Over the past 8 years Distributech has leveraged variable image personalization (VIP) to help our clients increase their direct marketing response rates. VIP is traditionally used in the print channel to send out direct mailers that grab consumers' attention. As a marketer your goal is to have your campaign stand-out from the others. Having a printed piece with your prospect's name integrated into an image is a very unique way to capture attention and to create an emotional connection with the prospect.
Recently OB tampons leveraged VIP to issue an apology to their loyal Canadian customers for discontinuing a popular product line. This two-minute online video seems to be putting a smile on the faces of disenchanted fans of the Johnson & Johnson Inc. brand. By going to www.obtampons.ca/apology, the viewer enters her name and then sits back to not only hear the performer sing the name within the song's lyrics, but also to see the name integrated into the video.
We recently analyzed data from our Facebook fan page to see that VIP is a very popular topic. Overall, when posting videos, photos and articles about VIP our engaged users increased by 21%.
VIP is a unique and creative tool that will:
The benefit to marketers is that it is now available in all channels!