Variable Data Marketing

1. Variable Data Marketing

2. Variable Data Marketing The ability to creatively communicate different messages, offers and images to an individual based on purchase history, predicted behaviors, personalized information, geography or preferences.

3. Applications of How to use Variable Data Marketing • Change messages or offerings on a house to house basis • Apply the consumer’s name within the ad • Vary images to match consumer preferences • Track consumer response by address • Capture address of respondents

4. DEFAULT Variable Tree $2500 off Veh. Purchase on Birthday Happy Birthday 1 By Name $1200 off New or Used Veh. Purchase Preferred Customer 2 By Name Existing Customers $1000 off Trade in your ’99 Explorer Service Customer Client Supplied List 3 By Name Automotive Dealership $1000 off Truck Graphic Truck Owner 1 Client Name By Name $1000 off SUV Graphic SUV Owner Customer Acquisition 2 By Name Purchased Data List $1000 off MiniVan Graphic Children Present 3 By Name $1000 off Luxury Model Graphic Luxury Vehicles 4 By Name $1000 off New or Used Veh. Purchase Sales Event 5 By Name or Valued Customer

5. Response Expectations What do you want to change on the postcard • Name • Name and Offer • Name, Image, Offer • Existing vs Non-Customer Strategies • Novelty graphic - catching people’s eye

6. Premium Card • Static Message and Image • 4-Color Process Both Sides • Full Bleed Print/Trim • 5”x8.5” / 9pt C2S Stock • Saturation by Zip Code or ATZ • Minimum Order: 10,000 Cards • Turnaround Time: most markets 6-Weeks

7. Variable Messages Basic Smart Card • House Specific Variable Message (Black Ink Only) - 1 Side • 4-Color Process Both Sides • Full Bleed Print/Trim • 5”x8.5” / 9pt C2S Stock • Saturation by Zip Code or ATZ • Minimum Order: 10,000 Cards • Turnaround Time: 6-Weeks • Includes: Graphic Design, Data Research, Data Work (Merge Purge), Data Purchase up to 5 Variables, Smart Barcode (Variable if needed)

8. Variable Messages QRS Code

9. Variable Messages and Images Premium Smart Card • House Specific Variable Imaging Full Color Both Sides • 4-Color Process Both Sides • Full Bleed Print/Trim • 4”x9” / 9pt C2S Stock • Saturation by Zip Code or ATZ • Minimum Order: 10,000 Cards • Turnaround Time: 5-weeks NMI markets 6-Weeks Valassis Markets • Includes: Graphic Design, Data Research, Data Work (Merge Purge), Data Purchase up to 5 Variables, Smart Barcode (Variable if needed)

10. Novelty Graphics Same Features as Premium Smart Card Variable Messages and Images w/ Novelty Items

11. QR Codes Can be Static or Variable Links to websites and specific web pages such as detailed vehicle descriptions, inventory access or credit application. Displays Messages.

12. Comparable Costs $0.90 $0.75 $0.24 $0.60 $0.19 $0.35 $0.17 $0.14

13. Components of a Successful Ad • Put focus on Variable Name • Keep it simple avoid clutter • Use image to determine nature of ad • Make sure you have a trigger mechanism

14. Lifetime Value Customer Development • Allows for Variable (personalized) communication / offers • Builds a platform for second and third marketing strategies • Establishes customer loyalty/retention • Affords ability to track customer behavior • Bridge to multi-Channel Marketing Strategies

15. Additional Features • Business reply • Magnets •  Loyalty or Discount plastic cards • Traceable Bar-code • QR codes (can be variable) •  Trackable phone numbers

16. Contact National Mail It Inc. Steve Wallace Cell: 304-453-3333 South Texas Region: 956-230-3033 stephen@nationalmailit.com