Send a Better Message
The print industry tells us that 90% of all customer communications are through printed documents. This may or may not be true with your business, but clearly the printed elements of any marketing effort are critical. The ads you buy and the mailings you send are primary to what your customers think and know about your business.
In advertising 101 we learned to get the best results you need to send the right message to the right place at the right time. As marketers we’ve done a good job of reaching our customers when and where they’re receptive. Now we need to send a better message to boost response rates and grow our businesses.
Tailoring the content of your marketing communications by the customer’s characteristics and history will dramatically increase response rates. With “Personalized Communications” you can expect faster responses, more repeat orders and increased revenue from your presentations. This is now possible with Variable Digital Printing (VDP). You’ve probably seen VDP in vendor presentations or in your mail box at home. VDP can be as simple as a name and address on a four color shell or a fully personalized color document with varying content and images. If you thought this kind of marketing sophistication was limited to big boys with big budgets you should know that VDP is now within reach of small business.
The best way to evaluate VDP is not from the cost side, but rather from the response side. You’ll need to do the math for your business, but if your mailings usually return a 2-3% response rate and utilizing VDP delivers a 10% or higher response rate, the additional revenue will probably make VDP an easy investment.
Leading the charge in VDP technology is Xerox Corporation. With their help or from one of the local printers using VDP technology you can learn how VDP can be used to grow your business. Either will be a great resource and able to show you specific examples of VDP in use.
In practically every business category VDP is being used to send a better message. Banks, hospitals, retail and automotive, to name just a few, are using VDP to secure new business and increase customer loyalty. They’re doing it with more targeted direct mail, catalogs customized to reader interest, invoices and billing statements with data-driven graphics and personalized product brochures.
Ultimately your message will be evaluated by customer response. If it incorporates VDP, chances are very good you’ll say it was better.
Rick Belisle, President, Paragon Media
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