Variable Data Publishing

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VARIABLE DATA PUBLISHING

description

A presentation prepared by FORMO about Variable Data Publishing ( VDP )

Transcript of Variable Data Publishing

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VARIABLE DATA PUBLISHING

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Variable Data Publishing or Variable Data Marketing is customer relationship management at its best. It is data-driven, targeted one-to-one marketing. It offers a way to custom-tailor communications to a specific individual that resonates and motivates them take action.

WHAT IS VDP?

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Imagine shooting 1 or 100,000 arrows from a single bow simultaneously and having each one hit its intended,

separate target —“ ” right in the bull's-eye.- 2009 Adobe Systems Incorporated

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VDP is a simple yet effective tool. By merging content with a database, layouts are created that contain copy(text), graphics and imagery that are as individual as each recipient and can be delivered via snail-mail, email, mobile devices and customized web pages called PURLS.

HOW DOES IT WORK?

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This is an example of how data can be variable. This was a postcard that was sent to basketball fans, getting them excited about March Madness.

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Here a customer’s name is inserted into a layout that contains an image relevant to their lifestyle.

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Through the direct online interaction via the PURL (personal-URL) you can collect and measure analytics of that specific user. This data compiled with each successive customer contact allows you to further improve your brand’s relevancy to that customer.

PURLS provide: • unique user experiences

• acquisition of customers interests

• an avenue to contact and promote an ongoing dialogue through follow-up emails, texts or calls

• collected data fine tune existing database to create stronger databases

database +marketing print/media campaign PURLanalytics measured& delivered to sales connect to customer database +marketing

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! e Honorable Geraldine Mary Gabriel

! eodora Harmsworth Maxwell

123 Address

Somewhere, Earth 12345

XXXXXXXXX

DOWNHILL SKIING now available at

turks & caicos sporting club

BONEFISHING &DOWNHILL SKIING

now available atthe greenbrier sporting Club

This is another example of how data can be tailored.

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Elizabeth,as a member of ! e Greenbrier Sporting Club, you are cordially invited to participate in a Member Benefi ts Exchange Tour at either Snake River

Sporting Club in Jackson Hole, Wyoming or Turks & Caicos Sporting Club at Ambergris Cay. ! is special three-night package lets you experience the

sporting club approach to the member amenities and sporting activities you already know and love in a whole new setting. ! e choice is yours: lose yourself in the pristine forests and snow-capped

mountains of Snake River Sporting Club or bask in the turquoise waters and tropical warmth of Turks & Caicos Sporting Club at Ambergris Cay.

YOUR SPECIAL MEMBER BENEFITS EXCHANGE AT TURKS & CAICOS SPORTING CLUB INCLUDES:a three-night stay in one of the island’s custom three-bedroom guest cottages or in a luxury safari tent handcrafted in africagourmet meals prepared by our creative culinary teamone half day of shallow water fi shingdiving and snorkeling over some of the only unspoiled reefs left in the carribeana casting lesson with our outdoor pursuits experta nature tour with the club’s naturalisttime to relax by our infi nity pool at calico jack pavilion

YOUR SPECIAL MEMBER BENEFITS EXCHANGE AT SNAKE RIVER SPORTING CLUB INCLUDES:three nights lodging at loveridge

snow king resort in jackson holetwo lift tickets to jackson hole mountain resortlunch and exclusive member privileges at snake river sporting club’s private mountain lodgeguided snowmobile tripnordic lesson

guided snowshoe hikeoptional dogsledding or heliskiing for an additional fee

AVAILABLE FEBURARY 1 ! MAY 1

Gabriella R. Brown [email protected]

TO SCHEDULE YOUR PRIVATE VISIT CONTACT MEMBER RELATIONS

www.snakeriversportingclub.com

www.tcsportingclub.com

AVAILABLE FEBRUARY 1 ! APRIL 9

Jarett and Younghee Kim,as members of Turks & Caicos Sporting Club, you are cordially invited to participate in a Member Benefi ts Exchange Tour at our sister Sporting Club along the beautiful Snake River in Jackson Hole, Wyoming.

www.snakeriversportingclub.com

Gabriella R. Brown 843.266.2127

[email protected]

TO SCHEDULE YOUR PRIVATE VISIT, CONTACT MEMBER RELATIONS

Your special Member Benefi ts Exchange Tour for two includes:

three nights lodging at loveridge snow king resort in

jackson hole

two lift tickets to jackson hole mountain resort

lunch and exclusive member privileges at snake river

sporting club’s private mountain lodge

guided snowmobile trip

nordic lesson

guided snowshoe hike

optional dogsledding or heliskiing for an additional fee

PACKAGES AVAILABLE FEBRUARY 1 ! APRIL 9

Data can vary wherever you choose.

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N3557-C

This was a very successful piece that was sent to private jet owners. The tail # was our connection to the client. Each client’s tail number was custom printed on their invitation.

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if you have any questions please call nicole tolbert 877.815.1300

WE’VE PREPARED EVERYTHING THAT YOU NEEDCONFIRM YOUR ITINERARY ATWWW.TCSPORTINGCLUB.COM/ N2357!1

Robert, you’ve been cleared to land on the longest, private jet strip in the Caribbean. With onsite Customs and Immigration, our 5,700-foot jet strip is fully lighted and paved, and has ample space for your Challenger.You and a guest are invited to spend three incredible days at Turks & Caicos Sporting Club at Ambergris Cay. Enjoy some of the finest bonefishing in the world, indulge in gourmet cuisine, sleep in a luxurious custom cottage just steps away from the water’s edge, and simply relax on our 1,100-acre private island.

Whether you prefer watching the waves or bone! shing in the " ats, this is your pass to experience Life, Well Played.

Variable data such as name, plane model, personal URL (PURL) are shown here.

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This is an example of a PURL - their personalized web site. It contains information specific only to that individual such as a customized offer or invitation that speaks to their interests.

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Research has shown that customized communications can significantly increase response to lead generation, brand loyalty and traffic generation.

It can be used to:

WHY SHOULD YOU USE VDP?

• acquire leads

• increase sales

• secure brand loyalty

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In Everything. The flexibility and scalability of VDP yields a broad set of applications, from basic data merge for business correspondence to highly complex, customized promotional pieces — with recipients ranging from one to one million.

Applications can include:

WHERE ARE VDP SOLUTIONS BEING APPLIED SUCCESSFULLY TODAY?

• direct mail

• packaging

• signage

• statements

• sales collateral

• newsletters

• catalogs

• membership kits

(and that’s just the beginning)

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Anytime. VDP can be used for any scope of project.

WHEN IS A GOOD TIME TO INCORPORATE VDP INTO YOUR MARKETING CAMPAIGNS?