The Power of Variable Print in the Era of Social Distancing

  • Elisha Kasinskas
  • |
  • October 22, 2020

Despite the many business casualties resulting from the pandemic, notably a reduction in printed output, print is still alive and well. That may sound like a contradiction but hear me out. The power of print is its ability to be personalized, which is beneficial for customer engagement in an era where in-person communication is a persistent challenge. Indeed, in a world where remote work rules, print remains a viable form of communication for capturing people's attention.

Because of social-distancing, organizations of all types are looking at different methods for engaging with existing customers and for attracting new ones. Let's examine a few ways in-plants and print shops can help customers leverage the power of print with variable data printing (VDP). Feel free to share these ideas with your customers and prospects!

You've Got Mail – Print industry observers report that letter/mailing jobs in in-plants are on the rise as some materials and information that might have been distributed internally are now being mailed to individuals in their organizations who are working remotely. A simple VDP tool such as RSA's ImpactVDP can assist with this process.

Let's Get Personal – A personal printed call to action could be a welcome sight and an attention grabber, particularly in a world where many people are experiencing digital fatigue. Personalized invitations can help increase attendance at online events, while personalized special offers can help boost sales (See below.).

Reeling Them in at Retail – No doubt retail establishments have suffered during the pandemic, including many that were hurting before the pandemic as customer buying habits shifted to online retailers. What better way for your retail clients to drive brand awareness than by mailing special offers and catalogs to increase sales and engage with customers? Studies show that catalogs with custom offers aligned with an individual's interest or purchase history lead to more sales than non-personalized mailings. And thanks to digital printing and the appropriate production print software, it is now more affordable for retailers to produce catalogs in a timely manner.

Short Runs are a Home Run – As print volumes have plummeted, short runs of targeted direct mail pieces can be highly effective. Printers need to efficiently and cost effectively handle these short runs. The best way to do that is with workflow software and automation. Automating the process by reducing manual touches allows the printer to turn a profit even on small jobs.

School's Not Out – Because school districts often don't often have the budget or staff to handle a lot of VDP work, templates in products such as RSA's Variable Data Print (VDP) module, ImpactVDP, included with WebCRD Web to Print software, allow school district in-plant print centers to quickly and easily create postcards and business cards. Watch the short video of how the Chino Valley school district is leveraging Web to print and VDP.

Start Me Up- If you are working with a print shop that wants to get started with VDP, there's good news for them in the latest release of QDirect, our output management solution. We're previewing its increased options to easily create and produce personalized mail and VDP pieces during PRINTING United. One of the new options is an integration to ImpactVDP. It is ideal for print shops looking for an entry level solution that allows them to create simple mailings, one-off or single campaigns, and create variable pieces without needing Web to print software. Schedule a preview of the release to learn more about the how combination of QDirect and ImpactVDP and other VDP enhancements and integrations can help increase shop revenue and efficiency.

Contact your local RSA Business Development Manager

Learn how you can successfully help your customers capture more revenue from variable data work with the ever-increasing variety of RSA’s VDP solutions.


About the Author

Elisha Kasinskas

Elisha Kasinskas is Rochester Software Associates' (RSA) award-winning Marketing Director. She is responsible for all marketing, public relations, social media and communications, and community building for the firm. Ms. Kasinskas joined RSA in 2010. She is a Marketing veteran with over 20 years of experience in sales, product management, and marketing in leading product and service business to business and business to consumer firms, including Pinnacle (Birds Eye) Foods, Global Crossing, Windstream Communications, HSBC, and a number of regional high tech firms. She holds a Rochester Institute of Technology MBA, and a BS in Marketing from Radford University. Ms. Kasinskas is a frequent moderator for industry speaking sessions. She was awarded the 2015 In-Plant Printing and Mailing Association (IPMA) Outstanding contributor award, is a 2015 OutputLinks Women of Distinction inductee, and has secured multiple awards from the American Marketing Association (AMA) for recent work at RSA.

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