Xerox's primary objective was to improve attendance to their Annual Premier Partner Congress, using variable data to show‑off the production capabilities of their flagship digital production press, the Docucolour iGen3.

The pre‑event collateral created consisted of an initial teaser followed by a personalised invitation booklet advising the prospect on the event's theme, venue, speakers and accommodation.

Interested prospects were directed to a registration web portal, where specific data about the attendee was captured.

This data was then used to intelligently populate the joining instructions and event collateral with the appropriate information and messaging.

Xerox experienced as a result of these tactics: reduced print runs, targeted information for each attendee, a 26% increase in attendance and a reduction in their production costs.