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Color and VDP Applications

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Color and VDP Applications Powered By Docstoc
					Selling More Color with
VDP Applications


          Kelli Jones
  US Channel Marketing Manager
What’s in it for you?

   Be a solutions provider/partner
   Drives more pages
   Higher profit
   Fosters repetitive business
   Differentiates you from copy shop
  Variable Data Printing
      Defined: Output is changing from page to page.

Promotional                                 Transactional




                       Blended
   Traditional Mail Merge
Database + Static Document                                                                                      …To Print Driver

                                  Buffalo
                                                                To:
                                                                Dear ,
                                                                You are invited to our
                                                                grand opening this
                                                                Tuesday at our new
                                                                downtown location.
                                                                                                      Encode in PostScript
                                                                                                                         (DELAY!)
                                                                please call 221-1212 to
                                                                confirm your attendance.




                                                                                                                                              Spool Large Job
             Merge on PC                                                                                                                         to Printer
                (DELAY!)                                                                                                                                (DELAY!)



     To: Jane Harris, President,                                                           To: Jane Harris, President,
                                                                                                                                                             RIP & Print
                                                                                                                                                             Each Page
     Unlimited Services                                                                    Unlimited Services
     100 Twin To: Jane Harris, President,
               Towers                                                                      100 Twin To: Jane Harris, President,
                                                                                                     Towers
               Unlimited
     Buffalo, NY 14051 Services                                                                      Unlimited Services
                                                                                           Buffalo, NY 14051To: Steven Hill, CIO
               100 TwinTo: Steven Hill, CIO
                          Towers                                                                     100 Twin Towers
     Dear Jane,Buffalo, NY 14051 Provider Inc.
                         Insurance                                                                            Insurance
                                                                                           Dear Jane,Buffalo, NY 14051Provider Inc.
                         123 Claim Street                                                                     123 Claim Street
     You are invited Jane, grandTo: John Doe, President
                         Buffalo, NY 14011
               Dear to our                                                                                    Buffalo, To: 14011
                                                                                           You are invitedJane, grandNY John Doe, President
                                                                                                     Dear to our
                                                                                                                       Widget Company
     opening this Tuesday at our Widget Company
                                  new
                         Dear Steven, grandStreet
                                                                                                                        new
                                                                                           opening this Tuesday at our333 StateTo: John Doe, President
                                                                                                              Dear Steven,
                                                                                                     You are invited to our grand Street
               You are invited to333 StateTo: John Doe, President
                                   our                                                                                 call
                                                                                           downtown location. please Buffalo, NY 14501
     downtown location. please call                                                                                              Widget Company
               opening this Tuesday at ourWidget Company
                                  Buffalo, NY 14501                                                  opening this Tuesday at ourour grand
                                                                                                              You are invited to333 State Street
                         You are            our grand
     221-1212 to confirm your invited to333 State Street                                   221-1212 to confirm your
                                                                                                     new downtown location. Buffalo, NY 14501
               new downtown location. Buffalo, NY 14501
     attendance.                  Dear John,
                         opening this Tuesday at our new                                   attendance.        opening Dear John, at our
                                                                                                                       this Tuesday
               please call 221-1212location. please call                                             please call 221-1212 to location. please
                         downtown toare invitedJohn, grand                                                    new downtown invited to our grand
                                                                                                                       You are
               confirm your attendance. Dear to our
                                  You                                                                              attendance. Dear John,
                                                                                                     confirm your 221-1212 to confirm your
                                                                                                              call
                         221-1212 to confirm your
                                  opening this Tuesday at our new                                                      opening this Tuesday at our
                                                                                                                                 You are invited
                                                                                                              attendance. downtown location. to our grand
                                           You are invited to our
                                  downtown location. please call grand
                         attendance.                                                                                   new
                                                                                                                                 opening this Tuesday at our
                                            to confirm Tuesday at our
                                  221-1212opening thisyour                                                             please call 221-1212 to confirm
                                                                                                                                 new downtown location.
                                           new
                                  attendance. downtown location. please                                                your attendance.
                                                                                                                                 please call 221-1212 to confirm
                                           call 221-1212 to confirm your
                                           attendance.                                                                           your attendance.
VDP Software will Optimize Work Flow

 Design
                                                 Joe Sample


                                                 123 Address

                                                 Any, CA 12345



                                 Joe Sample


                                 123 Address

                                 Any, CA 12345




Database

                           OUTPUT FILE:
                       Static elements ripped once
                       Variable follows
                       Variable images
                        cached and re-used
                       Prints fast!
                       Small network file
                       Fast job spool
  Choosing a Tool…


 Easy to use, yet powerful
 Enables printing from your PC/Mac to
  any of your printers
 Harnesses the Power of the Printer/RIP
 Web-to-Print
 Available support
  Potential Customers


 Currently implementing direct-mail
  programs
 Want to increase repeat business and
  face a high cost in replacing customers
 Own a database of information on their
  customers
    Where to hunt
Tickets

Are you turning away
opportunities to print jobs that
require sequential numbering
or barcodes?




                                            Tickets
                                            Raffles
                                   Sporting Events
                                    School Events
                                          Coupons
                                          Vouchers
    Where to hunt
ID cards
                                 Special Events
                                          School
Have your customers asked                  Work
                                Visitor’s Passes
you to print large runs of ID
cards, only to turn them down
because you couldn’t do
variable images or duplexed
multi-up?
    Where to hunt
Multi-up postcards
                               Discount Travel Offers
                                Check-up Reminders
Are your customers asking            Announcements
                                         Real Estate
about the ability to further                Coupons
personalize postcards beyond                 Teasers
the name and address?
Power in Data…


 Data Elements
     Address
     Customer Data
     Transaction Data
     Demographics
     Psychographics
  Where to hunt

Mail Merge
                                     Thank you
                                   Promotional
 Questions to ask               School notices
                                 Policy updates
   Are you using Word to do    Announcements
                                  Special Offers
    your mail merges and it
    takes forever to print?
   Would you like to include
    conditionally
    printed images, including
    signatures?
   Where to hunt

Communications with
  personalized coupons

 Questions to ask
    Are you printing mail
     merges, but would like to
     take it to the next level and
     include
     personalized/targeted
     messages and offers?
    Where to hunt
Self mailers

Questions to ask
    Would you like the
     ability to do completely
     personalized, self
     mailers, that include
     having to print
     rotated/upside down?
  Where to hunt
Brochures

Questions to ask
    Ask your customer if they
     would you like to do
     personalized brochures based
     upon what they know about
     their customers?




                                         Hotels
                                      Colleges
                                 Health Clubs
                              Travel Agencies
                         Financial Institutions
                       Investment Counselors
   Where to hunt
Catalogs

Questions to ask
For your customers that sell a
large inventory of products where
customers only purchase specific
subsets of products… Ask them:
    How much do you think your
     customer would appreciate it
     if you weeded out the sections
     from which they don’t buy and
     send them pertinent
     information?
Value Proposition
For your Customer
Value of Color Mailing
 Value of Color Mailing


 Color increases
  comprehension and
  retention by 82%
Value of Color Mailing
  Value of Color Mailing


 Consumers are
  55% more likely
  to pick up a piece
  of full color
Value of Color Mailing
 Value of Color Mailing


 Color helps
  messages be
  understood by
  80%
VDP Works!


                       Mass Mailing   Personalized
Printing                  $0.08          $0.40
Addressing                $0.03          $0.03
Postage                   $0.20          $0.20
   Cost Per Piece:        $0.31          $0.63


Pieces Mailed            50,000         25,000
Total Cost               $15,500        $15,750
Response Rate              2%             6%
# of Responses            1,000          1,500
   Cost Per Response     $15.50          10.50
                        Improved Response Rates with Digital Printing

Compared with a static, black-and-white mailing with a response of 1%...




                                                                                                                   500%
                       Apply Database Info to the
                                 Offer
Increase in Response




                        Add Name Only Plus Full
                               Color                                     135%


                                  Add Full Color           45%


                                 Add Name Only             44%


                                                0%   50%   100%   150%   200%   250%   300%   350%   400%   450%   500%
                                                                                Type



                         Source: White Paper: "Direct Mail Responses Based on Color, Personalization,
                            Database and Other Factors" by David Broudy and Frank Romano, published by
                            the Digital Printing Council of Printing Industries of America, Inc.
    Ready to get started?


   Potential of Double Digit Growth
   Sell More High Value Pages
   Choose and easy to use solution
   Make full use of the printer
   Start slow
   Bowling Alley Approach – Geoffrey Moore
 Thank you




Kelli Jones
US Channel Marketing Manager
Objectif Lune

				
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posted:8/5/2011
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