Printed.com, Europe's biggest and most passionate digital printers, were looking to create a high-impact Direct Marketing campaign, directly targeting printers.
With a website designed to deliver the fastest online, real time quoting engine; and printing facility designed to get work out as fast as it comes in, printed.com allows for express orders at the click of a button – without ever compromising on quality. Printed.com wanted to communicate this unique service to printers themselves. Emphasising the benefits that come with adding a digital printing arm to their printing business. The Printer campaign therefore needed to do two things:
>> To establish a relationship with the printers, and set up the premise printed.com.
>> To present – and overcome – the barriers that have thus far, prevented the printer audience from accepting digital outsourcing, as a viable, profitable option.
After identifying the two Printer business audiences, based on employee size, and turnover, our approach to the brief was two-fold:
Firstly, we created a suite of Direct Mail pieces. Consisting of a series of postcards, letters, flyers and accompanying emails – with messaging tailored to each of the two printer audiences. This established rapport and invited printers to see for themselves, the speed, quality and low cost of the printed.com service – with a money-off incentive.
Secondly, we created an animated video, to feature on the printed.com website. Emphasising the Printer-to-Printer proposition over 90 seconds, it drew on the illustrative look and feel, and the copy tone of voice we’d already established for the campaign; the video relayed the bigger picture of the printed.com offering to both printer audiences, quickly and succinctly.