Variable data printing

Guide to Digital Printing and Variable Data

Posted by Roger P. Gimbel, EDP on Jan 10, 2023 12:48:08 PM

 

Most of us are bombarded daily with thousands of marketing messages. Our phones, computers, televisions, social media channels, radios, and emails continuously clamor for our attention with promotional hits.

A marketer trying to cut through the noise faces almost impossible odds. The good news is that one of the most effective tools for bolstering engagement and response is individualized marketing through variable data printing. The most effective marketing is for an audience of one and leading-edge marketers increasingly use variable data printing (VDP) to ensure their client’s messages are heard.

For printers, this represents a big and profitable opportunity. Our eBook from Gimbel and Associates, A Printer’s Perspective & Guide to Digital Printing and Variable Data, is a thorough and in-depth source for helping printers transition to this business model. You can download it for free.

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Topics: variable data printing, news, eBook, digital printing, VDP, printer's perspective

Digital Printing Sales Secrets

Posted by Roger P. Gimbel, EDP on Jul 15, 2021 11:34:07 AM

Digital printing has been an intrinsic part of the printing industry for over two decades, yet many printers still struggle with finding a successful sales strategy. Even the term itself has gone through various iterations, and the technology has evolved considerably over those 20-plus years.

For our purposes, we’ll take a broad view of digital printing, encompassing the first-out-of-the-gate toner technology, followed by inkjet and its incursion into most applications including flexo. Digital technology also has been a game changer for finishing, with raised UV, die-cutting, foils, and specialty inks.

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Topics: variable data printing, digital print, news, personalization, short-run

APTech's VDP & Mail Summit - 5 Key Takeaways

Posted by Kristin Anderson, Sr. Consultant on Apr 21, 2021 12:51:19 PM

In the early 90’s, VDP was the anxiously awaited “next big thing.” The concept was solid. The dream persevered as the industry impatiently awaited fast enough network file transfer speeds and on-demand press output capacity. Undaunted early adopters tested the waters and proved the value. Over time it became a viable option for any printer who wanted to play.

In parallel we experienced the advent of internet publishing and the scramble to figure out how to monetize it. Company resources became focused on figuring out online marketing. Marketing attention to VDP direct mail was sidelined, eclipsed, or incorporated. The same underlying concepts for VDP served as the foundation for the (then) shiny new data-driven web sites, digital marketing, and marketing automation.

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Topics: variable data printing, digital print, direct mail, news, VDP, mail piece

A Printer's Perspective & Guide to Digital Printing & Variable Data

Posted by Roger P. Gimbel, EDP on Jan 22, 2021 1:10:13 PM
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Topics: variable data printing, digital print, news, digital printing, individualized digital print

Printing Industry Trends for Marketers and Designers

Posted by Roger P. Gimbel, EDP on Dec 18, 2019 11:34:42 AM

Printing projects start with project design but marketers and designers aren’t always up to speed on printing industry developments. Lack of information can cause designers to miss out on exploiting new technologies or create unnecessary expense. Here are some trends and printing operation developments that can affect how creative people design print projects.

Color Choices and Specialty Inks

Printing presses can create only a portion of all possible colors by mixing their four basic inks; cyan, magenta, yellow, and black (CMYK). When colors must be exact, such as in a corporate logo, printers purchase specialty inks or “spot colors” that ink companies pre-mix to exact specifications. Ink companies create the colors according to the Pantone Color Matching System (PMS).

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Topics: variable data printing, news, personalization, designer, marketer, color inks, process color, environmental sustainability, segmentation

Data Security Challenges in Your Print Environment

Posted by Allison McCord, Sr. Learning Consultant on Aug 27, 2019 2:14:44 PM

Every aspect of our lives is driven by data. The need to protect and secure this data is becoming increasingly critical.

Privacy is becoming a core market differentiator for companies. Businesses need to prove to their customers that they handle data securely and ensure the protection of privacy. 

What constitutes a violation of privacy? It’s not always obvious, and interpretation can vary based on the application, industry, etc. 

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Topics: variable data printing, news, personalization, security, data security, print production

Why is Data Still a Four-Letter Word?

Posted by Roger P. Gimbel, EDP on Oct 2, 2018 11:19:34 AM

Highly personalized and customized print communications that drive customer engagement have won awards and been featured in highly acclaimed case studies for decades.  Marketers have experienced response and conversion lift when they leverage variable data. This phenomenon has been documented many times.

Why are so few of these campaigns executed? Most direct marketing programs do not leverage the demonstrated power of data. What is it about variable data that keeps marketers from using readily available technology to their advantage?

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Topics: variable data printing, agencies, print buyers, Deborah Corn, Print Media Center, creative

Can Legacy Applications Jumpstart Your Inkjet Success?

Posted by Roger P. Gimbel, EDP on Jul 28, 2017 2:23:19 PM
Inkjet Platforms Bring a New Level of Customization, Impact, & Effectiveness 
 
High speed color inkjet can revolutionize a printing business, but printers won’t realize the most beneficial impacts of this technology by simply moving print from one platform to another. Profiting from inkjet requires effort in three separate areas of the workflow: data, print output, and finishing.
 
Though inkjet may bring new business to  a print service provider, most jobs processed on a new inkjet platform, at least in the beginning, are legacy applications. Printers developed these existing print jobs using then-current methods and technology. The legacy work is almost always a mixed bag of formats and processes. Print service providers will need to spend time on normalization and standardization as they prepare to introduce new inkjet platforms to their operations.
 
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Topics: variable data printing, digital print, data analytics, inkjet technology, paper

Upgrade fundraising strategies with printed and electronic messaging

Posted by Roger P. Gimbel, EDP on Jan 5, 2017 1:04:51 PM

Printers have the expertise, non-profits have the need

Many non-profit organizations are stuck in the past when it comes to their fundraising efforts. Part of the challenge is a lack of resources. Non-profits rely on volunteers to handle administrative tasks. There may also be knowledge and experience gaps which may cost fundraising groups more than they realize. Partners such as print and mail service providers can be valuable sources of information and inspiration. Working with their partners, non-profit clients can upgrade their fundraising and communication strategies through printed and electronic messaging.

 “Tried and True” campaigns that have always produced satisfactory results are probably out-of-date today. Internet technology has affected everything – including the way non-profits inform donors about causes and persuade them to send money.  Good news for smaller non-profits, the internet has also leveled the playing field. Now any size organization has access to the tools and techniques necessary to upgrade their approach. Non-profits must modernize their methods to take advantage of current technology and connect to today’s contributors.

Data is king in the commercial business world and non-profits are no different. Sadly, most organizations do not have the data they need. Others are unsuccessful at applying their facts and figures. Effective use of data will improve messages to members, donors, volunteers, and sponsors. Stellar fundraising requires communicating the right information at the right time to the right people. Data makes that possible. And software tools drive effective customer engagement across multi-channel communications.

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Topics: multichannel campaigns, variable data printing, integrated marketing, digital print, marketing strategy

Grow Your Business by Selling Value, Not Print

Posted by Roger P. Gimbel, EDP on Mar 15, 2016 9:00:00 AM

Print providers are in an excellent position to help their customers understand the unique benefits of print communications, how to get the greatest return from their investments in printed material, and how to integrate print and digital media to raise the effectiveness of all the channels. Focusing on how customers benefit from their services is the way to get customers thinking of a print service provider as a strategic partner rather than a vendor.

 This requires shifting sales conversations away from production-related specifications such as print volumes, finishing, and paper stocks. Value-added discussions should be about business goals such as conversion rates, customer retention, upselling, lifetime customer value, and customer experience. 

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Topics: sales, consultative selling, multi-channel campaigns, sales effectiveness, variable data printing, digital print

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