XMPie alone won’t save your business

Whattheythink.com carried an article last week interviewing?Jeroen van Druenen, Director at Jubels and Vice President of the XMPie Users Group which was really powerful. Unlike other videos of customers talking about their software partners Jeroen states (50 seconds in),
If it wasn’t for XMPie I think we wouldn’t be here any more!
This is certainly a bold statement, and a great one at that. Jeroen continues on to say that the economics in Amsterdam are tough, and that XMPie has given him that edge in the marketplace which in turn brings in the high value business.
Did XMPie really save his business?
It’s important, I think to position that XMPie did not save Jeroen’s company – and it’s unlikely to save any company if viewed as a solitary white horse riding into the battle. XMPie have spent years developing a robust set of tools that both enable and stream line the whole process of multi-channel communications. These tools are used by manly, in many different ways, but at the end of the day the technology is only as good as the organisation using it.

I love the concept, and what is possible with personalised video for example, and I could go out and buy uDirect Video from XMPie and use if with Adobe AfterEffects tomorrow, but it’s not going to make me rich. Why? Because it’s a tool that needs services and skills wrapped around it, and more importantly it needs to be sold into client’s mind before they part with their money. Do I have those skills as well?

XMPie is not going to save any business on it’s own. XMPie combined with a focused set of skills, resources and attitude will give you the best fighting chance that you […]

By |April 19th, 2013|Personalised Communications, XMPie|1 Comment

#324 – Drupa Day 7 – The XMPie Team

My penultimate day in Germany at Drupa today, only one full day to go. Everything on the stand is running great and the team are doing and fantastic job keeping everyone that comes on filled up on XMPie knowledge and opportunities.

We took the opportunity to grab a team photo this morning whilst the vast majority of the team were around.

By |May 8th, 2012|Project 365|0 Comments

#263 – Social Media, Coffee and Knowledge Sharing

Today it’s a tale of social media, coffee and knowledge sharing. A while back on Twitter I connected with @TimTD (Tim Tarby-Donald) in a conversation about QRCodes, since then it’s expired that we both work for Xerox, but in different communities (Xerox is a large company after all!). We continued conversing and even got Klout scores for being influential about coffee! Since then, we’ve noted that Tim’s team would benefit from a better understanding of XMPie.

Today we finally managed to meet up, I presented to his team, and we even got the coffee we’d been promising each other. Results all round in my book. Just a shame that the sandwich purchased from the service station didn’t have the same results!

By |March 8th, 2012|Project 365|0 Comments

#241 – Another day, another pitch presentation

Back to work today, after a few days off with the kids. So the morning was filled with the seemingly mandatory 5 hours of cleaning down the inbox! After that, yet more preparation for a sales pitch tomorrow. Slide-deck complete, samples in found and QR-Code primed and ready. Early start in the morning though, so that’s not something to look forward to.

By |February 15th, 2012|Project 365|0 Comments

#89 – Eating my own dog food

Today has seen me completing a small project that I started yesterday to create my very own cross-media marketing campaign to help convert sales leads into real prospects. I decided to actually ‘eat my own dog food’ and use our own software to create it, from scratch, by myself. Without a manual in sight I actually managed to pull it off. It’s not that hard in all reality. I’m no designer, and no programmer and I didn’t need to be either. I am now the proud owner of a cross media campaign that includes personalised emails, personalised and relevant micro sites, and I even threw in a personalised QR Code as well so recipients could scan and send me a SMS.

Full disclosure: At the time of writing this article the author was employed by XMPie, a Xerox Company.

By |September 15th, 2011|Project 365|0 Comments

#24 – Beaver Hollow Conference Center

Today is the first day of our annual global sales meeting in Beaver Hollow on the edge of Java Lake in New York state. A pleasant place, and much better experienced in the summer opposed to the Winter, which is when we came last year! Suffering from jet lag and up early, I took a stroll around the lake fighting off the insects to snap a few shots. More to follow tomorrow as well.


By |July 12th, 2011|Project 365|1 Comment

QRCode Retail Poster Example

This is the first, in a series of posts showcasing various ideas and concepts for use in the real world by organisations. Hopefully as I get time, I will continue to post more.

As there is a growing buzz around the use of QRCodes I thought that I would create a real-world concept that could be used.  I do not claim that these concepts are original, but they will all be achievable using current technology and clients, although I am slightly biased to using XMPie to achieve them!

QRCodes, as we know are fantastic at bridging the offline and online world. Unfortunately many marketeers still seem to be stuck in a rut of using them to bring people to a generic landing page. This is just one use. Personally I like to explore the more interesting concepts of what can be achieved using QRCodes.

This concept is to take the humble advertising billboard or poster. Traditionally used to promote brands and offers. Well, what about creating relevant, location based brand awareness? I have used a well know retailer for this example, Next. What if Next had the following poster outside Picadilly Circus Underground Station in London? There’s a Next store just 15 minutes walk away – but you wouldn’t know that unless you had seeked out that knowledge previously.

Well what about a billboard or poster showing the brand as well as directing people to the nearest store? Passers-by could scan the code, and immediately be directed to Google Maps to show them the walking directions to the nearest store. Because we know the actually location of the advertisement, we can using the correct location.

The Google Maps API is easy used.


The start should be the starting location,
The end should be […]

By |February 2nd, 2011|Examples|2 Comments

Personalised QR Codes and other 2D Barcodes in XMPie

There’s a lot of chatter at the moment about 2D barcodes.

I’ve spoken to various creatives, service providers and marketers about this technology over the past few months; admittedly because XMPie now supports the technology directly inside uDirect. Whilst they all seem excited about the prospect of this technology very few that I can see are actually using it creatively or at all. There’s a very useful site at http://2d-code.co.uk which covers alot of the technology, as well as many of the examples of where 2D barcodes have been used.

Now that XMPie supports the use of PDF417, AztecCode, DataMatrix, MaxiCode, MicroPDF and QRCodes directly within the uDirect InDesign CS plugin it is easy to insert personalised data into a 2D barcode and place it on a printed piece. This obviously means that any data (from a datasource) can be used to create a 2D barcode. Want to create a 2D barcode that contains someone’s RURL or personalised URL so you negate the need to have them type it in? What about embedded personalised information about a recipient within a voucher code, presented as a 2D barcode?

It’s not an insignificant?fact that XMPie’s approach to QR Code is easy. XMPie’s ADOR technology means that any data and logic contained within the data can be used repeatable and?consistently within the campaign and QR Codes.

One of the biggest factors holding back the adoption of this technology is the support for barcode readers already installed on the mobile devices – so the initial campaigns need to provide enough of an incentive to get people to spend the time and install one. However with most smart phones and camera-enabled phones capable of supporting QR-Code capture this is rapidly becoming a non-issue.

Hopefully those creatives […]

By |December 17th, 2010|XMPie|8 Comments

The XMPie Advantage Video

During Ipex 2010, in Birmingham XMPie released a new video walking customers through the XMPie Advantage of integrated cross media communications. Talking about how XMPie can help organisations to effectively maximise on marketing investments the video walks through a cross media campaign showing all the elements of XMPie and how they all integrate together, providing the maximum return on marketing investment.

Full disclosure: At the time of writing this article the author was employed by XMPie, a Xerox Company.

By |May 27th, 2010|Personalised Communications, XMPie|1 Comment

Cross Media – Moving from What to Why

I’ve had some very interesting conversations with both existing XMPie customers and prospects over the past few weeks and a question has been playing on my mind, “What’s harder, selling Cross Media Campaigns or implementation them?”

Some have spoken about the fact that actually delivering a cross media campaign is the hardest element; whilst others have struggled in actually selling it to to their customers. The vast majority of commercial printers that now have the capability to deliver these types of highly relevant and interactive cross media campaigns; seem to struggle with actually selling the concept into their customers. Some are happy to continually take large quantities of print volume with the relatively small profit margins that they deliver – whilst ignoring the vast amount of additional opportunity that exists in these accounts. Other commercial printers seem to struggle to engage the right people, bring them to the table and move the conversation from ‘product’ to ‘value’. In today’s marketplace it is all about selling the value, linking all the elements together. In comparison talking to some marketing agencies they struggle with actually delivering the concept in a timely and ‘joined up’ fashion.

So here’s my top 5 observations:

You need to engage the right people – cross media campaigns do not sit with the print-buyer. Engaging at a senior marketing or brand level is critical. It’s a high level sell, that potentially involves multiple budgets and multiple people. You need to identify these people and get them all around a table and get the buy-in to move forward.
You need to sell value, not product – a cross media campaign should not be a product sell in the same way print can be. Integrated cross media campaigns tend […]

By |April 7th, 2010|XMPie|2 Comments