The Xerox magazine for real business results
5 Tips to Get
Closer to Your
InfoTrends weighs in on
shares his views
What’s new @ Graph?
See for yourself
Be our guest. Register today:
Budco and Ford Drive Results
With 1 to 1 Marketing
Jeff Sierra, Vice President,
Marketing and Product Development, Budco
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
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
By Beth Ann Kilberg-Walsh
10 Focus on the customer drives
continued growth in Budco’s
Detroit-area firm has evolved from local
printer and distributor for the auto industry
into a diversified nationwide provider of
By Shelley Sweeney
14 Direct Mail Huge Business for
Real Estate Market
By Diana Salgado
16 Innovative solutions and
strong relationships keep
18 Harnessing the Power of Big Data
Volkswagen bank delivers personalized campaigns,
Thanks to PSP.
By Bill Parker
20 The SMB Market: Small Scale,
By Lisa Cross and Stephanie Pieruccini
23 Gaining an Edge Through an Elite
Network: the Xerox Premier Partners
By Mary Roddy
The Publishing Team
Xerox Creative Services
Tim Dodd and Liz Weller
RB Publishing Inc.
2901 International Lane
Madison, WI 53704-3128
Published by RB Publishing in
affiliation with Xerox Global
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
licensed to Xerox Corporation in the United States and/or other countries.
Send comments or suggestions for
RealBusiness Magazine to: RBmagazine@xerox.com
4 · realbusiness 2012
Focus where your
business needs to go.
Xerox at Graph Expo 2012
... 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
– 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 BethAnn.Kilberg-Walsh@xerox.com.
Let me know what your business challenges are.
Register with Xerox for your free
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 www.xerox.com/graphregistration. 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
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
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
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
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
– 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
– Roy Grossman, Partner MSP
8 · realbusiness 2012
5 Proven Ways to Increase
... 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
Best Practice Examples:
• Assigning account service people
on customer location sites for
• Plan, reward and budget for
consistent customer contact and
• 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
Best Practice Example:
• Understand customer demographics
• 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
• Integrate data and MIS for online
access and reporting of mission
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
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
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
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
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
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
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
Diana Salgado is the marketing
specialist for Duplo USA Corporation. For
more information on Duplo’s products,
please visit www.duplousa.com.
2012 realbusiness · 15
“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
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
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
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
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
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
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:
... 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
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
Direct mail is a power channel.
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
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.
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 www.xerox.com/SMBstudy.
About the Authors
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
Senior Research Analyst
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
... 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
• 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
Mary Roddy is the Xerox Premier Partners Global Network
marketing manager, firstname.lastname@example.org.
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.
“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
PO BOX 259098
MADISON, WI 53725-9098
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So you can sleep through it.
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