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Variable Data


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This is a general presentation that may help you buy Variable Data Printing.

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Variable Data

  1. 1. Variable Data Printing
  2. 2. What is Variable Data Printing? <ul><li>A form of on-demand digital printing that produces customized or personalized documents targeted to a specific individual. Within a single document design, elements such as text, graphics and images are changed from one printed page to the next based on recipient information garnered from a database. </li></ul>
  3. 3. How’s it work? <ul><li>The effectiveness of Variable data printing lies in its ability to communicate to customers on a personal level because it combines the power of databases with digital printing to create customized marketing pieces efficiently and in large quantities. What you have then is mass customization marketing. </li></ul>
  4. 4. There are two ways to printing Variable Data pieces: <ul><li>A shell is pre-printed in large quantities to gain the efficiencies of full-color offset printing. This shell is then run through an digital press to print the variable elements such as names, addresses and other custom information. </li></ul><ul><li>The entire finished piece becomes a custom document run on a digital press which can translate into custom colors, graphics and text content in every piece. </li></ul>
  5. 5. Variable data can essentially be broken down into three levels: <ul><li>Basic Variable Data: this involves changing just the name and address of the piece </li></ul><ul><li>Version Variable Data: A more detailed level of customization, with text and graphics changing for groups based on marketing segment </li></ul><ul><li>Full Variable Data: Fully customized pieces change for each individual on the database . </li></ul>
  6. 6. How Can you Use VDP? <ul><li>Postcards </li></ul><ul><li>401K Prospectus </li></ul><ul><li>Statements </li></ul><ul><li>Letters </li></ul><ul><li>Donation Packages </li></ul><ul><li>Direct Mail </li></ul><ul><li>Brokerage Account Information </li></ul><ul><li>Insurance Policies </li></ul><ul><li>Checks </li></ul><ul><li>Newsletters </li></ul><ul><li>Sales Collateral </li></ul><ul><li>Brochures </li></ul><ul><li>“ A standard mailing piece, which is generalized for the mass public gets approximately a 2% response rate. When you add Variable Data elements into the mix you boost that number from 2 to 15 times the regular rate. While the rates will vary across different industries and sectors, the general consensus is that Variable Data will 9 out of 10 times produce significantly better rates that age old mass mailings.” </li></ul><ul><li>– The UPC BUZZ June 23, 2009 </li></ul>
  7. 7. How Can VDP Effect Your Business? <ul><li>DIRECT-MAIL MARKETING CAMPAIGNS THAT USE PERSONALIZED ONE-TO-ONE COMMUNICATIONS ARE SHOWING ROIS OF 20, 30, EVEN 40 PERCENT. YOUR CAMPAIGN WILL BE MORE COST EFFECTIVE AND SUCCESSFUL, REACHING INDIVIDUALS WITH A PERSONALIZED MESSAGE TO GAIN AND HOLD THEIR INTEREST. </li></ul><ul><li>- Printing News </li></ul>*Published in Printing News - May 14, 2007 $33 45 1.50% $1,500 $0.50 3,000 Static* $10 300 10% $3,000 $1 3,000 Personalized* Cost per Response No. Responses Response Rate Campaign Cost Cost per Card Number Mailed  
  8. 8. <ul><li>How can a printer Help your Marketing Team? </li></ul><ul><li>Develop a Clear Marketing Strategy </li></ul><ul><li>Data Source (lists/text/graphics/images) </li></ul><ul><li>Design an attractive way to display your offer. </li></ul><ul><li>Help get your clients to take action. </li></ul><ul><ul><li>Go to your Website </li></ul></ul><ul><ul><li>Go to a PURL </li></ul></ul><ul><ul><li>Make a Phone Call </li></ul></ul><ul><ul><li>Take a Survey </li></ul></ul><ul><ul><li>Donate </li></ul></ul><ul><ul><li>Invest </li></ul></ul><ul><ul><li>Buy </li></ul></ul>
  9. 9. <ul><li>Your printer should have: </li></ul><ul><li>Experience </li></ul><ul><li>Talented Designers </li></ul><ul><li>Mail and Fulfillment Capabilities </li></ul><ul><ul><li>NCOA Processing </li></ul></ul><ul><ul><li>Kitting </li></ul></ul><ul><li>Great New Canon Digital Equipment </li></ul><ul><li>Personalized Websites Available </li></ul><ul><ul><li>Design the website to match your own then your client orders printed materials and RPM prints on demand and you keep the data for more contact later. </li></ul></ul><ul><ul><li>On demand Opportunities </li></ul></ul><ul><li>Competent, Caring Sales Staff </li></ul><ul><li>Call me today to set up an appointment with a local printer. </li></ul>
  10. 10. Thank You