Variable Data Printing, VDP, and Digital Printing go hand-in-hand.
Let's face it, nobody likes junk mail.
And any advertising that's discarded is not doing its job.
And Digital Printing makes VDP possible because each page is a unique
impression anyway, and that's true for
both digital presses and for inkjet devices.
So, why not change out the content?
The text and graphics can change completely if you want.
Now InDesign's Data Merge is kind of a
simple implementation that can give you an idea of
what's going on in variable data, but, of
course, there are proprietary solutions that enable considerable complexity.
And one of the beauties of variable data printing, giving you that
opportunity to personalize the results, can
really get you some marketing response.
So let me tell you sort of a fun story.
There was a scooter repair shop that wanted to increase
their business during sort of slack times of the year.
So they implemented a variable data solution.
And they sent out a mailing that was created something like this.
It addresses the customer by name.
It shows a picture of the model of scooter that they
bought and gives them a discount for a tuneup on their vehicle.
And it names their vehicle by the year and the model.
The response to this was so huge that they had
to hire extra mechanics to take care of the crowd.
So that tells you that one-to-one marketing really works.
So, if you'd like a little bit more information on some VDP solutions, this is
by no means a comprehensive list, but it's a list that will get you started.
If you go to the Adobe website, they have a listing
of variable data printing partners, and that might get you started.