DVP: Pretty in print
BEA WebLogic used variable data print (VDP) in a recent marketing campaign and achieved response rates above 15 per cent. BEA's product is an application infrastructure platform that allows businesses to rapidly integrate their software. The company wanted to raise the profile and sales of the WebLogic Portal element of the brand, and facing competition from IBM amongst others it knew it needed a high-impact campaign. Its agency, Gyro International, developed a five-stage DM campaign, using VDP, which was tailored to each recipient with personalised text and calls-to-action.
Many B2B marketers are discovering the possibilities of VDP and achieving similar results. For some, however, this revolutionary new technique remains a mystery. In theory it is very simple. Steve Dyer, MD at agency Clockwork IMC, says, variable data printing does exactly what it says on the tin. It is the insertion of variable data fields into a piece of digitally printed creative. Doing this allows you to tailor individual mailings in two ways. Firstly you can incorporate the name of the recipient within the creative using either a standard font, or creating a picture font. Secondly you can also insert bespoke content.î
As BEA WebLogic discovered, this new technique can lead to better response figures and better ROI. Neil Anderson, MD of marketing software provider Neolane, says, ìMore relevant, personalised communications are proven to deliver higher reactivity rates and improved sales. Our experience is that a 100 per cent increase in response is a reasonable expectation. Quite simply, we are all more likely to take up offers that are relevant and meaningful to us. Marketers shouldn't be accepting one per cent response rates any more.