Variable Data Samples - How To Do Them Right

I work for a printing company - no shocker - that is one of many that perform variable data printing (VDP). Creation of good VDP samples is something critical to printing companies to be able to show capabilities and samples.

Why?

1. To sell more variable data printing.
2. To show how variable data printing works (and doesn't).
3. To explain assorted concepts for VDP uses.

One of the big challenges to creation of good samples is that VDP requires use of data - live and personal data - thus the samples cannot use the supplied data for print samples since the personal data is contained in the final printed piece.

What should the printers do?

Create a standard data set of 10 records for samples which contains: first name, middle initial, last name, company name (unique), address, city, state, zipcode, phone number, member number, fax number, and one number of field.

Then hold onto this data file and use it each time samples are needed. Adding the 10 records to the supplied data, filling in the blank fields with data as needed. Make sure to print 3-5 extra sets of the sample batches.

And just in case you need one, I've posted a sample data file.

Make Your Message Standout!

Each day we're bombarded with messages from tv, radio, mail, email, and billboards - to name a few. Making your marketing message standout from all the others is, in my opinion, a huge challenge. So how do you do it?

Here are my favorite ways to make a message standout:

1. Relevant - is your message relevant to the audience?
2. Offer - does the accompanying offer make sense?
3. Personal - is your message personally directed to the individual?
4. Emotional - does your message evoke emotion?

All of these play a role in the split second decision someone makes about whether they are going to read, digest and, maybe, act upon your offer. Honing these can make your message STANDOUT.

Interesting Distinction 1:1 Versus Transpromo

Digital Nirvana posted a great article about the distinctions between 1:1 and Transpromo.

In my opinion, there are 2 items to consider when reading this article:

1. There is middle ground for the small players - for instance trade association with 100,000 members - 1:1 is an excellent application for member dues renewals and can use transpromo as a part of that renewal process. 
2. A good 1:1 campaign shouldn't be a one-off. It should be designed to be used again and again with constant data feeds and multi-channel touches (not just a print piece). And it must incorporate the 5-5-5 method for tracking of actual response rates. 

Now for the article from Digital Nirvana, you can read it here:
http://thedigitalnirvana.com/2009/05/it’s-time-to-draw-the-line-between-11-and-transpromo.

Top 10 Variable Data & Marketing Blogs

Since starting this blog I've found some great articles and blogs about Variable Data Printing, 1:to:1 marketing and marketing in general. I thought I'd share the knowledge so you can enjoy them too. Here is my personal top 10 list:

1. USPS Deliver Magazine http://www.delivermagazine.com/
2. Data Guide http://www.dataguide.com/Print-Blog/
3. Print CEO http://printceo.com/
4. Big Fat Marketing Blog http://bigfatmarketingblog.com/
5. Pat McGraw's Marketing Optimization http://www.mcgrawmarketing.com/
6. Adobe's VDP Resource Center http://www.adobe.com/products/vdp/casestudies/index.html
7. Spurspectives http://spurspectives.com/
8. The Print Concierge Blog http://theprintconcierge.wordpress.com/
9. Kodak's Print Ambassador Site http://www.printambassador.kodak.com/

And just because it's entertaining and informative:

5 Blogs Before Lunch http://daveibsen.typepad.com/5_blogs_before_lunch/

How VDP Embodies the Dale Carnegie Principles

I had an "A-ha Moment" recently about variable data marketing. It is this: variable data marketing embodies Dale Carnegie's "How to Win Friends & Influence People" guiding principles.

Yes, the book is a classic "must read" for those that want to succeed in the business world. And, you know if you've read the book and tried some of the principles, Dale's principles work.

Here are the correlations I see between his principles and variable data marketing that are why variable data marketing works:

1. Become genuinely interested in other people.
   Assuming you start with decent data about the recipient, your marketing piece should use that data to show you are interested in the other person because it embodies their interests (be it culture, sex, or something that person is passionate about).



2. Remember that a person's name is to that person the sweetest and most important sound in any language.
   Although it is a basic function of variable data using the person's name in the piece (repeatedly) is mandatory these days.



3. Talk in terms of the other person's interests.
   Good variable data marketing always directs the campaign message to the person's interests and passions. Not your own, not your corporate vision, but what truly interests the other person receiving the piece. When you do this well the recipient will look at the piece, read the message and might be interested enough (you hope) to move to the next step in your campaign.



4. Make the other person feel important - and do it sincerely.
   Variable data is all about making the recipient feel important, from the data used to the message delivered by the piece. It should center on the "one-to-one" -- one message for one individual, which makes the person feel important. And if you do it well, it is sincere because you've put thought and effort into the campaign to ensure all are included.



5. Arouse in the other person an eager want.
   Who doesn't want to do this with any marketing campaign (or really anything in life)? Focus on keeping your message relevant to each recipient and you will meet this objective.

Variable data marketing is making your marketing message relevant to each person you target through your campaign. The above principles are the ones that make variable data one of the most effective tools a marketer has available.