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Article: One-to-one marketing - for real.(variable data printing)
- Article from:
- Direct Marketing
- Article date:
- August 1, 1999
- Author:
CopyrightCOPYRIGHT 1999 Hoke Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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For years marketers have talked the one-to-one talk, now with the creative use of variable four-color data, they can walk the one-to-one walk.
Within days after an industry trade show, about 200 attendees who had visited the booth of Kronos, a Waltham, MA-based provider of labor management software, received what appeared to be a handwritten postcard in the mail. The card, which came signed by the marketing representative they met at the show, thanked each visitor for their interest, and followed up on the product in which they expressed interest. The goal: keep those customers interested in the product. Sounds like an ordinary example of good customer service. ...