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Kodak Promotes Power of Variable Data Printing in Educational DVD for Marketers


Variable data printing (VDP) is the star of a new DVD aimed at educating marketers on the power of personalized print communications.

Sponsored by Kodak, the DVD explores the components of a successful VDP program through a series of expert interviews and detailed analysis of real world case studies from a variety of industries. Advertising Age magazine, Printing Impressions magazine, the U.S. Postal Service, Pitney Bowes and Kodak collaborated in the production of the DVD.

“The power of direct mail to drive business may be one of the more underrated marketing tools available to businesses, but certainly not among companies that have seen how variable data printing can boost response rates,” said Jeffrey Hayzlett, Chief Marketing Officer, Kodak’s Graphic Communications Group, and contributor to the DVD. “The key for print providers to build direct mail business is in exposing more marketers to the power of variable data printing and how one to one communications can work for their businesses. We hope this DVD helps spread the word.”

Personalized print communications give marketers a powerful vehicle for building 1:1 relationships with prospects and customers, offering opportunities to leverage CRM data, and to gather more, based on responses. With VDP, marketers can track results to a degree that’s impractical or impossible with mass communications, and they can improve their return on marketing investments with better results by delivering truly relevant content to their target audiences.

The DVD covers a variety of topics including tips for gathering customer information, the benefits of using color and variable images, measuring return on investment, and message development. As part of the KODAK MARKETMOVER Services, this DVD is being provided to MARKETMOVER Network Members as a tool for them to use to help educate marketers, marketing communications agencies and print buyers.

“Print providers can put the power of digital production presses to work to increase print volumes by becoming evangelists for the technology and showing new and existing customers how the data they already have can make their marketing programs soar,” said Hayzlett. “This DVD is an easy to use, persuasive tool for generating interest in VDP.”


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