A Review of an Especially Sweet Idea

Graph Expo is North America’s most comprehensive prepress, printing, converting and digital equipment trade show and conference. Over 40,000 industry professionals gather to experience the latest technology and product advancements in the industry. Along with attracting commercial printers to the Xerox booth at this event, a secondary objective was to generate qualified leads for Xerox one-to-one solutions.
To drive prospects to our trade show booth, Xerox offered the chance for them to choose their own treat via a personalized fulfillment program that made the idea especially sweet. The thinking behind the “Snackinar” program was that the marketplace was changing fast, both for marketers and commercial printers. Marketers want to deliver integrated cross-media campaigns with the right communications, while printers want the technology and means to deliver these customer needs.

A multi-waved cross-media program with a treat
Xerox, its design agency and printing partners wanted to create a cross-media campaign that used direct mail, personalized web sites, e-mail campaigns, demonstrations, Webinars and live panel discussions to build awareness and create demand.
Prospects and customers received an invitation in the form of a poster printed on a Xerox iGen3 Digital Production Press. Specifically, they were invited to a series of “Snackinars” where they could see the steps behind a variable data and direct mail process using Xerox digital presses and XMPie variable data software.
A workflow incorporating multiple stages seamlessly
Invitation recipients were directed to a personalized web page where they could choose from an array of snacks, such as chips, cookies, candy, etc. They could also reserve a preferred time to attend the presentation.
This generated a confirmation e-mail, a mailed postcard and labels that went on bags containing their chosen treats, which were available in the booth at the appointed time. The postcards, e-mails and snack bag labels that Snackinar registrants received featured the exact treats they had selected.

To wrap it all up, we sent a comprehensive e-mail following the event.

Cross-media capabilities nets 25:1 ROI
Attendance at the Xerox booth surpassed all expectations. The program had a 15 percent response rate in terms of unique hits to the web site, while return on investment was an astonishing 25:1!
Additionally, the combination of the Xerox iGen3 and XMPie technology enabled invitees and attendees to see how one-to-one personalization of program materials could be achieved without complex programming.

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  1. Linda July 13, 2010 -

    Now that is cool!

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