PERSONAL bests

Royal Impressions produced the initial run of 1,650 booklets using a Xerox DocuColor 6060 digital production system and Xerox ASF 100 bookletmaker. Pages were prepared with Pageflex Mpower variable data software.

[ The Results ]

Based on the very positive response from the original group of prospects, Disney Destinations discontinued its use of static sales collateral. It now mails out customized booklets to 25-50 prospects a week. Both response rates and conversion rates have more than doubled because “prospects are happy to just get the information they need to make a decision.” The company’s printing and storage costs have been cut in half and, if details need to be changed, there no longer is any wasted material because nothing is printed in advance.