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Recipe for VDP: A primer for successful campaigns
Hans SepProduct Line Manager
Giselle de la MoriniereProduct Marketing Manager
Feedback from 2014
2
39% didn’t do any VDP
“More hands on
examples”
“Slow down and
simplify”
“How do I create a
VDP file?”
“Explain and show creating
VDP”
Today you will learn:
3
• How to get the right information from your customers
• Why the customer list is so important
• How to set up a VDP campaign with tools you already have
• When you need an advanced VDP program
Print is king!
4
• One of our 2014 World of Fiery sessions focused on cross-media campaigns
• Today’s presentation focuses on personalized prints
Print is the heart of cross-media
5
Print is the heart of cross-media
6
Full name
First name
PURL
QR code
Why personalized printing?
7
Highly personalized color direct mail typically generated a
6.5% response, over three times higher than the
usual response rate for non-personalized direct mail.
– Melissa Data,September 2012
Courtesy of InfoTrends
94% of multi-channel campaigns include print.
Courtesy of EFI DirectSmile
91% of printed direct mail sent to prospects is opened.
Royal Mail, UK study findingCourtesy of EFI DirectSmile
“Mailboxes don’t have spam filters”
8
• Physical mail is touched, looked at
• More directly targeted to customers’ needs
Benefit to the print service provider
9
• Higher margins
• New customers
• Additional revenue potential
• More efficient for graphic designers
Reasons for not offering VDP
10
47.8%Lack of interest
from clients
43.5%Doesn’t fit into
our business model
21.7%Limited
technical skills
13.0%Too expensive to get started
8.7%Lack of
understanding of data skills
Source: Trends in Cross-Media, Emerging Trends, InfoTrends 2013
Get started today
11
Start today with tools you already have
Learn when a more complex solution is needed.
Limited technical
skills
Too expensive to get started
Conquer customer data
12
Customer data doesn’t have to be scary!
Learn how to ask the right questions.
Lack of understanding
of data skills
Sell your capabilities
13
Lack of interest
from clientsEducate your customers on why they need to use VDP.
Practice on your own marketing campaign.
Grow with VDP
14
Doesn’t fit into our business
model
To thrive, you must personalize!
Steps for creating a VDP campaign
15
1. Determine the campaign goal
– What information is being communicated?
– What is the call to action?
Steps for creating a VDP campaign
16
1. Determine the campaign goal
– Who is the audience (or audiences)?
• Are there different messages for different audiences? If so, how many?
• How many total variations need to be produced?
Steps for creating a VDP campaign
17
2. Get the customer list
• Use existing lists
• Purchase from publications or other sources
• Make sure it contains all information needed to support campaign goals!
Steps for creating a VDP campaign
18
2. Get the customer list
• Separate variable elements
• Ensure list accuracy
– Cleaned/validated
– Sorted properly
» Postage discounts for pre-sorting & preparing direct mail
• Practice on your own customer list!
Quality Counts!
On average, global companies believe
26% of their data
is inaccurate.
Source: Data Quality Benchmark Report, Experian 2015
Customer list dos and don’ts
19
• Bad example:
Multiple variable fields grouped togetherTypo in email
address
Customer list dos and don’ts
20
• Good example:
Variable fields separated Verified email
address
Steps for creating a VDP campaign
21
3. Determine how much of the printed piece will be variable
First name Full
name
Image and offer
Steps for creating a VDP campaign
22
4. Determine if other channels are needed– PURL
– QR code
– Make sure all variable elements are included in customer list
Recap
23
1. Determine the campaign goal
2. Get the customer list
3. Determine how much of the printed piece will be variable
4. Determine if other channels are needed
Let’s put knowledge into action!
24
What tools do you need?
25
• A Digital Front End (DFE) that handles a VDP language (preferably a Fiery DFE)
• Application to manage data (Excel)• Application for layout (Word,
InDesign, etc)• If required: application to create
VDP job (DirectSmile, XMPie, Fusion Pro, GMC)
Demo
26
• Create two VDP jobs with Fiery FreeForm:
– Simple (Word)
– Complex (InDesign)
Fiery FreeForm
27
• Simplest, easiest way to start with VDP
• Unique solution driven by powerful Fiery architecture
• Standard with every Fiery production server
• No advanced VDP program necessary
• Based on page overlay concept• Easy to use and support
Using Microsoft Word Mail Merge
Microsoft Word with Fiery FreeForm
Microsoft Word with Fiery FreeForm
29
We have a customer newsletter that we would like to use for our first VDP job.
We expect that personalization will increase engagement.
30
Microsoft Word with Fiery FreeForm
31
• Always have an easy method to identify customers in a variable data job– Greatly simplifies identifying pages
that need to be reprinted because of problems with finishing, for instance.
32
Microsoft Word with Fiery FreeForm
33
• Use text boxes when optimizing a Word document for Fiery FreeForm
– This makes it easier to create Fiery FreeForm templates
34
Microsoft Word with Fiery FreeForm
35
• Create a dummy list of customers with short and really long names, addresses, etc.
– Allows you to quickly see issues with text overrun
Microsoft Word with Fiery FreeForm
36
37
Microsoft Word with Enhanced FreeForm
38
39
40
Why mail merge with Fiery FreeForm?
41
Mail MergeMethod
Merge, Save & Spool
Time to Process Job Size
Standard Word 21 min 9 min ~ 33Gb
Fiery FreeForm 4.5 min 35 sec ~ 140 Mb
Why mail merge with Fiery FreeForm?
42
• Fiery FreeForm enables:– Significant time savings and performance
improvements• Masters are processed once and can be re-used between
similar jobs.
– Addition of VDP features to “dumb” mail merge jobs• Finishing• Record reprint
Using Adobe InDesign Data Merge
Adobe InDesign and Fiery Enhanced FreeForm
Adobe InDesign and Enhanced FreeForm
44
Increase number of sign ups for quarterly events via an easier sign up method with a QR code.
Target messages to specific audiences with a versioned newsletter.
45
Adobe InDesign and Enhanced FreeForm
46
• You can use Microsoft Excel to optimize and augment data
– For Adobe InDesign:
• Prepend # for QR codes
• Prepend @ for image location
Address & QR
Tourism
Adobe InDesign and Enhanced FreeForm
47
Local Biz Employees
48
Adobe InDesign and Enhanced FreeForm
49
• Use layers in InDesign to create templates– You can add QR codes and variable
images with Adobe InDesign Data Merge
– Make sure to use the correct layer when you edit a layout
50
Adobe InDesign and Enhanced FreeForm
51
• Don’t merge to an Adobe InDesign document, output to PDF directly
• Make sure you have separated the data beforehand
52
Why data merge with Fiery FreeForm?
53
Merge Method Time to Process Job Size
Adobe InDesign 111 sec ~ 1.3Gb
Fiery FreeForm 23 sec ~ 94 Mb
Adobe InDesign and Enhanced FreeForm
54
• Capture Fiery FreeForm settings with Fiery Presets
• Re-use with
• Hot Folders
• Virtual Printers
• Command WorkStation Drag & Drop
Types of VDP jobs
55
Mail merge Versioned
Courtesy of InfoTrends
Personalized
Choose what’s right for your workflow
56
• A successful campaign is determined by the goal, not the tools you use– Many things are possible using InDesign & Word
– Fiery FreeForm is more powerful than you likely realized
• Follow the checklist
• Promote yourself!
Resources
57
• Demo files & How-To guides– Microsoft Word demo (54MB)
– Adobe InDesign demo (176MB)
Resources
58
• Demo files & How-To guides
• VDP campaign checklist
Resources
59
• Demo files & How-To guides• VDP campaign checklist• 2014 World of Fiery VDP sessions:
– The Business of VDP: How to Get Started and Grow Your Profits
– Ten Ways that Fiery Tools Make VDP Easy
• Snippet from 2014 World of Fiery VDP session #2– Discussion with SendOutCards
Resources
60
• Demo files & How-To guides• VDP campaign checklist• 2014 World of Fiery VDP sessions:
– The Business of VDP: How to Get Started and Grow Your Profits
– Ten Ways that Fiery Tools Make VDP Easy
• Snippet from 2014 World of Fiery VDP session #2– Discussion with SendOutCards
• DirectSmile cross-media infographic
Resources
62
• Bonus video: VDP languages & transparencies
• EFI website: VDP & FreeForm
Resources
63
• Bonus video: VDP languages & transparencies
• EFI website: VDP & FreeForm pages
• FreeForm Kit
Resources
64
• Bonus video: VDP languages & transparencies
• EFI website: VDP & FreeForm
• FreeForm Kit• ABCs of VDP
Resources
65
• Bonus video: VDP languages & transparencies
• EFI website: VDP & FreeForm
• FreeForm Kit• ABCs of VDP• How-To Guides
eLearning bundle
• Free 3-course bundle for all registrants1. FIERY-500 Understanding Variable Data Printing
2. FIERY-510 VDP with Fiery FreeForm
3. FIERY-700 Advanced Imposition and VDP
• How does it work? Look for email with details
Must sign up and begin courses by December 31, 2015
• Go to https://training.efi.com/#/signup
• User name: WOFW.VDP
• Password: Fiery.1
Other upcoming EFI webinars
67
EFI product Date/Time Topic
DirectSmile October 27, 2015 – 1:00pm EST An introduction to DirectSmile Cross Media
Digital StoreFront
October 29, 2015 – 2:00pm EST Mailing 101: How direct mail automation can grow your business without growing your payroll
November 19, 2015 – 1:00pm EST EFI Digital StoreFrontintroduction and overview
December 14, 2015 – 1:00pm EST EFI Digital StoreFrontintroduction and overview