The Ins and Outs of Variable Data Printing
Your printing company can create clever, more relatable marketing materials through VDP. On the other hand, direct mail that’s not personalized to suit the individual falls short on the engagement scale. Consumers are bombarded with advertising messages every day. It’s not likely that they’ll read a postcard addressed to their home’s “CURRENT RESIDENT.” Selling impersonal direct mail (if you can at all) takes much more effort than selling personalized mail pieces.
Like I said: chumps.
But if the aforementioned static postcard is redesigned with help from a printer or marketing services provider with variable data capabilities, the ROI for the provider and the client will soar. Here’s our breakdown of VDP, and all its advantages.
Sell VDP’s value. Clients will have to spend more for it, so your job is convincing them that the ROI will pay them back (which it will). Convincing clients of VDP’s value is definitely a challenge—like selling a ketchup popsicle to a woman in white gloves—worth taking.
On sales calls, contrast static direct mail with individualized pieces. Be sure to track the results of existent campaigns so you can use them as examples of VDP’s reliable response rates.
And speaking of team work: printers who generate the most income from variable data printing have most likely repositioned themselves as marketing services providers. That’s because VDP-infused marketing materials necessitate cooperation between you and the client.
VDP demands input from both sides. You’ll need to work together on establishing the concept, creative design, data prep, proofing, printing and distribution. Be prepared with a seamless system so the process is as painless as possible for the client.
Success & Subtlety
Besides selling VDP and creating a structured process to execute it, you need to become a master of subtlety. Consumers will be turned off, scared away or worse if you produce personalized pieces that go too far.
Don’t allow your VDP capabilities to backfire. Refine your technique with guidance from personalized marketing pros.
A well-executed VDP campaign will make impersonal marketing pieces from other printers look like child’s play. All you need to do is master variable data printing and show clients why it’s worth their money.
What the best VDP promotion your printing company has ever produced?
Image via Tish Boyle