Make an impression with variable data printing
Unlike many other printing terms, variable data printing doesn’t immediately give you a clear indication of what is involved or what it achieves. If anything, it is almost misleading as a term as it implies that we are referring to printing data that is constantly changing or variable. The misconception is you have to have a master's in IT or spend your life living in spreadsheets to do anything like this but it couldn’t be easier. We all have data in our businesses that’s usually locked away in accounts rather than being used to engage with your customers, build loyalty and give targeted, relevant information.
You are probably sending out generic eshots or spending a small fortune on catalogues that include every product you’ve ever made but you’ll have data that not only tells you who your customers are but what they’ve bought from you, what they’re interested in and what business sector they’re from. All this information makes it very easy to transform a generic piece of marketing into something special, something that can be measured.
The term ‘variable data’ refers to a block of data that provides specific information on individuals that make up a target audience. They may be past and present customers, they can be people who attended a conference you have held in previous years, they may be regular theatre-goers, the list of potential groups of people is endless.
The connection with printing relates to the distribution of printed promotional information that you want to get maximum results from, whether it is sales or bookings.
Variable data printing involves the extraction of personal information contained within data provided on a standard Excel sheet which then enables us to print a leaflet or brochure that, for example includes the recipient’s name, promotes a product they are more likely to be interested in (based on previous purchase behaviour) and details of the offer.
As a very simple example, if a florist has two specific customers, one who usually buys lilies and one who usually buys roses, it is more effective to send a leaflet offering 10% off roses to the one customer and another leaflet offering 10% off lilies to the other. With each leaflet having the customer’s name printed on it, the results are much higher than a gereric 10% off all flowers leaflet to both, but with no personal reference on the leaflet.
Variable data printing works because, as humans, we have been trained from childhood to respond positively to anything that is seen as ‘a personal gift’. We like to feel special, and if a business appears to be going out of its way to tell us, personally, about something, it will make us feel special and more valued.
There are several major advantages of variable data printing.
If you would like to know more about varaible data printing and the services we offer please call us now.
Examples of variable data printing include: