Page 32 - BOSS Today Issue 4

MARKETING FOCUS

THE PURL

FISHERS

ROI Software Distribution has some useful ways to boost
BOSS members’ marketing

s the box on this these days, interactive methods stop. A PURL, though, is more of the recipient can enter into
page shows, ROI are more effective both in a conversation than a lecture. It a browser. It can also use all
ASoftware Distribution communicating a message draws the prospect in more.” these formats to reinforce the
has a wide range of product and in enhancing audience Another vital advantage is message: for instance, direct mail
and service offerings to help participation. that a PURL can be sent out in letters can arrive in the morning
companies maximise their return “With an email,” said Cox, various different ways, which is and you can use emails or SMS
on marketing investment and “you’re really just providing ideal if your target database is messages to alert or remind the
boost response. One of the most lots of facts. Some will get a incomplete: for example, if you recipient to read the letter.
popular of these is the PURL, better response than others, have postal addresses for some
or personalised URL. We spoke depending on how well they’re people, emails for another set Page by page
to Founder and Director Tim presented – and targeted to and SMS contacts for a third. Cox took us through a typical
Cox to find out why this route is the right market. But it’s still like A PURL can be sent out in all PURL campaign. “Once the
becoming more and more used. standing up in a presentation these ways: by post, for example, recipient clicks on the PURL, the
“In many ways, it’s the next and talking to someone non- it can provide an address that usual route is to be sent to a
step in e-marketing,” he told
us. “Sending out an email can
still be useful; but like lots of
technologies, it’s less effective ROI SOFTWARE DISTRIBUTION AT A GLANCE
than it was at first. One reason
is that this method is basically Founded in 2002, the cutting edge, enterprise- have both the tools and
a blast of information. Also, company operates through level solutions. In the UK the personnel to enable
it’s more of a shotgun than a three divisions. alone, ROI Software’s businesses to capitalise on
precision rifle. And also, anti- ROI Software is the solution installations process the next generation of cross-
spam software often rejects leading provider of Web- in excess of £250m in print media marketing.
emails these days before the to-Print, Variable Data annually. ROI Digital is a platinum
recipient gets to read them. Publishing and Cross-Media ROI360 is composed of a Xerox Digital Print
Because PURLs have unique marketing production group of software specialists Equipment provider. Its
URLs, they are more likely not software and is the UK dedicated to delivering dedicated team of industry
to be filtered out.” technology distributor innovative, intelligent professionals works with
and integrator of pageflex marketing projects on behalf clients to provide business
Interactive marketing technology. It partners of clients. With software growth through digital print
One of the major advantages with print and marketing at the forefront of 1:1 volume.
of the PURL is that it’s more service providers to deliver communications, ROI360
interactive. As is widely known

32 BOSS TODAY | June 2010