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Variable Data PRINTING Characteristics – One-to-one marketing – TransPromo – Integration into printing workflows – Integration with layout application

APPLICATIONS VARIABLE DATA Printing

Colour Management

Web to Print

Variable Data Printing

Print Automation

Make-ready

Document Capture & Management

Security

Connectivity

User & Cost Management

Output Management

Device Management

Cloud & Mobile Printing

FOCUS ON INDIVIDUAL CUSTOMER INTERESTS As a print service provider you face the challenges of having to grow your business and of making sure that your customers remain loyal to you. You have to contend with limited resources and customers who anticipate instant delivery of their orders. And this in a situation where print service offerings are readily available through the Internet and are more com­ parable than ever. The question is, how do you differentiate in the printing market, and how do you retain your customers?

– You need to develop new markets and find new customers in order to expand your business.

– You are looking for new products, which offer your customers additional benefits, such as a mailing that achieves better response rates.

– You want to automate the creation of individualised marketing materials in order to increase your overall productivity and make your entire business more competitive.

– You hope to decrease the effort and investment involved with learning to use new applications.

– You want to lower the costs of transactional printing and reduce the many manual interventions your workflows require.

Variable Data Printing (VDP) applications can help you do all this and more!

VDP lets users automate the creation of highly individual printed communication – it allows changing elements such as text, graphics and images from one printed piece to the next. This makes personalisation simple and straightforward: Create for example a letter with individual contents and targeted layouts.

VDP is an extremely attractive tool for direct marketing, customer relationship management, advertising, invoicing and of course, automating the addressing of mailing campaigns. You and your customers can individually adapt the contents of any printed communication, including direct mail, statements, invoices, contracts, catalogues, customised collaterals, versioned brochures and more, to correspond exactly to the recipient’s specific interests. As a result, VDP communication helps increase response rates.

Opting for VDP, as a printer or print service provider you benefit from being able to offer your customers effective one-to-one marketing; likewise you can produce and handle comprehensive TransPromo communication. You’ll enjoy the easy use of your VDP solution thanks to its full integration into your existing layout application as well as your printing workflows.

APPLICATIONS VARIABLE DATA Printing

TYPICAL CAPABILITIES AND WHAT THEY MEAN FOR YOU One-to-one marketing This is the perfect customer relationship management (CRM) strategy to emphasise personalised customer interactions. Whether simple or more complex, one-to-one marketing refers to creating uniquely customised communication for each recipient, using targeted images and text in combination with a personalised salutation and address.

The precise focus on specific customer interests increases response rates of direct mail and similar communication; enhances customer loyalty and achieves a better return on marketing investment.

TransPromo Statements, invoices and bills can easily be turned into an ideal vehicle to deliver relevant messages to the customer, such as customised promotional or advertising information.

This form of communication is generally referred to as TransPromo, a combination of the words “transaction” and “promotional”. The data involved is frequently mainframebased, and the document creation process is likely to require complex logic, provided by suitable software applications.

Integration with layout application Professional VDP applications include the capability to drive layout programs, such as Adobe InDesign, or graphics editing programs like Adobe Photoshop.

The integration of the VDP application with your layout program avoids the effort and investment related to learning to operate new applications. A minimised learning curve is the benefit.

Integration into printing workflows Comprehensive VDP applications include the capability to drive printers and access their entire functionality, including tray selection, finishing capabilities, etc.

Competent VDP solutions optimise the overall productivity and efficiency, doing away with the numerous manual interventions that were previously required in the digital workflow.

Extensive transactional printing can cause huge costs.

With the add-on use of clearly focused promotional or advertising communication in transactional documents, TransPromo is an effective means to achieve enhanced cost efficiency.

Whether you or your customers plan to send out flyers, postcards or brochures to promote products or services, it is essential to differentiate such communication from that of the competition – and that is where personalisation comes in.

Our VDP portfolio comprises everything from solutions for one-to-one communication and marketing collateral to complex TransPromo applications that integrate transaction-related data and documents, such as invoices, financial statements or insurance policies. With VDP, you will increase response rates, optimise productivity and create new revenue from your existing customer base.

APPLICATIONS VARIABLE DATA Printing

WORKFLOW 1

2

Major account department

1

2

1

Creative/Design Department

2

MARKETING Department

2

3

3

SALES Department

3

Central Reprographic Department

Some examples for typical workflow scenarios

1 The Major Account Department wants to promote luxury goods (such as diamond rings, Rolex watches). For this, they need to send graphically rich, sophisticated personalised brochures to their customers.

Direct mailing campaign 1 The Marketing Department develops a camp aign to target specific segments of its database with personalised offerings: One flyer, produced in a single print process, with targeted messa­­g- es personalised for each recipient.

Transaction-related documents with relevant messages 1 To drive additional revenue, the Sales Depart- ment wants to – include information on a product related to another one recently purchased; and – add specific user instructions based on line items found in the invoice.

2 The Creative/Design Department compiles personalised catalogues on the basis of existing brochures originally created in InDesign.

3 The personalised catalogues are printed and finished either in the CRD or at an external print service provider.

2 Depending on the expected print volume, the flyer can be printed on the workgroup printer or in the CRD.

2 The required information is retrieved from the invoice data stream generated by the ERP system. Data are merged and filtered according to the requirements of the Sales Department.

3 The personalised mailing piece is sent to the recipient by post or e-mail.

Konica Minolta Business Solutions Europe GmbH Europaallee 17 30855 Langenhagen Germany www.konicaminolta.eu

11/2012

Targeted mailings