Variable Marketing Part 2: How To Manage Customized Print Projects for Personalized Digital Color PrintingFriday, August 27th, 2010
In our last post, we discussed the importance of being involved early in the design process when implementing a variable marketing strategy that utilizes personalized digital color printing. Planning up front can save lots of time and money in the long run for your personalized variable printing project. Knowing the strategy, deadlines, budget and complexity can help you determine the best and most cost-effective way to produce the project.
TIP #2: Determine the best, most cost-effective way to produce the project: Offset, digital – or both.
Depending on deadlines, there can be many economical options when implementing personalized digital color printing. If a quick turnaround is required, the project will most likely be best suited on the digital printer. The digital printer allows for getting variable marketing materials out fast in response to the market’s needs. If you have larger quantities and more lead time for the project, offset printing would be most economical. Planning for offset requires more attention to detail.
You can also mix the two options of digital and offset printing. The shells or static images/information can be printed on the offset and temporarily stored. This can then run through the digital press, adding on the variable information/images, allowing you to be flexible in your messaging when responding to your clients and prospects wants and needs out there in the marketplace. When doing this, color consistency could become an issue if not monitored between the multiple mixed pieces.