AHCA Buyer's Guide Order Form

Purpose: This piece was sent to 4,288 prospects in hope of getting them to place an order for a listing in AHCA's Buyer's Guide. Using variable data and color was a departure from the somewhat static pieces that were produced in the past.

Technology: HBP designed this publication along with a companion website. The piece itself gets it's data from a database the HBP maintains that not only supports this piece, but also drives the on-line version of the Buyer's Guide and serves as the database for on-line ordering of listings. The technology involved was fairly simple. We are simply inserting information from the database into fields in the publication. The only logic that needed to be created was the small checkbox at the bottom of page 2. We had to create a simple rule that said "If this field contains "Yes, place a red checkmark, if it says "No", don't.

There was an underlying push in the content of this piece to drive the prospects to the ordering website to place their orders. We wove a special "on-line code" into the text of the piece and also made it stand out on the order form. Having a customer order on-line significantly reduces the man hours traditionally needed to gather the final information for the Buyer's Guide.

Why This Is Important: Whether it is a full page form, or a simple business reply card, pre-filling out the information for your recipient will not only get you a better response, it will also cut down on database entry errors.