Going Digital: Lessons Learned

Dimond: Not as of yet, as our marketing campaign on this service is being developed.

Murray: I was told to not try to sell VDP for a year or so after purchasing the iGen to give everyone time to get use to it. I never understood that since we got the iGen to be able to run variable data print (VDP) projects. A few months after installation we were printing 50,000 VDP postcards. It took longer than expected to sell VDP to our customers, but now about 50 percent of our digital work on the iGen is VDP. I would be lying if I didn't say it was harder than we expected, but after a few mistakes and learning a few tricks we are off to the races. The sales cycle on VDP is longer than most other print technologies. The key is to start small like a name on the front plus an address, and then as your customer gets positive results discuss other ways to improve their response rates even more.