Direct Marketing
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Direct Marketing

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Direct Marketing Direct Marketing Presentation Transcript

  • Marketing Through Personalized Printing & Variable Data Kelly Chapman Digital Print Production Coordinator
  • What is Variable Data Printing? • Variable data printing • VDP can incorporate (VDP) is the ability to customized text, charts, merge a templated page colors, logos, headlines, layout with a variety of and other page elements. customized page Thus you can in turn elements. create individualized Letterhead brochures, catalogs, and Address Salutation direct-mail pieces for high-impact, 1:1 Body Text marketing and other Signature communications. Eric J. Adams, Personalized Printing for Less, Publish.com
  • Benefits of Variable Data/ Direct Mail Printing • The Rochester Institute of Technology and several marketing organizations have found that personalization is more effective than forms of mass communication. – Response rate avg. increase 34% – Response time increase 35%
  • Types of Variable Data Printing • Transactional or statement printing – Accounts Receivable Bills, W-2’s • Basic Mail Merge – Merge letters, addressing postcards, flyers • 1:1 Marketing Applications – Informational brochures, newsletters, donor letters, catalogues
  • Numbering Sequential Numbering Tickets, Surveys, ID Cards
  • Postcards Addressing
  • Newsletters Mailing Permit We can address, attach mailing permits, saddle- stitch, fold, and mail your newsletters Bar-coded (multiple pages even!) Address
  • Merge Letters Letterhead Address Salutation Personalized Signature
  • 1:1 Marketing – Printing for an Audience of One • Variable data marketing works by recognizing the relevant differences between people and matching them to appropriate content and presentation. Student #1, Lisa - Interested in Art - Planning on starting school Student #2, John in Fall - Interested in Business - Planning on starting school in Spring
  • Sample Project First_Name Last_Name Enrollment_Term Major_Interest Database Lisa Johnson Fall Art John Doe Spring Business Kelly Chapman Summer Liberal Arts Joe Schmoe Fall Engineering Finished Pieces Susie Smith Winter Mathematics
  • Clean up Your Database – “Garbage In, Garbage Out” • If you’re going to build • Tips for cleaning a document based on databases: a database, the – Make sure your field quality of the names are accurate information that – Eliminate duplicate appears in the records document is only as – Correct invalid good as the database information itself. – Check spelling
  • Interested? Let us help! • Start brainstorming! What is my…. – Target audience? – The aim of my message? – My budget? • Call us – we’re here to help! – Database/Mailing Questions • Creg Arnold (after 12/20/04) mailing.services@oregonstate.edu – Print Merge & Design Questions • Kelly Chapman, 7-3984 kelly.chapman@oregonstate.edu