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Fall 2012

The Xerox magazine for real business results

5 Tips to Get

Closer to Your


Page 9

InfoTrends weighs in on

multichannel marketing

Page 20

Passionate about


new president

Jeff Jacobson

shares his views

Page 8

What’s new @ Graph?

See for yourself

Be our guest. Register today:

Page 6

Budco and Ford Drive Results

With 1 to 1 Marketing

Jeff Sierra, Vice President,

Marketing and Product Development, Budco

Page 10

Welcome to our special Graph Expo 2012 issue.

“Be in front of your customers, understand where they’re going and align your

business around that.”

Those are the words of Jeff Jacobson, President of Xerox Global Graphic

Communications Operations. If you are attending Graph Expo 2012, you’ll see Jeff

put those words into action as he makes his way around the tradeshow floor to hear

firsthand what customers are saying.

Jeff understands that staying close to your customers is not just a courtesy or a

feel-good gesture. It’s good business. It’s real business. And it’s the only way to truly

understand the challenges that our customers are facing right now—so we can more

effectively align their needs with the right solutions to move their business forward.

This special issue of RealBusiness magazine contains many more examples of how

Xerox is dedicated to staying close to our customers to help them succeed. In between

all of the great events at Graph Expo 2012, I urge you to spend a few moments

reading them. I think you will be impressed and inspired to learn how all of us at Xerox

are working closely with companies like yours to help you reduce costs, delight your

customers and grow your business.

Finally, if you see Jeff Jacobson on the tradeshow floor, be sure to say hello. And don’t

hesitate to let him know about your needs. He—like the rest of us at Xerox—is ready

to help you get down to real business.

Enjoy the show!


Ursula M. Burns

Chairman and Chief Executive Officer

Xerox Corporation

2 · realbusiness 2012


Table of Contents


06 Focus on where your business

needs to go.

Xerox at Graph Expo 2012, Booth 1200

By Beth Ann Kilberg-Walsh

08 Passionate About Customers

A few words with Jeff Jacobson

09 5 Proven Ways to Increase

Customer Intimacy

By Beth Ann Kilberg-Walsh

10 Focus on the customer drives

continued growth in Budco’s

30th year.

Detroit-area firm has evolved from local

printer and distributor for the auto industry

into a diversified nationwide provider of

end-to-end solutions.

By Shelley Sweeney


14 Direct Mail Huge Business for

Real Estate Market

By Diana Salgado

16 Innovative solutions and

strong relationships keep

Seshaasai’s customers—and

their customers—delighted.

18 Harnessing the Power of Big Data

Volkswagen bank delivers personalized campaigns,

Thanks to PSP.

By Bill Parker

20 The SMB Market: Small Scale,

Giant Opportunity

By Lisa Cross and Stephanie Pieruccini

23 Gaining an Edge Through an Elite

Network: the Xerox Premier Partners

By Mary Roddy

The Publishing Team


Chad Griepentrog


Ann Moscicki

Managing Editor

Amanda Al


Ken Waddell



Rachel Spahr


Kelli Cooke

Xerox Creative Services

Tim Dodd and Liz Weller

RB Publishing Inc.

2901 International Lane

Madison, WI 53704-3128

Phone: 608-241-8777

Fax: 608-241-8666



Published by RB Publishing in

affiliation with Xerox Global

Experiential Marketing

800 Phillips Road

Webster, NY 14580

RealBusiness is published to inform and educate graphic arts and information technology

executives, in-house printing professionals, and marketing and finance executives about the

power and value of networked digital documents through digital printing.

Reprints are available through FosteReprints at 866-879-9144. Copyright ©2012 by

RB Publishing Inc. All rights are reserved. Nothing may be reproduced in whole or in part

without written permission from the publisher. Any correspondence sent to RealBusiness,

RB Publishing Inc., or its staff becomes the property of RB Publishing Inc. Advertisements

in this magazine do not constitute an endorsement by RB Publishing Inc. or Xerox. The

articles in this magazine represent the views of the authors and not those of RB Publishing

Inc. and Xerox. RB Publishing Inc. and Xerox expressly disclaim any liability for the products

or services sold or otherwise endorsed by other vendors included in this magazine.

©2012 Xerox Corporation. All Rights Reserved. XEROX®, XEROX and Design®, DocuColor®,

iGen4®, Ready for Real Business®, Xerox Nuvera®, CiPress and iGen are trademarks of or

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Send comments or suggestions for

RealBusiness Magazine to:

4 · realbusiness 2012

Focus where your

business needs to go.

Xerox at Graph Expo 2012

Booth 1200

... by Beth Ann Kilberg-Walsh

6 · realbusiness 2012

“We’re at Graph Expo to get even closer to print service providers, understand their

needs, to help them reduce costs, produce more jobs, delight customers and grow

their business. Given the fast-paced changes in the graphic communications industry,

I expect to be in many lively show floor conversations focused on the innovations

customers want.”

– Jeff Jacobson

President, Xerox Global Graphics Communications

Let’s talk about your biggest challenges.

Anyone who manages a printing business knows what it’s like

to have your attention divided between daily operations and

strategizing for the future. As the graphic communications

industry continues to evolve and experience major economic

and technical upheaval, Xerox is here to help.

Bring your challenges to Xerox Booth 1200. From strategies for

winning new customers to getting closer to existing customers,

we can discuss new ways to help your business focus on

achieving more growth and headed in a better direction.

Can’t come to Graph?

Send an email to me at

Let me know what your business challenges are.

Register with Xerox for your free

show pass.

Your free show pass gives you access to Graph Expo and

an array of activities targeted at sparking business

growth. It includes admission to the RealBusiness Live!

Xerox Keynote, Monday, October 8 @ 11:30 a.m. Register

today at Space is

limited; you won’t want to miss this show!

New digital technology solution announcements at Graph:

• The new Xerox ® iGen 150 Press raises the bar for production

color digital. The iGen 150 builds on the outstanding features

of iGen4 ® EXP, such as Matte Dry Ink and 660 mm sheet size,

and adds more speed for enhanced productivity. The new 2400

x 2400 dpi laser enables the faster speed of the iGen 150 with

similar quality you can expect from an iGen4 ® .

Xerox Nuvera ® EA Production Systems offer all the capabilities

needed to wrap up every job professionally: outstanding

monochrome imaging quality, a range of highly efficient

speeds, power, productivity, modularity and a wide range of

finishing options.

Executive Booth Tour

Join us at 1:00 p.m. daily for a 45-minute Xerox booth

tour. We’ll cover new technologies, solutions and

business development programs you won’t want to miss.

Reserve your space today. For details, email

• IntegratedPLUS Automated Finishing Solution for booklets—

the convenience of automatic inline combined with the

flexibility of automatic offline finishing options enables

customers to produce more jobs with full asset utilization.

• The Clearly More Personal Program enables printers to

differentiate their business and enhance customer success

using relevant communication materials that have the

winning combination of variable text and images added to

the attention-grabbing and visually appealing effects of

Clear Dry Ink.

Beth Ann Kilberg-Walsh is vice president, marketing

communications and segment marketing, Xerox


2012 realbusiness · 7

Passionate About


A few words with Jeff Jacobson

President, Xerox Global Graphic Communications Operations

RealBusiness Magazine (RB): Jeff, you

joined the company in February 2012,

following senior leadership roles at

Kodak and Presstek. What attracted

you to Xerox?

Jeff Jacobson (JJ): Xerox offered an

opportunity that matched up with my

personal values, which are to be in front

of your customers, to understand where

they’re going and to align your business

around that.

This tracks with our new Graphic

Communications (GC) group organizational

structure that puts the focus back on

customers’ end to end needs. For the

first time in history, we’ve got the whole

customer cycle in one organization, from

marketing intelligence to R&D to product

development and manufacturing to sales,

service and support.

RB: What do you bring to Xerox and its

GC customer base?

JJ: I’ve been in this industry for 25 years.

I believe you have to live for your customers

and earn the business every day. I want all

of us to understand that everyone touches

the customer in some way. I want them

to ask themselves, “If my mother owned a

print shop, would I tell her to pick us as her

exclusive supplier?” If not, we’d better do

something about it.

I’m here at Xerox to clear away the

structural barriers and enable our team

to do what each of them does best—

meet customer needs in one way or

another. I want to align our management

structures so that sales people can get to

the people at the top quickly to react

to customer problems…that day

if possible.

RB: How do you stay close to customers?

JJ: Xerox collects a lot of voice of customer

data, and I pay attention to that. I also

believe in getting unfiltered information

by spending time in the field, speaking

to as many customers as I can. Graph

Expo is a great example. I’ll be out on

the tradeshow floor every minute I can,

shaking hands and listening to customers.

RB: Any final thoughts?

JJ: I want people to know how charged

up I am to be here. With Xerox, the

GC industry can look to a growing

organization whose leadership mission

is to keep customers at the forefront.

That’s a win-win.

Reaction to the new Graphic

Communication Group Organization

We have more effective and

more efficient top-down and

bottom-up strategic and operational

communication with the new

Xerox GC organization, which is to

everyone’s benefit.

– Richard Lowe, President and Chief

Operating Officer Franchise Services, Inc.

While we have always valued the

support that Xerox has provided, we

are particularly happy now to have

the benefit of Jeff Jacobson’s market

insights and leadership as we continue

to grow.

– Roy Grossman, Partner MSP

Digital Marketing

8 · realbusiness 2012

5 Proven Ways to Increase

Customer Intimacy

... by Beth Ann Kilberg-Walsh

Especially today, getting close to customers and

helping them be successful are more important

than ever. They’re also some of the best sources for

generating new revenue. Given just how important happy

customers are to all of us, RealBusiness magazine set out

to document the top 5 ways for you to not only get

close to your customers—but stay there.

1. Consistent Customer Contact

As they say, showing up in life is often

half the battle. Many printers today are

placing more emphasis on and formalizing

a plan for more consistent contact with

their customers.

Best Practice Examples:

• Assigning account service people

on customer location sites for

major accounts

• Plan, reward and budget for

consistent customer contact and

relationship building

• Develop an e-communications

touchpoint strategy, promoting valueadded


2. Learn your customer’s business.

We’ve all had to do a better job knowing

our customer’s business in the new

economy, but what does that mean

today? It’s moving beyond just being

able to talk the lingo. It’s understanding

very specific customer pain points and

business objectives.

Best Practice Example:

• Understand customer demographics

and patterns.

• Budco, a leading fulfillment and direct

marketing organization, took it’s data

expertise to the next level (see article

on page 10).

“Over time, as the world has become more

data driven, we’ve built a pretty high level

of expertise around it and how it’s best

applied to our individual clients.”

– Jeff Sierra

Vice President, Budco

3. Become an industry.

Today, printers are studying their

customer’s industries in greater detail and

across various new dimensions. It’s a way

for printers to provide insight, as well as

tailor applications to specific needs.

New ways to provide insight and value:

• Government regulation and


• Customer demographics and


• Media consumption patterns and

usage (e.g., provide knowledge on

where customers get information)

4. Sync-up your systems.

Integrate your systems with your

customers and their end-users.

This not only improves retention but

drives annuity revenue.

Best Practice Examples:

• Provide custom client websites for

online ordering

• Integrate data and MIS for online

access and reporting of mission

critical data

5. Find a problem to solve.

When was the last time someone

walked into your office with a solution to

one of your major business challenges?

These suggestions can work wonders

and, over, time can become a strategic

differentiator for what defines your

print shop.

Best Practice Example:

“We sit down with customers once a

quarter and say, ‘What are your pain

areas.’ And work together to make


– Harish S. Mayya

National Head, Business Development


Building long-term, loyal customer

relationships has been at the center

of what Xerox is all about. Leveraging

some of these tips can help you

build closer relationships with your

customers, too.

Beth Ann Kilberg-Walsh

is vice president, marketing

communications and segment

marketing, Xerox Corporation,

2012 realbusiness · 9

When Budco opened new headquarters

in 2000, the firm consolidated multiple

locations into a 362,000 square-foot

facility in Highland Park, Mich., large

enough to accommodate five years

of growth.

A year and a half later, they outgrew it

and purchased an additional 202,000

square-foot facility next door.

Focus on the customer

drives continued growth

in Budco’s 30th year.

Detroit-area firm has evolved from

local printer and distributor for the auto

industry into a diversified nationwide

provider of end-to-end solutions.

... by Shelley Sweeney

Jeff Sierra, Vice President,

Marketing and Product Development

Growth is the norm at Budco, a leading

fulfillment and direct marketing

organization. Except for flat performance

during the recession in 2008, the firm has

achieved annual double-digit growth for

more than a decade, some organically,

some from acquisitions. And 2012 is on

track to maintain the streak.

How do they do it? “We’ve always been

a customer-led organization,” explained

Jeff Sierra, vice president of marketing

and product development. “We focus

on clearly understanding what our

customers’ needs are today and also

anticipate what they will be in the future

so we can develop innovative, custom

solutions to meet those needs.”

Budco recently celebrated its 30th

anniversary with three days of events

for customers and employees. Here’s the

story of how they grew from a 15-person

print and fulfillment shop almost

exclusively serving the Big Three auto

makers to a diversified provider of endto-end

solutions with 500 employees at

facilities nationwide.

10 · realbusiness 2012

Following the Customer

When William A. (Bud) Brian acquired

a small printing, warehousing and

fulfillment company in 1982, he needed

a name. A friend suggested Budco, for

Brian Unlimited Distribution Company,

and “Budco” was born.

The company’s early years were marked

by expansion of its services. Long before

the term “marketing services provider”

was coined, Budco added agencystyle

creative services with the 1990

purchase of a marketing and training

company. Then, as the commercial

Internet was emerging in the mid-1990s,

Budco committed decisively to digital,

introducing an interactive department for

creating Web-based applications in 1995

and a digital print center in 1996.

“Our early adoption of digital allowed

us to differentiate early on,” Sierra said.

“Over time, as the world has become more

data-driven, we’ve built a pretty high level

of expertise around it, and how it’s best

applied for our individual clients.”

Budco Leadership Today

More recent initiatives have extended

Budco’s reach geographically and to

new industries. When Bud Brian sold his

majority share to Toronto investors in

2006, new chairman Perry Meile made

diversification an even greater priority,

one shared by current President and

CEO Terry Niles. The auto business that

accounted for 65% of revenues when

Meile took over now represents

about 30%.

One key to the shift was a 2010

acquisition of the fulfillment and

database marketing divisions of New

Jersey-based direct marketing company

The Direct Group. That gave Budco a

national presence—adding two New

Jersey facilities to the three in Michigan

and a California-based strategic

fulfillment partner—and a more diverse

customer base. Automotive is still a

critical vertical, but Budco also has

significant presence in financial services,

pharmaceuticals, consumer packaged

goods, and travel and leisure.

Sierra credits Budco’s three CEOs—

Brian, Meile and Niles—with maintaining

a consistent focus on customer service

and innovation over the years. In addition,

they have championed staff development,

strong technology skills and well-defined

processes, such as ISO 9001, for which

Budco has been certified since 1996.

Another constant: Xerox has been a

key partner for more than 20 years,

providing “leading-edge technology and

commensurate services and support,”

Sierra said. “As a Xerox Premier Partner,

we get a bit of an edge, seeing the new

technology a little earlier. And we’ve been

able to apply resources like the Xerox

1:1 Lab, which gave us some focus and

leadership.” For example, a 2008 1:1 Lab

test boosted sales of extended service

programs for the Ford F-150 truck by

35%—and subsequent application to

most of Ford’s vehicle models generated

a 24% uptick.

Upper left: Budco takes a team approach to

managing all aspects of the company’s service

contract, direct marketing and administration

division. Here (left to right) Gregg Madzia,

Service Contract Operations Manager, Steve

Gough, Director of Client Services, and Gary

Taylor, Service Contract Sales Manager, review

the company’s latest response rate report.

Upper right: Collaboration is key in developing

strategies that drive growth. Here Budco

President, Terry Niles, works with Marketing

Executive, Stacy Averill, to review the company’s

latest marketing approach.

“Our early adoption of

digital allowed us to

differentiate early on,”

Sierra said. “Over time,

as the world has become

more data-driven, we’ve

built a pretty high level of

expertise around it, and

how it’s best applied for

our individual clients.”

What’s next? “Our immediate future is

continuing to do the things that have

brought us success,” Sierra said.

Here’s wishing that what worked

well in the first 30 years will be equally

successful in the next 30!

Shelley Sweeney is vice president/

general manager, Service Bureau

and Direct Marketing Sector, Graphic

Arts Industry, Xerox Corporation,

2012 realbusiness · 11

12 · realbusiness 2012

2012 realbusiness · 13

Direct Mail Huge Business for

Real Estate Market ... by Diana Salgado

HomeVisit relies on

Xerox ® and Duplo

solutions for producing

direct mail pieces

on demand.

HomeVisit, in Chantilly, Virginia, provides

virtual tours, professional video and

photography, and digital printing services

for the real estate industry. If you have a

home to sell, particularly in the Virginia,

Maryland and Washington, D.C., areas,

the staff at HomeVisit can shoot eyecatching

interior and exterior photos for

online and print, create a simulated visit

of the property, and produce impactful

marketing pieces to advertise new listings

and open houses.

Selling print to a market that has had

its share of downs in recent years may

have been a challenge for many print

providers, yet HomeVisit not only managed

to maintain its business but actually

experienced a higher demand for direct

mail products. “Although there was a little

bit of a hiccup on the real estate business

end when the house market crashed,

there was more of a need for marketing at

that point, which was a real benefit to us,”

comments Chris Korzen, post-production

manager at HomeVisit, which counts such

companies as Coldwell Banker Residential

Brokerage, REMAX, Washington Fine

Properties, Long & Foster and Sotherby’s

International Real Estate as customers.

“Realtors and brokers were able to get their

name out a little bit cheaper by doing bulk

mail,” he adds.

At HomeVisit, print is its primary service

and it has brought it much success,

thanks to the Xerox ® iGen Digital Press.

However, with direct mail accounting

for 50% of its print work and the press

printing faster than it could finish, the

company ended up facing a bottleneck

in its post-press operation, which has

since been eliminated by Duplo’s DC-745

Slitter/Cutter/Creaser. Now with Xerox

and Duplo in place, HomeVisit has been

able to expand its offerings, improve

its productivity and turn its direct mail

products into a profitable business.

Starting with the iGen

Since the company’s start, all jobs have

been printed on an iGen. When HomeVisit

was established in 1998, it was the iGen3 ®

14 · realbusiness 2012

that got it started and it was only a few

years ago that it was replaced by the

next generation iGen4 ® EXP Press. Fully

equipped with FreeFlow ® and the new

oversized feeder, the iGen4 enables it

to print documents up to 26” in length.

“We could only do 12" x 18" brochures

before and now we can create larger fullbleed

pieces for our clients. We’re able to

do a whole new range of products that

we couldn’t do before so it has helped

increase our product line,” says Korzen.

Among the products are bi-fold and trifold

mailers, flyers, two-sided postcards

and brochures of varied sizes with the

largest being 22" brochures. Volumes

vary from the short 50-flyer order to the

50,000 direct mail run. “We’re printing

digitally, so it doesn’t matter how short

the lengths are. We can handle anything,”

he adds. Although the company has been

able to accept any print job, its manual

finishing methods slowed it down.

Taking it to the Finish Line

Up until a year ago, operators were

spending almost all day cutting jobs on a

guillotine cutter and then manually scoring

them. “It was a challenge because most

everything had to be cut and it wasn’t costeffective,”

recalls Korzen. “The direct mail

pieces took the longest because there were

so many of them.” So the DC-745 Slitter/

Cutter/Creaser was brought in to handle the

increasing workload more efficiently.

The digital color finisher is the high

production model of Duplo’s all-in-one

finishing line and its most powerful,

providing increased versatility and

productivity. Its ability to eliminate white

borders and toner cracking on fold lines in a

single pass not only boosted their efficiency

but their overall quality as well. “With

the DC-745, you’re getting consistency.

Every sheet is cut the same from front to

back. We don’t have to go back to reprint

anything because we’re always going to

get the right cut,” says Korzen. “With the

guillotine cutter, one wrong cut would just

ruin your day. You had to go back and

reprint the job.” In addition, the machine’s

automation did not hurt. “We can load it,

let it run and walk away. We can multitask

and get a lot more work done in the same

amount of time. It’s been a real life saver.”

Direct mail campaigns continue to be

one of the most cost-effective ways for

marketing any product or service. Even

in a troubled economy, the company

surpassed its expectations and there is

no doubt when the house market fully

recovers, HomeVisit will carry on with even

more success.

Diana Salgado is the marketing

specialist for Duplo USA Corporation. For

more information on Duplo’s products,

please visit

2012 realbusiness · 15


solutions and

strong relationships

keep Seshaasai’s


their customers—


“When the customer deals with Seshaasai,

it gets a complete, end-to-end solution

and the peace of mind that the job is done

correctly from the start.”

– Harish Mayya

Its philosophy to find innovative solutions, coupled with its full

range of capabilities, proved instrumental in the way Seshaasai

was able to help the government of India accomplish its mission

to provide and distribute unique identification cards for all of

its citizens.

Producing and Delivering IDs to Millions

The Unique Identification Authority of India (UIDAI) was created

by the government to develop a country-wide social security

infrastructure. The project had an enormous scope and an

aggressive timeline, but after 15 months, the production and

distribution of individual ID cards had fallen behind schedule.

To get back on track, the government put the project out for bid.

Seshaasai came up with the best price—and strategy—receiving

50% of the RFP.

With nine locations in India, Seshaasai is the number one

security and variable data printer in the country, offering offset

and digital printing, business process outsourcing, back office

operation and logistics to the banking, financial services and

insurance (BFSI) industry. Seshaasai has really come to be

known for creating a seamless experience and adding value

for its customers.

“For BFSI, where we held 65–70% of the market share, we’ve

really pioneered a lot of value-added solutions,” says Harish

Mayya, National Head of Business Development at Seshaasai.

For instance, Seshaasai improved the way one of its bank

customers welcomes new members by creating a welcome kit,

complete with letter, checkbook and debit card. And for one

insurance customer, it introduced an electronic quality-check

system where the data to be printed on the policy kit was

electronically checked before printing. This saved tremendous

costs to the customers as erroneous kits were not printed.

Harish noted the numerous challenges surrounding this project.

“For one, the cards needed to be printed in multiple languages,

include variable data information and citizen photographs, and

be laminated, finished, assembled and stuffed for mailing.”

Perhaps more challenging was the sheer volume to be printed—

Seshaasai had agreed to producing and dispatching a minimum

of half a million cards per day.

All this had to be accomplished without disrupting service to

existing customers. To bring this vision to reality, Seshaasai relied

upon its Xerox ® iGen4 ® Press, Color 1000 Press and DocuColor ®

8080 to manage the workload. To ensure everyday work

remained undisturbed, two of its production facilities in Mumbai

were prepared so that if production stopped at one location, the

other could take over.

Seshaasai involved Xerox early in the process to discuss the best

price model, equipment and media to help ensure it won the

contract. The Xerox ® production equipment portfolio chosen

provided the quality, robustness and speed to accomplish the

daily quota required by UIDAI.

Keeping its machines up and running was also a crucial

component. Seshaasai worked with Xerox to plan out spare parts

requirements, with supplies always on hand. And Xerox ensured

that the best engineers would be available if service was needed.

The process worked so smoothly, Seshaasai was able to keep

its Xerox ® production equipment running 20 hours a day and

exceed its quota. Says Harish, “We promised them 0.5 million

ID packages per day, but we’ve actually upscaled our processes

to 0.7 million. That really helped them meet their targets.”

By the end of Phase 1, and less than 120 days into the project,

Seshaasai had produced 60,000,000 personalized letters with

laminated cards, automatically stuffed into envelopes and

dispatched to the post.

A Fully Trackable Process

The government of India included a condition that it needed

online tracking of production at every stage of the process.

Seshaasai’s software team created an online dashboard where

the UIDAI was able to monitor every step from data download

through production to dispatch, with no phone calls or waiting.

Every batch was reconciled to the last number.

This experience of working in high volumes has led to other

government work as well. Two states have enlisted Seshaasai

to print photo ID cards for individuals using the public

distribution system.

Helping Customers Delight Their Customers

One of the missions at Seshaasai is to make sure its customers’

customers are always satisfied. Seshaasai is doing this by helping

promote the benefits of color and other innovations to make

statements and policies more intelligent.

For example, by embarking on a campaign with insurance

companies to introduce transpromo, whitespace management

and highlighted policy benefits, and to make policies engaging

to the customer through the use of color, Seshaasai has helped

insurance companies reduce their rates of lapsed policies.

Armed with innovative solutions, Seshaasai meets with its

customers once a quarter, asking them, “What more can we

do for you? What are your pain points?”

For one insurance customer, this meant introducing laminated

ID cards to replace plastic ones. Seshaasai was able to bring

down the cost for its customer and the end user.

By the end of Phase 1, and less than 120 days into

the project, Seshaasai had produced 60,000,000

personalized letters with laminated cards, automatically

stuffed into envelopes and dispatched to the post.

Harish states, “I know my customer is happy today, but if we

become complacent and don’t push the boundaries of our

solutions, very shortly he will be dissatisfied. He needs something

different, something more.”

It’s important at Seshaasai to maintain customer relationships,

spend time with them and give customers cost-effective

solutions. By implementing a practice of never saying “no” to a

customer, Seshaasai is in constant pursuit of innovation and has

the confidence in its processes and equipment to stand by its

approach. Seshaasai’s involvement in its customers’ businesses

and investment in relationship building help explain why it has

not lost a single customer yet.

Harnessing the Power of Big Data

... by Bill Parker

Volkswagen bank delivers personalized campaigns, thanks to PSP.

The ability to communicate on a personal

level with customers is quickly becoming

critical to all facets of communication. Being

able to reach those customers, while being

able to track how they respond to your

message, is essential. This is exactly what

Volkswagen Bank wanted to achieve when

it began its retention campaign with its print

service provider, Business Advantage group

(BAG). But before BAG could deliver this for

Volkswagen Bank, it had to look at its own

internal systems.

As one of the premier integrated

communication services providers in

Mexico, the team at BAG knew they had to

be able to provide relevant and timely print

and electronic communications to take on

the challenge presented by its customer.

However, as is the case with many

organizations today, harnessing

data from a variety of sources can be a

daunting challenge.

18 · realbusiness 2012

BAG Mexico was no exception, and it

had to use many different tools such

as Excel, MS Access and MS SQL for

marketing campaigns, which was both

complicated and time-consuming. There

was also a lot of dependence on external

suppliers for image manipulation and

campaign execution. Testing campaign

variations meant even more time, effort

and rework. The complexity and time

required to build out campaigns left

little opportunity to be creative and

brainstorm new ideas to drive business.

Managing data was becoming an evergrowing

task, leaving little room for

anything else at the organization. It had

become evident that this issue needed

to be addressed sooner rather than later.

After careful research, the implementation

of a multichannel communications

platform that brings together several

data sources provided the much needed

consolidation BAG was seeking. The

changes in performance were rather

dramatic, as the cumbersome task of

manipulating data was taken out of

the equation.

Delivery of relationship marketing

services has been transformed, allowing

more creative campaigns in less time

while also enabling better response

management. Turnaround time for

campaigns has been dramatically

reduced by about 90 percent. One

campaign that used to take 15 labor

days to complete now takes one.

BAG is now able to deliver completely

personalized campaigns for Volkswagen

Bank, which provides flexible banking

solutions for Volkswagen Group and

Porsche clients. The campaign objective is

to encourage clients to renew their credit

agreement. The platform is used to target

Volkswagen Bank clients that have a good

credit history, are classified as “not risky”

and will be finishing their credit within

three months. Each communication is then

personalized according to the vehicle that

the client has purchased, and even the

pre-authorized credit limit is calculated

on an individual basis. Individual

Volkswagen Bank delivers personalized

messages to customers in record time.

responses can then be tracked, allowing

for ROI measurement and follow-up


Channeling all data through a single

tool has allowed the platform to be

used for almost all campaign stages

including database management, data

segmentation, art management

and production.

With a single solution, BAG can now

streamline campaign processes,

creatively apply variable data

and also integrate multichannel

campaigns to drive response rates.

Big data doesn’t have to be scary; in

fact, it can be quite powerful when

you use the right tools to extract the

information you need to create a

personalized profile of your customers.

Bill Parker is the Chief Marketing

Officer for GMC Software Technology,

2012 realbusiness · 19

The SMB Market:

Small Scale,

Giant Opportunity

... by Lisa Cross and Stephanie Pieruccini

Small and medium-sized businesses (SMBs)

present a tremendous sales opportunity for

print service providers that offer digital printing.

While the individual opportunities for SMBs are

relatively small, the ability to aggregate print and

digital transaction volume creates a large market

opportunity that is too big to ignore in today’s

Internet-driven economy.

20 · realbusiness 2012

The SMB market has a wide range of print communications

needs, including corporate identity, marketing collateral,

direct marketing, point-of-sale materials and transactional

documents. Just like large enterprises, SMBs want to look

credible and professional to their customers and prospects.

Template-driven online print ordering systems combined

with digital printing have turned the SMB industry into a

profitable print market. This combination enables print service

providers to efficiently aggregate print volume. This is ideal for

producing low-run jobs, while also providing a cost-effective

self-service option to meet SMB print requirements.

Beyond print, SMB firms are looking to use multiple media

channels. They are seeking partners to communicate and sell

to customers across many channels, including print, online,

mobile and social media. These businesses also are looking

for software solutions that integrate and automate marketing

across channels. As these smaller-scale companies are focused

on their core businesses, they generally don’t have the time

or expertise to take full advantage of new media tools and


The Size of the SMB Opportunity

SMBs, defined as firms with fewer than 500 employees,

account for the majority of U.S. businesses. According to the

U.S. Small Business Association and the latest published U.S.

Census data, there are roughly 6 million firms with fewer than

500 employees, and 5.4 million of these have fewer than 20

employees. This market includes a wide range of business

types such as hairdressers, physicians, dentists, lawyers, real

estate agents, gardeners, child care providers and local “mom

and pop” enterprises. All of these entities are competing

against each other and large enterprises to stand out and

appeal to consumers.

Although new media types are important to SMB firms’

marketing efforts, print remains a solid and important channel

in the overall cross-media marketing mix. In 2012, InfoTrends

conducted a study entitled Capturing the SMB Marketing

Automation Opportunity. A follow-up to a 2009 report on the

SMB market, this study surveyed more than 2,000 firms with

fewer than 500 employees across more than a dozen major

industries in the United States. Print categories including

promotional print, business identity and sales documents

account for almost half of SMB marketing spend. SMB firms

reported that print continues to be a solid and appealing

media channel because it is tactile and doesn’t get lost in the

growing noise of the digital world.

Figure 1: What percentage of your advertising/

marketing spend falls within the following

categories? (Means)


















Mass Media



Direct mail is a power channel.

Promotional Print


N = 2,010 Small and Medium-Sized Businesses

Source: Capturing the SMB Marketing Automation Opportunity, InfoTrends 2012

Printed direct mail is a staple of the SMB marketing mix. Over

60% of survey respondents to InfoTrends’ SMB study reported

that they use direct mail for marketing. Of those firms using

direct mail, 17% expected its use to increase. A look at the data

by vertical market segments reveals that non-profits (71%)

reported the highest overall use of direct mail, followed by the

manufacturing (67%), personal services (65%) and financial

services (62%) sectors.

According to the SMB firms participating in this research, direct

mail and other traditional print media are appealing because

email campaigns alone are generally ineffective. Respondents

indicated that overuse of email marketing has created digital

clutter and hampered the channel’s marketing effectiveness, as

recipients can’t keep up with the glut of messages received.

2012 realbusiness · 21

The use of personalized print is growing.

SMB firms report that their use of personalized printed

materials is growing. A comparison of survey responses from

InfoTrends’ 2009 and 2012 SMB studies indicated that the

share of personalized promotional materials increased by 66%.

At the same time, however, there is still great opportunity for

personalized printing in the SMB market as only a quarter of

promotional materials are personalized.

Figure 2: What percentage of your promotional print

materials are personalized? (Means; 2009 vs. 2011)



1 to 9




10 to 99


2009 2011


Although SMBs are interested in personalization, many lack

the expertise and customer information required to take

advantage of it. Service providers can address this challenge by

providing data management services to help SMB firms harness

marketing personalization. SMBs also lack an understanding

of how best to use personalization, limiting its capabilities to

placing the recipient’s name in cute or unique places. Guiding

SMBs in converting customer data into printed materials with

offers and images targeted at individual recipients will help

increase their success.

The Marketing Automation Opportunity


100 to 499


N = Varies

Source: Capturing the SMB Marketing Automation Opportunity, InfoTrends 2012

SMBs are looking to use all channels in integrated personalized

media campaigns, but they have limited resources to execute

and manage such campaigns. Cloud-based, self-service

marketing automation software tools represent an attractive

solution to this challenge. Marketing automation solutions

provide a central location to manage and automate the

creation, distribution and tracking of multichannel campaigns.

By creating automated workflows, communications are

distributed when potential customers or leads trigger a series

of steps that nurture them with information and reminders

until they eventually become ideal candidates for sales reps to

contact. Automation software enables sales reps to focus on

customers that are ready to make a decision, rather than those

that are simply seeking more information.

The SMB market’s interest in marketing automation presents

a great opportunity for print service providers because today’s

solutions focus primarily on fulfilling the digital components of

marketing campaigns but ignore the print component that SMBs

also need. Print service providers have the opportunity to bring

print into the mix, providing marketers with a complete range of

self-service marketing tools that will help to facilitate more print

business. Print service providers have a leading edge in this area,

as SMBs view commercial printers, office superstores and online

printing services as their go-to resources for marketing services.

InfoTrends’ Opinion

SMBs are seeking partners that can help them market and sell in

today’s cross-media world. Print remains a valuable component

of the multichannel mix. The SMB market represents a significant

opportunity for print service providers that are willing to invest

the time in creating automated, scalable, cross-media marketing

solutions that leverage customer data to deliver personalized

communications that drive results.

To read an executive summary of the InfoTrends 2012

Capturing the SMB Marketing Automation Opportunity study,

go to

About the Authors

Lisa Cross

Associate Director

(781) 616–2192

Lisa Cross is the Associate Director for InfoTrends’ Business

Development Strategies service. She is responsible for conducting

market research, supporting market forecast estimates,

managing custom consulting projects and reporting on

industry events.

Stephanie Pieruccini

Senior Research Analyst

(781) 616–2109

Stephanie Pieruccini is a Research Analyst for InfoTrends’

Production Workflow & Custom Communications Service. In

this role, she is responsible for responding to client inquires,

conducting market research and analysis and providing coverage

of industry events.

22 · realbusiness 2012

“The Premier Partners is really a fantastic program,” said

Waleed Ashoo, president and CEO of Lithexcel, Albuquerque,

N.M., and United States representative to the Premier Partners

Advisory Board. “It allows you to connect with colleagues from

all over the world. It gives you visibility on a portal where you

can be found by customers seeking print services. And there’s a

lot of value in the webinars and training that are available. Plus

it continues to grow and improve.”

Networking at the Premier Partner Congress at drupa 2012

Gaining an Edge

Through an Elite

Network: the Xerox

Premier Partners

... by Mary Roddy

Where do you go for support when

facing the waves of transformative

changes washing over our industry?

Many industry leaders turn to the Xerox Premier Partners

Global Network, an exclusive affinity group of top Xerox graphic

communications customers for networking, learning and business

connections. Formed in 2000 when digital color printing began

to transform the industry, the Premier Partners network today

counts more than 400 members from more than 40 countries

on six continents.

Some of the program’s newest components, announced at the

organization’s global forum at this year’s drupa trade fair in

Düsseldorf, Germany, include:

• Free and discounted resources in the new XMPie Cross-Media

Centre, including royalty-free personalization resources

and a discount subscription to the XMPie Cross-Media Centre

cloud-based personalization solution.

Xerox University, a new source of professional training and

development services.

• A planned managed print services offering for providing onsite

management services for production and office printing using

a Xerox ® cloud-hosted solution, available now in Europe.

Color House Graphics, a 25-year-old book manufacturer in

Grand Rapids, Mich., joined the Premier Partners in June. “We’re

looking to network with our peers, because we believe the future

of the industry is going to involve a lot of collaboration,” said

Angela Nielsen, operations manager, Color House Graphics.

“We’re also looking for industry news, updates from Xerox and

the possibility of business referrals.” All are included in the

Premier Partners program.

“The Premier Partners program is going strong,” said Gina Testa,

vice president, Xerox Global Graphic Communications Business.

“It’s very important to Xerox. It’s a collection of our most

important customers. And we want to continue to be able to

promote our members’ services, and to bring new benefits

and offerings.”

Mary Roddy is the Xerox Premier Partners Global Network

marketing manager,

Attention Xerox Premier Partners:

The Best-of-the-Best Program is coming.

Entries will be accepted in January 2013.

Start preparing your submissions and earn

the industry recognition you deserve.


for more information.

2011 Best-of-the-Best

Books Winner

Pazazz, Canada

“Being the only Canadian recipient of the Xerox Best-of-the-Best award

has been an excellent endorsement for Pazazz. We use the winning digital

Canadian Architecture book along with the Xerox case study as a key

marketing tool to show the amazing possibilities that can be achieved

with digital printing.”

– Founder, Warren Werbitt, Pazazz

2012 realbusiness · 23


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