Variable Marketing Part 5: Best Ways to Determine the Right Look and Feel of Your Variable Marketing CampaignThursday, September 16th, 2010
A marketing campaign can never go wrong by testing it first. Sometimes concept and design on a screen can turn out much differently in its final printed version. Testing images, overall layout and the physical look and feel of a project can be a good idea, especially if you’re trying something a bit different. What looks good onscreen isn’t always great on paper. So, here’s our next tip.
TIP #5: Test images and overall layout of the project in short-runs.
One of the great advantages to running on a digital press is that you are able to print short runs – including test runs – and it can be very affordable. It’s important to ensure run-ability and color accuracy in production when images are involved. This allows you to keep testing different images and layouts until you’ve satisfied the exact look and feel your team was going for.
Why test? Because it can save you a lot of money in the long run if your mailing list is really large. You can run a test for two reasons. First, to see the final, visual piece. Make sure it matches your expectations. The second, if you run a small test and mail it out to the targeted audience and notice it’s not getting the response you wanted; there’s still time to make changes in an effort to improve your campaign’s results.