Variable Data Imaging, also known as 1 to 1 Marketing, is a technology that is changing the way marketing is done. We all get junk mail, and it’s called junk mail for a reason. The response rate on a typical post card mailing is about 1-2%. With variable data imaging, that response rate can climb to 20-25% or higher. Simply put, variable data imaging allows you to personalize the mailing for the recipient. ROI (Return on Investment) becomes significantly better on a personalized mailing.

Your personalization options are only limited by the information in your database. To show you how variable data imaging can work, check out these examples:

Example 1: A simple postcard can be turned into a more effective piece just by saying “hi”. Instead of a stock piece that everyone gets, just adding a personal greet, such as “Hi, James” or “this deal is just for you, Candace Smith.” One added touch to increase your response rate

Example 2: A car dealership that sells several different brands wants to promote their service department, specifically services like oil changes, alignments, etc. The pricing for such services are different depending on the type of car. With a database that has the buyer, what model car they have, when purchased, etc. allows them to target the mailing to them, rather than having to be vague and mention “great deals”. If the person bought a Chevy Impala, they not only get a card that has a price specific to that vehicle, but it can even show a picture of a Chevy Impala. The next person had bought a Cadillac CRS, so they have a picture of that vehicle on their mailing. With enough pictures, you can even match the color.

Example 3: A college athletic department is recruiting for season ticket holders for the upcoming season. They are targeting current season ticket holders to renew. They can send a letter or mailing to them that includes a reference to their seat numbers and even put a picture of the empty seats and put their name on them. In addition, you can take pictures of cheerleaders holding up signs for each letter of the alphabet. Use those pictures to spell the person’s name out. It would be like they are cheering for the recipient themselves!

Example 4: This is an example that I am taking from the NFL store. I personally received a catalog from them for the Christmas season. In looking through the catalog, I came to the back cover and they had a jersey with my name on it, which is not a normal name. I thought that was a neat use of the variable data imaging, before a realized that there was more to it. My name was on a jersey of my favorite team. Not too shocking, as they had won the Super Bowl recently and are popular (Go Colts!). What was interesting was that I had noticed that Colts gear was on the front of the catalog as well. What they had done was made covers (4 panels) for each of the teams so that your favorite was guaranteed to be featured in the photographs of items on those 4 panels. Add that to the personalization, and it was an excellent touch. If you favorite team is featured on the cover, wouldn’t you open the catalog and browse around?

The possible uses for 1 to 1 Marketing are limited only by your imagination.

BBS ProNet can offer you the best manufacturing capabilities and flexibilities in the industry. With our professional network of Providers and Suppliers, we can offer you the best option to fit your need.

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