Hobbs/Herder Digital Print Services

Digital Printing and Variable Data:
New Technologies That Are Simply "Liberating"

Greg Herder elaborates on new technologies that are revolutionizing how agents do their direct mail.

In the last edition of eNews, Don wrote about the future of direct mail and touched upon some of the new innovations in this arena. From the new larger size PowerKards to Digital Printing to Variable Data, the face of direct mail is changing—for the better.

We received a lot of positive feedback on the last article—as well as a lot of questions about Digital Printing and Variable Data, two of the coolest technologies to come around since...well, the printing press. Anybody who knows me understands my passion for keeping up on the latest technologies and more importantly, how these technologies can be harnessed to help agents improve their businesses and their lives. I decided I would weigh in on these two new marketing technologies.

Digital Printing Comes into its Own
The printing industry has advanced by leaps and bounds in the last few years, most notably in the field of digital printing. Digital Printing is a technology by which the images print straight from the computer onto the paper stock, bypassing the cumbersome process of creating film and printing plates, then transferring the images onto the paper stock.

Over the years, I felt that the quality of digital printing was not up to par and I discouraged agents from using this technology to mount large-scale direct mail campaigns. That is, until recently. To consumers, the quality of the digitally printed image has become virtually indiscernible from standard "offset" printing. As the quality has gone up, the price for this printing format has gone down.

Smaller Runs, More Flexibility
With digital print prices coming down, it has produced quite a few benefits to agents mounting direct mail campaigns. First, since you can now print your PowerKards on an "as needed" basis, there is no need to print large quantities of Powerkards, a practice necessary to keep printing cost down, particularly cost per each card. In the past, this necessitated large outlays of cash. With digital, you can print in quantities as low as 250 (or even lower), allowing you the capability to send highly targeted mailings at a reasonable price.

Truly "Targeted" Marketing
Think about it. Now you can target 250 PowerKards to one neighborhood, 300 PowerKards targeted to another community or niche, while still sending 1,000 PowerKards to your main farm area. This is flexibility that allows you to pinpoint a unique marketing message to specific groups or neighborhoods. This is especially helpful in mailing to agents' smaller "sphere of influence" and "past client" data lists, critical mailings in mounting a successful, well-rounded personal marketing campaign.

It's important to note two critical points: first, that you understand your direct mail farm should never be as low as 250 homes, and second, that while your marketing message can be tailored to resonate more with each smaller data list, your branding must remain consistent to all your mailing list groups. Marketing and advertising is all about consistency of branding and frequency of mailing, as well as having a sufficient pool of homes to market to.

Variable Data Invariably Produces Better Results
Digital printing has incorporated a newer technology that is sweeping the world of direct mail professionals—variable data. Variable data allows you to imprint and incorporate a unique name (tied to your data list) onto each PowerKard. Imagine each PowerKard message you mail out to your farm bearing the personalized header: "A Market Update for Joe and Mary Smith." Research shows readership increases dramatically on direct mail pieces utilizing variable data. This ensures that your marketing message will be read (and retained) by more prospects.

This technology supercharges your mailers and gives you more bang for your direct mail buck. With the power of variable data, your PowerKards will stand out even more against all the other mailers homeowners have to sort through day in and day out. That's a strategic advantage you want working for you and your mailing pieces!

Ease of Use
But the digital printing advantage doesn't stop at laser targeting of your mailings, less cash outlay or variable data. Combined with the online convenience of a digital "storefront" and mail house or fulfillment services (such as Hobbs/Herder's Digital Online Storefront), mounting a full scale direct mail campaign has never been easier or more effective.

For instance, Hobbs/Herder's Web-based system allows you to log on to our storefront site (it's password protected) from virtually any computer at any time to personalize a message, download an image and send your PowerKards to any configuration of lists you have stored. With virtually four clicks of a mouse, you can accomplish your mailing and be done with it, satisfied in the knowledge that your personal marketing pieces will be printed (with variable data if you so choose) and mailed directly into your selected farm.

Direct Mail Liberation
As the title of this article suggests, digital printing technology is liberating agents in many ways when it comes to their direct mail campaigns. No longer are you tied to spending large sums of money to purchase tens of thousands of cards. No longer are you grappling with the daunting task of deciding where to store these PowerKards. No longer do you have to haul PowerKards to your quick print shop for printing your marketing message, then to the post office or your mail house for mailing to your farm.

Most importantly, you are liberated from all these time consuming steps so you can focus on being the "rainmaker" and growing your business, networking and closing prospects generated from leads from your direct mail—or just spending more time with your spouse or children. And that's always a good thing!

Exciting New Technology to Enhance Your Career
As you can probably tell from this article, I am excited about all this new technology and how it's liberating agents on a daily basis and providing the opportunity to enhance the quality of your business and life. I love talking about these innovations with agents across North America and I encourage you to explore these new technologies and see what they can do for your business and career. Please email your questions and comments to Greg.Herder@HobbsHerder.com.