Increasing Exposure with Variable Data Printing Services
For those unacquainted with the recent advances in digital printing technology, variable data printing services provide a fresh and effective method of reaching potential customers without competing dollar-for-dollar in the expensive – and largely ineffective – advertising arenas of television and radio.
As our daily life becomes more and more saturated with blatant and heavy-handed attempts at marketing and branding, creating a message that pierces the fog of logos and slogans to reach a potential customers is increasingly difficult. Christa Carone, chief marketing officer for Xerox, states: “Studies show that consumers remember just four of the 3,000 messages we’re exposed to every day.” When you factor in the billboards, brand names, corporate icons, and spam emails and texts we each receive on a daily basis, the 3,000 count may increase to double that amount for individuals living in dense urban areas.
Christa goes on to expound on the importance of targeted advertising in acquiring new customers: “Earning a spot at the top of a consumer’s mind, and ultimately driving a purchasing decision, takes insight, individual attention and can be influenced by the way the message is delivered.” Very true, as I’m sure we can all relate. Trashing a piece of mail addressed to “Occupant” is far easier than ignoring a message that addresses us by name.
The chief advantage of a digital printing press in a direct mail environment is the use of variable data printing services that allow precisely this kind of approach. For companies who rely on direct mail as a primary means of exposure, variable data printing services can easily mean the difference between profitability and bankruptcy. How so? It’s quite simple, really. Variable data printing allows you to not only address your potential customers by name, but to customize each individual mailing to contain the specific details or content that are most likely to appeal to them.
Since variable data printing most often works in conjunction with a computer database, the printing draws on information stored in the database, updating printed contents during the print run and in real-time. Images, texts, font, color schemes – everything can be modified on a per-piece basis, granting you the ability to custom tailor each mailing to match the wants or needs of each potential customers. Impossible? Ten years ago it was. Today, it’s par for the course.
For more information on how variable data printing services can transform and innervate your marketing efforts, download and analyze our free digital printing guide today!
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