The present hype that is being experienced related to web to print applications and the various benefits and solutions that are being achieved through use of various w2p tools, marketers are often seen to appreciate its use and the technology behind this revolutionary digital printing solution. However when it comes to practical implication of w2p solutions, marketers often seem to be lost when it comes to explaining w2p definition for their company’s success. The best way to explore on the various ways companies are using for their web to print B to B, or web to print B2C services is to consider some case study examples that will help in defining the extent to which digital printing can be and is being used by web to print experts.
Centralized, Online Control of Customized Marketing Collateral
Versioning is one quality of W2P system however that is not all as it also allows decentralized versioning option. Using the permission based access feature of web to print any third party, such as financial advisors, distributors, etc can log into the Web2print portal that is specifically branded to a company and there they can either create or even customize existing marketing collateral to their personal prospects or customer bases. Here material can be created on any run length, as per requirement, on demand.
The case study of Ford Motor Company best defines this W2P application. The company wanted its more tan 2,400 dealers to personalize their postcards that were full colored, allowing them to stay in touch with heir customers, through increasing traffic at the dealership. While doing so it also wished to maintain the integrity of the company’s brand through guaranteeing a level of consistency in all communications. Enhancing sales was in the agenda as well, of course. To cater to these needs, Ford developed the ConsumerTRAC as a w2p tool allowing its dealership to personalize its direct mail. Dealers of Ford Motors can now log in the secure company website and select from a wide variety of w2p templates and customize their postcards. The variable card information included vehicle images, customer logo and mailing information and dealership specific incentives. Dealers were given the option of choosing from several graphics, images, mailing formats, etc, where they could add in their own message, while controlling the mailing list, timing, and the message they wished to send. Once all this was decided, the needed quantities and mailing list was entered in the ConsumerTRAC, where it forwarded the order to the printer, which again verifies and also standardizes the provided addresses and merge all variable data into the selected web to print design templates, finally generating the files.
User Generated Fulfillment and Personalization
We already know that one off personalization is excessively being practiced in B2B best web to print solutions; however this is also done on user level. These w2p applications allows marketers to lure in traffic to the site, where the visitor provides input on specifications, creating a personalized one off brochure that suits their personal needs.
One example of this is of Prairie Rose, which is a specialty gift company. It offers its customers the provision of creating their own fantasy sport (football, hockey, etc). Customers can order and enjoy full color prints of a locker room where four jerseys are hung on a wall. Here three of these jerseys can be of any known players, based on the user’s choice, while the fourth one will bear the user’s name and can be customized as per personal preference of the user. The selected images are compiled together in a locker room, outfitted with appropriate paraphernalia of the chosen sport. After viewing the end result on a web2print pdf file, the file goes into printing as soon as the user approves it.
Web to print solutions are also used on demand for automated fulfillment. Whether this application is used for high volumes such as for call centers or for a one off venture, the result to this solution is somewhat same. Higher average of spent money and higher response rates.
The case study explain this feature is of the American Society of Plastic Surgeons (ASPS) wished to enhance efficiency of information package that it used to send in response to inquiries. Earlier on high volumes of static material were sent to the inquirer with loads of irrelevant information in it. As soon as they opted for the web to print ecommerce digitally produced, personalized option, the job is now done much more effectively. Call centers collect information from callers including the surgery type under consideration and enter all collected information in the database. Two times a week all information is downloaded, printed and finally mailed within a span of 48 hours. The respondent now receives a web to print app generated information packet with relevant data to his/her query offering information of surgeries the receiver is interested in, along with a list of surgeons available and qualified for the job locally. This practice led to 40% lesser costs of mailing and about 40% to 50% increase in follow through patients of plastic surgeons.