Sell VDP to Decision Makers
To sell variable data printing you must convince executives--not print buyers--that VDP will improve marketing results. To do that you must speak the language of business.
One tactic that often works well is to modify and then bring some of the organization’s existing print marketing collateral to mimic a VDP piece. I used to take their pieces back to the plant, scan them and insert some data to indicate segmentation, etc. Tactically, this moves the discussion into “real life” from the client’s perspective.
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