Variable Data: Make It Personal

There have always been hot topics in the printing industry, and for the past couple of years one of them has been variable data printing (VDP). Driven by the capabilities of today's digital printing equipment, vendors have rolled out many VDP software and service solutions. Some are well known names in the industry, others are not as well known. Also, VDP can crop up in unexpected places. For instance Adobe InDesign offers VDP capability "right out of the box," according to QP columnist John Giles.

However, despite all the attention VDP has received and the many possibilities it offers, it has not penetrated the quick and small commercial industry as fast and as deeply as some predicted. We went to several of the players in the VDP arena to get their take on just where this technology is, where it is headed, and how it can benefit the typical quick and small commercial printer.

Michael Watts, North American president of GMC Software Technology, says "Many small or quick printers have already invested in digital printing equipment. As a result, they are poised to take advantage of the latest technologies for developing, managing, and producing variable data documents."

That said, this interest does not necessarily translate into active involvement in VDP in its more sophisticated forms.

"Every year I see more and more customers jumping into VDP," says Ari Shapiro, solution manager for CREO Branded Products (which were used to create QP's VDP cover last October). "Even though there is an increase, the majority are not doing any VDP, and the main reason is they think it is more complicated than it really is."

Objectif Lune's Mike Beard agrees that there is a lot of interest. "But I think there is a large gap between what printers use VDP technology for and the real capabilities," he says.

Noting that VDP "continues to be a great way for a business to set itself apart from the many competitors," EFI APPS Division product marketing director Gerald Walsh also sees a "lack of experience and a perception that personalization campaigns are difficult or complex."

John Foley, president of interlinkONE also sees unfamiliarity as a barrier for translating VDP interest into VDP action. "A lot of times this is because of apprehension—some are intimidated by having to play more of a role in dissecting the data and helping to figure out how a piece can be personalized, based on the data they may have."

PrinterPresence president and QP columnist Tawnya Starr puts the dilemma more succinctly. "Print providers are overwhelmed and don't understand or have the skill set to sell, implement, and manage VDP."

The Basics

So, what are some basic things printers need to be aware of? "There are three things to keep in mind when offering VDP—data, design, and production," says XMPie product manager Phil Rose. "These are three factors of success for any provider."

Gavin Jordan-Smith, Xerox VP for commercial print and prepress, agrees that data is a key to success. "Data mining and taking advantage of postal discounts are vital to planning any variable data print job. Usually, small and quick printers are very good at the creative side and have a great knowledge of a design tool, but incorporating the right data is what will make the campaign successful."

Starr is in wholehearted agreement. "Good data is the key to personalization. It is a behemoth. After all, the data is what makes VDP work. If print providers do not recognize that, they are headed for disaster."

Learning Curve

Other than such obvious sources as printing trade associations, where can printers turn to learn more about variable data? One source most often mentioned is PODi, the Print On Demand Initiative. "PODi has a lot of great success stories of people doing variable and getting good results," says Jordan-Smith.

Other sources abound. "Virtually every print and graphic arts industry conference features educational sessions concerning VDP, presented by leading VDP service providers, as well as VDP software providers," notes Rose.