LET ME be blunt: The people who buy variable data printing (VDP) are not buying printing. If you try to sell them printing, you will fail. You’ll fail because you have not articulated the productivity and capability of VDP in meeting business objectives in the 21st Century marketplace. The choice to buy variable data printing is a business decision made by individuals whose jobs entail making critical decisions for their companies. This precludes print buyers, production coordinators, traffic managers, etc. Instead, it includes directors and VPs of marketing, brand and division managers, senior VPs, and even CEOs, CFOs and presidents. If you do
Brad Lena
THE ADVENT of digital technology—in addition to forever altering the manner in which information is accumulated, stored, employed and disseminated—permanently altered the printing industry. Those printers wishing to respond to the consequent market demand for marketing communications that take advantage of these digital channels must become adept, if not specialists, in database marketing. This service requirement is distinct, but related to changes in workflow and printing capabilities. In fact, those companies currently participating/competing in this market have developed a new business model. They have evolved from what I call a “print manufacturer” into a “print marketer.” The difference is that the manufacturer focuses on its
