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[V45]Variable Data Printing Statistics

by Tim Mahan, Tim

VDP is an acronym for Variable Data Printing. A lot of people do not know what VDP is. Surprisingly even a lot of people in the printing industry. Some of them think is means simply adding some variable text or a customers name to a printed item, which is NOT VDP.* This article then, as well as some linked quotes, will try to explain, in more detail, what VDP is.

The term was first coined by Frank Romano, Professor Emeritus, School of Print Media, Rochester Institute of Technology, and if you are interested in knowing more, there are a number of good articles on the subject by Romano and others at Amazon.com.

Another excellent source, which also has some further links, is Wikipedia which defines Variable Data Printing as

Variable Data Printing or VDP (also known as Variable Information Printing, or VIP) is a form of on-demand printing in which elements such as text, graphics and images may be changed from one printed piece to the next without stopping or slowing down the press, using information from a database or external file. For example, a set of personalized letters, each with the same basic layout, can be printed with a different name and address on each letter. Variable data printing is mainly used for direct marketing, customer relationship management and advertising.

The most common and prolific use of VDP is in direct mail advertising and interestingly the Wikipedia article goes on to point out

The returns for variable printing vary from double the normal return at the basic level to 10-15 times the return for fully variable jobs. This naturally depends on content and the relevancy of that content, but the technique presents an effective tool for increasing ROI on marketing campaigns.

In some future articles we will also be explaining PURL's, or Personalized Web Pages, AKA landing pages, including some case studies and response rates using both VDP and PURLs.

*In regard to printers who simply ink jet or laser print some variable text, a 2007 white paper entitled "What's in the Mailbox? The Impact of One-to-One Marketing on consumer Response" prepared by Winterberry Group LLC in conjunction with research and perspective provided by Mintel International Group Ltd/Comperemedia, Responsys and Vertis Communications, they point out ...

?Simple? personalization?commonly exercised as the addition of a recipient's name, address or basic personal information to a message? is no longer a competitive advantage given its proliferation and the advent of highly sophisticated targeting methodologies

New high speed presses that are able to create different versions of a marketing piece have revolutionized the way companies communicate. State of the art printers such as the XEROX IGEN III draw information from a database to produce personalized copy, offers, and art for individual recipients.

Variable data printing campaigns allow for one small print run to contain multiple designs. This eliminates the need for inventories of different versions, resulting in a low buy in and no outdated reprint. Some industries are deeply involved in this process already. Real estate brokers, faced with ever changing inventories, utilize VDP to feature different properties without having to invest in large runs. Variable data printing allows for mall print runs to be combined into one job so that economies of scale can be reached by low volume users.

To lower costs, several disparate designs from multiple firms can e printed together, presorted as a group, and mailed in bulk as long as the dimensions of the piece are the same. This is a win-win situation. Efficiency is improved for the printer because down time and set up are minimized. For the marketer, larger print runs mean reduced production costs while maintaining a custom-tailored message for each recipient.

Boost your long-term sales by building long-term business client relationship. Show your clients a more personalized attention only a true VIP deserves. Long term business is far more profitable than a one-time sale. Through VDP, you get to customize mass bulk of postcards, greetings and other print products.

With variable data printing you get to:

1.Create advertisements that make your brand synonymous with warmth and intimate customer service. Studies show that a large percent of clients buy brands more than products. At the rate products and services are being produced, customers are looking for consistency in quality and service.

2.Use marketing materials that bring your brands closer to your customers’ hearts by making that human connection. One-to-one advertising let’s you customer know that they are more than just a number in a vague demographic. Show them you know them personally by using and printing your clients’ name.

3.Appeal to your clients by talking to them in simple language. Talk to them the same way you will talk to a regular person. Avoid technical jargon that you reserve for dissertation papers and complicated product design manuals.

4.Use letters, postcards, greeting cards, and other familiar forms of correspondence to establish yourself as a friend or initiate friendly correspondence.

5.Make your materials more memorable by printing these pieces with beautiful pictures your customers can appreciate. Use well-designed graphics printed in full color for that extra powerful first impression.

6.Make the content more about the customers. Talk to them as you would to a VIP, get straight to the point and tell them what’s in it for them. Leave long-winding explanations and self-glorifying remarks.

7.With VDP, by personalizing and detailing each print, could actually increase your readers’ or clients’ responses. Through which, you can earn a relatively significant return on your investment without spending as much.

8.You can send them a warm and meaningful “Thank You" notes on special occasions such as Christmas day. Through VDP, you can even print a different image or detail even with mass produced thank you cards or greeting cards. Letting them know you remember or took notice of one tiny detail can make “thank you" sincere and more meaningful. You render your postcards or greeting cards with more impact in the process.

9.Make your prints more useful. Include specific details that will remind them about the maintenance of their equipment or when the expiration of their purchases is due. This is a great customer service follow-up.

10.Send them tips too on how to use your products better or in more imaginative ways. It will increase their satisfaction of your products, and they’ll be sure to know where to purchase similar items.

Treat your clients with respect. Let them know you see them as individuals with different needs and wants. Once in a while, you can send them product listings to let them know what you have to offer. And through variable data printing, you can customize each print to you and to each of your clients’ satisfaction.

Article Source : Marketing For Small Businesses

About Author

Both Tim Mahan & Carlas San G. are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Tim Mahan has sinced written about articles on various topics from Marketing. Tim Mahan has been in Direct mail and database marketing for over 30 years, both as a consultant and in sales. WebLink helps clients reach their audience with highly personalized direct mail using PURLs - Personalized URLs and VDP - Variable Data Printing. Tim Mahan's top article generates over 480 views. Bookmark Tim Mahan to your Favourites.

Carlas San G. has sinced written about articles on various topics from Site Promotion, Marketing and Advertising Guide. This article aims to provide valuable information regarding variable data printing jobs. Please feel free to visit. Carlas San G.'s top article generates over 8100 views. Bookmark Carlas San G. to your Favourites.