Marketers have a tough job these days. A decade or two ago, a print ad and a radio spot or two would have been sufficient to draw attention to your brand and keep it top of mind with your target demographic. These days, however, consumers are being marketed to from countless platforms – their mobiles, laptops, the radio, traditional TV, streaming TV, billboards, packaging, newspapers, magazines, you name it. It’s no wonder then that many people believe that direct mailers are going the way of the dinosaur.
After all, with all this marketing being aimed at them, consumers are becoming more discerning as to which campaigns they buy into. They no longer respond to generic mailers and messages that aren’t directed to them specifically, which used to be a bit of an issue if you were doing a big print run and had no way of customising your message without incurring exorbitant costs and jamming up your expected delivery times.
The answer? Variable data printing.
What is Variable Data Printing?
In short, VDP (variable data printing) is a type of digital printing that can be performed on demand, which allows the printer to swop out certain elements (e.g. text, graphics or images) from one unit to the next by drawing on information from an external file or associated database. This is all done without slowing down the printing process at all, so it does not impact on delivery time.
Examples of applications:
- Direct mailers
- Digital campaigns
How Can It Make A Difference in Your Marketing?
VDP offers a fresh new level of affordable personalisation that allows you to connect to your customers on a personal level. Aside from the ability to change common variables like names and addresses, you can even adjust your graphics to suit the tastes of a certain demographic (e.g. homeowners in a certain neighbourhood, working women, active gym-goers). The only limits to the application of VDP are our imagination and the amount of data you have on your target demographic.
There you have it – a concise look at the many benefits of variable data printing. Keep your eye on the blog in coming weeks and months for more helpful printing advice, and feel free to get in touch with a knowledgeable Asset Print representative if you need expert advice on variable data printing and how it can revolutionise the way your company thinks about direct marketing.