POD supports Land Rover's dealer marketing strategy

Centrally-managed network marketing activity is always a balancing act – meeting the needs of the majority within the confines of any given network marketing budget. Most of the time there’s significant wastage for one simple reason - every local marketing area and every individual prospect has a very individual requirement.

EMO were one of the earliest pioneers of digital print and portal systems for network material call-off, having built bespoke digital collateral management systems for clients as far back as 1998. Land Rover presently provides a litho-printed, all-model prospecting pack with a full suite of Quarterly offers but as digital communications become increasingly more relevant, other solutions need to be sought.

The introduction of digital print provides a more economical and flexible alternative.  Personalisation by name-plate, individual finance examples and dealer personalisation are all possible. Short print runs (25-off, for example) are not just economical - they are significantly cheaper per unit. Timings are vastly improved too, with orders fulfilled in days rather than weeks.

Land Rover anticipate high use of the new print-on-demand system by their dealers given the improved targeting opportunity, the reduced wastage and significantly reduced costs involved. This is a first step into an increasingly digital, dealer-empowered communications environment - an environment of better targeted, more effective dealer marketing communications. 

"...a first step into an increasingly digital, dealer-empowered communications environment – an environment of better targeted, more effective dealer marketing communications."