SPECIAL REPORT VARIABLE DATA PRINTING -- 1-to-1 Drives Campaigns
"We have several vendors that we use, but once we set a program with someone, you almost have to let it run on a year's contract," she says. "You don't want to be pulling this work around from shop to shop. Otherwise, you won't be able to gain efficiencies."
Know Your Customers
And, in an age where many printers are boasting the same high-powered equipment and capabilities, Williamson stresses that printers must know the buyer's business inside and out, know the data and understand how in-depth they want to go with that data.
"Relationships are very important, as is getting the best prices for our customers," she notes. "We have a strenuous bidding program, an RFQ that's about 10 pages long, for all the criteria that has to be met.
"We need 100 percent security for all data. We carefully check and manage our vendors, and work closely with press manufacturers. I make it my business to know where facilities are opening up, who's running them and how much experience they have. We do a lot of background work."