A presentation prepared by FORMO about Variable Data Publishing ( VDP )

1. VARIABLE DATA PUBLISHING

2. WHAT IS VDP?
Variable Data Publishing or Variable Data Marketing is customer
relationship management at its best. It is data-driven, targeted
one-to-one marketing. It offers a way to custom-tailor
communications to a specific individual that resonates and
motivates them take action.

3. “ Imagine shooting 1 or 100,000 arrows from a single bow
simultaneously and having each one hit its intended,
”
separate target — right in the bull's-eye.
- 2009 Adobe Systems Incorporated

4. HOW DOES IT WORK?
VDP is a simple yet effective tool. By merging content with a
database, layouts are created that contain copy(text), graphics and
imagery that are as individual as each recipient and can be
delivered via snail-mail, email, mobile devices and customized web
pages called PURLS.

5. This is an example of how data
can be variable. This was a
postcard that was sent to
basketball fans, getting them
excited about March Madness.

6. Here a customer’s name is
inserted into a layout that
contains an image relevant to
their lifestyle.

7. Through the direct online interaction via the PURL (personal-URL)
you can collect and measure analytics of that specific user. This
data compiled with each successive customer contact allows you
to further improve your brand’s relevancy to that customer.
PURLS provide: • unique user experiences
• acquisition of customers interests
• an avenue to contact and promote an ongoing dialogue
through follow-up emails, texts or calls
• collecteddata fine tune existing database to create stronger
databases
analytics measured
& delivered to sales
database +marketing print/media campaign PURL connect to customer database +marketing

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This is another example of how
DOWNHILL SKIING data can be tailored.
now available at
turks & caicos sporting club
■
BONEFISHING &
DOWNHILL SKIING
now available at
the greenbrier sporting Club

9. AVAILABLE
FE BURARY 1
MAY 1
YOUR SPEC
IAL MEMBER
BENEFITS EX
AT TURKS & CHANGE
Elizabeth, CAICOS SPOR
as a member of TING CLUB
INCLUDES:
e Greenbrier Sp a three-
island’s night stay in one of th
to participate in orting Club, yo
guest cocustom three-bedroom e
a Member Bene u
fits Exchange To are cordially invited
Sporting Club safari tettages or in a luxury
in Jackson Hole ur at either Sn nt handcraf
, Wyoming or ake River
at Ambergris Ca ted in africa
Turks & Caico
y. is special gourmet meal
s Sporting Club
three
sporting club ap creative culins prepared by our
proach to the me -night package lets you expe ary team
rience the
mber amenities one half day
already know an and sporting ac water fishin of shallow
tivities you
d love in a whole g
new setting.
diving and sn
e choice is your or
of the only un keling over some
mountains of Sn s: lose yourself in the pristine the carribean spoiled reefs left
forests and snow
ake River Spor in
ting Club or ba -capped
tropical warmth
Data can vary wherever you choose.
sk in the turquo a castin
of Turks & Ca pursuitsg lesson with our outd
ise waters and
icos Sporting Cl expert oor
ub at Ambergris
Cay. a nature tour
club’s natura with the
list
time to rela
at calico jac x by our infinity po
TO SCHEDU
k pavilion ol
LE YOUR PR
IVATE VISIT
CONTACT ME
MBER RELA
TIONS
Gabriella www.tcspor
R. Brown tingclub.com
gbrown@dps
development.c
om
Jarett and Younghee Kim,
843.266.2127
, you are cordially invited
as members of Turks & Caicos Sporting Club
AVAILABLEber Benefits Exchange Tour at our sister Sporting
to participate in a Mem FEBRUARY 1 APRIL 9
on Hole, Wyoming.
Club along the beautiful Snake River in Jacks
YOUR SPEC
IAL MEMBER
BENEFITS EX
AT SNAKE RIV CHANGE
ER SPORTIN
G CLUB INCL
UDES:
three ni
snow kinghts lodging at loverid
g resort in jac
kson holege includes:
two lift tic Benefits Exchange Tour for two
ber
special Memin kets to jackson
Your mounta re hole
sort
resort in
nights exclusive me loveridge snow king
threeluivileandlodging at mb
nch
pr ge er
cl hole s te
jacksonub’s privaat snake river sporting
mountain lo
dge
tain resort
guided
two no tickets toejackson hole moun
lift snowmobil trip
rdic lesson
gu and exclusive member privileges at snake river
lunchided snowshoe hike
sportingnal dogsle te mountain lodge
optio club’s priva
for an additio dding or heliskii
ng
nal fee
guided snowmobile trip
nordic lesson www.snaker
iversporting
club.com
guided snowshoe hike
additional fee
an
optional dogsledding or heliskiing for
1 APRIL 9
PACKAGES AVAILABLE FEBRUARY
, CONTACT MEMBER RELATIONS
TO SCHEDULE YOUR PRIVATE VISIT
Gabriella R. Brown
843.266.2127
gbrown@dpsdevelopment.com
www.snakeriversportingclub.com

10. This was a very successful piece that
was sent to private jet owners. The
tail # was our connection to the
client. Each client’s tail number was
custom printed on their invitation.
N3557-C

11. Robert, you’ve been cle
ared to land on the
private jet strip in longest,
the Caribbean. With
onsite Customs an
Immigration, our d
5,700-foot jet strip
is fully lighted and
and has ample spac paved,
e for your Challen
ger.
You and a guest ar
e invited to spend
three
at Turks & Caicos
Sporting Club at Am incredible days
bergris Cay. Enjoy
some of the finest
bonefishing in th
e world, indulge in
gourmet cuisine,
sleep in a luxurio
us custom cottage
steps away from th just
e water’s edge, an
d simply relax on
1,100-acre private our
island.
Whether you prefe
r watching the wave
s or bone shing in
ats, this is your pass the
to experience Life,
Well Played.
W E’V E PR EPAR
ED EV ER Y TH
IN G TH AT YO
CO NF IR M YO U NE ED
UR IT IN ER AR
Y AT
WWW.TCSPORT
INGCLUB.COM
/ N2357 1
if you have any qu
estions please ca
ll
nicole tolbert
877.815.1300
Variable data such as name, plane
model, personal URL (PURL) are
shown here.

12. This is an example of a PURL - their
personalized web site. It contains
information specific only to that
individual such as a customized offer
or invitation that speaks to
their interests.

13. WHY SHOULD YOU USE VDP?
Research has shown that customized communications can
significantly increase response to lead generation, brand loyalty
and traffic generation.
It can be used to: • acquire leads
• increase sales
• secure brand loyalty

14. WHERE ARE VDP SOLUTIONS BEING
APPLIED SUCCESSFULLY TODAY?
In Everything. The flexibility and scalability of VDP yields a broad
set of applications, from basic data merge for business
correspondence to highly complex, customized promotional
pieces — with recipients ranging from one to one million.
Applications can include: • direct mail
• packaging
• signage
• statements
• sales collateral
• newsletters
• catalogs
• membership kits
(and that’s just the beginning)

15. WHEN IS A GOOD TIME TO
INCORPORATE VDP INTO YOUR
MARKETING CAMPAIGNS?
Anytime. VDP can be used for any scope of project.