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The Big 'Wow' in Variable Data Printing

2 min read

EO Johnson Business Technologies

Variable data printing (VDP) could be called the ‘Xtreme’ sport of personalized printing—providing text, graphics, color, the customer’s name and much more on each piece of media without slowing down the printing process.

It’s a big ‘wow’ for marketers and they’re working budgets to get it. In fact, recent 2016 research from the annual Media Usage Survey by Target Marketing shows the second largest portion of marketing budgets is print at 28.5%—just under 37.1 percent for online marketing.

Variable data printing gives marketers the ability to reach all the alphabet groups—Boomers, X,Y and Z in an approach similar to variable online content.

Studies show people want personalization and have no patience for generalized advertising. Janrain & Harris Interactive research find that 74% of consumers get frustrated with content that has nothing to do with their interests.

Based on these and other studies, it’s easy to see why marketers are reaching out to printers with variable data capabilities—and printers appreciate the latest VDP software capabilities to bring new customers through the doors.

Variable Data Printing is a powerful tool.

VDP is inline, in one pass. The software makes use of a single revolution of the imaging cylinder by transferring customized artwork and content to each page based on information set up within the variable data software program. Elements could include text, graphics and color. The software can extend into automating the workflow and billing process as well.

Printers also appreciate the ability to use mathematical data to automatically create individualized print needs like charts and graphs for 401K statements, data sheets and annual reports.

Many customer advantages.

Variable Data Printing makes print as variable as online marketing by allowing:

  • Fast turnarounds.
  • Printing of small quantities.
  • Adjustment of print pieces based on the marketing response rate.
  • Test-marketing of a piece with partial database selection.
  • Address printing directly to the piece.
  • Elimination of label and hand-addressing.
  • Reduction of mailing costs.
  • Speeding up of the fulfillment process.
  • Integration options with cross media promotions (i.e. QR Codes, URL)
  • Web-to-print integration, plug-ins for Adobe InDesign and Acrobat Pro.

Without a doubt, VDP is competing with the internet’s ability to personalize advertising—and marketers are enthusiastically taking full advantage of it. You have many options in variable data printing solutions, so it pays to find a trusted vendor to help evaluate your needs. Is it time for the variable data WOW factor in your printing?



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