The document discusses how Fulfillment Concepts, Inc. uses 1:1 marketing communications, such as personalized mini-catalogs and postcards, to increase customer loyalty and sales. It provides an example of how they integrate print, email, and web communications with variable data like names and images to create personalized customer experiences. Customers are directed to their own personalized website with product recommendations based on purchase history.
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Cross Media Upsell Campaign
1. Fulfillment Concepts, Inc. It’s all about….CUSTOMER LOYALTY For Catalogers and others: Up-selling your customer base utilizing the next generation in 1:1 marketing communications
3. Plus 44% Plus 45% Plus 135% Plus 500% Source: Romano & Broudy 3 4 1 2 5 1:1 Communications Adding Personalization to B/W copy Adding C o l o r only…w/o Personalization Adding C o l o r and Personalization Adding C o l o r and Personalization and Variable Images
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5. 1:1 Marketing Communications What if your Personalized Smart Postcards or Personalized Mini-Catalogs could direct your customers to there own Personalized Website and Emails … with offers only they might enjoy based upon their buying history?
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7. Personalization w/ Text & Graphics Variable Image <First Name>, Thank you for purchasing the <Product Name>. Your accessories are just a “click” away. Personalized URL / Variable Database Template Rules Master Front Page Template - One Click Away Campaign Image 3 Image 2 Image 1 If Product = Model = QS-64 then <image 1> If Product = Model = ST062 then <image 2> If Product = Model = DOUB010500 then <image 2> If Product = Model = QS-64 then <Product Name> If Product = Model = ST062 then <Product Name> If Product = Model = 16IN DJL-06R then <Product Name> Address Accessories Gender Last Name First Name 129 Ross Ave. Anywhere, KY 40204 1051500 1051607 F Ryan Linda 125 Ross Ave. Anywhere, KY 40204 WS0400 HB0400 F Connors Sarah 123 Ross Ave. Anywhere, KY 40204 J6A QSJ5M M Smith Jeffrey Image Library Product Name If Product = Model = QS-64 then Product Name = < Baby Jogger Q-Series Single > If Product = Model = ST062 then Product Name = < BOB Ironman Sport Utility Stroller 2006 > If Product = Model = DOUB010500 then Product Name = < Phil and Ted’s e3 Buggy with Doubles Seat > Recent Products Purchased QS-64 ST062 DOUB-10500 Blue Pony .net
8. Jeffrey, Thank you for purchasing the Baby Jogger Q-Series Single. Your accessories are just a “click” away. www.BluePony.net/jeffrey.1234 Post Card 1 – One Click Away Campaign Blue Pony . net
9. Post Card 1 – One Click Away Campaign Jeffrey, Thank you for purchasing the Baby Jogger Q-Series Single. Your accessories are just a “click” away. www.BluePony.net/jeffrey.1234 Post Card 1 – One Click Away Campaign Variable Image Variable Data Blue Pony . net
10. Post Card 2 – One Click Away Campaign Sarah, Thank you for purchasing the BOB Ironman Sport Utility Stroller 2006. Your accessories are just a “click” away. www.BluePony.net/sarah.1234 Post Card 2 – One Click Away Campaign Blue Pony . net
11. Variable Image Post Card 2 – One Click Away Campaign Sarah, Thank you for purchasing the BOB Ironman Sport Utility Stroller 2006. Your accessories are just a “click” away. www.BluePony.net/sarah.1234 Post Card 2 – One Click Away Campaign Variable Data Blue Pony . net
12. Post Card 3 – One Click Away Campaign Linda, Thank you for purchasing the Phil and Ted’s e3 Buggy with Doubles Seat. Your accessories are just a “click” away. www.BluePony.net/linda.1234 Post Card 3 – One Click Away Campaign Blue Pony . net
13. Linda, Thank you for purchasing the Phil and Ted’s e3 Buggy with Doubles Seat. Your accessories are just a “click” away. www.BluePony.net/linda.1234 Post Card 3 – One Click Away Campaign Variable Data Variable Image Blue Pony . net
14. Personalization w/ Text & Graphics Database Template Rules Master Back Page Template – One Click Away Campaign BluePony.net 2200 Ampere Drive Louisville, KY 40299 Address Accessories Product Family Last Purchase Gender Last Name First Name 129 Ross Ave. Anywhere, KY 40204 1051500 1051607 DOUB-10500 F Ryan Linda 125 Ross Ave. Anywhere, KY 40204 WS0400 HB0400 ST062 F Connors Sarah 123 Ross Ave. Anywhere, KY 40204 J6A QSJ5M QS-64 M Smith Jeffrey WS0400 J6A QSJ5M Product Image Library Product Description Text Library Baby Jogger Belly Bar The Baby Jogger Belly Bar adds safety and comfort for your child. Item# 15140 Average Rating: Price: $29.95 J6A 1st most recent product purchase, then product image library <sku> 2nd most recent product purchase, then add product image library <sku> 1st most recent product purchase, then text description library <sku> 2nd most recent product purchase, then text description library <sku> Variable Images 1 st Image 2 nd Image <First Name> <Last Name> <Address> Personalized URL / Variable Variable Product Description Text Product 1 Product 2
15. Jeffrey, Visit your own Blue Pony web store at www.BluePony.net/jeffrey.1234 Jeffrey Smith 123 Ross Ave. Anywhere, KY 40204 Post Card 1 – One Click Away Campaign BluePony.net 2200 Ampere Drive Louisville, KY 40299 Baby Jogger Q-Series Bug Canopy Each model is made out of a finely woven mesh. The bug canopy completely encloses the front and sides of the stroller while providing ventilation. This helps keep flying insects and bugs out of your stroller and away from your child. Item#QSJ5M Your Price $34.95 Baby Jogger Belly Bar The Baby Jogger Belly Bar adds safety and comfort for your child. Item#J6A Your Price $29.95
16. Jeffrey, Visit your own Blue Pony store at www.BluePony.net/jeffrey.1234 Jeffrey Smith 123 Ross Ave. Anywhere, KY 40204 Post Card 1 – One Click Away Campaign BluePony.net 2200 Ampere Drive Louisville, KY 40299 Baby Jogger Q-Series Bug Canopy Each model is made out of a finely woven mesh. The bug canopy completely encloses the front and sides of the stroller while providing ventilation. This helps keep flying insects and bugs out of your stroller and away from your child. Item#QSJ5M Your Price $34.95 Variable Images Variable Text Baby Jogger Belly Bar The Baby Jogger Belly Bar adds safety and comfort for your child. Item#J6A Your Price $29.95
17. Sarah, Visit your own Blue Pony web store at www.BluePony.net/sarah.1234 Sarah Connors 125 Ross Ave. Anywhere, KY 40204 Post Card 2 – One Click Away Campaign BluePony.net 2200 Ampere Drive Louisville, KY 40299 BOB Weather Shield The BOB Weather Shield is made of PVC coated nylon with clear mylar windows. The seams are high frequency welded, making the weather shield 100% waterproof. Weather Shields are available for both single and double strollers. . Item# WS0400 Your Price $35.95 BOB Handlebar Console The Handlebar Console provides the stroller user with two watterbottle or drink holders along with a zippered storage compartment for keys, cell phones or other small items. Made from a Rip-stop Polyester, and attaching with four velcro straps to any bob single or double strollers. Item# HB0400 Your Price $17.06
18. Sarah, Visit your own Blue Pony web store at www.BluePony.net/sarah.1234 Sarah Connors 125 Ross Ave. Anywhere, KY 40204 Post Card 2 – One Click Away Campaign BluePony.net 2200 Ampere Drive Louisville, KY 40299 Bob Weather Shield The BOB Weather Shield is made of PVC coated nylon with clear mylar windows. The seams are high frequency welded, making the weather shield 100% waterproof. Weather Shields are available for both single and double strollers. Item# WS0400 Your Price $35.95 BOB Handlebar Console The Handlebar Console provides the stroller user with two watterbottle or drink holders along with a zippered storage compartment for keys, cell phones or other small items. Made from a Rip-stop Polyester, and attaching with four velcro straps to any bob single or double strollers. Item# HB0400 Your Price $17.06 Variable Images Variable Text
19. Linda, Visit your own Blue Pony web store at www.BluePony.net/linda.1234 Linda Ryan 129 Ross Ave. Anywhere, KY 40204 Post Card 3 – One Click Away Campaign BluePony.net 2200 Ampere Drive Louisville, KY 40299 Phil and Ted’s e3 Backpac X This versatile bacpac is a nursery bag without looking like it. Clips onto just about any buggy. 3 compartments keep wet/dry, food etc separate. Change Mat, wet pouch stored inside. Height 40cm Item# 1051607 Your Price $39.95 BOB Weather Shield The BOB Weather Shield is made of PVC coated nylon with clear mylar windows. The seams are high frequency welded, making the weather shield 100% waterproof. Weather Shields are available for both single and double strollers. . Item# WS0400 Your Price $35.95
20. Linda, Visit your own Blue Pony web store at www.BluePony.net/linda.1234 Linda Ryan 129 Ross Ave. Anywhere, KY 40204 Post Card 3 – One Click Away Campaign BluePony.net 2200 Ampere Drive Louisville, KY 40299 Phil and Ted’s e3 Backpac X This versatile bacpac is a nursery bag without looking like it. Clips onto just about any buggy. 3 compartments keep wet/dry, food etc separate. Change Mat, wet pouch stored inside. Height 40cm . Item# 1051607 Your Price $39.95 Phil and Ted’s e3 Travel System Lift your existing car seat straight into your e3 Buggy and click baby in safely. Fits most major car seat brands. Item# 1051500 Your Price $24.95 Variable Text Variable Images
21. Confirmation Email 1-One Click Away Campaign Dear Jeffrey Smith, Thank you for ordering Baby Jogger Q Series Single , it was shipped on 12/06/08. If you have any questions regarding your order, please contact our customer service agents at [email_address] or call us at 1-800-777-7777. Order and Shipping Information Order Number: 665727 Order Date: 12/06/08 Shipping to: Jeffrey Smith Item Number: QS-64 123 Ross Ave. Tracking Number: 1Z8314210348625977 Anywhere, KY 40204 Shipping Method: UPS Here are the Most Popular Accessories for the Baby Jogger Q Series Single !! Please Click on your Personalized Web Page to learn More! www.BluePony.com/jeffrey.1234 Blue Pony .net
22. Confirmation Email 1-One Click Away Campaign Confirmation Email 2-One Click Away Campaign Dear Sarah Connors, Thank you for ordering BOB Ironman Sport Utility Stroller 2006 , it was shipped on 12/06/08. If you have any questions regarding your order, please contact our customer service agents at [email_address] or call us at 1-800-777-7777. Order and Shipping Information Order Number: 665728 Order Date: 12/06/06 Shipping to: Sarah Connors Item Number: ST062 125 Ross Ave. Tracking Number: 1Z8314210348625978 Anywhere, KY 40204 Shipping Method: UPS Here are the Most Popular Accessories for the BOB Ironman Sport Utility Stroller 2006 !! Please Click on your Personalized Web Page to learn More! www.BluePony/sarah.1234 Blue Pony .net
23. Confirmation Email 1-One Click Away Campaign Confirmation Email 3-One Click Away Campaign Dear Linda Ryan, Thank you for ordering Phil & Ted’s e3 Buggy with Double Seats , it was shipped on 12/06/08. If you have any questions regarding your order, please contact our customer service agents at [email_address] or call us at 1-800-777-7777. Order and Shipping Information Order Number: 665729 Order Date: 12/06/06 Shipping to: Linda Ryan Item Number: DOUB-10500 129 Ross Ave. Tracking Number: 1Z8314210348625979 Anywhere, KY 40204 Shipping Method: UPS Here are the Most Popular Accessories for the Phil & Ted’s e3 Buggy with Double Seats !! Please Click on your Personalized Web Page to learn More! www.BluePony.net/linda.1234 Blue Pony .net
