Ivory Graphics Ltd

Direct Smile Digital Printing Services

The real power of Digital Print is to produce a different print every time. We have taken personalisation to a new level with the introduction of Direct Smile technology. This exciting and innovative software allows us to embed names from a database directly in to photographs and then merge this with address data to make a uniquely personal presentation. Imagine the difference it could make to your business if your next mailshot was two to three times more effective than your last!! The good news is that using the system to advantage on your next mailshot is quick and easy.

Step 1 The first requirement for any efficient and successful personalisation is a database of potential or existing clients. We need this to be presented to us as an excel spreadsheet or comma separated variables text file. If you would prefer we can procure a database for you. We are also able to clean data, using automated processes and even phone your potential or existing clients to verify the data. (Pre-contacting clients dramatically increase response rates). We would be delighted to discuss data cleaning options and costs with you.

Step 2 Once the database has been prepared your marketing literature needs to be complied. We have a number of standard Direct Smile Images, which can be used. These are shown below. It is usually possible to turn these standard images to be relevant to almost any business. A typical application is shown in the example above. If the standard images are not appropriate to your requirements we can also produce a solution completely specific to your company. Please contact us if you are interested in a bespoke design.

Direct Smiles work because there on another level if the client feels there being sold to they close off. Direct Smiles are fun! Great at breaking down barriers because you have there reaction on your side. It’s not all about quoting and getting the sale. You’re building a relationship. In most companies the successful clients always have some sort of bond or friendship. Through this whole process you can make little contacts with the client. Most marketing companies believe in contacting the client 7 times before a sale is possible.

Standard Direct Smile Images
This is a selection of the most popular Smile images.

Step 3 The next step to producing your personalised literature is to choose your print format.
All our personalised printing is produced in Full Colour.

Really try to relate the picture to something of value that you can offer the client. Our direct smile example simply says:

Dear Christian

Today may not really be your birthday! But it really is a day to celebrate!

The text relates to the picture and to whatever you then want to advertise to the buyer. Follow the steps correctly the higher your success rate will be. Always give your offer a time limit. So they have a call to action.
If you are stuck for words we can also help with the writing of the message.

Step 4 The final step would be to simply send out your literature. However in our experience a call before posting increases positive response rates significantly. Also talking to them confirms your database is up to date. Sending a fully personalised direct smile to Jeff doesn’t work if he’s left or his name is spelt Geoff. So call the client make them aware your sending them something. Double check the spelling of their name, but don’t tell them what it is. Just say I’m sure you will recognise it once you see it! Or it’s quite unique. The less detail they know the greater the reaction and the more curious they become. Then tell them you will call back next week. So their aware you are sending them something in the post and it’s OK to call them next week! Priceless!

Step 5 Once the direct smile has been sent, give the client a ring. Make sure you strike while the irons hot! Their reaction will give you valuable information about them and about your next direct smile promotion.