Online ordering demonstration Experience drip marketing Custom cards and cool stuff! New press installed!

Buick’s One-On-One Marketing Success Every time a technical innovation such as variable printing hits the market, many business people react to it with a burst of enthusiasm—often fueled by puffery that hails the new wrinkle as the best thing since sliced bread. What prudent marketers need is evidence that the technique pays off in reality.   A recent personalized direct-mail campaign for Buick provided data on the results a well-planned, well-executed variable-printed promotion generated for the automaker... Buick sent three individualized direct mailings to 516,715 selected car owners over an 18-month period. The digitally printed full-color mailers offered a new Buick at full price. They included a questionnaire, the answers to which provided personal data on car preferences that was used to customize later mailings.