3 Great Markets for One-to-One Solutions

Customization is king, and for good reason: To hold court with your customers, you have to talk to them and with them, not at them.

That's why one-to-one, variable printing is so important—it enables you to personalize your communication in a way that's relevant and noticeable.

Here are three markets that are especially ripe for one-to-one marketing:

1. EDUCATION

Old Way: Colleges, universities, private schools and technical schools send large, impersonal, expensive viewbooks and brochures to prospective students. Brochures can include this text: "We have an extensive intramural sports program."

New Way: They send print-on-demand materials that tell each prospective student about the things that matter most to him or her. Variable text is based on information specified by the student in writing or the student's direct responses to a recruiter or web site questionnaire. A brochure can include this text: "Larry, sports are a big thing around here. We offer 13 different intramural sports (including your favorite, football). The competition gets pretty exciting sometimes--just don't forget to go to class, OK?"

2. HEALTH CARE

Old Way: Hospitals, doctors' offices and clinics produce general materials with information about medical conditions, remedies and health tips. Pamphlets can include this text: "You'll love our Birthing Center!"

New Way: They produce specific materials for each patient that include only information about his or her condition or illness. Sections can include pre-operation and post-operation instructions, a list of outpatient facilities near the patient's home and a referral guide customized with carefully selected specialists. A pamphlet can include this text: "Tom and Clare, neo-natal units are important to you. That's why you'll love our Birthing Center! It's backed by the most experienced neo-natal unit in the area. We'll make your two other kids welcome, too, so they don't feel left out!"

3. TRAVEL AND TOURISM

Old Way: Resort marketers, hotel managers and travel agencies send glossy, expensive packages to potential vacationers, storing unused copies in their basements. Brochures can say, "Our Kids' Playland will keep younger children occupied."

New Way: They qualify each mail, telephone an internet request, responding with materials targeted to specified interests. Each piece is printed on demand, eliminating costly inventory.  A brochure can say, "Our park is ideal for young families. Our Kids' Playland features eight different rides that are thrilling, but not scary, for Timothy. It also features a place where Samantha can meet some of her favorite cartoon characters and see animals in our petting zoo!"