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The Proof Is In: Ricoh's Precision Marketing Expert Debuts a New Book That Illustrates a Better Way to Reach and Engage Customers

Business Book Showcases Double Digit ROI-Generation Marketing Campaigns (May 03, 2012)

DUSSELDORF, GERMANY -- (Marketwire) -- 05/03/12 -- (drupa, Hall 8a) -- Stamped with the seal of approval from nearly two dozen marketing titans, Ricoh Production Print Solutions LLC (Ricoh), a leading provider of digital output solutions, today announced the launch of its first-ever published book: "Precision Marketing: Maximizing Revenue Through Relevance." Written by marketers who leverage data-driven customer insights to improve relevancy and drive revenue, "Precision Marketing" aims to enable a breakthrough of today's clutter of irrelevant, mass communications by optimizing customized content. This book features proven, revenue-generating case studies from international powerhouses around the world including Amazon, Fiat, France Telecom, Tesco and more.

"Precision Marketing" is aimed at senior executives, marketing leaders, managers and sales leaders across a wealth of vertical industries who need to understand more about relevant, interactive and two-way strategies for all communications media: direct mail, online marketing, social media -- the full gamut. One of the biggest challenges for today's marketers is engaging consumers in a more relevant, one-to-one customized fashion. The authors of "Precision Marketing" offer new "how to" strategies for launching initiatives that make customer data analysis and customer insight a top priority. All of the author royalties from this book will be donated to Room to Read, an international nonprofit organization focused on literacy and gender equality in education.

"At Ricoh, we spend our time seeking new ways to help our customers improve their customer interactions. Today consumers are saying 'know me or no me' and it's no longer a statement that can be ignored by marketers especially as we're seeing 50 percent of consumers defecting due to irrelevant communications," said Sandra Zoratti, co-author of "Precision Marketing" and vice president of marketing at Ricoh. "Through our work with leading hotels, cable operators, insurance companies, magazine publishers and more, we've utilized these exact tactics featured in this book to help secure our customers more than double digit return on marketing investments. That alone highlights the need for change. And the change can be jump started by reading this book."

Readers of this book will come to understand:


  • Actionable Insights on Precision Marketing: This book will introduce a new, effective and practical approach to business and consumer marketing that addresses the growing challenge of buyer resistance and message fatigue
  • Market Research, Data Points and Other Evidence to Support the Business Case for Investment in Precision Marketing: "Precision Marketing" will provide valuable resources that will help the champions of change promote this approach in a way that gains the support of other senior decision-makers and decision-influencers
  • Compelling Case Studies That Successfully Apply Precision Marketing: This book provides vivid examples of how other leading companies are employing relevant marketing to deepen customer relationships and achieve profitable growth
  • Perspectives from Innovators in Business Strategy and Marketing: Drawing on the perspectives of other thought leaders and business practitioners, "Precision Marketing" will show that relevancy is key to today's successful business and marketing strategies - even as it defies some aspects of conventional wisdom

A sampling of the rave reviews of the book include:

"Powerful! This book is a real-world account of becoming a social business through the use of data to drive customer engagement. Read this book if you are a business leader who wants to be set apart and deliver improved results."
--Sandy Carter, IBM Vice President of Social Business Evangelism

"Marketers run the gauntlet of business every day. Saddle up; it's time for change! 'Precision Marketing' is a great read!"
--Jeffrey Hayzlett, Marketing Maverick and best-selling author of The Mirror Test and Running the Gauntlet

"Today's marketers need to connect with tomorrow's customer in a new and intimate way to better segment and predict their behaviors. Zoratti and Gallagher illustrate this ever-changing environment through their 'Relevancy Era' by providing pertinent case study examples and recommendations on how to measure and optimize marketing practices to meet customer demand."
--Jeffrey Boorjian, Vice President of Marketing, Caesars Entertainment.

To order a copy of "Precision Marketing" (ISBN: 978-0-7494-6535-3) in the UK, please visit: http://amzn.to/I2SJmS

To order a copy of "Precision Marketing" (ISBN: 978-0-7494-6535-3) in the US, please visit: http://amzn.to/KuA7h7

| About Ricoh |
Ricoh is a global technology company specializing in office imaging equipment, production print solutions, document management systems and IT services. Headquartered in Tokyo, Ricoh Group, operates in more than 200 countries and regions. In the financial year ending March 2012, Ricoh Group had worldwide sales of 1,903 billion yen (approx. 23 billion USD).

The majority of the company's revenue comes from products, solutions and services that improve the interaction between people and information. Ricoh also produces award-winning digital cameras and specialized industrial products. It is known for the quality of its technology, the exceptional standard of its customer service and sustainability initiatives.

Under its corporate tagline, imagine. change. Ricoh helps companies transform the way they work and harness the collective imagination of their employees.

For further information, please visit www.ricoh.com/about/

© 2012 Ricoh Americas Corporation. All rights reserved. All referenced product names are the trademarks of their respective companies.

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For more information, please contact:
Tracey Sheehy
Breakaway Communications for Ricoh Production Print Solutions
(212) 616-6003
Email Contact


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