Personalised DM to help increase response rates and connection with fan
HP today announced that West Bromwich Albion Football Club chose to digitally print its season ticket renewal direct mailer using HP Indigo technology in order to reap the benefits of one-to-one communication with fans.
West Bromwich Albion's renewal mailer was designed as a movie poster and sent to past and present season ticket holders.
"Personalised DM helps to grab the attention of the recipient and generally gets a better response rate so it is often our marketing method of choice," said Matthew Dainty, head of marketing, West Bromwich Albion. "For this particular campaign, the poster-size format was also a creative twist on the piece, designed to catch people's eye when it came through the letterbox.
"The final mailer has been successful in stimulating renewals as well as providing a personal, club memento for fans. The number of seats secured by supporters for the new campaign is ahead of the amount sold at the same stage last year and it has been fantastic to see the initial response - hundreds of people have already posted pictures on Twitter, saying how pleased they are with their personalised poster."
Emmerson Press, working with Precision Printing, produced 30,000 personalised, fold out movie posters using the HP Indigo 10000 Digital Press - the first offset-quality digital press in a B2 size format (750 x 530 millimetres). Each poster had the recipient's name printed on the back of a West Bromwich Albion shirt, and the project was completed within the requested 3-week turnaround.
"Personalisation was key to the success of the mailer," said Jamie Emmerson, operations director, Emmerson Press."This capability of the HP Indigo 10000, as well as the option to print high-quality, large-format jobs, made it both perfect and crucial for this campaign."
Several creative agencies pitched to design the mailer, but CAB Studios was the winner, working alongside Emmerson Press to ensure the design would work in print.
"HP Indigo digital print technology offers brands and agencies creative solutions that can help them stand out in the market place," said Julia Cole, UK&I Indigo marketing manager, HP. "Using HP Indigo technology to personalise this direct mail campaign, as well as the ability to print it in a larger format than typically used for direct mail pieces, will create a huge impact on the recipient and therefore, help to increase response rates and deliver better ROI for the brand."
