Building a plan for VDP

If you were an offset printer today, how would you get into variable data printing (VDP)? Is the emphasis on equipment or people?

 

I would first put together a three to five year strategic plan. Second, I would put together a team of people: a digital graphic designer, an IT or data person, a web designer, a marketing/business developer, a mailing expert, and a wise kid that understands how to use the various social networks. The emphasis is absolutely on people and software, and not on equipment.

 

Can you name 5 key requirements for moving into VDP?

 

1. A strong and comprehensive strategic plan.

 

2. Developing a strong marketing/business development team.

 

3. Engaging a smart and very effective consultant/coach to shorten the learning cycle.

 

4. Joining industry groups like PODi, Digital Imaging Customer Exchange (which is part of Caslon and PODi now) and other industry peer groups to get training for your marketing/business development staff

 

5. Focusing your efforts on one or two vertical markets to start with and not attempting to tackle all markets at one time. You must first develop expertise in a vertical market to achieve success.

 

What impact has online marketing and communications had on print in the USA?  Are they seeing a swing back to print?

 

Online marketing and communication has devastated print in the USA. Print as we know it is continually evolving and will be supported by electronic media and the world wide web. We are not seeing a swing back to print in the USA; as a matter of fact we continue to see further deterioration.

 

Has there been growth in transpromo marketing in the USA?

 

Yes, there has been growth in transpromo marketing; however it has been very slow and it will take some time to educate the marketing executives as to the benefits. As with the advent of color VDP in the mid-90s, there are a lot of misconceptions about transpromo marketing.

 

What’s the uptake of variable data in the US? What’s driving it? What’s holding it back?

 

There are a lot of misconceptions with regards to what constitutes variable data in the US market. We are also finding that while variable data helps increase response rates a bit, it is not enough by itself to generate the expected returns.  We must couple it with other touch-points such as emails, QR codes, ‘Purls’, and intelligent response mechanisms. 

What drives VDP are well-mined data and a strong multi-touch marketing plan. What ends up holding it back are budget restrictions, a lack of time to properly implement a program, and the absence of data from the client.

 

How has the global financial crisis impacted on relevant digital print? Has it presented any opportunities for targeted marketing?

 

On the one hand, it has slashed marketing budgets, eliminated entire marketing departments in the US, and postponed or shelved many projects for one to two years. On the other hand, it has put communications services providers like my company ahead of expensive and ineffective other media.

 

Waleed Ashoo is the CEO of LithExcel (USA), the Chair of Digital Imaging Customer Exchange and PODi USA board member. He will be presenting at next week’s 2009 PODi AppForum and Expo in Sydney.

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