How Does Variable Data Work?
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 you 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 directing your marketing efforts toward new potential customers that would have otherwise been unavailable.
Why Digital Printing?
 Because the graphic arts industry is undergoing a radical transformation, customers and industries are simply looking for solutions and applications to better utilize the printing market. Though conventional printing still has a strong foothold in the industry, digital printing blazes a new path, with results that have finally come to an affordable reality.
We are a printing company with a vision. As you can see from the graph above, other Digital Printing Companies offer Stage 1/Stage2, "ink on paper" approach to digital printing. However, our outlook has become more aggressive when partnering with customers. As we continue our progression through Stage 4, we will have completely evolved from just a "commercial printer" to a true "print solutions provider". Our success is in understanding our customers’ needs and knowing that a balance of marketing, IT, and business professionals are essential in bringing intelligent print solutions to life.
Our Mission Is Simple...To execute the most powerful, cost-effective weekly in-store weekly shelf sign program possible. We can provide any retailer with shelf signs utilizing the latest in on-demand centralized printing technology. Our studies show retailers achieve a lift in sales, gain customer loyalty and reduce in-store labor costs.
Key Features Of Our Program:
• Signs Delivered in Planogram Order
• Offset Digital Variable Data Printing
• Over 40,000 National Brand Image Database
• Large Substrate Selection
• Daily Nationwide Delivery
• Custom Sign Designs & Templates
• Database/Image Management
• Web-based Ordering through AccessVia
• Patent-Pending Click-Signs™
Benefits For Retailers:
• Help reduce out-of-stocks.
• Maintain planogram integrity
• Accurate restocking and reordering
• Effectively communicate with employees through language-neutral images
• Consumers know a product is carried in-store even when it’s not at the shelf
• Achieve a lift in sales
Advantages For Your Customers:
• Instant product-to-price recognition
• Easier comparison shopping
• Language-neutral images – easily understood regardless of spoken language or literacy
• Knowing a product is carried even when it’s not at the shelf
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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, our 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 achieve efficiency, convenience, increased sales, on-demand, all with high quality full color printing, it can be the intelligent way to print for numerous projects.
Who Uses Digital Printing Now?
We are finding that many of our conventional print customers are going the digital route for a couple of key reasons: Cost, Quality, Turn-around times, and 1-to-1 Marketing. What used to take days - can now be done in hours, with no compromises. With a wide array of substrates and full color offset print quality - imagine the possibilities for your own marketing projects!
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