Inkjet & Digital Printing

A Silver Lining for Golden Hope

Tuesday 27. November 2012 - "The biggest challenge was breaking through to convince business owners of the merits of the cross- media solution," said KL Loh, managing partner, GHC.

Here is an example of how a 20-year veteran in offset printing managed to turnaround their business model to become Malaysia’s pioneer 1to1 integrated marketing service provider.
Based in Kuala Lumpur, Golden Hope Communications (GHC) is the first firm in Malaysia to be certified under the Fuji Xerox 1to1 Ignite Agency Programme. They are now equipped to offer services in data management, branding and creatives, and cross-media marketing, but the venture into unchartered terrain did not come easy.
GHC launched a four-phased integrated B2B campaign that advertised its own services. Based on the concept of ‘touching’ and ‘reaching’, the ‘Chocolate Campaign’, which would not only offer Armani Dolci chocolates to delight clients, but likewise a friendly, personalised greeting to demonstrate the practicality of cross-media marketing.
The campaign received a response rate of 43%, in a domestic market where generic mail yields less than 1% and electronic direct mailers (EDMs) reach only 3% to 5% of total responses. Out of the 43% of the recipients who responded, nearly 88% completed the whole campaign experience, attesting to the effectiveness of GHC’s four-channel strategy.
GHC’s objective was lead generation and securing client meetings in order to explain the concept of 1to1 cross-media marketing. They also noted a tangible increase in customer loyalty and interest.
They have now doubled their aim to one million processing units – which is the volume of records that are processed in a campaign – after results from the initial rollout prediction of 50,000 processing units* surpassed within three months.