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Group Joos – Document Process Solutions

Who said there was a difference
          between marketing &
 transacional communication?


                  27 september 2012




                www.groupjoos.com
Page
                                   2



Agenda

Market trends & evolution
Colour in a colour world
Practical methodology
Best practices
conclusions




              www.groupjoos.com
3



Markt situation and trends




           www.groupjoos.com
4

MULTIPLICATOR OF TOUCHPOINTS




                      www.groupjoos.com
Page
                                                                        5



Psychology
Color Psychology
• Symbolic
   – Negative        red -> danger and errors
   – Positive        red -> love and passion
• Cultural
• Associations
       •   Blue:     quality, professionalism, leadership, authority
       •   Green:    leisure, sport, environment, health care
       •   Yellow:   happiness, positivity, creativity, striking
       •   Orange:   ambition, energy, warmth, organic
       •   Red:      energy and excitement, passion and emotion
       •   Purple:   wealth, rich sophisticated, wisdom
       •   Brown:    reliability, stability, friendship
       •   Black:    power, strength, intelligence
       •   Grey:     practical, timeless
       •   White:    purity, safety, cleanliness, perfection


                         www.groupjoos.com
Page
                                                                           6



Psychology
                                          How we process information...



We process functional                We process emotional
information with the                           information
left side of                                   with the
the brain                                      right side of
                                               the brain




 Adding color to business communication allows readers
       to more fully engage with the information.
                 www.groupjoos.com
Page
                                                                                      7



Practical value...
                                   ... When used in your Business Communication...


• Enhance
  – comprehension
  – readability
  – learning
• Increases brand recognition
  – meet brand owner color conformance
• Increase engagement and relevance (one to one)
  by adding graphics and personalized messages
• Stay within acceptable cost guidelines
• Reduce go-to-market time
• Add flexibility
               www.groupjoos.com
Digital Full Color Integration Consultancy

METHODOLOGY


                  www.groupjoos.com
Page
                                                                                                   9



Business Objectives
                                                                         Define the actions ...


• KPI’s
   – Hard
      • Shorten the payment cycle by and increase Direct Debits
            – => highlight the call to action
      • Generate cross/up sell leads
            – => integrate promotional messages, which are relevant to the customer
      • Decrease customer care cost
            – => offer clarity by redesigning the document responding to the customer needs query
              the market, query the customer


   – Soft
      • Customer Experience
            – => multichannel delivery, customer receives the information via his preferred channel
      • Attract attention
      • Brand value
      • ...




                            www.groupjoos.com
Page
                                                                                                                                      10


   Services
                               Transition from existing monochrome application printing to full color applications...


                            Create                              Implement                             Measure
                   Marketing Consulting                       Technical Consulting                Impact Measurement
            •     Develop objectives & KPI               •   Perform technical diagnostic             Consulting
            •     Identify target group & develop            (constraints)                   • Develop measurement approach &
EXPERTISE




                  segmentation                           •   Design Technical solutions        tools
                                                         •   Implement technical solutions

                   Document Redesign
                       Consulting
            •     Advise on document redesign
                  best practices



                                                               Technical Solutions           Testing and Statistical Analysis
TOOLS




                                                         •   Implement solutions to enable   •   Perform Eyetracking tests to read
                                                             document re-composition and         impact of document reengineering
                                                             easy segmentation


                Document Redesign Services                   Composition & Printing          Impact Measurement Services
SERVICE




            •     Perform end-to-end redesign of                  Services                   • Perform market research
                  the dcoument with a creative           •   Compose documents               • Gather data on hard KPIs (voice of
                  agency                                 •   Print in full color               the customers)
                                                                                             • Draw conclusions



                                                    www.groupjoos.com
Page
                                                                                               11



Phased Approach
                                                                          Roll out strategy



                                                Interactive       Transpromo
  Migration from            Document                              Application
                          Reengineering         Application
  Offset to Digital
   Omit preprinted        Migration of         Transfer content   One to One &
   material, print full   monochrome and       management to      targeted
   color stationary       spot color pages     business owners    messaging
   on the fly             to full color        Reduce go to       Cross & upselling
   No stock               Optimise content     market time        and customer
   management,            Clarity in           Conditional        retention with
   white paper            communication        formatting         internal products
   factory                leads to customer    leveragiing the    and benefits.
                          satisfaction         customer           Strategic alliance
                          Meet business        experience.        enables selling
                          objectives, lead                        white space to
                          customers to the                        external parties.
                          call to action




                           www.groupjoos.com
Page
                                                             12



Want revolution?
                                  No big bang approach...




           REVOLUTION



              www.groupjoos.com
Page
                                                                                                                                      13



     ... Go for evolution!
                        Phased transition from existing monochrome application printing to full color applications...



                                                                  PHASE 1




                                                                                                                                  PHASE 2
Transactional
    Data

                 Composition from transactional data...printed on pre-              Printing of stationary and data in one run,
                   printedstationary and identical content on inserts                            selective onserts


            Document Reengineering + Interactive/Multichannel Functionality = Customer Experience
  PHASE 2




                                                                    PHASE 3




                Conditional color formatting            Content                                   One to One marketing on
                                                       Mangement         Marketing Data
                                                                                                  transactional documents

                                                www.groupjoos.com
Page
                                                                                                                 14



Test...
                                                                                        Measure efficiency...

high   ATTENTION METER        high                      high              ATTENTION METER            high




                                                               Analyse...
                         • A heatmap reveals the viewer’s         Areas     %Seen    1st Seen Av. Time
                         • “reading strategy”
                                                                     1         63,0%       0,9 s    0,8 s
                                • First
                                • Next                               2         69,5%       1,1 s    0,4 s
                                • Last                               3         43,0%       1,5 s    0,4 s
                                • Not!!!                             4         20,0%       2,3 s    1,1 s
                         • the viewer’s “attention hot spots”
                                • Most time spent
                                • No time spent!!!




                            www.groupjoos.com
Page
                                                                        15



Challenges in design...
                                   A quick guide to what can work...



• Avoid too much color
• Avoid too many distractions
  – “Just enough” design
  – readability
  – engagement and relevance
• Practice good design
  – conformance to regulatory requirements
  – color acceptability to the brand owners

               www.groupjoos.com
Page
                                                                                    16



Challenges in design...
                                               A quick guide to what can work...


• Manageable color in print
   – Not all images are suitable for high-speed, high-volume,
     full color printing
      • Look for high-contrast images
      • Images that use heavy shadows
      • Look for images with some noise
   – Images that print perfectly on photo paper may not look
     the same when printed on a production paper
      • Consider hue and saturation
      • Consider reflections and ratio of light to dark
      • Look carefully at skin tones


        Test them on the paper you want to use!

                      www.groupjoos.com
Page
                                                               17



Summary
Digital color offers opportunities to enhance your business
communication and adapt to a more agile way of working.

Still, there are some technical and design challenges to
overcome.

Group Joos consultants can work direct with your marketing
and communication department to ensure clear
understanding of the creative brief, apply best practice in
design and guide you through the IT development up to the
production and multichannel distribution of your
communication.


                   www.groupjoos.com
Page
                                                                          18



Ask yourself...
                                               Qualifying questions...


• How can digital color printing and targeted communications help
  differentiate your business in a competitive marketplace?
• How can color make your company’s image and branding more
  recognizable?
• How can color improve bills and statements (communications
  and/or offers) and as a result, reduce the number of calls to
  customer service representatives (motivate customers to self-
  manage accounts) and reduce A/R cycles?
• How can color and variable data be used to increase direct mail
  responses?
• How can color “on the page” help you reduce costs associated
  with pre-printed forms and inserts?
• How can color help increase market share?



                     www.groupjoos.com
Thank you for your attention...

QUESTIONS & ANSWERS
ALEX.JOOS@GROUPJOOS.COM




                   www.groupjoos.com

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PRINT2012 - Transpromo (white space marketing), handling & fulfillment - Alex Joos, Group Joos

  • 1. Group Joos – Document Process Solutions Who said there was a difference between marketing & transacional communication? 27 september 2012 www.groupjoos.com
  • 2. Page 2 Agenda Market trends & evolution Colour in a colour world Practical methodology Best practices conclusions www.groupjoos.com
  • 3. 3 Markt situation and trends www.groupjoos.com
  • 4. 4 MULTIPLICATOR OF TOUCHPOINTS www.groupjoos.com
  • 5. Page 5 Psychology Color Psychology • Symbolic – Negative red -> danger and errors – Positive red -> love and passion • Cultural • Associations • Blue: quality, professionalism, leadership, authority • Green: leisure, sport, environment, health care • Yellow: happiness, positivity, creativity, striking • Orange: ambition, energy, warmth, organic • Red: energy and excitement, passion and emotion • Purple: wealth, rich sophisticated, wisdom • Brown: reliability, stability, friendship • Black: power, strength, intelligence • Grey: practical, timeless • White: purity, safety, cleanliness, perfection www.groupjoos.com
  • 6. Page 6 Psychology How we process information... We process functional We process emotional information with the information left side of with the the brain right side of the brain Adding color to business communication allows readers to more fully engage with the information. www.groupjoos.com
  • 7. Page 7 Practical value... ... When used in your Business Communication... • Enhance – comprehension – readability – learning • Increases brand recognition – meet brand owner color conformance • Increase engagement and relevance (one to one) by adding graphics and personalized messages • Stay within acceptable cost guidelines • Reduce go-to-market time • Add flexibility www.groupjoos.com
  • 8. Digital Full Color Integration Consultancy METHODOLOGY www.groupjoos.com
  • 9. Page 9 Business Objectives Define the actions ... • KPI’s – Hard • Shorten the payment cycle by and increase Direct Debits – => highlight the call to action • Generate cross/up sell leads – => integrate promotional messages, which are relevant to the customer • Decrease customer care cost – => offer clarity by redesigning the document responding to the customer needs query the market, query the customer – Soft • Customer Experience – => multichannel delivery, customer receives the information via his preferred channel • Attract attention • Brand value • ... www.groupjoos.com
  • 10. Page 10 Services Transition from existing monochrome application printing to full color applications... Create Implement Measure Marketing Consulting Technical Consulting Impact Measurement • Develop objectives & KPI • Perform technical diagnostic Consulting • Identify target group & develop (constraints) • Develop measurement approach & EXPERTISE segmentation • Design Technical solutions tools • Implement technical solutions Document Redesign Consulting • Advise on document redesign best practices Technical Solutions Testing and Statistical Analysis TOOLS • Implement solutions to enable • Perform Eyetracking tests to read document re-composition and impact of document reengineering easy segmentation Document Redesign Services Composition & Printing Impact Measurement Services SERVICE • Perform end-to-end redesign of Services • Perform market research the dcoument with a creative • Compose documents • Gather data on hard KPIs (voice of agency • Print in full color the customers) • Draw conclusions www.groupjoos.com
  • 11. Page 11 Phased Approach Roll out strategy Interactive Transpromo Migration from Document Application Reengineering Application Offset to Digital Omit preprinted Migration of Transfer content One to One & material, print full monochrome and management to targeted color stationary spot color pages business owners messaging on the fly to full color Reduce go to Cross & upselling No stock Optimise content market time and customer management, Clarity in Conditional retention with white paper communication formatting internal products factory leads to customer leveragiing the and benefits. satisfaction customer Strategic alliance Meet business experience. enables selling objectives, lead white space to customers to the external parties. call to action www.groupjoos.com
  • 12. Page 12 Want revolution? No big bang approach... REVOLUTION www.groupjoos.com
  • 13. Page 13 ... Go for evolution! Phased transition from existing monochrome application printing to full color applications... PHASE 1 PHASE 2 Transactional Data Composition from transactional data...printed on pre- Printing of stationary and data in one run, printedstationary and identical content on inserts selective onserts Document Reengineering + Interactive/Multichannel Functionality = Customer Experience PHASE 2 PHASE 3 Conditional color formatting Content One to One marketing on Mangement Marketing Data transactional documents www.groupjoos.com
  • 14. Page 14 Test... Measure efficiency... high ATTENTION METER high high ATTENTION METER high Analyse... • A heatmap reveals the viewer’s Areas %Seen 1st Seen Av. Time • “reading strategy” 1 63,0% 0,9 s 0,8 s • First • Next 2 69,5% 1,1 s 0,4 s • Last 3 43,0% 1,5 s 0,4 s • Not!!! 4 20,0% 2,3 s 1,1 s • the viewer’s “attention hot spots” • Most time spent • No time spent!!! www.groupjoos.com
  • 15. Page 15 Challenges in design... A quick guide to what can work... • Avoid too much color • Avoid too many distractions – “Just enough” design – readability – engagement and relevance • Practice good design – conformance to regulatory requirements – color acceptability to the brand owners www.groupjoos.com
  • 16. Page 16 Challenges in design... A quick guide to what can work... • Manageable color in print – Not all images are suitable for high-speed, high-volume, full color printing • Look for high-contrast images • Images that use heavy shadows • Look for images with some noise – Images that print perfectly on photo paper may not look the same when printed on a production paper • Consider hue and saturation • Consider reflections and ratio of light to dark • Look carefully at skin tones Test them on the paper you want to use! www.groupjoos.com
  • 17. Page 17 Summary Digital color offers opportunities to enhance your business communication and adapt to a more agile way of working. Still, there are some technical and design challenges to overcome. Group Joos consultants can work direct with your marketing and communication department to ensure clear understanding of the creative brief, apply best practice in design and guide you through the IT development up to the production and multichannel distribution of your communication. www.groupjoos.com
  • 18. Page 18 Ask yourself... Qualifying questions... • How can digital color printing and targeted communications help differentiate your business in a competitive marketplace? • How can color make your company’s image and branding more recognizable? • How can color improve bills and statements (communications and/or offers) and as a result, reduce the number of calls to customer service representatives (motivate customers to self- manage accounts) and reduce A/R cycles? • How can color and variable data be used to increase direct mail responses? • How can color “on the page” help you reduce costs associated with pre-printed forms and inserts? • How can color help increase market share? www.groupjoos.com
  • 19. Thank you for your attention... QUESTIONS & ANSWERS ALEX.JOOS@GROUPJOOS.COM www.groupjoos.com