Ingredients for Beter Variable-Data Printing
By Jon Hall, Senior Graphic Designer, Printing Industries of America
Variable-data printing (VDP) is not a new con- cept, but many printers and designers are still unsure about how to use it effectively. VDP has been transforming the digital printing industry by including variable text, image swapping, and even more advanced
uses like geomapping, personalized QR codes, and personalized URLs.
Regardless of new techniques or software made available for VDP, a successful campaign comes down to two main ingredients: good, reliable data and an effective message to your evolving audience.
Good, Reliable Data Collecting and maintaining good data is the most important aspect of a successful variable-data campaign. For basic VDP, information such as first and last name, company, title, address, and email is required. However, to use variable data effectively, it’s wise to gather more information about your cus- tomer base. Depending on the nature of your busi- ness, delve deeper into your customers’ demographic data. If you're not actively gathering your customers’ purchasing trends, conducting a survey can gather additional information such as their purchase history, frequency, method of buying your product (phone, one-on-one sales, or online), and feedback about your products.
Once you have the information you need to create effective lists for your variable marketing, maintain- ing your lists becomes key. Keeping in contact with your customer base and referring back to your sales
force can help keep your lists current. Update your database weekly to monthly depending on how often you are in contact with your customers. It’s a com- mon mistake not to update a database, and navigat- ing through bad data can be frustrating and time consuming.
Micro Moments and VDP In today's mobile-centric world, we have to move beyond just targeting the right audience. Not to belittle the idea of marketing to the right people, but let’s move one step further and talk about how people interact with your business.
According to a 2016 survey from Google, over 40% of people ages 18–49 use only smartphones to search for answers and research reviews for a product or service immediately before a purchase. And over 60% use more than one device to perform searches before a purchase.
By using these “micro moments” where people are searching for answers, there is an opportunity for VDP to be effective. For example, a targeted direct mail and email using variable data can invite past customers to review a product or service online they recently purchased within the last six months in exchange for a specified discount toward their next purchase. Placing a variable image featuring the product they purchased and "recommended for you" products keeps your brand and their needs in mind.
Using variable data effectively can have a tremen- dous impact on how your customers interact with your company and brand. VDP can't work alone, but integrated into a cross-media campaign, it can be a very powerful tool.
The Magazine 29
WINTER 2017
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