Family-Owned Cadillo Comunicación Gráfica of Lima, Peru, produces direct marketing about real-estate investments that requires great trust from customers, because of the confidential nature of tax and property data. So when Cadillo tries something new with their clients, they document their case as well as possible.

That’s why they were so impressed by the detailed cost and benefits included in the Xerox 1:1 Lab case studies I presented at the Xerox Graphic Arts Premier Partner meeting in Dortmund, Germany - as part of Xerox's drupa activities. The meeting was for members of the Premier Partners — leading Xerox-equipped print providers — from developing markets.

The 1:1 Lab runs controlled tests to generate apples-to-apples comparisons of one-to-one marketing campaigns and traditional solicitations. The lab’s case histories include line-item costs and quantitative results, including return on investment.

For a business whose success is based upon the reputation it has built over two generations, having access to this type of hard data is extremely valuable. So much so, that brothers Elio and Percy Cadillo tracked me down at drupa the next day to get my presentation. I assured them it would be posted on the Premier Partners Web site within the next few days.

But that wasn’t good enough. They wanted it now. I paused. Then I grabbed my laptop, copied the files to a thumb drive, and waited while they transferred the material to their computer.

I understand. When something’s that valuable, you want to be able to go home with it.

Shelley Sweeney
Vice President, Data Processing Service Bureau and Direct Mail Segment for the Worldwide Graphic Communications Business, Xerox Corporation

Shelley Sweeney (below) presents to Premier Partners during drupa activities.