InterlinkOne’s Cross Media Postcard Lets customers choose how they want to interact.
Technology Postcard Printing Case Study
InterlinkOne printed a Cross Media Postcard Campaign to show in-plant printers how they’re integrated marketing software can help lead them to success within their operation.
Postcard Objective:
InterlinkOne incorporated multiple channels into their postcard marketing to demonstrate their integrated marketing software. The postcard was mailed to in-plant printers located on university campuses and other operations. The postcard incorporated variable data printing to personalize the piece.
They personalized it by saying “Dennis, Trying to find the steps that will lead to success for your in-plant operation”? Flip the card over and the prospect can visit their personalized URL or scan a QR Code. Director of Marketing, Jason Pinto says providing multiple channels on the cards shows first hand how a printer can use the software. The purl (personalized URL) spoke directly to Dennis, a survey asked simple questions to identify qualified leads: would you like to set up a demo, information on inventory management, online ordering portals, campaign management and etc..? This helped provide more information on Dennis’s needs.
The QR Code gave Dennis another option to interact with the postcard. If scanned, via smart phone he could learn more about the company: Who is InterlinkOne? How can we help? And where they can go if they want to learn more? These different touch points provided additional information that other wise couldn’t be display on the postcard without overcrowding it.
Incorporating Cross Media:
InterlinkONE, over the years, has been using Cross Media Campaigns to attract new customers to their services. Pinto says, personalizing a postcard these days has changed. You just don’t put a prospect’s “Name On It” and call that Personalized. You have to find the channels that work for them. Some prospects react to purls while others choose to interact with QR Codes. This is why it’s important that companies start using multiple channels on print pieces. It gives the customer and prospects the ability to connect with a company how they prefer.
Postcard Specs:
Size 6x11
Paper stock 110lb
Glossy UV Coated
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