What is Variable Data Print?

Most people already know what print is and all the ways it can be used: for posters, to billboards, postcards and packaging.  But what is variable data print?

Variable data print is used in marketing to target the wanted consumer market in a personalized way that generates response rate from the directed target 3-10 times higher than traditional direct mail does.  This is done through digital print technology and instead of printing 5,000 copies of the same document, that consists of the same exact message to each customer, 5,000 copies of different messages are sent out that is personalized for each individual customer.  This can consist or their name, text, pictures and offers.  This can be a great benefit as when you customize to a customers unique needs and desires your average order sizes improve, cost per response decreases, and repeat business increases.

In a class project I created my own postcard including variable data print for Farmington Ford.

  

In this example you can see that the variable data is included throughout the front of the postcard starting with the person's name.  Along with the person's name being customized we personalized it even more by adding in what car they currently have (2012 Ford F-150) along with a picture of that vehicle (in the bottom right corner).  To make it even more modified we added in a picture of either a man or women, depending on the gender of the receiver, in the postcard as well. 

On the back I also used variable data print for their name and address.
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