XEROX OPENS DEMONSTRATION LAB FOR PERSONALIZED MARKETING
By Adnews Staff
Xerox Canada has constructed a facility at its research centre in Mississauga to demonstrate the benefits of using its equipment to conduct personalized direct marketing campaigns. The installation, called the 1:1 Lab, will conduct demonstrations for ten marketing and commercial printing firms per year. Consulting firm Terminal van Gogh and software company Exstream will also take part in these demonstrations, during which a personalized campaign adapted from existing data and creative will be produced for each participating company. The results from this campaign will be compared to those from a non-personalized campaign. "Our goal is to provide Xerox customers and marketers with a first-hand view of the impressive response rates and cost-effectiveness of one-to-one print campaigns," said Helene Blanchette, national graphic arts industry manager at Xerox Canada. "These initiatives will allow more commercial printers and marketers to say 'yes' to a new generation of print campaigns." The first attendees of the lab will be Tourism British Columbia and its agency Cossette, printing company NEBS and insurance firm Heritage.