Less is more
When we told Fender that we could increase the effectiveness of their catalog program, it stuck a chord with them. With over 2,000 dealers worldwide, Fender had been accustomed to doing massive, one-size-fits-all print runs.
Teldon introduced the concept of Inline Versioning, which utilized Fender’s dealer database to create custom catalog covers with the dealer’s name and contact info. But it didn’t stop there. Teldon also used databases from the dealers to mail directly to the dealer’s customers. It was unbelievably convenient for everyone involved with Fender and a great move for the Fender brand. Teldon even made ordering easy by setting up a special web portal for the dealers to input their data.
The customized covers caused the catalogs to be more valuable to the individual dealers which also meant they would get used longer. Each catalog promoted the dealer with Fender’s support. Fender was extremely thrilled to know exactly how many catalogs went where and that waste was virtually eliminated. Because of Teldon’s ordering process, Fender was actually able to print only what was needed. They said more and printed less. Now that’s thinking beyond the ink. Way beyond.