HP launches guide to power of variable data printing

Increased orders of 25 percent; response rates up to 30 percent; customer retention of 47 percent: these are some of the facts reported by users of variable data printing (VDP) in a new book, ‘Taste is Personal, Success is Personalized’ published by HP.

Designed to demonstrate to agencies and enterprises how using VDP for direct mail and customized collateral increases marketing effectiveness, the personalized book draws together statistical evidence and the experiences of a dozen leading practitioners of personalized marketing.

‘For the last three years the HP Indigo Digital Printing business development team has been driving the adoption of VDP applications with agencies and end users,’ said Simon Addinall, market development manager, HP Graphic Arts, EMEA. ‘The result is a wealth of insights and case studies from leading marketing professionals that helps us increase the understanding of complementary digital and analogue technologies in the market place.’

As a result the business development team has produced a 40-page personalized book and a DVD, which will develop the awareness of VDP’s potential amongst agencies and enterprises. HP will use the VDP book in its outreach to the market and as a tool for agency partners.

Each copy of the book can be personalized with the recipient’s name in the text and pictures, or the book can tailored for a specific event. The book is available in both A5 and A4 formats, with a laminated cover and personalized letter. As well as case studies, the book includes an introduction and overview to the changes in marketing practice, from Jean-Pierre Jeannet, professor of global strategy and marketing, IMD Institute(1). This focuses on three key areas:
• Key developments that gave shape to a new world of marketing
• The implications of VDP for marketing practice
• Actions that can be undertaken to adapt to this new marketing paradigm

HP will also use the book at its ‘Up Close and Personalized’ events that will take place in India and China later this year – two emerging markets with enormous potential for variable data print.