FORMO's presentation on Variable Data Marketing...innovative and highly effective.

1. FORMO
Who are we?
Based out of Charleston, SC, we are an agency
of thinkers that deliver lead generated results for
companies targeting specific niche audiences.
We develop methods you have not heard of to
produce responses you thought impossible.
The other folks don’t do this.
Contact Robert Rippee at robert@formosite.com.

2. Strategy
Intelligence driven marketing.
We push the abilities of technology and
harness the power of creativity to target by
behavior and preference not by demographic
or by blitz messaging.
Contact Robert Rippee at robert@formosite.com.

3. Goal
What do we want the target audience to do?
Respond: click, call, email, act, Facebook Post, Tweet
Act: support, donate, act, viral
Engage: network, social, register & vote
Contact Robert Rippee at robert@formosite.com.

4. How to drive a response?
Old Model: broadcast and repetition.
Out of touch with how the base consumes information today
Ineffective response rates under 0.5%
Outdated. Boring, old school
Costly. Print based, eblasts, broadcast based, takes massive repetition
Contact Robert Rippee at robert@formosite.com.

5. New Model: precision and relevancy.
Understand the passions, cares and focus of each person in the base.
Convey only those messages, “hits the bulls eye” on what they care about, e.g.
Tea Party: Perfect case study: highly passionate about a few topics; Issues are
simple, relevant to their base.
Engage the audience, don’t shout at the audience - they don’t listen anymore.
Contact Robert Rippee at robert@formosite.com.

6. How do we do it?
Database driven with authentic connections.
What do you really know about the base?
What are their passions, priorities and issues? By family? By person?
If you know this you can communicate exclusively on those passions, priorities and issues to that person.
As a result, you engage, they respond, they act.
“ Made just for me? Wow, Somebody is listening to me!”
The response is shocking.
Contact Robert Rippee at robert@formosite.com.

7. VDP
Contact Robert Rippee at robert@formosite.com.

8. VDP
What is it?
Variable Data Publishing or Variable Data Marketing is customer relationship
management at its best. It is data-driven, targeted one-to-one marketing. It offers a
way to custom-tailor communications to a specific individual that resonates and
motivates them take action.
Variable Data Publishing
Personal URL (PURLS) and Landing Pages
Viral Strategy
Contact Robert Rippee at robert@formosite.com.

9. “Imagine shooting 1 or 100,000 arrows from a single bow
simultaneously and having each one hit its intended, separate target-
right in the bull's-eye.”
Contact Robert Rippee at robert@formosite.com.

10. How does it work?
VDP is a simple yet effective tool. By merging content
with a database, layouts are created that contain copy
(text), graphics and imagery that are as individual as each
recipient and can be delivered via snail-mail, email,
mobile devices and customized web pages called PURLS.
Contact Robert Rippee at robert@formosite.com.

11. Ambergris Cay airport launch invitation.
This was a very successful piece that was sent to
private jet owners. The tail # was our connection
to the client. Each client’s tail number was
custom printed on their invitation.
This really got their attention.
N3 557-C
Contact Robert Rippee at robert@formosite.com.

12. Robert, you’ve been cleared to land on the longest, s and
Custom
private jet strip in the Caribbean. With onsite
lighted and paved,
Immigration, our 5,700-foot jet strip is fully
and has ample space for your Challenger.
incredible days
You and a guest are invited to spend three
gris Cay. Enjoy
at Turks & Caicos Sporting Club at Amber
indulge in
some of the finest bonefishing in the world,
cottage just
gourmet cuisine, sleep in a luxurious custom
relax on our
steps away from the water’s edge, and simply
1,100-acre private island.
e shing in the
Whether you prefer watching the waves or bon
Played.
ats, this is your pass to experience Life, Well
THAT YOU NEE D
WE ’VE PRE PAR ED EVE RY THI NG
CON FIR M YOU R ITIN ERA RY AT
WWW.TCSPORTINGCLUB.COM/ N2
357 1
if you have any questions please call
nicole tolbert
877.815.1300
Tailored and customized.
Variable data such as name, plane model, personal URL (PURL) are shown here.
We matched their name to a picture of their plane and provided a
secure, private and personal website to view more information
about the airport launch and how it relates to them.
Contact Robert Rippee at robert@formosite.com.

13. Airport invitation personalized website (PURL).
This is an example of a PURL - their
personalized web site. It contains
information specific only to that
individual such as a customized offer or
invitation that speaks to their interests.
Data can vary wherever you choose.
Contact Robert Rippee at robert@formosite.com.

14. Why should you use it?
Effective: Response rates over 30%
Interesting, leading edge marketing, highly viral
Cost effective: predominately digital based but completely customized to each person.
Research has shown that customized communications
can significantly increase response to lead generation,
brand loyalty and traffic generation.
Contact Robert Rippee at robert@formosite.com.

15. What is VDP being applied to?
Everything. The flexibility and scalability of VDP
yields a broad set of applications, from basic data
merge for business correspondence to highly
complex, customized promotional pieces – with
recipients ranging from one to one million.
Contact Robert Rippee at robert@formosite.com.

16. What are the costs?
The total is approximately 2 to 3 times the cost of a typical direct
mail campaign yet 60 times more effective than print or eblasts.
Contact Robert Rippee at robert@formosite.com.

17. Thank You
formosite.com
formo.posterous.com
http://twitter.com/formosite
Contact Robert Rippee at robert@formosite.com.