Naysayers and Yea-sayers
What is most interesting is growth of VDP at AARP, which is no small feat for any company. Few commercial printers or in-plants have been successful in offering VDP for more than a handful of clients.
In the NAPL Digital Services Study we did a few years ago, we asked printers: "Overall, how would you rate the net effect of one-to-one marketing on your business?" Only 57 percent answered "positive." And in the 2010 IPMA Operations Survey, when asked to list the VDP software used, only 33 percent said they owned VDP software.
Howie Fenton is an independent consultant who focuses on analyzing/benchmarking the performance of printing operations. Fenton helps companies use metrics, best practices and workflow strategies to streamline operations. Call (720) 872-6339 or email howie@howiefentonconsulting.com
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