There are a number of reasons why digital and offset don’t work together more often. The speeds, costs, and production of both processes are completely dissimilar, and there are few areas of overlap—except for variable printing done on offset pieces.
The higher cost per unit of variable data printing is often outweighed by a greater return on investment (ROI), which can be as much as three times greater than that of a traditional static-printed page. Specific and targeted prints are thought to be far more effective, more appealing, and more able to draw in consumers than their mass-printed counterparts. Printing variable elements on offset-printed pieces is a hybrid printing technique with much potential, but too often it fails—not because of the technology, but because of the data we are putting into it.
As the old adage goes, “garbage in, garbage out”. Companies frequently “data mine” in an attempt to extract subtle nuggets of information from extensive generic databases. While the effort is commendable, the results have been dismal. One major problem with data mining is that none of the information discovered is truly factual. The inferences made about what men, women, teens, seniors, Ontarians, and Canadians want are just that—inferences. Pre-existing databases were not set up to be used for variable data print. Data may also be out of date or contain conflicting information from merged databases.
The solution to such database problems may seem to be creating new data yourself, but do you remember the last time someone called or emailed asking you to take a survey? Did you do it? I didn’t think so. The largest problem with getting new information is that, in an age where an increasing amount of personal information about us can be located on the Internet and the incidence of crimes such as identity theft and fraud are rising, people keep their information close to their chests. Consumers are simply reacting in a logical way to the environment that they find themselves in.
Faced with survey non-completion, companies can choose instead to keep tabs on consumers with or without their knowledge. Websites make this particularly easy, as companies can see what you looked at and bought, when you bought it, what else you looked at, and much other information. However, website tracking may alienate patrons concerned about their privacy. Being open about tracking may lead the odd customer to browse elsewhere, and secret tracking can become the target of legal action if there aren’t proper disclaimers.
So what is the best course of action for making your variable all it can be? I have always been a proponent of honesty as the best policy. Try sending an email or letter to all your loyal customers, informing them of your desire to serve them better by making sure they only receive the information they want in the format of their choosing. Use a one page multiple choice survey to start and then adapt it as need be. Offering small, nominal compensation for the completion of the survey isn’t a bad idea either. If people don’t fill it out, you’re no worse off than you were before you sent it out. If people respond, you are getting the best kind of information possible with the potential of getting more. Just don’t ask too much too soon, or too often. The perception of “company that cares” can quickly turn to “company that’s prying.”
Without information well-suited to the devices we have, variable data printing will not live up to its potential. While it may be years or even decades before we finally come up with the absolute best technology and data—and the programs to make them work together—we can still harness what we have now to the best of our abilities. So start digging deep into your data!
As always, send questions and comments to johnathonanderson@graphicartsmag.com.
