. Damian Sarnes Rheinische Allee 1 50858 Cologne P +49 221 165 37 300 F +49 221 165 37 399 sarnes@sommer-co.com www.sommer-co.com Advertisement www.sommer-co.com Tel. 0221-165 37 300 EDUCATION AND TRAINING eMBIS GmbH Akademie für Online-Marketing Markus Bockhorni Blumenstr. 25 85399 Hallbergmoos P +49 811/993366-0 F +49 811/993366-1 mail@embis.de www.embis.de CONSULTANTS MaritzCX GmbH Marketing Manager EMEA Diana Tyszkiewicz Borselstr. 18 22765 Hamburg P +49 40/36983321 F +49 40/36983333 diana.tyszkiewicz@ maritzcx.com www.inmoment.com COMMERCE OXID eSales AG Bertoldstraße 48 79098 Freiburg P +49 761/36889-0 F +49 761/36889-29 marketing@oxid-esales.com www.oxid-esales.com ProfiMasking Image Editing / Photo- graphy / Graphic Design / Multimedia Björn Brücker, Torben Jakob Föhrenstraße 33 90530 Wendelstein P +49 9129/2969696 F +49 3212/1395849 info@profimasking.de www.profimasking.de Striped Giraffe Innovation & Strategy GmbH Management: Mr Gunnar Rohde Lenbachplatz 3 80333 Munich P +49 176/96862043 g.rohde@striped-giraffe.com www.striped-giraffe.com trbo GmbH Leopoldstr. 41 80802 Munich P +49 89/55 05 36 20 info@trbo.com www.trbo.com Schober Information Group Deutschland GmbH Meisenweg 37 70771 Leinfelden- Echterdingen P +49 715/63040 jessica.mueller@schober.de www.schober.de Akima MEdia Volker Schmidt Garmischerstr. 8 80339 Munich P +49 89 / 1795918-0 F +49 89 / 1795918-99 social@akima.de 21

BACKCLICK GmbH Matthias Gottschalk Brabandtstraße 8 38100 Braunschweig P +49 531/61563-200 F +49 531/61563-179 info@backclick.de www.backclick.de eGENTIC GmbH Lead Generation Istvan Volford Am Unisyspark 1 65843 Sulzbach/Ts. P +49 6196/8022-0 F +49 6196/8022-100 vertrieb@egentic.com www.egentic.com Inxmail Wentzingerstraße 17 79106 Freiburg P +49 761/296979-800 F +49 761/296979-9 kontakt@inxmail.de www.inxmail.de mailingwork GmbH Diana Falke Schönherrstraße 8 09113 Chemnitz P +49 371/337161-0 F +49 371/337161-10 info@mailingwork.de www.mailingwork.de netnomics GmbH Jens Hilbrands, Martin Beermann Großneumarkt 50 20459 Hamburg P +49 40/6360784-11 F +49 40/6360784-29 info@netnomics.com www.netnomics.com Episerver GmbH Wallstraße 16 10179 Berlin Germany P +49 30/7680780 F +49 30/768078499 infodach@episerver.com http://www.episerver.de performance werk GmbH Mark Dimster Flößautraße 22 90763 Fürth P +49 911/766624-200 F +49 911/766624 299 m.dimster@ performance-werk.de www.performance-werk.de PROLEAGION GmbH Klaus Birkenbihl Kreuzberger Ring 24 65205 Wiesbaden P +49 611/723777-0 F +49 611/723777-77 info@proleagion.com www.proleagion.com promio.net GmbH e-marketing competence Constanze Schmeichler Giergasse 2 53113 Bonn P +49 228/2807700 F +49 228/2807728 business@promio.net www.promio.net rabbit eMarketing GmbH Kaiserstr. 65 60329 Frankfurt am Main P +49 69/256 88 0 F +49 69/256288-499 sparringspartner@rabbit- emarketing.de www.rabbit-emarketing.de Supermailer Mirko Böer Softwareentwicklungen Malachitstraße 16 04319 Leipzig P +49 341/8632842 F +49 341/8632843 info@supermailer.de www.supermailer.de FULLFILMENT dataform dialog- services GmbH Wiesenstraße 1 90614 Ammerndorf P +49 (0)9127 599-0 F +49 (0)9127 599-99 info@dataform.group www.dataform.group LOGISTICS Loxxess AG Kerstin Schmiegel Betastr. 10E 85774 Unterföhring P +49 89/25547610 F +49 89/25547611 kerstin.schmiegel@ loxxess.com www.loxxess.com Programmatic Printing #1/ 2021 MAIL SERVICES mayer-network GmbH Wannenäckerstraße 65 74078 Heilbronn P +49 7131/728-0 F +49 7131/172675 service@mayer-network.com www.mayer-network.com POSTAL AND PARCEL SERVICES Asendia Germany GmbH Redcarstraße 3 53842 Troisdorf P +49 2241 94720 info.de@asendia.com www.asendia.de VSP Direktmarketing KG Gregor Weisse Am Bahnhof 3 19086 Plate P +49 3861/5514-13 F +49 3861/5514-76 g.weisse@vsp- direktmarketing.de www.vsp-direktmarketing.de AUSTRIAN POST International Deutschland GmbH Heinemannstraße 11-13 53175 Bonn P +49 228/932949-0 F +49 228/932949-19 info@austrianpost.de www.austrianpost.de Spring Global Delivery Solutions Marketing contact: Sonja Riebel Lise-Meitner-Straße 9 50259 Pulheim Email: Sonja.Riebel@ spring-gds.com Sales contact: Jan Brück Email: jan.brueck@ spring-gds.com PRINT GV Kommunikation auf Papier GmbH Benjamin Haug Heilbronner Straße 40 71634 Ludwigsburg P +49 7141/298694-0 F +49 7141/298694-90 bh@gvkommunikation.de www.gvkommunikation.de Rainbowprint Your online print shop Elena Kälber Paradiesstraße 10 97225 Zellingen-Retzbach P +49 9364/8173-0 F +49 9364/8173-173 info@rainbowprint.de www.rainbowprint.de Wirtz Druck GmbH & Co. KG Mr Vinzenz Schmidt Stemmbrückenstraße 1 45711 Datteln P +49 2363/5667-0 F +49 2363/5667-77 mailings@wirtz-druck.de www.wirtz-druck.de MARKETING-SERVICES styleranking media GmbH Managing Director: Roland Schweins Königsberger Str. 1-5 40231 Düsseldorf P +49 211/93674335 F +49 211/93674350 roland@styleranking.de http://www.styleranking.de/ MEDIA Axel Springer Syndication GmbH Head of Sales: Oliver Hamann Schützenstr. 15-17 10117 Berlin P +49 30/259173-609 F +49 30/259173-896 oliver.hamann@ axelspringer.de axelspringer-syndication.de PAYMENT payolution GmbH Marketing Brigitte Kainradl-Schmoll Am Euro Platz 2 A-1120 Wien P (0043)1/2360230100 F (0043)1/2360230200 brigitte.kainradl-schmoll@ paysafe.com www.payolution.com 22 w&co MediaServices GmbH & Co KG Janina Pielken Charles-de-Gaulle-Straße 8 81737 Munich P +49 89/678003-486 F +49 89/678003-70 janina.pielken@w-co.de www.w-co.de PROGRAMMATIC PRINTING Canon Deutschland GmbH Johann Schmidbauer Siemensallee 2 85586 Poing johann.schmidbauer @canon-europe.com dataform dialog- services GmbH Wiesenstraße 1 90614 Ammerndorf P +49 (0)9127 599-0 F +49 (0)9127 599-99 info@dataform.group www.dataform.group IRS Integrated Realization Services GmbH Managing Director: Christof Förtsch Gutenstetter Str. 2 90449 Nuremberg P +49 911/93526-26 F +49 911/93526-25 C.Foertsch@irs-nbg.de www.irs-nbg.de Maertterer one-to-one Gerhard Märtterer Risselbronnen 25 71336 Waiblingen P +49 7151/908855 gerhard@maertterer.net www.maertterer.net Michael Schiffer Dialog GmbH Executive Assistant: Barbara Nocken Industriestr. 6 47495 Rheinberg P +49 2843/172-0 F +49 2843/172-10 ibusiness@ michaelschiffer.com www.michaelschiffer.com Don't see your need listed? onetoone.de/businessguide

MKM media Verlags- und Medien- produktions- gesell. mbH & Co. KG Managing Partner: Mr Thomas G. Müller Quermathe 9 14532 Stahnsdorf P +49 3329 69962-0 F +49 3329 69962-99 mueller@mkm-media.de www.mkm-media.de O/D Ottweiler Druckerei und Verlag GmbH Johannes-Gutenberg-Str. 14 P +49 6824-9001-0 info@od-online.de www.od-online.de www.onetoone-marketing.de SmartCom GmbH Sauerfeldstr. 1 47495 Rheinberg P +49 (0)2843 / 957 0 kontakt@smartcom.de www.smartcom.de TECHNOLOGY Apteco GmbH Martin Clark Schaumainkai 87 60596 Frankfurt a.M. P +49 69/2566970-101 F +49 69/2566970-111 info@apteco.de www.apteco.de Freshworks GmbH Alte Jakobstr 85/86 10179 Berlin P +49 305 884 9246 ariane.pollock@ freshworks.com www.freshworks.com MAC IT-Solutions GmbH Nicole Wehner Lise-Meitner-Str. 14 24941 Flensburg P +49 461/43055-0 F +49 461/43055-180 info@mac-its.com www.mac-its.com PubMatic Axel-Springer-Platz 3 20355 Hamburg P +49 177 88 70 958 centraloffice@pubmatic.com www.pubmatic.com real media technic STAUDACHER GmbH Kreuzburger Str. 8 90471 Nuremberg P +49 911/89393-0 F +49 911/8939393 info@staudacher.de www.staudacher.de trbo GmbH Leopoldstr. 41 80802 Munich P +49 89/215 38 68 0 info@trbo.com www.trbo.com T-Systems Multimedia Solutions GmbH Riesaer Straße 5 01129 Dresden Country: Germany P +49 351 28 20 0 a.dubau@t-systems.com www.t-systems-mms.com ADVERTISING MATERIAL Advertisement www.suesse-werbung.de Programmatic Printing #1/ 2021 Credits Programmatic Printing #1/2021 (corresponds to ONEtoONE 4/2021) Publisher Hightext Verlag Graf und Treplin OHG 80687 Munich, Schäufeleinstr. 5 Tel.: +49 / 89 57 83 870 Fax +49 / 8957 83 8799 www.onetoone.de Notification pursuant to Section 8, Article 3 of the Bavarian Press Act HighText Verlag and Graf und Treplin OHG are owned, each with a 50 percent share, by Joachim Graf (responsible for editing and advertising) and Daniel Treplin (both journalists, Munich); Commercial Register of Munich HR A 72216 Publisher (responsible according to the German Press Law) Joachim Graf Gerhard Märtterer (Deputy) Editorial Advisory Board Tino Wägelein, Johann Schmidbauer Redaktion@onetoone.de Joachim Graf, Susanne Fricke, Dominik Grollmann, Sebastian Halm, Susan Rönisch, Christina Rose (Editorial Director), Frauke Schobelt Editorial Office Valérie WagnerAmougou Media @onetoone.de Gabriele Drexler, Benjamin Karg, Dagmar Kraux Leserservice@onetoone.de Bianka Matthies Design Uwe Müller Copyediting Gabriele von Kröcher Print Strube Druck & Medien GmbH A company of WKS Druckholding GmbH Stimmerswiesen 3, 34587 Felsberg E X P E R T F O R U M “ P R O G R A M M AT I C P R I N T I N G” as part of the 4th dialogue- MarketingConference 2021-06-15 from 9 a.m. Topics among others: DAM, PIM, MAM, Variable Data Printing, Personalisation of cards, envelopes, coupons etc., Digital printing, cross-media marketing automation. Register now and take part for free: www.onetoone.de/webinar ONEtoONE is a member of IVW e.V. 23

Programmatic Printing #1/ 2021 HOW TO INDIVIDUALISE COUPONS b y K a r s t e n Z u n k e Coupons are a tried and tested means of incentivising quickly become a nerve-wracking game of cat and mouse. Also, cam- paigns cannot be optimized be- cause important information about the channel and those redeeming the coupons is no longer reliable. A blind flight that many companies do not have to endure for long – and no longer have to, because, with digital printing, individual coupons can be implemented without any techni- cal problems and at lower costs than with earlier classic printing methods. Experts advise starting directly with individualised coupons. "Parti- cularly when reactivating existing cu- stomers, individual coupons should be the tool of choice," Käfert advises. Print mailings have proven to be the ideal way to do this – it allows the success of a reactivation to be preci- sely tracked. Individualisation also opens up new possibilities for cam- paign optimization – for example through different coupon amounts. Depending on the average shopping basket size or coupon quota of the recipients, for example, the coupon prospective customers. But those who distribute them with amount can be individually adjusted scattergun approch end up losing money. Programmatic printing enables fine-grained individualisation and takes coupon marketing to a new level of efficiency. to achieve an optimal effect during reactivation. Package inserts for new and existing customers Online trade is booming, which is M ost companies start their explaining the dilemma many com- why individualised coupons are in- coupon marketing with panies face. If you print all your cou- creasingly being enclosed in parcels. non-individualised cou- pons with the same code, you can They can even be used to acquire new pons. Until they discover that some still increase your sales, but you will customers. The advantage: the adver- of the coupons appear in affiliate quickly lose track of which media or tiser knows which shipper achieved portals. "This means the ability to channels contributed to conversion. the best results and can adjust the measure conversions is lost," Robert If the coupon is placed on a portal, insert campaign accordingly. The In- Käfert, Managing Director of the anyone can redeem it. Removing the dividualisation of each insert ensures Collaborative Marketing Club, says, coupon means extra work and can sound measurement results. s c i m y n d A © : e g a m I 24

Programmatic Printing #1/ 2021 Package inserts can also be an either. Moreover, a campaign of this this case, the coupon value is gene- effective means of addressing exi- type can be implemented quickly, rated individually for each customer. sting customers. This is where spe- even in just two weeks. Software analyses the customer in- cialists like Adnymics come in. The principle: the shipper implements the provider's software as well as a special printing system at its packing O P T I O N 2 HYBRID SOLUTION formation and creates the indivi- dual coupon, including the code. In this way, current buyers can also be addressed individually. This variant stations. In the online shop, the soft- If several coupon variants with dif- is worthwhile if there is a high dis- ware analyses data such as interests, ferent values and individual coupon patch volume (from around 15,000 buying behaviour and shopping codes are to be produced for different per month). To implement a solution basket actions. During the ordering segments, hybrid solutions can be of this type, software is connected to process, the software generates a used. For very small dispatch volumes, the WMS and a colour printing sy- PDF with appropriate product recommendations, an indivi- dual coupon and the person's name. Once the packing process takes place, this file is printed out at the packing station and enclosed with the package. Via a dashboard, marketers can keep an eye on the KPIs of all package The method of choice for reactivating existing customers. stem is installed at the packing station for on-demand printing. In order to initiate the printing of the coupon, the WMS also re- quires information about which order is being processed at which packing station. A variant of this type can usually be imple- mented in about six weeks. insert campaigns in real time. How- the employee at the packing station ever, such processes only make sense can manually select the correct inserts This should make it clear that opti- for large volumes. For example, Ad- and coupon variants. In order to ons for coupon marketing are beco- nymics recommends a minimum vo- implement such a solution, adjust- ming increasingly elegant. However, lume of 15,000 packages per month. ments to the warehouse manage- tact and sensitivity will continue to This means that such deep Individua- ment system (WMS) and a campaign be necessary in the future. "Custo- lisation is not always possible. But control system are necessary, since mers get used to coupons, and so a there are other options. the packers must be able to see certain expectation arises, which O P T I O N 1 STATIC COUPONS which coupon variant is being en- in the worst case leads to people no closed. Campaign management must longer ordering without coupons," be implemented in the WMS in order says Tanja Müller, Marketing Ma- to select a coupon variant based on nager at Adnymics. "Since this has Those who want to invest just a little rules. Since this requires some imple- a direct impact on gross profit, on- can rely on static coupons. They set a mentation, this variant requires the line retailers need to think through coupon value with individual codes. most time: it takes up to six months their incentive strategy carefully," This method is very cheap since large to implement in practice. the expert advises. Individualised quantities can be pre-produced with offset printing. It is also suitable for acquiring new customers. The advan- tage: the coupon codes can be measu- O P T I O N 3 FULLY INDIVIDUALISED SOLUTION coupons can be an effective means of achieving this. This saves money and increases the impact. In addi- tion, individual codes enable a clean red with minimal effort and won't Shippers who want to address their campaign analysis – a prerequisite end up on coupon portals. No techni- customers very specifically can go for optimisations and efficient bud- cal requirements or data are needed for a fully individualised variant. In get use in coupon marketing. 25

Advertorial O P T I M A L U S E O F P R O G R A M M A T I C P R I N T I N G TARGETED SUCCESSES A LO N G T H E C U S TO M E R J O U R N E Y tailor-made products and highlights in appropriate weighting. The right mix is determined algorithmically based on the purchase history. In addition, customers are activated by an individual title design with an image of the personal contact per- son. The result: 45% more sales from the campaigns and 55% increased margins, taking into account the ma- Valuable and attention-grabbing: with programmatic nufacturing costs. printing you benefit from these advantages in a targeted and well-proportioned way. Exactly when it matters in the customer journey of your buyers. rint stands out from the di- gital overstimulation and 2. Activate existing customers perfectly P 3. Use triggers to get more attention Occasion-related communication is effective and comes across as friendly. Triggers can be birthdays, holidays, vehicle mileage or known purchase fits seamlessly into existing Catalogues are often indispensable intervals. The triggers are monitored digital processes. Programmatic prin- when addressing existing customers. by specially set up processes or from ting can be used profitably at almost The food wholesaler Primafood uses the existing marketing automation every point of the customer journey. them to activate its customers in the software (MAS). In any case, program- Examples: gastronomy sector on a fortnightly matic printing can be seamlessly in- basis. But the concept of "one cata- tegrated into the digital process chain 1. Use GDPR-compliant methods to acquire new customers logue for all customers" does not al- with little effort. ways work optimally. This is because Increasingly strict data protection the heterogeneous clientele ranges 4. Follow up offers effectively and the ban on tracking cookies are from smoothie bars to vegan hipster Conversion traps lurk again at the making it increasingly difficult to bars and from breakfast cafés to com- end of every customer journey. Parti- attract new customers on the web. pany canteens. cularly annoying: "abandoned" shop- Programmatic printing provides a Primafood meets this challenge ping baskets. The office supplies ship- remedy: retailers can write to tar- by producing each catalogue with per SSI Schäfer Shop sends out a large geted households and individualise advertising media with a first name analysis according to age and gen- der. A personal route map shows the way to the nearest branch. Action getters can be competiti- ons, discount codes or catalogue requests. A measurable backlink is created using a personalised QR code. In this way, the marketer re- ceives qualified contacts that are GDPR-compliant and automated. 26 A combination of a personal approach and an individual product : the food wholsaler Prima food individualizes its catalogues according to the culi nary orientation of the gastro nomic businesses.

Advertorial number of offers every month, not all particularly important at the end of implementation. Request your con- of which are realised. A campaign to a contract term. Successful providers sultation now. We look forward to follow up on offers now counteracts send their customers individualised hearing from you! this: promising customers automati- offers that match their personal pre- cally receive a print mailing with an ferences. For example, some mobile incentive. On the back of the letter, customers respond well to the latest the original offer is printed again as a smartphone, others to a credit, an in- reduced image. crease in data volume or a cheap se- The result of the personal ap- cond card. proach: an order rate of 11.4%. This is equivalent to a six-figure in- Find moments of success crease in turnover from just 744 re- Personalised and individualised print minders sent! 5. Churn prevention products can be used successfully at every point of the customer journey. It is crucial to identify the perfect We are experts in individualised print communication and carry out test scenarios and profitable campaigns on your behalf. After the conversion is before the moment in your customer journey Michael Schiffer Dialog GmbH conversion – this is especially true and to use it with a smart concept. Phone: +49 (0)2843/172-0 for companies that live from contract We help you using our experience – info@michaelschiffer.com renewals. Firm customer loyalty is from the initial analysis to reliable www.michaelschiffer.com Achieve revolutionary uplifts with programmatic printing +355% Sales increase Individual catalogue +19% Order intake Individual mailing +70% Coupon redemption Dynamic coupons +15% Conversion Rate Trigger mailing Individualisation maximises your profits! Relevant customer communication through AI-based print products. In realtime.  Direct Mail  Address carriers  Dynamic Coupons  Catalogues Michael Schiffer Dialog GmbH | +49 (0)28 43/172-0 | info@michaelschiffer.com | www.michaelschiffer.com

Programmatic Printing #1/ 2021 P E R S O N A L I S E D T A S T E G R I D S T H E R I G H T W I N E FO R E V E RY TA S T E b y S u s a n n e F r i c k e Rosé Saigner, Merlot, Pinot Gris – the range of the wine shipper Ebrosia is complex. To help find their way when selecting wines, customers can use taste grids that graphically depict their individual preferences. As distribution channels, the e- retailer relies on an online shop and a print catalogue that is published once a year. In 2015, the catalogue was relaunched and since then has included so-called "taste grids" as a central component, a creation of the Managing Director Rüdiger Kleinke. The sommelier discovered that you can describe every wine on the basis of ten criteria. Based on this insight, he developed a grid diagram that gra- phically depicts and assesses these characteristics. Because red wine and white wine have different cha- racteristics, one version was created for red wine and one for white and rosé wine. Every wine presented in the catalogue is tasted and evaluated by Kleinke and his team. The result is presented in a taste grid, which is printed in the catalogue together with the wine. Customers can use taste grids to find wines that suit their individual preferences Rüdiger Kleinke had the idea of vi- sualising not only the taste of the wine, but also that of the customers using the taste grids. He uses existing orders as a basis. If a customer has ordered wine twice from Ebrosia, the database is sufficient to create an individual taste grid. Ebrosia uses an SQL database for statistical evalua- tion, which Kleinke enriched using I n 1997, Rüdiger Kleinke started a order companies for wine specialities his personal expertise. For printing mail-order business for wine lo- in Germany. In addition to around the catalogue, the calculated values vers from his garage in Delitzsch 2,000 sommelier-approved quality are passed on to a printer. Sonja Bolz, . m o c o t o h p k c o t s i / d n u b o c a j l © : e g a m I near Leipzig in northern Saxony. In wines, Ebrosia also sells gourmet food Marketing Manager at Ebrosia, ex- 2000, he founded the Ebrosia brand, and gifts to B2C customers who have plains: "Our taste grids are realised which is now one of the leading mail- an affinity for wine and pleasure. in digital printing using a special 28

Programmatic Printing #1/ 2021 software package, which is only used costs remain manageable. The indivi- taste grids was the scepticism of his by a handful of printers. Our print dualised taste grids are regularly up- staff as to whether the effort involved shop receives the values for the taste dated and adapted to the customers' was worth it. This was because each grids (e.g. characteristic three for aci- buying behaviour. wine had to be tasted and evaluated dity, characteristic five for fruitiness) New customers receive a ca- individually. In the beginning, he had and then converts them graphically talogue version from Ebrosia with to do a lot of convincing. within the taste grid." two empty taste grids on the order Existing customers receive their taste grids together with the Ebrosia print catalogue, most re- cently with the 2020 anniversary edition. The personal taste grids were printed on the flap of the order booklet. Using the taste grids, customers can browse through the catalogue and com- pare their individual taste grid Taste grids stimulate the play instinct Significant improvement in the conversion rate The personalised taste grids are a complete success, Kleinke re- ports: "As soon as we produced the first catalogue using this me- thod, we had an improvement in the conversion rate of around twenty percent. People also reac- ted much faster." The special fea- with those of the individual wines. form. They can fill these out them- ture is that the customers' play in- This makes it easy to make a precise selves manually according to their stinct is stimulated by the grids. "We selection of which wines match per- needs, then they can also consult have found that this works extre- sonal preferences. Last year, around them when selecting wines. In 2020, mely well with men in particular," 40,000 individualised catalogues around 30,000 of these non-persona- says Kleinke. The individual taste were sent out. Since Ebrosia only lised catalogues were printed. grids also make the catalogue pay personalises the order page in the According to Kleinke, the big- for itself much faster. Previously, it catalogue, the additional effort and gest challenge in introducing the usually took about four to six weeks I N D I V I D UA L I S E D TA S T E G R I D S F O R R E D W I N E A N D W H I T E / R O S É W I N E a i s o r b E © : e g a m I Wine shipper Ebrosia visualises the taste of its customers and its wines with taste sets. Existing customers received a print catalogue in 2020 with personalised taste grids generated based on existing orders. 29 to recoup the costs, whereas the per- sonalised catalogue paid for itself after just 14 days. In the future, the taste grids will remain an integral part of Ebrosia's corporate design and corporate iden- tity. The aim is to implement them accordingly in the online shop as well and to transfer them "from the offline to the online world". Kleinke considers Programma- tic Printing to be "extremely impor- tant" for the mail order industry as a whole, especially for the differentia- tion of mass mailers. This is because an individual approach, which gives the customer the impression of being taken seriously and included, creates customer loyalty to the shipper.

Advertorial 0 1 2 3 F R E E CO M P E T I T I O N F O R A L L M E D I A Fair play applies in media in the same way as in sport. Let's say 100 high jumpers are fighting for the championship. The best three reach the winners' podium. But suddenly a cloud with a new position is hovering above everyone. It is called "Position 0". There is a throne there. Someone who did not even take part in the competition will sit on it. Is that fair? nfair treatment was felt agreement with Google with the the NPG and Google with immediate by many – including the aim of making health information effect on 10 February 2021. U health portal NetDoktor. "easier to find". de. Founded in 1997 by Danish doc- tor Carl Brandt, it gives everyone access to up-to-date and generally understandable medical informa- tion. It now belongs to Burda. With 9.79 million unique users per month, 24 million visits and 48.7 million page impressions*, NetDoktor is one of the most visited health portals in Germany and ranks in top positi- ons on Google. But suddenly a throne was to appear above Google's winner's Philipp Welte, responsible for NetDoktor.de on the Burda board Philipp Welte comments: "This decision by the Munich Regional Court is an initial important step in a fun- damental case in which nothing less than the freedom of the press is under discussion. Indirectly, the Ministry of Health is using taxpayers' money to subsidise the marketing of the search monopolist Google, which unapologe- tically sells advertising alongside the state media offering. This misalliance between the government and the mo- nopolist Google is fatal since it overri- des free competition and lays a hand rostrum on the newly created "posi- NetDoktor sued against this on a central democratic principle of tion 0", which the "National Health distortion of competition. In urgent our political system." Portal" wanted to ascend. The Fe- legal protection proceedings, the Mu- deral Ministry of Health had set up nich Regional Court provisionally the NPG and then reached a joint prohibited the cooperation between *Unique users according to AGOF 2020-06, Visits and PI's according to IVW 2020-06 30

Advertorial B U R D A C U S TO M E R S E A R C H A N D C U S TO M E R C A R E B Y I N T E R N E T A N D P R I N T How do you find your financial advisor? And what important role can print play in this? nyone who googles for lifetime. This is where print comes web printing with the variability and "financial advisors" gets a into play: "Guter Rat Finance" is the individuality of digital printing. ranking list as a result. Un- name of the magazine that financial A fortunately, this does not allow any advisors hand out to their clients. conclusions to be drawn about the The colour photo of the advisors as quality of advice provided by banks, well as the logo, slogan and address insurance companies and financial appear on the cover of the guide- service providers. Germany's leading book. The magazine is thus advan- rating portal for financial service cing to become the personal ambas- providers takes a different approach. sador of financial professionals. It lists 86,000 financial advisors in BurdaDruck produces "Guter more than 1,000 locations according Rat Finance": the 28 inside pages are to the ratings using feedback from printed in analogue and the cover over 1.5 million verified customers. pages in many thousands of variati- Once the person seeking advice ons in digital printing in individual and the advisor have found each runs of 25, 50, 75 or more – accor- other, it's a matter of convincing, ding to the wishes of the individual convincing, convincing. Not just at financial experts. Burda thus com- the introductory meeting, but for a bines the cost efficiency of analogue 31 Talk to BurdaDruck about your programmatic idea: Ingo Raab, Managing Director of Sales und Business Development ingo.raab@burda.com Tel. +49 781 84 2002 www.burda.com

Programmatic Printing #1/ 2021 n vying for customers, the trendy cal issue. According to the motto: we become quite large by developing topic of personalisation is high install personalisation software, a re- more or less closed software for a de- on the agenda for online cam- commendation engine or marketing dicated marketing method (in this I paigns, such as mailings or newslet- automation suite (MAS) – of what- case inbound marketing), there is ters, and the associated online shops. ever kind – which then ensures that still no comprehensive software that This goes far beyond simply using the web shop, advertising, emails and focuses on a specific personalisation the customer's name in marketing print products are precisely tailored process, pairs it with tools for marke- communications. Consumers now to the user's interests. ting automation and handles com- expect a much higher degree of customisation. The website and advertising material should re- spond precisely to their needs in order to capture their attention. This also includes taking into ac- count the customer's interests as well as their current phase in the customer journey. In this context, the perso- nalisation of online shops can cover different areas and have a varying scope and degree of "Individual printing is made easier than many think." D I R K G Ö R T Z Vice President of Dialogue Marketing, Deutsche Post plete campaigns up to the point of print delivery. For this reason alone, the marketer must have some prior knowledge. First of all, several levels of Individualisation can be distin- guished. You can address the customer subtly. For example, by choosing the colours of the creative to match the gender, depicting people who match the age of the recipient, or presen- ting the products against back- complexity – from the customisa- But, as is so often the case, it's not grounds and landscapes that match tion of simple options and selected that simple. Behind good personali- the re cipient's region. content to in-depth personalisation sation there are at least three levels On the other hand, it is al- that includes predictive analytics that need to be considered separately, most always about individualising and even artificial intelligence or although they are closely related: the factual (product) level. A bi- machine learning algorithms. • the method Not just a technology issue • the procedure • the technology cycle salesperson should know, for example, whether the customer is more interested in racing bikes, gra- Even today, personalisation is some- While in classic online marke- vel or mountain bikes, city bikes or times understood as a purely techni- ting, providers such as Hubspot have trekking bikes. Whether he is more 33

Programmatic Printing #1/ 2021 sporty or comfort-oriented. Whe- consideration must be what data is where the customer is and what kind ther he's taking trips with children available and how it can be used. In of information will now support or commuting to the office every day. addition, measures can be planned to them in their purchase decision. For both these objectives, va- specifically enrich the customer data Accordingly, the performance rious information (socio-demogra- with a post-qualification. Even at the measurement of the marketing soft- phic data, interests) is already nee- planning stage, consideration should ware must also be adapted. With a ded. However, good personalisation be given to the scope of the persona- complex customer journey, it does goes beyond the simple installation lisation, what information is needed not make sense to optimise the first of a recommendation engine that and how it can be obtained. advertising medium for the conclu- only displays personalised product recommendations or visuals on a sion of a purchase. Instead, inter- mediate steps – such as watching a next-best-offer basis, and also takes Avoid negative effects video, ordering a brochure, booking a into account the potential customer's Personalisation must be tailo- test drive – should be defined as con- current phase in their customer jour- red to the visitor, but not version targets. ney. Because, depending on the indi- overdone, otherwise it will In some marketing software, vidual buying phase, inspiration and be perceived as creepy. There- the value of the intermediate target advice or support with the conclusion fore, personalisation should can even be calculated individually of the purchase are more in demand. be intuitive and comprehen- for a particular customer, so that a • One customer is still well before sible. Best of all, it adds value budget can be set by means of attri- the actual purchase decision, is more and improves the quality of bution and the software itself deci- likely to seek information about new the purchase. Ideally, the cu- des whether a particular marketing trends and is open to ideas. stomer is aware of the perso- measure is worthwhile at all in busi- • Another is already further advan- nalisation and perceives it as ness terms for this customer in this ced in the decision and is interested an advantage. buying phase. in concrete technical details because A safe solution is to let he is comparing several products. consumers decide for them- • Yet another may already be on selves what information they the verge of making a purchase, has want to see. Automatic per- 2. The procedure – Invite interaction already obtained extensive infor- sonalisation mechanisms Personalisation can only be effective if mation and is now responding to a (which only calculate a pro- the customer's preferences and needs discount offer as a final trigger. bability) are thus replaced or are correctly identified. In general, 1. The method – more than just a product recommendation The royal road of a personalisation supplemented by conscious they can be determined in two ways: decisions made by the custo- • by analysing the customer's online mer himself. activities (implicit personalisation) or • by asking consumers directly what they are interested in (explicit perso- strategy is therefore always to first For this reason, it is worthwhile nalisation). identify what information is needed creating a comprehensive custo- Implicit personalisation is to optimally address the customers. mer journey. On the basis of various based on data that website visitors If this is not possible, because – as is triggers (for example, frequency of provide information unintentionally so often the case – it is not possible visits, information read, emails ope- to plan on a greenfield site, the main ned, etc.), it is then possible to decide Continued on page 36 34

Advertorial PERSONAL CUSTOMER APPROACH WITH GEOMARKETING EXPERT LOCR logical and educational studies were examined for this purpose. The re- sult: maps have decisive advantages over texts and words. In addition, they stand out even more from ima- ges. They leave traces in the memory that stay with you for a long time. This radiates onto the brands asso- ciated with these maps. Geographical maps individualise direct mailings on a new level – they leave traces in the memory The locr white paper "The Power of Cards" shows how to use these advantages for direct marketing. Download it directly here: www.locr.com/diemachtderkarten. If you would like to receive a printed version, please contact t.schnettler@locr.com D igital messages are cur- the "Picture Superiority Effect". 70 % rently flooding workers in of human sensory receptors are lo- the home office. Click rates cated in the eye. This enables us to are falling. So marketers are relying capture and categorize images and on a proven ally: printed direct mai- illustrations in 150 milliseconds. ling. With direct marketing, they also Geographical maps create addi- reach those consumers who slave tional added value. Cards are already away at their screens all day. The recognised in 100 ms. Personalised imagery on postcards and mailings is to the addresses of the recipients, important. They create attention for they emotionalise to a high degree, products and locations and lead to create trust and remain in the me- locr GmbH the conclusion of a deal. mory. Why this is the cases is high- Bültenweg 73, 38106 Braunschweig The fact that pictures are so suc- lighted by locr in its latest white Telephone: +49 531 48269320 cessful compared to texts is due to paper "The Power of Maps". Psycho- info@locr.com, www.locr.com 35

Programmatic Printing #1/ 2021 and unconsciously. This type of per- above), the experience is very nega- sonalisation involves monitoring tive for the customer. Encouragement to share information and tracking user activity and beha- In contrast, explicit personali- Explicit personalisation also exists if viour. Detailed information and data sation is based on data and informa- the shop operator provides the cu- about how the visitor interacts with tion that is voluntarily and intentio- stomer with options that allow him the website is collected and analysed. nally provided by the customer. By to customise selected elements of the Implicit personalisation is effective explicitly asking and encouraging website. He can decide, for example, but has two major disadvantages: people to share information, brands which content is to be displayed 1. As a rule, assumptions are made can obtain a wealth of data, inclu- in certain places or how the layout and probabilities are calculated. This ding data they could only estimate of the components on a particular can lead to errors: the visitor's gen- through behavioural analysis. This page should look. In such a case, the der, for example, is calculated incor- can be demographic data such as customer personalises the website rectly when a man is looking for a gift geographical location, gender, age, himself and becomes its architect, for his wife. date of birth, marital status, number so to speak. One of the most popu- 2. Visitors feel easily probed because of people in the household and even lar examples of explicit personalisa- they have not voluntarily disclosed monthly income. Or information tion are news and media platforms their data and have no control over about lifestyle such as sports, hob- where different areas of interest can the disclosure. If the engine then bies, food, leisure activities or holi- be specified after registration. On comes to an incorrect result (see day interests. this basis, the portal will make ap- MARKETING TOOLS WITH PRINT INTERFACE Selected marketing software that is already prepared for print export: • Acoustic Marketing cloud with a focus on marketing automation and a focus on platform economy. • Custobar Customer data and marketing automation platform with Finnish roots. • Mailingwork Marketing automation platform for holistic marketing campaigns. • Agnitas EMM Mail marketing with a comprehensive marketing automation engine. Best-of-seed approach. • eMailChef Lean, cloud-based e-mail marketing software for sending newsletters. • Mautic By its own account - the world's largest open source marketing project. • Amtangee CRM Enterprise Information Hub with a focus on Customer Relation Management. • Emarsys (part of SAP) Comprehensive enterprise-class omnichannel customer engagement platform. • Promio.connect Efficient omnichannel marketing tool with marketing automation engine. • Apteco PeopleStage Comprehensive marketing tool specialising in data management and statistics tools. • Episerver Campaign E-commerce, content management and marketing closely interlinked. • SAP Marketing Cloud Enterprise marketing cloud – soon to be upgraded to include Emarsys capabilities. • Artegic Elaine Complete marketing automation tool with special mail and CRM orientation. • Hubspot Inbound marketing specialist. Combines CRM, content management and lead management. 36

Programmatic Printing #1/ 2021 propriate recommendations for the business model is extremely short. "Many companies have unnecessa- latest articles. Is the customer moving? Then the rily already lost themselves in the Similar solutions can also be local furniture or DIY store wants to introduction of complex and expen- found in e-commerce, especially attract attention. Self-mailer with sive MAS tools instead of first testing when it comes to large marketplaces personalised motif, individual di- the leverage of Individualisation in with hundreds of product categories. rections and discount code out – the target group to be addressed via During the registration process, for done! Such simple mechanisms can print," he says. Based on the existing example, certain types of content be extremely efficient and allow a data, individual process aids and and the topics that interest the most pragmatic entry into print customi- tools can usually be provided inde- can be selected. sation – without complex software pendently of an MAS in order to start Another option is to pro- vide the customer with a choice of several brochures as pack- age inserts following an order, aimed at different types of buy- ers. Content on the website can also be used specifically to learn more about the style, ori- entation or family situation of the customers. Even birthday greetings, advent calendars, dis- count codes – in other words, almost all interactions – can be "Don't get lost in the evaluation of enter- prise applications." J O H A N N E S V A N D E L O O General Manager SmartCom the desired customisation pro- ject in a lean way. Print – flanged on like a digital channel MAS applications, on the other hand, show their strength when print is to be used flexibly as a universal channel in a multi- channel environment. With the right software, print can be inte- grated into any customer jour- ney or campaign. The software designed in such a way that conclu- underpinnings. "It has proven to be then ideally calculates the customer sions can be drawn about the custo- purposeful to first clearly define and lifetime value (CLV), knows the bu- mer. The only important thing is outline the use cases for Programma- ying cycles and individual customer that the fact that the content should tic Printing that are to be mapped," preferences. Many manufacturers later allow meaningful conclu sions notes Johannes van de Loo, General of marketing automation software to be drawn must be taken into Manager of SmartCom, a consul- have therefore also integrated the account at the creation stage. tancy specialising in Programmatic print channel into their solution 3. The technology – lean start vs. extensive software Printing. "Based on this, the existing (see list). Simple, trigger-based mai- data situation is recorded, in terms of lings can thus be seamlessly inte- customer data as well as article and grated into the digital experience. product data." Individualised discount codes, Fortunately, not all planned func- Van de Loo has already imple- landing pages or QR codes ensure tions and changes have to be imple- mented Programmatic Print as an a closed digital process. mented at once. With a systematic additional channel in existing om- "Individualised print mai- approach, a step-by-step start can nichannel marketing for numerous lings are much easier to implement also be made without presupposing customers and has learned that the than many people think," is how a comprehensive software solution. presence of marketing automation Dirk Görtz, Vice President Dialogue This is especially true if the software (MAS) is much less critical Marketing at Deutsche Post, pro- customer journey in the specific to success than is often assumed. motes the process. "The success of 37

Programmatic Printing #1/ 2021 a cross-media implementation is results. In the case of mass customi- References include the electronics often astounding." Today, a post- sation, the print channel can make retailer Conrad or the wine shipper card enjoys much more atten- use of the entire range of articles; Belvini. The software first arranges tion than an email. A self-mailer however, the length of the article the products so that a balanced re- achieves fantastic opening rates. texts is usually not suitable for this. lationship between image, text and "Everyone should definitely have Manual customisation would ne- white space is created. Landscape tried it once," says Görtz. vertheless make mass customisa- and portrait images are positioned Where marketing suites reach their limits tion impossible. Special tools from accordingly and basic design rules Programmatic Printing specialists are observed. The result hardly dif- provide a remedy by converting the fers from a manual grid-based layout. However, if you want to send more existing article texts into an opti- The software's limits have more to do than birthday greetings and discount mised format based on AI. with creativity. "A graphic designer coupons, you also have to pay more attention to the digital print channel. This is because most MAS tools originate histo- rically from email marketing and are still optimised for it today. This is sufficient for many appli- cation examples – for example, to send a self-mailer based on triggers and to compile texts, motifs and address template- based from various templates. But Programmatic Printing "The first goal is to process all data without manual intervention." S V E N M Ü L L E R CEO and Founder of Autlay can stage an eye-catcher bet- ter," admits Autlay founder and boss, Sven Müller. "But we fully meet the crafting requirements in terms of layout, as well as in terms of aesthetics." But creativity and artistic design are not Müller's greatest challenge either. "The most im- portant goal is to be able to pro- cess the existing data fully with- out manual intervention," he explains. "Otherwise, some ap- can do much more. For example, In addition, print media have plication scenarios would not even producing complete catalogues or more complex aesthetic require- be economically feasible." brochures so individually that they ments with regard to page design. Therefore, there are no com- are unique for each customer. If you Visual highlights should break up the promises at the expense of automa- want to go that far, you will come up page, white areas should not exceed a tion at Autlay. Customers can always against the limits of a conventional certain proportion and models must make cutbacks themselves later marketing suite. For several reasons: look into the page and not out. The if they wish. For example, by pre- Recommendation engines are page design must therefore not only selecting certain highlight products used for recommendation marke- meet the requirements of the recom- and assigning them fixed places. ting in the digital channels, whose mendation engine, but also the gra- "But our claim is to be able to handle algorithms are largely trained based phic requirements. Automated lay- the entire process without any user on the click behaviour of the adver- out engines must therefore take the intervention," Müller clarifies. In this tising recipients. However, there place of a template-based layout. way, for example, trigger-based print is often no click behaviour or only The Cologne-based company mails to shopping cart abandoners unqualified click behaviour on the Autlay is also pursuing the latter goal. can be created, for which the com- recipients of the print advertising Started as a university project, Autlay plete inventory of the online shop material, which leads to unwanted has developed an AI-based engine. can be accessed. 38

Image: iStock.com/pixelfit Successfully reactivate Shopping Cart Abandonment Among experts it is said that the abandonment rate of shopping baskets that have already been filled is around 70%. Reactivations via email are legally critical, online retargeting is annoying and damages the brand image. Use the power of Programmatic Printing with genow and create fully automated printed mailings to reactivate shopping basket abandonments. With genow you generate PDFs with individual purchase recommendations on the basis of your entire product database – fully automatic, legally compliant and in premium quality! genow is a print shop-independent cloud solution from IRS GmbH. More at: www.genow.de IRS Integrated Realization Services GmbH, Gutenstetter Str. 2, 90449 Nürnberg Mail: info@irs-nbg.de, Phone: +49 911 935 26-10 www.irs-nbg.de / www.genow.de

Programmatic Printing #1/ 2021 PERSONALISED UPSELLING MAILINGS F O R C U S T O M E R LOYA LT Y f r o m F r a u k e S c h o b e l t In marketing, Nicko Cruises relies heavily on print media. Since the summer, the cruise operator has also been testing hyper-personalised upselling mailings, which, however, are not only intended to sell travel extras. T he Covid pandemic restric- tions have hit the travel industry hard. The cruise operator Nicko Cruises is also eagerly stomers: with its variety of routes, The biggest challenge: the ideal smaller ships with a manageable timing and most economical use of number of guests and 4- to 5-star advertising budgets – even in phases standards on board. According to when there is no willingness to book. awaiting the time when travel is pos- Ursula Kaatz, Head of Marketing, the "We are convinced that burying our sible again and its ships can sail the target group is primarily "'best agers' heads in the sand is not an option, rivers and – this is new – also the seas. with a great interest in culture". With and that is why we are and have been Customer loyalty is of particu- a proven hygiene concept and more active with advertising over the past lar importance in these challenging flexible options for rebooking and year and also at present," says Kaatz. times. However, the tour operator refunds, Nicko Cruises wants to take "Currently we are preparing for a also hopes to attract many new cu- away their booking fears. wave of bookings, planning appro- 40 ) g n i t e k r a M ( i H b m G n e s i e r s ff h c S s e s i u r c o k c i n © : e g a m I

Programmatic Printing #1/ 2021 priate promotions and looking for- personalised upselling mailings. The The challenge: the customer ward to the start of the season for our tour operator is working with Inte- should be offered the right ancillary ships from May." grated Realization Services (IRS) in service at the right price based on the Nuremberg and the printing com- booking made. "This process is very Focus: haptic advertising pany OD Print in Ottweiler. complex," explains Ursula Kaatz. "For Print media and haptic advertising The initial situation: Nicko example, you can't travel to every play a major role in the company's Cruises offers many additional Danube trip by bus – sometimes it's marketing. "This is due not only to services for its river cruises, which only possible by train." Excursion the target group we address, but also passengers can book in advance, package prices also vary per itinerary. to the value of our cruises. Moreover, sometimes at a discount. This inclu- The solution: IRS has deve- the feeling of higher quality remains des travel, excursion packages, travel loped dynamic templates for self- when you hold something haptically insurance, a drinks package. mailers that assemble the mailing in your hand compared to a pure screen display," says Kaatz. The most successful ad- vertising medium is classic dia- logue marketing. In addition, the travel provider places adver- tisements, spreads newspaper inserts and relies on OOH adver- tising. "We reach new customers "With print, the feeling of superiority remains." in a kind of modular way – re- gardless of whether the passen- ger is offered one or five ancil- lary services. The mailing con- sists of different content boxes. If the box is not filled with a bookable ancillary service, what takes place there as an alterna- tive is defined: e.g. pictures or cost-effectively, but mainly through Eight weeks before departure, custo- weather outlooks. the online channel," explains the mers receive a hyper-personalised The marketing team is currently Marketing Manager. mailing with exactly the ancillary preparing information, image data While tour operator FTI re- services that fit the respective profile or route maps for this year's tours. cently said goodbye to the printed and are still bookable for their cruise. The data is processed and stored en catalogue, the print medium remains important for Nicko Cruises. "We al- ways keep an eye on catalogue runs, make precise adjustments and would rather plan for a reprint than over- produce." However, an increasing affinity for the internet is also notice- able among the best agers. "So it is conceivable that in the future we will reduce the production of our haptic catalogues." New format: hyper-personalised upselling mailings As soon as bookings pick up again, a new print advertising format will be increasingly used, which only started as a pilot project in July 2020: hyper- Since July 2020, passengers have been receiving personalised upselling mailings – with individualised content. 41

Programmatic Printing #1/ 2021 bloc so that production runs fully au- bookings were made and the recom- are filled with prepared additional tomatically every fortnight, explains mendations for ancillary services. information or pictures. Christof Förtsch, Managing Partner • Every fortnight, IRS reads the data • The print-ready PDF lands on an of IRS. "Depending on the layout of into its Genow solution in a GDPR- SFTP server at OD Print a few mi- the upselling mailing, existing gra- compliant manner and generates nutes after the data delivery. Fewer phic and description data had to be print-ready PDFs for the print shop. process steps are needed to prepare sifted through and assigned to the Up to 10,000 PDF pages per second for production. For postal mailings, layout designs. This has resulted in a can be generated. sophisticated layout in which exist- ing material had to be used and in some cases only minimally adapted." The following workflow was set up for the production of the up- selling mailings: • Nicko Cruises automatically uploads the recommendation file to the IRS FTP server every Monday. For this purpose, the travel provider uses the campaign tool DynaCampaign (Dy- matrix). The customer information comes from the Davinci booking sys- U R S U L A K A AT Z Head of Marketing at Nicko Cruises the hyper-personalised PDFs are postage-optimised beforehand or put into a sequence specified by the customer. • The PDFs are then forwarded from the data management system di- rectly to the high-speed inkjet web press for production. OD Print also takes care of the remaining pro- cessing up to postal delivery. The advantage: lean processes and fast response times. "Setting up the production workflow was quick and uncomplicated," says Förtsch. tem (BEWOTEC). This file contains The service provider uses the prepa- "The logic of the templates is very so- all data on the travellers/recipients, red materials (descriptions, graphics, phisticated and has required some booking codes for the respective trip, etc.) and places them according to a optimisation runs as the results are the travel agencies through which predefined priority logic. Free spaces best evaluated with real data." Tip: for the content boxes with- out ancillary services, images and graphics are better suited than "filler texts". The most important contents can also be highlighted in print. "Our ability to fully customise in colour offers great advantages. For example, variable distractors or ne- gative type can be displayed in diffe- rent layout backgrounds," explains Markus Rosenberger, Key Account Manager at OD Print. In the Nicko Cruises mailing, one to six upsells can be advertised in one version. The "purchase pro- bability" is about the same for all recommendations. However, in IRS's experience with mailings from other customers, the likelihood of Up to six cruise extras can be advertised in the mailings. 42

Programmatic Printing #1/ 2021 purchase decreases significantly upselling mailing is primarily a cus- son for us. We want to convey to the after 15 products. tomer retention tool for us." It com- customer that we know them and Measurability and targets: IRS plements the customer club 'nicko know what they have booked and provides Nicko Cruises with data on cruiseCLUB' and the customer maga- may still need." which recommendations were sent to zine 'cruiseZEIT', which is published Outlook: in addition to river which customers and where they were placed in the mailing. This is how the impact can be measured. "We did not develop the mailing based on success," em- phasises Ursula Kaatz. "But we believe there will be feedback and have great hope now for "First and foremost a customer loyalty tool." cruises, Nicko Cruises has also been offering ocean cruises with the expedition ship 'World Voya- ger' since 2019 and with the 'Vasco da Gama', which has over 1,000 beds, since 2021. The aim is to offer the upselling service for ancillary services for their pas- 2021." Nicko Cruises is sticking to the twice a year. "But, basically, that was sengers as well in the future. "But then pilot project, although it was hardly too little for us," says Kaatz. Upselling probably not haptically, but online, used in the Covid year. Nevertheless, is therefore not the focus: "Additio- because the target group – sea travel- a conscious decision was made to im- nal turnover before departure is of lers – tends to be younger," says Kaatz. plement the project at this time. "The course nice, but not the main rea- For river cruises, the average age is 65. Programmatic Printing mailings, catalogues, package inserts in realtime! Your experienced partner for • uplifts in response and advertising turnover • increase of contribution margin • optimisation of postage and unit costs get a free consulting + promotion bonus now: bonus21.smartcom.de UseCases · ConversionRateOptimisation · Reporting Recommendations · ContentRefinement · LayoutAutomation Smar tCom Customer Communication Consultants SmartCom GmbH • +49 (0)28 43/957-0 • kontakt@smartcom.de • www.smartcom.de

Programmatic Printing #1/ 2021 he most expensive custo- ticularly well-qualified – after all, you advertising using adblockers, the mer contact is always ones don't often get that close to your tar- marketer already loses more than 75 percent of the original potential. Even with a conversion rate of three T that have to be newly won. get group. Attracting the initial attention of consumers almost always involves There are three basic difficulties per cent of the subsequently played expensive campaigns. Conversely, Tried and tested means in such si- advertising medium, the overall per- existing contacts are all the more va- tuations are retargeting ads and fol- formance of the campaign would luable. No matter whether it's an old low-up email. These usually follow a only be 0.75 per cent. customer or a prospective customer simple mechanism: the last product who has found their way to the web- viewed is displayed in a banner or site in a way that is unclear: their at- sent as an email reminder. Occasio- Changing the channel brings the solution tention no longer needs to be gained. nally, the approach is paired with a The traditional retargeting mecha- So it would be a real shame to neglect discount or coupon. nism now fails because of the interac- these contacts. There are three main ways to approach these customers: Retargeting: unknown web- shop visitors can be addressed with individualised campaigns afterwards. Shopping basket follow-up: users are reminded of abando- ned shopping baskets by mai- Conventional targeting no longer works tion of at least two of these three weak points: 1. It is an anonymous old or unknown new customer. 2. Data protection prevents tracking; there is no consent. 3. There is no direct customer relationship (manufacturer). Flyers, self-mailers or post- cards sent by post are a good al- ling. Product description and trans- However, this mechanism has ternative. Main advantage: print is not action data are automatically trans- now been permanently disrupted. subject to the GDPR restrictions; no ferred to the print mailing. Reactivation campaigns: users who The General Data Protection Regu- recipient consent is required. More- lation (GDPR) and the anti-tracking over, the open rate of printed matter have abandoned the customer jour- measures of the browser manufac- is well over 80 per cent, meaning that ney are addressed via mailings. turers ensure that the mechanism printed mailings enjoy more atten- The pinnacle of marketing, how- runs into the void: only a fraction of tion than an electronic message – not ever, is the activation of unidenti- visitors can be re-recognised by the to mention the haptic experience of a fied new customer contacts – and it marketer at all; of these, in turn, only printed product. is precisely this scenario that occurs a fraction give consent for advertising But how does the marketer get particularly frequently. Typically, it measures. Recently, quite a few users the address data of an anonymous goes like this: prospective customers have installed adblockers or sort out new customer? visit the website, search for products unopened advertising mails. The IP address can be used to de- or information, configure their selec- The result in a calculation ex- termine the location of a visitor very tion and maybe even fill the shop- ample: even if 40 percent of new visi- precisely. With the help of specialised ping cart, but then abort their session tors give consent for tracking cookies service providers such as AZ Direct, and are lost. These prospects are par- and 40 percent subsequently exclude Deutsche Post Direkt or Schober 45

Programmatic Printing #1/ 2021 B U S I N E S S G U I D E D I A LO G U E S E R V I C E P R O V I D E R S Information Group, the identified cation and household furnishings – locations are assigned to corre- and may even exchange views on the sponding households and can be merits of robotic lawnmowers over the further qualified using known data garden fence. (household income, furnishings, size). What is more, the manufacturer In the end, a number of households can print individualised directions to are filtered out from which the re- the nearest authorised dealer for po- quest might have come. Depending on the residential location, this can be narrowed down very precisely to a single eligible household or a very small num- ber of households that have similar Print is not subject to any GDPR restrictions tential customers or invite the m to test days. In this way, the manufacturer is able to establish a direct link to its pre- ferred dealers. The customer is not left to his own devices, but can be advised characteristics. Deutsche Post calls in a targeted manner as the customer this process Trigger impuls and uses journ ey progresses. a Consentric cookie to determine Because of the vagueness, it is a microcell that identifies either a of course not worthwhile to offer household or a building. Since the IP a shopping cart abandoner exactly addresses themselves are anonymised the items that were abandoned immediately, the procedure meets and to send this offer to different all the data protection requirements, households. However, this does not according to Swiss Post. have to be a disadvantage. Because Individual approach shopping cart abandoners don't al- ways respond very well to the pro- Individual advertising material can ducts they left behind anyway. now be produced for each of the Often they have already bought identified customers. Example: a it in the meantime or they had manufacturer of robotic lawnmow- a good reason why they did not ers has qualified a contact and can buy the product in the end. A bet- assign it to four eligible households. ter idea is therefore often to "read" If the manufacturer now advertises from the shopping basket. Because to these households, he can be sure whether someone had chosen a not only of reaching a potential cu- lawnmower, balcony plants or stomer. The likelihood is high that house plants is quite meaningful – the neighbouring households also and can also be transferred to neigh- have a similar income, residential lo- bouring households. 46 More about the offers of these companies can be found at: ONEtoONE.de/businessguide

Advertorial PERFECTLY PERSONALISED PRINT Haptics is the hidden champion in multi-channel communication – with this credo, the family-owned company Melter pursues the optimal mix of refined and individualised advertising mailings for data-based dialogue marketing. N ew possibilities for perso- nalisation, high conversion rates, fast response times – an optimal mailing today is a crea- tive and efficient precision landing in dialogue marketing. Melter perfects individualised print advertising with responsive products and impressive finishing and processing options. In addition to the personal saluta- tion, all personalised elements used in online advertising such as prices, product images, personal recom- mendations and next best offers can also be integrated. "We think digitally and trans- ship of partner Ricoh, the multiple award-winning ProTM VC70000 con- tinuous colour inkjet printing plat- form. Ricoh has been driving innova- tion for more than 80 years and is a leading provider of document man- agement, IT and communication services, commercial and industrial printing, digital cameras and indu- strial solutions. The ProTM VC70000 system makes the production of in- dividualised mailings even more fle- xible and faster. Inkjet technology is considered state of the art and offers a true-to-life colour spectrum, which is in high demand in the fashion industry, for example, and helps to promote sales. The investment made one and a half years ago has paid off. Daniel Melter: "We advise, accompany and realise thousands of demanding projects every year, from retail and mail order to the ser- vice and financial sectors. Visual and haptic quality are essential and lead to more success with the customer. This is where the partnership with Ricoh is an important element in our print portfolio." “With thousands of projects and millions of mailings per year, Melter is one of the largest service providers in the industry. The success MMS Melter Mail Service GmbH is also made possible by strong Lugwaldstraße 10, 75417 Mühlacker partners at our side." Tel. +49 7041 9507-0 D A N I E L M E LT E R Member of the Executive Board at Melter info@melter.de, www.melter.de fer the approaches of online marke- with pinpoint accuracy. This also ting to data-supported one-to-one includes the highest print quality as printing," explains Daniel Melter: well as the latest standards in crea- "In this way, we can inspire and acti- tive print solutions." RICOH Deutschland GmbH Vahrenwalder Straße 315 30179 Hannover Tel.: +49 511 6742-0 vate the target persons with mailings The heart of the digital printing kommunikation@service.ricoh.de within multi-channel campaigns infrastructure at Melter is the flag- www.ricoh.de/endlosdruck 47

7 MYTHS A B O U T P R I N T, P R O G R A M S A N D P R O C E S S E S Those who sit at the levers of marketing responsibility today have a digital socialisation behind them: in marketing studies, messages printed on paper were taught with the same archaeological perspective as Assyrian cuneiform script carved into clay. When the marketing industry discusses the latest hot shit, it's about Clubhouse, Linkedin, TikTok – or whatever other digital channel is hot. But the world is dialectical and consists of the unity of contradic- tions. That's why the 500-year-old medium print is coming back as the latest hot digital shit and integrating the best of both worlds as Programmatic Print. Programmatic Printing #1/ 2021 1 H T Y M PRINT IS DEAD PRINT What is true: as an undifferentiated mass channel, printed media have a hard time where there are equivalent digital alternatives: daily newspapers, transactional mail, printed product databases. But what is also true: in recent years for example, the number of new magazines has increased. The sales share of e-books in the book market was a meagre 7.5 per cent in the first half of 2020. Any funeral service announcements are premature, to say the very least. "The return on advertising spend (ROAS) for print mailings is 990 percent." CMC DIALOGUE POST STUDY 2020 PRINT IS ONLY FOR OLD PEOPLE What is true: the older people are, the more likely they are to use printed magazines and newspapers. But what is also true: book buyers tend to be younger. Print use therefore depends more on the content than on the genre. Print and online are increasingly used in parallel in all age groups. Print is perceived across all target groups as being of higher quality and more credible than email or the web. M Y T H 2 € € € PRINT IS EXPENSIVE What is true: printing a letter and sending it is more expensive than sending an email. But what is also true: the Return on Advertising Spend (ROAS) is 990 per cent according to the CMC Dialogpost Study 2020. The average conversion rate for letters is 5.7 per cent, for postcards and self-mailers 4.6 per cent. The average shopping basket amount is 84.20 euros. 3 H T Y M 48

Programmatic Printing #1/ 2021 The vast majority of customers are on more than one channel. PRINT IS A MEDIA DISRUPTION What is true: anyone wanting to trigger online activities is indeed triggering a media disruption. But what is also true: the vast majority of customers are on more than one channel. Nine out of ten Germans shop online – but only one in six does so exclusively. As an attention-grabbing starting point of an impetus chain, print demon strably works equally well. QR codes M Y T H 4 PRINT IS SUPERFLUOUS What is true: where I have a GDPR consent, I can also send an email instead of a letter. But what is also true: if I don't have them, I have bad digital cards – but I can always send out an advertising letter, flyer or catalogue. Direct mail retargeting can also be used to reach unregistered online customers. PRINT IS SLOW and short target URLs can act as a media bridge. What is true: mail delivery times of one to three days are longer than the just-in-time response of a trigger mail. But what is also true: programmatic digital print mailings can be implemented. For example, a shopping cart abandoner receives a pro- grammatically printed brochure with individually tailored product offers within 24 hours. M Y T H 6 Unregistered online customers can also be reached via direct mail retargeting. PRINT IS IMPERSONAL What is true: large print runs are not usually personalised. But what is also true: with the appropriate data bank logic, individualisation algorithms, product data management system and digital printing, mailings, flyers and catalogues can be turned into individual messages in whole or in part. 49 5 H T Y M 7 H T Y M

Programmatic Printing #1/ 2021 * Updated regularly * Background reports on all program matic printing markets * current success stories from national and international user companies * instructions and checklists for cross-media marketing practice * all contributions to the Special online * constantly updated database with Programmatic Printing service providers * free news alert www.programmatic-printing.de S P O N S O R S : Index Acoustic 36 Adnymics 24, 25 Agnitas 36 AlphaPicture 23 Amtangee 36 Artegic 36 Autlay 38 Belvini 38 Burda 30 BurdaDruck 31 Canon 12 Collaborative Marketing Club 24 Conrad Electronic 38 Custobar 36 Deutsche Post 33, 37, 45, 48 Digitas Pixelpark 8, 9, 10, 11 Dymatrix 42 Ebrosia 28, 29 eMailChef 36 Emarsys 36 Enthusem 15 Episerver 36 FTI 41 Hovspot 36 IRS Integrated Realization Services 39, 41, 42, 43 Josera 16 LEO Pharma 9, 10 Locr 17, 35 Mailingwork 36 Mautic 36 Melter 47 Michael Schiffer Dialog 26, 27 NetDoktor 30 Nicko Cruises 40, 41, 42, 43 OD Print 41, 42 Primafood 26 Ricoh 47 SAP 36 Smart Digital 14 SmartCom 37 SSI Schäfter Shop 27 Urs Zuber AG 13 Willmy Media Group 39 51