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Often abbreviated 1:1, the term was first coined in the 1994 book, The One to One Future by Don Peppers and Martha Rogers. The concept utilizes the idea of personal and individualized communications to increase marketing effectiveness, usually combining different channels of communication for the best effect. Hutchison Allgood’s 1:1 capabilities include variable data printing, personalized print and e-mail, and personalized URL landing page campaigns.

CRM, or Customer Relationship Management, is the name given to whatever type of system holds the data on a company’s customers. All CRM systems are not created equally but they do enable an organization to capture data, customer histories, trends, and patterns so future client-customer communications can be made more relevant. Variable data printing technologies matched with meaningful data can create highly personalized and effective messages. This personalization has been proven to increase direct response rates from mail and e-mail and improve return on marketing investment (ROMI).

Variable data printing is a high-performance marketing tool that can energize almost any type of marketing communications. A message geared to an individual can be tremendously more effective than a “spray and pray” static message sent to a mass audience. Leading-edge organizations embrace variable data printing because mailing to segmented audiences reduces print volume and can achieve better results. Understanding the data and utilizing the technology is the key to making it work at Hutchison Allgood.

All of our children are beautiful! And beauty is subjective. Both our lithographic printing and our digital printing have consistently won awards for outstanding quality. Established benchmarking, standard operating procedures and continuous improvement have helped us build a consistent level of quality into our processes. You can be assured that your printed material is of excellent quality and will accomplish the purpose for which it was created.

We established our reputation for quality printing a long time ago. Because modern businesses market themselves and communicate in new ways, we have expanded our capabilities. Print is integrated with e-mail and internet media in cross-media campaigns (using multiple media channels). Effective campaigns may involve variable data printing, personalized e-mail communications, personalized URL landing pages, and on-demand publishing, kitting, packaging, and distribution solutions. Sometimes we refer to this as communications logistics, and it’s the foundational concept behind our Integris360™ marketing solution.

Business and technology have changed over the past 77 years, and so have we. Today, we’re more than an award-winning printing company because we know putting ink on paper for our clients is only part of the process. We listen to our clients, learn about their business and find out what works best for them. We’re experienced with ordinary and extraordinary projects and know how to produce results. Hutchison Allgood believes communication projects and business strategies, from the simple to the complex, demand attention to detail and a keen understanding of what makes them successful.

Yes, we can help with analysis and effective use of CRM programs. Many companies don’t have a CRM system or don’t understand what they do have. And some organizations emphasize the management of a CRM over everything else but fail to capitalize on the valuable data it contains.

Yes, but as mom used to say, “cheaper isn’t always better.” Usually direct mail has a higher ROI in the long term. We can help you test both. We often find that combining e-mail and direct mail is like adding one plus one and getting three…

We believe in testing and then testing again. Imagine your next mailing going out with three different offers to six different segments using four different incentives.

Variable data printing allows you to segment and mail to small target audiences to consider what works best for your organization. Once it’s determined what produces the greatest response and conversion rates, (the right call to action, the right data source, or the perfect image) more mailings can be sent using the 1:1 technique.

Contact a Hutchison Allgood Account Manager for a consultation. For small- to mid-sized companies, sending shipments in 100 different directions with 100 different kit configurations can be overwhelming. It doesn’t have to be; we are able to help.

Call us! Especially if you are a small- to mid-sized company with fulfillment needs that you thought might not be worth outsourcing. Companies who partner with us have discovered that outsourcing distribution has let them focus more on their core competencies and capabilities.

Honestly, it depends on several variables, but with few exceptions we’ve improved response rates for our clients with 1:1 techniques. However, good response rates don’t always mean good conversion rates; ultimately it’s about generating new profit and revenue. And, if we don’t think your response rates and marketing ROI will increase we will tell you before beginning a project.

Cross media means using more than one communication channel for marketing. Combining different marketing channels creates more presence, strengthens the sales effort and can improve the relationship between the client and the customer. Cross media strategies often use print, mail, e-mail, letters, and web information together to produce more effective marketing ROI.

Personalized URLs (PURLs) are an integral part of cross-media marketing efforts. Response URLs, landing pages, and micro-websites are interchangeable terms. A landing page is a basic component of a cross-media experience. Micro-websites or micro-sites are a series of landing pages that often connect to mail and e-mail and provide marketing measurement and automation features for invaluable data. A personalized URL web address is highly customizable to the visitor. Within the sites are customized text and images which are often derived from CRM data or purchased data which has been modeled. These sites can be pre-populated with data and can be used to capture additional data important to the CRM strategy for creating more relevant communications and ultimately higher ROI.

There is no set answer for this question. But there is a high probability we can help. Call us so we can find out some more information.

Hutchison Allgood works with hundreds of data sources. Call us, we can help. The first step is an interview to determine your needs and the right data for your market.

Generally, for artwork we work in a Mac environment; however, many programs are cross-platform and can be easily converted. For data we work in a PC environment. Programs and platform issues are always changing and if you are uncertain about what we can accept, please contact Tommy Welch at 336-769-0000, and he will be happy to help you.

Many people just turn material over to FedEx, UPS or a freight company with little regard to the manner in which the export documentation is prepared. That path carries the risk of delaying your materials in customs while you prepare additional documentation. Meanwhile the trade show, sales meeting or client meeting goes on without them. We can make it easy to get the material into the hands of your representatives or customers in other countries. Our specialists make international shipments almost daily. To find out more about shipping your material to another country through Hutchison Allgood, contact one of our Account Managers.