How do you Find a Printer to do Variable Data?

It seems that all printers these days say they do variable data printing. Everyday I encounter another printer that is marketing variable data printing or direct marketing services -- the concern I (and you) have is can they really do it?



The one way to tell if they do variable data printing (and do it well) is to ask the printer you are considering a few qualifying questions before engaging them further:

1. What digital press equipment do you have?
   Right answers should include at least one of: Xerox iGEN3 or Nuevera, OCE, HP Indigo, or a Kodak NexPress.


2. How many variable data programmers do you have on staff?
   Right answer: at least 1 VDP programmer full-time, ideally you want at least 2 on staff


3. What software or technology are you using to program variable data print?
   Right answer: really depends on the programmer, but if they say Xerox VIPP, PlanetPress, XMPie, PageFlex - any of those and you'll be in good hands.


4. Do you have samples and/or case studies to share with me?
   Right answer: yes! Any printer in this market must have good variable data samples to show you and case studies including client references for you to speak with. Variable data printing is not cheap and you want to ensure your project is in the right hands.

If the printer (or sales person) answers the qualifying questions correctly then I recommend you take the time to meet with them in person and speak with them about the goals of the project, materials you have and then let them get to work on the next step - estimating project costs.

Why does variable data printing take more time to plan than a traditional printing?

It takes more time because of the planning that goes into the front end when you create a variable data campaign. Not only does it take more time on your part, it also takes more time on your vendor's part (which means it typically costs more from a printing standpoint).

Why?

Well, on your end you will have to:

• review data: do you have data that will make a good campaign
• review goals: what are the goals of the campaign and how does the data fit those?
• design of the piece: engage a graphic designer that understand variable printing and digital printing and then design a mail piece that incorporate the data and design
• plan for wacky data: integration of data into the design is key because you have to remember to plan for the really long data fields (people with long last names like "Kriemelmeyer" are sensitive to that)
• method of mailing: figure out when you want the piece in mail boxes and what you have in the budget for mailing for both the method of mailing (first class mail (1-3 days) vs. standard presort (4-6 days) vs. bulk mail (whenever) and the size of the final piece (letter, postcard or flat)
• piece size: piece size is largely determined by amount of content and mailing budget
• paper stock: paper is determined by amount of content, desired look and feel and mailing budget
• mail design: best to get the mailing panel approved with the postal service to save time and costs on the mailing (best to work with your print vendor because they have a contact with the USPS to ease this through the system)
• seed list: always use a seed list which is a group of internal staff on your end that will receive the mailing like your customers (so you know when it gets delivered)
• frequency: the GOOD NEWS is that you can re-use all this hard work and run it monthly, pulling new data and sending it to the vendor and they can re-use all their programming to run it (so it does automate)

On your vendor's end, a good vendor will consider:

• size of the piece: this matters because not all digital presses have the same sheet size and it is better for client's if multiples can fit on one sheet
• manufacturing method: digital versus offset - this is determined both by the actual design, the integration of photos (or not) and quantity - for very large runs (250,000 or more) there are some sophisticated ink jet method that will work with offset print to create a "personalized piece" if you have a run over 250,000 pieces it is worth discussing options with your vendor
• data merge: what software to use to integrate the data with the design (could be Planet Press, XMPie, PageFlex)
• seed list: yes, the vendor should also have a seed list incorporated into the mailing to track delivery times and how the piece holds up in the mail

These are the main considerations when it comes to variable data printing. I cannot stress enough that once you start a variable program, all of the work on the planning side pays off because the data can be supplied daily, weekly or monthly and your vendor can get the pieces printed and in the mail very quickly once that initial variable programming has been set-up.

Where is there more information?

I thought it might be good to publish a list of sites where you can find more information about variable information printing, direct marketing campaigns, etc. (because although sometimes I like to think I know everything, I am smart enough to know I don't).

PODi - Print on Demand Initiative
Caslon
InfoTrends / Cap Ventures
Direct Marketing News
Advertising Age
GAIN - Graphic Arts Information Network
Xerox (though much is buried in their LARGE site)

I plan to update this list - so if you know of a relevant site, please either submit a comment below or directly email me (katiek@ags.com).

How is data used to create a personalized piece?

At this point I have preached a few times about data and goals. Now the question is how to use the data to actually create a personalized marketing campaign?

And you should know by now that one question begets another...what data is it that you have?

That is the critical question - if you have a limited data set then the piece cannot be too customized. An example of limited data is if you only have first name, last name, and mailing address. For a limited data set, the piece can be customized with the individual's first name - such as "Hi Eric" or "Hi Katie."

If you have a robust data set then the piece can be entirely customized. An example of a robust data set would be first name, last name, mailing address, age, date of last purchase, total of last purchase, store most frequented. For a robust data set, the piece can be customized with the individual's first name - again used in the same manner and then a thank you about their last purchase ("Thank you for visiting our store in Waldorf's Festival Center last month. Below is a coupon for your next visit!" You really can get in depth, even customizing the coupon for an amount or discount based on total purchase price set at a threshold close to their last purchase.

Why do it though? Because using variable data can make the marketing campaign relevant to each customer. And, more importantly, it can increase the return on investment (ROI). It does this because the campaign message is speaking to the individual (tailored to them and their needs).

According to the Response Rate Report: Benchmark information for relevant marketing programs, June 2007(available to members of PODi) from Caslon / PODi, adding personalization that leverages customer history/data to mail can impact response rates anywhere from 3% to 13% based on vertical market. Seems to me personalization is worth the time and efforts since standard direct mail response rates are typically 1% to 2% (if you're lucky).

What is cross channel marketing?

I work with a program called Destination Imagination as a volunteer. The first year working with the program I was totally confused about the terminology. For instance a Team Manager is really a Coach. An appraiser is the same as a judge. I share this with you to highlight the fact the world of digital printing is not the only one that coins new terms and phrases that are in reality things that have existed for years. We're just using them in a new way.

So what is cross channel marketing? Cross channel marketing is using different communication methods to reach a customer. Channels include traditional advertising (tv, radio, bill boards), direct mail and newspaper ads and new media (websites, personalized websites, social media, email, mobile phones, to name a few). Cross just means using more than one channel to deliver the same marketing message.

Variable information printing gives your cross channel marketing program a kick in the ass. It allows you to personalize the marketing message on the assorted channels. The direct mail piece can have a personalized URL (PURL) printed on it. The email will have the same PURL embedded in it. The newspaper advertising can point prospects to a website that allows the user to then create their own PURL. The methods are endless. And best of all, each variable piece of the campaign is generated from the same database with the same branding and imagery.

Print on Demand & Variable Print

Print on Demand (POD) - that is printing only what is required at the time of order - is another use of variable information printing.

An example of print on demand is what you can do on Amazon's CreateSpace. CreateSpace allows you to post self-publish books, among other media types, for sale - when the order is placed, it then routes to a digital printing press and a book is printed.

The best example of print on demand that I have seen in action are Apple's Photo Books produced through the Mac Software, iPhoto (a part of the iLife suite of software). You load your digital photos into iPhoto and then can assemble digital albums. Once you have a digital album you can then create a variety of printed products such as photo books, calendars, notecards, etc from the album of photos.

Variable information printing and print on demand are revolutionizing the printing industry. I found this cool blog post on the Replicator blog about variable/print on demand with the 10 cool things you can do with print on demand. Check it out!