Variable Data (Part 1) Aim Small, Miss Small

Variable Data Printing has become a buzz word. But how do you sell it to customers? What does it take to provide VDP? And how can your department profit from it?

By Vic Nathan Barkin

When taking aim with a rifle, the smaller the target you aim for, the more likely you are to hit that target. The very same concept can be applied to personalized variable data printing. The VDP process is much more than just printing with new technology, though; it's a fundamental change in how printing is perceived, utilized and produced.

A musket in the time of the American Revolution was a military smoothbore that fired a single ball. In quantity, such as a regimental line volley (where hundreds of soldiers fired at once and reloaded quickly), it could be effective, but not accurate.

As we look at static printing today, as used in direct marketing, we see many similarities to the musket volley. A lot of "lead" is thrown downrange, but it's more luck than skill when a desired target is hit.

The rifle however, especially the American long-rifle of the Revolutionary War, was the most accurate firearm available at that time and place. Because of it's rifling, which stabilized the ball, and it's long barrel that gave it an unparalleled sight picture, the American long-rifle was the ideal personalized targeting tool.

Looking at VDP today and using this technology to maximize the accuracy of your institution's target marketing potential, the chance for success can increase exponentially.

Essentials Of The VDP Rifle

The old saying "Lock, stock and barrel" has come to mean that everything is complete. In equating this to VDP, all elements must be in place in order for everything to "click" or work together properly.

• The Lock: your customer's data. (The lock is also the key)