Versioning

The Customer is a leading Manufacturer/importer of door entry systems – swipe card, video entry phone systems etc. They sell their products through Resellers, mainly electrical wholesalers, and wanted to work with these Resellers to help them to sell more of their products. Currently, the Resellers were provided with a generic litho printed brochure with the Manufacturer’s branding. The first problem with this was that the Resellers didn’t like to use the brochure with their End-users as it promoted the Manufacturer rather than themselves and they feared losing the sales to another of the Manufacturer’s Resellers. The second problem was that the generic brochure only contained End-user pricing, as the Reseller pricing was obviously not to be seen by the End-user, and this led to confusion over the Reseller’s price.

The chosen solution was a digitally printed 12pp (one folded SRA3) full colour sales brochure in two main Versions:

1. End-user Version - personalized with the Resellers branding, contact details and End-user pricing. There were 50 Resellers and each received 25 copies of the End-user brochure every month.

2. Reseller Version - personalized with their branding, but instead had the Manufacturer’s contact details and Reseller pricing. One copy was sent to each of the 50 Resellers each month.

In fact this really creates 100 versions if you take all the personalization into account, and the degree of personalization increased over time as different Resellers were given different pricing according to their purchasing power.

The Customer was delighted with the result as the easiest option for the Reseller now was to sell their products, rather than their competitors’. Sales increased significantly and pricing was straightforward for all concerned.

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