Editor's Note Variable Tactics

Variable data: Is it in your future? It better be, according to several speakers at the International Publishing Management Association conference.

At the recent in-plant event in Atlanta, I listened to representatives from Heidelberg, Xerox and the Rochester Institute of Technology talk enthusiastically about variable data in their sessions, calling it a burning hot trend—a way to improve an organization's marketing efforts and generate more revenue. They pointed out the excellent response rates of personalized direct marketing pieces, showing chart after chart proving personalized printing is on the rise and is very effective.

They made a good case. But they also left many in-plant managers wondering: "How can I do this in my shop?" After all, most in-plants don't have the clout to simply instruct their companies and organizations to revamp their marketing plans and start personalizing.

Not only that, variable data printing requires buying software, redesigning marketing materials and collecting and managing a lot of data. Several departments have to pitch in to make it work.

I sensed a lot of interest among the in-plant managers at these sessions, but also a bit of frustration that more guidance hadn't been provided.

Then, without even searching, I found some guidance.

After the conference, as I usually do, I visited an in-plant, this time at Georgia Perimeter College. In my discussions with Assistant Director by Barbara Lindsay, she mentioned her plans to bring variable data printing to the school. She is trying to put together a committee to discuss the merits of bringing variable data to the college's printed materials. The committee will analyze the college's database, discuss whether a new digital printer is needed and look at how materials will need to be redesigned.

Some of the departments Barbara wants represented on this committee are public relations, information technology, design and finance. She feels it's important to have finance involved from the beginning so the process doesn't get delayed by questions once everything is ready to go.

Barbara's plan is exactly what other managers will have to do to get the ball rolling. Gather the right people and show them how personalized printing can help your organization. And don't let the size of your in-plant deter you either. Barbara has a five-employee shop, yet she's moving ahead.

Commercial printers are already spreading the word about their variable printing capabilities; don't let them beat you to it. Stress to your organization that, as an internal operation, you'll keep the organization's database from leaving the building, enhancing confidentiality.

Start planting the seed now in the minds of your marketing folks. Variable printing is indeed in your organization's future. Don't squander this chance to get in on the ground floor.