Variable data printing from the designer's point of view

As part of the "New Printing Company", commercial printing plants have promoted the establishment of close relationships with design companies, advertising agencies, and other companies looking for new opportunities. This new model requires people to provide variable data services as the only way to expand their business. Through an interview with Miss Kim McBride of Williams McBride Design, commercial printers can obtain instructions on variable data items, as well as an understanding of the creative form from the perspective of the agent.

Williams McBride Design started with VDP (Variable Data Printing) technology in early 2004 and then quickly became an advocate for this technology. McBride said: “One of our customers introduced this idea to us. Exstream Software Company has developed a series of personalized software solutions for companies. One of their sales methods is to integrate variable data into all of them. Direct mailings go to help them demonstrate the capabilities of their software. Their software is called Dialogue and can provide people with maximum flexibility in the use of data, and they hope we can find a way to provide this information. Creative way."

Some of the results are quite surprising. If it is an invitation to do a trade show, we can draw a line on the cover to determine the gender of the recipients, and at the same time, we can add their names and create an artwork. Geographical data shows the direction and city of everyone who comes to Dallas. In order to help Exstream confirm the guests of this meeting, the punch panel also includes a name tag. We can further use variable data technology to bring color labels to name tags to indicate whether the invited guests are customers, forecasting experts, or print analysis experts. This propaganda approach has achieved a response rate of 7% to 9%, and has also received strong support from the printing industry magazine.

Another personalized application appears on the holiday card. McBride said: "Similarly, we made the recipient's last name and name into an independent snowflake pattern. The second level of personalization is to use geographic data to indicate that a city has a white Christmas opportunity." The content of the information is mainly based on The chances of a city's snowfall change from high to medium to low. For example, the information received by a person in Lansing (Mich., capital of the United States) is like this: “Please pray! Lansing has 73% of it is likely to snow on Christmas morning.” And it may be snowy. The card content of people in a large area is: "You are lucky that 83% of Portland may be snowing." And for people in areas that are unlikely to snow, the cards sent to them are written : "Looking forward to a Christmas miracle! The chance of snowing in Cincinnati is 11%."

When to use VDP

Williams McBride Design Inc. introduced VDP (Variable Data Printing) to customers, and McBride made recommendations for the timing of the company's use of VDP. She said: “For customers who are keen to sell, its database and direct mail advertising are very suitable for variable data printing. Moreover, if they need to produce specific materials for special audiences or the sales staff are dispersed, then it is very It is appropriate to make materials based on geographical location. Actually, this list can be continued. Once you understand how variable data printing is used, almost all companies and organizations that use this technology will benefit from it. How is the degree of use."

However, she pointed out that “printers and other organizations should realize that variable data printing is more complicated than “querying your name” in the clearinghouse of the publishing house. It is really important to communicate with customers in a personalized way. Sales Opportunities. Customers want their website to know who they are and what they have bought. Similarly, these viewers also hope to receive print materials in the mailbox that will make them feel at home."

What designers need for a variable data printing plant

Williams McBride Design Company not only has the experience of confirming the future of variable data printing, but also knows what kind of printer is and variable data printing. McBride said: "We have cooperated with many printers in the field of variable data printing. If they can provide delivery services, then variable data printing will be very helpful to them because our variable data printing is all related to direct mail." We hope to find printing houses with Indigo or NexPress presses, and our experience shows that the printing quality of these printing machines is relatively high. Of course, the technology is constantly changing, so other printing machines are certainly improving, and printing The machine can only operate smoothly if it is operated by a printing worker."

McBride, as a successor, put forward his own advice to those who printed on the VDP (Variable Data Printing) project: "When preparing for cooperation with designers, we must be prepared to handle more problems." - We also use variable photos and colors. A printing factory must have employees who can integrate data, because most customers will not provide the end of this equation. People must know the limitations of this device in order to manage the designer in the typesetting On the press. To choose a printer that can print on a variety of papers."

Advice on sales of VDP (Variable Data Printing) services

Although VDP’s advertisements are relatively large, McBride still feels that “printers have different interests. Some people understand the concept of VDP and are also looking for opportunities. But there are still some people who have entered the field of digital printing. They just do this to assist short-lived printing, and they are not familiar with the business opportunities brought about by variable-data printing.I know these printers do not know how to introduce the benefits of variable data printing to their customers. There is no mastery of this technology, and there is no such requirement for the printing house. This means that the printing plant should introduce the benefits of VDP in areas that it is not familiar with based on sales strategy."

In most cases, Williams McBride Design Company is in the position of educating the customer, it wants to tell the customer the advantages of printable data in the market. Many companies are not familiar with variable data printing. After their explanation, these companies are very interested in this technology.

Printers interested in variable data printing services must understand the customer's audience and give customers an example of how variable data printing can help them communicate with the audience. If customers know this, they will not hesitate to choose variable data printing.

Digital file printing has occupied an important position in Carro Ford Weston's 20-year career. As a company salesperson and a freelance technologist, she knows everything about digital workflow, and she knows everything from front-end software tools to high-speed printers to smart inserters and postpress equipment. Therefore, she profoundly realized the complexity and value of variable data printing for document production.

Source: China Packaging Business Network