Targeted marketing using accurate personalised data is the key to success in today’s cluttered marketplace. The Kodak NexPress 2100 digital production colour press provides the perfect printing solution to fulfil that aim. Our objective was to provide a sales pipeline in 14 European countries to market the specialised Kodak digital printing press.

In a period of change and acquisition for the company, creating a new, comprehensive, regional marketing database was essential but challenging. We succeeded by sourcing and providing an up to date database of potential customers in each country and matching the detailed existing customer profiles we had created with the new data. At the same time, we incorporated all relevant existing data.

We also researched each country for their specific requirements and then, based upon that research, created a strong and memorable campaign concept ‘The Orange’, portraying the seven specific usp’s of the NexPress 2100 as segments.

Fulfilment was rolled out across each country as high quality personalised mailings and emails followed up by telemarketing to generate leads.

“At first I was sceptical about SMI’s insistence on performing thorough research before jumping into the creative stage. But, the information we received back was valuable to us in helping apply our resources for maximum return on investment.”

“In our business, accurate marketing data is a must. Without it we’re relegated to one-size-fits-all mass mailings. With it we understand our customers’ needs and can target campaigns to the unique aspects of a market segment, or even each and every individual customer. SMI did a masterful job of working with our local sales directors – from Johannesburg to Stockholm – to compile, clean, and fortify the various data sources we had into a powerful new regional marketing database. There is no doubt in my mind that SMI’s work is contributing to our success.”

“The future is one-to-one marketing. We’re moving away from mass mailings to highly targeted, personalized print communications that address the unique needs of an individual. Thanks to SMI we now have the data we need to drive these new campaigns.”

Will Mansfield
Marketing Director, Digital Printing Solutions
Europe, Africa, Middle East Region
Kodak Graphic Solutions & Services