"The premise of this book is that marketing firms can improve the results of their campaigns by eliminating the waste of unwanted advertising through the Personally relevant marketing communications that are perceived as worthwhile by the receiver will reduce waste in both marketing budgets and environmental resources."
-- Chapter 1: The Power of Personalization
Personalization should be of interest to anyone who works in marketing, as well as printers who are looking to find ways to better educate their customers on the benefits and value of personalization. The book includes case studies—real-world examples of how companies have put the power of personalization to work for them—that can offer ideas and strategies for marketers and salespeople looking to use or sell personalized communications.
Patricia Sorce is the administrative chair of the Rochester Institute of Technology School of Print Media and Director of the RIT Printing Industry Center.
This book, the fourth volume in the Printing Industry Center Series, serves as a follow up to Dr. Sorce's previous book, Data-Driven Print, published in 2006. Here, she documents the importance of utilizing personalization and custom communication techniques, and identifies the best practices, best prospects and associated business models for delivering top value to printing clients. In addition, several case studies provide real-world examples of this evolving industry.
This book is the fourth Printing Industry Center Series book; a co-publication of RIT Cary Graphic Arts Press and the RIT Printing Industry Center. Like the first in the series, the New Medium of Print, the book is published simultaneously in an offset version and an on-demand, digitally-printed version.
“In a world where marketers are trying to cut through the media clutter and reach consumers, Dr. Sorce’s book does an excellent job of explaining the importance of delivering a relevant message . . . and blends case histories with critical business concepts to educate the market on both how and why companies need customized communications solutions that have measurable results.” — Barbara Pellow, InfoTrends
“As a printer trying to assess our strategy in the variable data market, this book was a superb reference in helping our group understand key concepts.” — Lem Richards, Digital Marketing and Print Solutions