Tuesday, November 27, 2007

Variable Data Printing

Have you ever had VDP?

Don’t worry, it’s not some communicable disease. But what you might catch from it is the contagious notion that your business could see anywhere from twice the normal response to 10-15 times the response, depending on how far you go with it…

What am I talking about?

Welcome to another edition of Not Your Usual Marketing Tips from JDK Marketing Communications Management.

VDP is “printer-speak” for Variable Data Printing. At some time or another, you’ve probably been the recipient of a postcard or pamphlet from a realtor or home improvement service, or similar company, that managed to address you by name. And not just where the address is customarily printed.

According to Wikapedia, the online source for just about anything, “Variable Data Printing…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 used mainly for direct marketing, customer relationship marketing and advertising.”

One printer in town, with whom I’ve done business, has sent out its own marketing direct marketing piece in which it “targeted” me by showing a graphic of a pizza. But not just any pizza. This one had the name “Joel” spelled out in slices of pepperoni!

The same folks sent out another piece inviting me to their plant…with a MapQuest graphic showing the route from MY HOME to their plant! Talk about “target” marketing!

As has been pointed out by these printers and the few others in town who have this kind of technology capability, it “increases revenue, response rates and customer retention.” According to another printer I noted online, the benefits of VDP were clearly measured: Percentage increases in response time was 33.9%, overall revenue/profit was 31.6%, repetitive orders/retention was 47.6%, average size order/value of order was 24.5% and response rates was 36.0%.

There are different levels of personalization. And it is pricier than conventional direct marketing. But regardless of the way a client might go with this, I don’t think I’m overstating the case by saying that with this kind of ROI, this is a 21st century marketing tool to be reckoned with.

As always, yours truly would be happy to explore this option with you in marketing your business or service.

Joel Kweskin

No comments: