Budco Shares Direct Marketing Success Story at PRINT 09

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Budco, a leading fulfillment and direct marketing organization, presented the successful results of a recent direct marketing campaign at PRINT 09 in Chicago this week. Two sessions, entitled Profit Drive Applications, were held on the Xerox Real Business Live Stage and detailed how Budco helped Ford Motor Company increase sales of their Extended Service Plan (ESP) product by 35.7%.

Budco, a leading fulfillment and direct marketing organization, presented the successful results of a recent direct marketing campaign at PRINT 09 in Chicago this week. Two sessions, entitled Profit Drive Applications, were held on the Xerox Real Business Live Stage and detailed how Budco helped Ford Motor Company increase sales of their Extended Service Plan (ESP) product by 35.7%.

For the market test, Budco and the Xerox 1:1 Lab worked together to create and test direct marketing techniques using variable text and images triggered by demographic information to create a highly personalized and relevant marketing message.

Budco Director of Client Services Steve Gough, was at PRINT 09 to talk about the market test. "One of the things we do with Ford is work closely with the Extended Service Plan (ESP) team to design initiatives that sell extended vehicle warranties through the direct and dealer channel," said Gough. "Working with the Xerox 1:1 Lab, we revised our creative approach and used basic demographic information like age, income, gender, and geographic location to tailor a variable message and create a more relevant individualized offer delivered through a traditional direct mail communication. The new approach achieved a 5.7% increase in response and a 35.7% increase in sales penetration, so this is truly an example of how relevant personalization can drive direct marketing performance and increase profit."

Budco works with a wide variety of Fortune 500 clients across a number of vertical markets including pharmaceutical, healthcare, consumer packaged goods, travel and leisure, and automotive. They have been designing, implementing, and managing direct marketing fulfillment programs since the company was founded in 1982. In 1996, Budco expanded into variable digital printing and print-on-demand technologies. Today, Budco uses sophisticated Xerox iGen3 variable color printers in concert with other media and communication methods including email, web, and telephone to support a wide variety of cross-media client applications.

PRINT 09 will encompass nearly one million net square feet within Chicago's McCormick Place and play host to a projected 100,000 industry professionals from throughout the United States and more than 100 countries around the globe.

About Budco
Budco is a leading fulfillment and direct marketing organization headquartered in Highland Park, Michigan. As The Dialogue Company, Budco helps clients build strong relationships with business and consumer audiences by facilitating ongoing, two-way communication. Founded in 1982, Budco applies a suite of in-house resources to develop and execute innovative, end-to-end business solutions, delivering results that drive client success. Primary industry segments include automotive/manufacturing, entertainment, pharmaceutical/healthcare, retail, travel and leisure, and transportation. In-depth information about Budco is available at http://www.budco.com.

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Jeff Sierra
Budco
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