The push was put together using DirectSmile's image personalisation, cross-media and variable data software. It targeted 10,000 pre- registrants in March and a further 15,000 in April and May.

The campaign had a response rate of 10%.

"Ipex has found it difficult in the past to get SMEs to the show," said Ipex marketing director Nick Craig Waller. "We had all this data from pre-registered visitors but conversion rates were not brilliant.

"We got in touch with DirectSmile as we wanted to create a targeted campaign."

The campaign comprised of a personalised mailing with five variables including a personalised image. The mailer included details of a website recipients could visit; the customised page was complete with links to Ipex visitors in their particular sector. Prime Group printed the mailers on its HP Indigo press.

"It was a great chance for us," said Franziska Müller, marketing direc- tor at DirectSmile (Hall 12, stand B110). "In the print industry we are known for image personalisation software but we now have a wider portfolio of products. The Ipex campaign was a real win-win situation for us."