They would use the money to...
♦develop a brand
♦develop a program to talk to their top customers (those who purchase more frequently and spend the most when they do)
♦develop the database infrastructure to increase customer engagement. Get customers involved with the brand so, as marketers, they can talk to them, learn about them and communicate with them
♦learn more about customers and prospects to give themselves a competitive advantage
Is that what you would do with $5 million?
It's an intriguing question, and it's important to understand that it doesn't take $5 million to accomplish many of these goals. In fact, to a great extent, they can be accomplished within the confines of the existing budgets of small and mid-sized marketers. How? Through 1:1 marketing using variable data printing or personalized printing.
Personalized printing uses the information captured in your customer database (even if it's just a basic mailing list) to speak to each recipient on an individual basis. This doesn't require the IT resources of an international corporation. It can be accomplished using something as simple as Microsoft Access or Excel.
Read the case studies at right to learn how personalized printing accomplishes various goals. And don't miss our "Next Step" after the case studies to really pump up those results!