Hansaprint's electronic direct marketing system is a handy tool for companies that need their advertising to be visible at all their branches, keeping a consistent brand-image, but individualised for the local situation.

Many companies try to avoid centralised marketing organisations, since the closer to customers the marketing is taken, the easier it is to reach them. On the other hand, doing things locally often leaves local staff without access to brand expertise. This can result in campaigns that are quite a long way from what was originally planned.

Now, with the aid of a service called HansaEspresso, companies can be sure the quality of the brand is preserved right along the line.

With HansaEspresso local members of a sales chain can use their own computers to easily change or add their own offers and contact details to a readymade page template. The material is modifiable with a couple of mouse clicks. The service is ideally suited for companies with lots of retailers or who need frequently modifi able marketing materials.

HansaEspresso is primarily intended for making print campaigns. It is particularly handy for cards, letters and leaflets. The original planning and editing of the material takes the most time, but, once that is done, the material is quick to work on.

GREATER POWER, FLEXIBILITY AND RELIABILITY
HansaEspresso is already the program of choice for dozens of companies, and through them of hundreds of local users. Companies with geographically distributed operations particularly benefi t from HansaEspresso. The browser-based operating model makes the program easy to use, even in business operations that cross national boundaries.

There are clear advantages for company operations from automating and simplifying marketing processes, and from coordinating collaboration between those involved. The system also makes it possible to combine brands, i.e. cobranding. This is an important feature in situations where the marketing material has to present both the umbrella brand and the sub-brands that operate under it.

Benefits of HansaEspresso for the user

1. Your own brand expertise is kept under control. Retailers follow an integrated approach.
2. Retailers are more committed to marketing when they can influence their own campaigns and product sales. This allows better monitoring of sales and targeting of marketing resources.
3. You can run a centralised campaign, rather than several small ones. Small components can be put together in the production phase to make one large campaign. This produces savings, for example, on postage costs.
4. The work is made easier and quicker.
5. You get a high-quality end product. Printed impression, paper and external appearance are consistent.
6. The process can be traced, since the campaign material is saved in the system. Afterwards it is easy to go back and investigate a campaign, and see how well it worked. The same material can easily be used later on.
7. Recipient-specificness. The system allows advertising to be personalised easily and in a controlled manner.

With HansaEspresso, you can wave goodbye to creative processes taking several weeks, and to mix-ups, lost material and poor end results along with them.

CASE NOVART LTD: THE RIGHT KITCHEN FOR THE RIGHT TARGET GROUP
Novart Oy, which makes kitchen and bathroom furniture, has spent about a year familiarising itself with HansaEspresso.

"We have used the program to do small-scale event marketing, i.e. direct adverts and invitations to our customers or to our own retailers. On top of that a few retailers use HansaEspresso in their own marketing," Sales Manager Matti Purhonen mentions.

A lot of different templates have been created for Novart's material portfolio, which can be easily modified to make invitations and letters. The basic material design done by an advertising agency to fit the company image ensures that the advertising is always consistent regardless of who uses the program.

At Novart's factory one responsible individual uses HansaEspresso. In addition, retailers and their assistants have been offered training in the use of the program. Purhonen also hopes that, in time, the retailers will become increasingly interested in what the program can do.

He sees the program as having a lot of potential uses. Advertising can easily be targeted at different customers. Buying a kitchen or bathroom is a major process for an ordinary person, and they do it on average about 1.5 times in their lives. That is why it is important to make contact with the right target groups.

"HansaEspresso is a practical system for producing small and 'reasonable-sized' materials. Ease of use, speed, reduced workload and cost savings," Purhonen lists HansaEspresso's best points.