Page 7 - HGR March + April 2019
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NEWSLINE 5
World Furniture production Programmatic direct mail is only
soars to record levels one example of how today’s digital
print solutions can help to increase
World furniture production has been of companies totalled nearly US$150 direct marketing effectiveness. There
growing in the last 5 years reaching a billion, representing 22% of world are now a variety of promotional print
value of about US$ 470 billion. The Top furniture production) and geographical applications brands can use beyond
200 furniture manufacturers worldwide coverage (companies are headquartered direct mail to engage with customers
recorded an even higher increase, +18% across 30 countries). The ranking is including brochures, catalogues,
growth between 2013 and 2018. based on the value of furniture turnover ‘magalogues’, customer magazines,
produced by each company. For each brand books, customer newsletters
The new edition of CSIL’s report of these 200 most influential players and so on.
“Top 200 furniture manufacturers within the furniture industry, an in-
worldwide” is now available. This depth profile is provided, reporting Helping companies tailor their brand
details a selection of the world Top 200 recent company’s developments in marketing material for their respective
furniture manufacturers which show terms of key financial data, retailing and customers has never been easier,
high representativeness in terms of manufacturing strategies. thanks to the new potential enabled
value of furniture produced (the group by digital print. Everything that can
be personalised online can now be
3PAGE 3 communicate with their customers personalised in print.
by offering the opportunity to send
there is an important lesson for personalised handwritten letters to Digital production technologies give
any brand to learn and that is to be customers. Speaking at Canon’s Future print the same immediacy as online,
human. Promotion Forum in autumn 2018, offering the brand owner the capability
Morris highlights why companies like to adapt and personalise their print
When devising any omni-channel Inkpact are successful: “In order for marketing collateral and produce
marketing campaign, brands should direct mail to truly succeed, it needs selective amounts for short-term and
analyse the data they have on to be two things: smart and personal. highly targeted campaigns.
consumers to understand how they ‘Smart’ derives from the insight
behave and how they want to be gained from studying the customer’s The key benefit of today’s on-
interacted with. This means brands behaviour - it’s about being timely demand promotional communications
must become more personal and aim and relevant. ‘Personal’ direct mail, is the agility to respond dynamically to
to surprise consumers, by reaching when done well, addresses me and live campaign data.
them with relevant personalised my needs without being intrusive
messages at a moment when they are or inappropriate. Without these two Using the latest digital print
receptive, what Morris calls ‘sparking things, it is vacuous.” technology, brands can use consumer
serendipity’. data to tailor communications, fine-
The future is programmatic tuning campaign messages on the fly
Through using individualised We believe that the future success to achieve maximum effectiveness.
printed direct mail as a high quality of direct mail will come from the Small adjustments in targeting can be
communication tool to complement power of ‘programmatic print’. By made relatively quickly and simply as
digital marketing, brands can leverage this we mean the combination of the campaign evolves, with delivery
the emotional pull of physical media digital marketing’s unique ability to to the consumer within less than 24
and intelligent personalisation to personally address consumers with hours.
stimulate a deeper connection to the relevant messages at each touchpoint
promotional message and stimulate in the customer journey with print’s Marketers that make intelligent
response with ultra-targeted offers. equally unique ability to engage use of data about their consumers
consumers with those messages on a and take a smart and personalised
Inkpact is just one example of deeper emotional level. approach to print marketing will
a forward-thinking brand that is deliver more effective marketing
transforming the way businesses campaigns, achieve better engagement
with customers, and see the direct
impact on short-term sales and long-
term brand engagement.
For more information about Canon,
please visit www.canon.co.za.
MARCH / APRIL 2019 | HOME GOODS RETAILER
