Inkjet & Digital Printing

How Xpresso Printz Perked up and Tini got Bigger

Monday 26. November 2012 - Everyone likes to be remembered on their birthday

Tini’s Spa rolled out a new direct mail marketing campaign by celebrating their customers’ birthdays with them. Tini sent a happy surprise via a birthday card, discount coupon and personalised calendar.
The card was personally addressed to the recipient, the voucher based on his or her last treatment (which made it highly relevant and attractive), while the fun-to-use calendar had the customer’s birthday marked as an “important date to remember”.
The birthday campaign proved a success, it helped Tini open two more outlets, extend her operation hours and build her client base by 60 per cent within six months.
A personal makeover for a traditional business model
Tini’s Spa birthday marketing campaign was an approach proposed by Xpresso Printz, a premier print- on-demand (POD) provider.
In two years, Xpresso Printz transformed from being a traditional print agency with limited resources and brewing business challenges to become a sophisticated personalised 1to1 print provider.
Like many other small or growing businesses, Xpresso Printz needed to stand out in a saturated market – customer retention was low, growth was slow, while both competition and advertising costs were high.
Hardware and ‘Heartware’
Leveraging on Fuji Xerox solutions and business development consultancy and tools such as the 700 Digital Colour Press and XMPie software, Xpresso Printz focussed on a long-term strategy to strengthen their brand by providing digital, variable data printing and personalised communications.
They relooked the traditional way of doing things and started looking at things which were important to their customers.
Xpresso Printz diversified their offerings and was able to provide services which helped their customers speak directly to their own clients.
This new “personalised print” made clients feel like they were spoken to in person, it started to delight customers and bring new business as well as referrals.
Today, Xpresso Printz still keeps things personal with customised cards, photobooks, wall canvases, calendars, marketing collateral and gifts, continually sharing stories and keeping memories vibrantly alive.
CRM programmes which strike a right balance of people, processes and technology (in that order) find the highest success rates.
Stepping back to move forward, Xpresso Printz built upon their strengths of good service and quality output, levelled upon a guided partnership and innovation to achieve breakthrough results and an ideal niche.