Variable data printing is the process of changing out each printed impression (or each page) with new information which is pulled from a database. Up until recently, if you wanted to change out text or images you had to make a different "version" for each, but now you can create a template and fill in the "variable data", on the fly-while on press. The example to the right shows how a program can be customized for each recipient by simply using their first name. Now imagine changing out colors, graphics, fonts, and even the message for each person! That's the power of 1-to-1 marketing.

Where Does the Data Come From?
Most companies today keep some sort of database on their current customers. This is a good start to doing variable data applications because it usually contains company name, address, contact person, etc. But how do you show your customers or potential customers that you know what they need or want? If your travel agent knows you enjoy vacationing in Europe, they probably wouldn't try and sell you Orlando, right? This same concept applies to 1-to-1 marketing. It's all in the data...and there is a lot of it out there.

These days, data is collected about you almost everywhere by census bureaus, internet cookies, the government and probably even the local grocery store. From this data, tracking results about your purchases and habits get sold to data collection/resale agencies. Largely this is not a bad thing, in fact it can be a very good thing. How else do think you get those coupons during the holidays for 20% Off at your favorite clothing store? It also becomes very handy when you need to specifically target a certain demographic to sell your services. Once you have obtained this database, you can now merge it with your current customer data to start targeting marketing to new potential customers, that would have otherwise been unavailable.

Why Digital Printing?

Save Money by Printing On-Demand.
One of the benefits of digital printing is the versatility it offers to potentially every small, medium or large size business. Whether you take advantage of the power of 1-to-1 marketing or do cost effective short-runs, both our new HP Indigo presses will give you exactly what you need, when you need it. A valuable feature of digital on-demand printing is always having what you need when you need it. All print buyers have asked the question "What is my cost per piece?". With conventional printing, you probably make decisions based on where the 'price breaks' are, but with digital, just print what you need, in quantities as few as one! Save on waste, office storage space (and landfills), by only printing what you need. Plus, it gives you the flexibility to update and change your print material more often, quite simply ...because you can - while still maintaining your print budget.

Digital Variable Data Printing is for Everyone.
Many business sectors currently take advantage of our digital printing solutions. The diversity ranges from schools to small business to major retail organizations. Because we can tailor customized programs to acheive efficiency, convenience, increased sales, on-demand, all with high quality full color printing, it can be the intelligent way to print for numerous projects.