Designing for Variable Data

Variable data personalized marketing programs can deliver higher than average response and conversion rates when applied to B2B and B2C campaigns. Direct Marketing and VDP Communications Expert Harvey Hirsch is sharing his experiences (and samples) for producing next generation personalized print marketing. “VDP is a philosophy of wanting to build trust with your next customer,” says Hirsch. “The printing industry is continuing to go through its metamorphosis, and digital is in its infancy.”

As an early adopter, Hirsch pioneered the use of die-cut templates in the VDP process to create personalized 3D products and campaigns for clients. “Today’s print provider needs to dominate the marketing mix instead of being relegated to obscurity, and VDP is one way to achieve that goal,” says Hirsch.

Hirsch managed his full-service direct marketing agency since 1983, and added his first connected digital press in the mid 90’s before committing to opening a VDP marketing division in 1999 in order to launch two digital printing systems for SHARP Electronics.

“Digital printing and personalization programs are not being considered by many marketing executives because they see no value in additional costs usually associated with just adding a name to the artwork. But by analyzing their best client profiles, they can reach them more efficiently and initiate the trust cycle faster,” he adds.

Hirsch consults with companies on marketing and print-related topics, and is a visiting professor at County College of Morris where he teaches Advanced Advertising Design. His first book, “Turning CMYK Into Gold” is due out this year.

Check out Hirsch’s session Wednesday, September 13 from 11 – 11:50 am in Room S101a.