Travel Agency Finnmatkat:
Espresso wakes up brand campaign
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 Espresso, companies can be sure the quality of the brand is preserved right along the line.
With Espresso
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.
Espresso 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
Espresso 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 Espresso. 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. >>
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Benefits of Espresso 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.
CASE FINNMATKAT: CUSTOMER-EVENING INVITATIONS ADAPTED TO DIFFERENT THEMES Finnmatkat, a subsidiary of TUI Travel Plc., has been using Espresso for about a year, to make its invitations to customer evenings aimed at different target groups.
"For instance, we have held customer evenings for our Temamatkat trips, and we have now had fifteen different types of evening in different locations. With the aid of Espresso we have personalised the invitations according to recipients and areas,"
says Project Manager Anne Rantanen.
Rantanen thinks the biggest benefit of Espresso has been that the management of the publication process is now in their own hands. Previously, all the proofs for modified invitations like these had to be worked on
separately, and a lot of messages were exchanged with the advertising agency and the printers. When sending things back and forth, there is also always a risk that the correct version will not reach the printers.
With Espresso a copy of the modified
version is kept in the database, which clarifies both the company's own work and its dealings with the printers.
Rantanen believes Espresso will also bring savings in publishing costs in the longer term.
At Finnmatkat the visual appearance of the
material portfolio was first created with an advertising agency. After that, the templates were uploaded into the program and the fine tuning done in collaboration with Hansaprint. Rantanen says the program is extremely easy to learn and use.
"The
system could have broader uses. In future, we may, for example, try making personalised direct letters for smallish target groups."
Novart Oy, which makes kitchen and bathroom furniture, has spent about a year familiarising itself with Espresso.
"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 Espresso 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 Espresso. 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.
"Espresso is a practical system for producing small and ‘reasonable-sized' materials. Ease of use, speed, reduced workload and cost savings," Purhonen lists Espresso's best points.
