digital universe has gotten us used to personalisation. This is just another way that it’s manifested itself,” Targeted Media Inc president Rob Reif told AdAge.
The US is not the only country exploring
this new advertising approach. French advertising agency Loyalty Expert recently created personalised covers for the 12,000-subscribers of Action Commerciale. Using a positioning strategy called Intelligent Marketing, the agency “explores and uses data to drive ultra-personalised marketing campaigns, not only on the web but also in print campaigns,” says Loyalty Expert representative Herveline Davis.
After sifting through Action Commerciale’s
entire subscriber database, Loyalty Expert created a new database containing the business interests and credentials of the 12,000 subscribers. Then, they developed 20 graphic templates, and after merging them with the new, personalised database,
“The digital universe has got- ten us used to personalisa- tion. This is just another way
that it’s manifested itself.” ROB REIF. TARGETED MEDIA INC. PRESIDENT
delivered 12,000 different copies of the Action Commerciale cover — all printed in-house with a new-generation digital printing press.
The personalisation has been an enormous success — besides countless enthusiastic phone calls from readers, more than 500 subscribers opted to download their individual ‘collector’s cover’ on Loyalty Expert’s website. Since then, the advertising endeavour was unanimously voted as ‘Best Project’ by the French Professional Press Federation, (FNPS) and a multitude of French magazines and publishing agencies